Harley-Davidson Q1 Retail Sales Rise 8%, Launches Plan for $350M EBITDA by 2027
Harley-Davidson’s Q1 2026 global retail motorcycle sales rose 8% to 33,507 units with North America up 14%, while HDMC revenue fell 2% to $1.055B and diluted EPS was $0.22. The “Back to the Bricks” plan targets over $350M HDMC EBITDA in 2027, mid-single-digit CAGR and dealer profitability doubling by 2026.
1. Back to the Bricks Strategic Plan
Harley-Davidson’s “Back to the Bricks” plan rests on five pillars: leveraging its iconic brand and dealer network, recapturing market share in motorcycles, parts, accessories and apparel, executing cost and restructuring actions, and strengthening its leadership team. The company targets over $350 million in HDMC EBITDA by 2027, mid-single-digit CAGR in retail unit and Parts & Accessories growth, 25–30% gross margin, 10–12% EBITDA margin and operational expenditures below 20%.
2. Q1 2026 Motorcycle Sales and HDMC Results
In Q1 2026, HDMC global retail motorcycle sales rose 8% to 33,507 units with North America up 14% to 23,803 units. HDMC revenue declined 2% to $1.055 billion, gross margin narrowed to 25.3%, and the company delivered diluted EPS of $0.22 while deploying $128 million for share repurchases and incurring $15 million in restructuring charges.
3. Q1 HDFS and LiveWire Performance
HDFS revenue dropped 54% to $112 million and operating income fell 65% to $22 million on lower finance receivables, with quarter-end net finance receivables down 67% to $2.4 billion following asset sales. LiveWire revenue grew 87% to $5 million and its operating loss narrowed by 11% to $18 million, driven by higher electric motorcycle and STACYC bike sales.