Harley-Davidson Q1 Earnings Call Highlights

5 days ago 8

MarketBeat

Sun, May 10, 2026 astatine 5:09 PM CDT 9 min read

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Harley-Davidson’s first-quarter income improved, but profits fell sharply. Global retail motorcycle income roseate 8% twelvemonth implicit year, led by a 14% summation successful North America, but consolidated gross fell 12% and EPS dropped to $0.22 from $1.07 arsenic tariffs, restructuring costs and changes astatine HDFS weighed connected results.
The institution unveiled a caller “Back to the Bricks” strategy. Management plans to refocus connected halfway marque strengths, turn trader profitability, and grow parts and accessories, including the instrumentality of the Sportster successful 2027 and a caller Sprint exemplary successful the 2nd fractional of 2026.
Harley-Davidson reaffirmed its guidance contempt tariff pressure. The institution expects 2026 tariff costs of $75 cardinal to $90 million, but said they should easiness aboriginal successful the twelvemonth and maintained its outlook portion targeting semipermanent maturation successful retail units, margins, and EBITDA.

Harley Pivots Hard: Can New Bikes Fix an Old Brand?

Harley-Davidson (NYSE:HOG) reported higher first-quarter retail motorcycle income but sharply little net arsenic the institution absorbed tariff costs, restructuring expenses and the effects of a caller capital-light exemplary astatine Harley-Davidson Financial Services.

The Milwaukee-based motorcycle shaper besides introduced a caller strategical plan, called Back to the Bricks, which Chief Executive Officer Artie Starrs said is designed to reconstruct measurement growth, fortify trader profitability and refocus the institution connected its halfway marque strengths.

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“In what remains a challenging user environment, these results bespeak the interaction of the actions we've taken to thrust request and amended execution,” Starrs said connected the company’s first-quarter capitalist call.

Retail Sales Rise, Led by North America

Harley-Davidson said planetary retail income of caller motorcycles roseate 8% twelvemonth implicit twelvemonth successful the archetypal 4th to astir 34,000 units. North America led the gains, with retail income up 14% to astir 24,000 motorcycles. U.S. retail income accrued 16%, portion Canada declined 8%.

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Harley-Davidson Rallies 38%, But Analysts See Downside Ahead

Jonathan Root, main fiscal and commercialized officer, said the North American show was driven by spot successful Touring and Trike models, the company’s 2026 motorcycle motorboat and targeted incentives. Harley-Davidson’s stock of the U.S. 601cc-plus marketplace roseate to 38%, up 2 percent points from a twelvemonth earlier.

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