Harley-Davidson Raises 2026 Guidance After Q2 North American Retail Sales Rise 3%
Harley-Davidson reported second-quarter net income of $80 million, down 26% year-over-year, but raised its full-year guidance on stronger domestic retail sales and market share gains.
- 29,751 units (up 3% vs. Q2 2025)
- $80 million (down 26% vs. Q2 2025)
- $0.75 (down 15% vs. Q2 2025)
- $1.1 billion (up 6% vs. Q2 2025)
What Happened
Harley-Davidson reported second-quarter revenue of $1.23 billion, down 6% from a year ago, as a sharp decline in financial services revenue offset motorcycle segment gains. The company's motorcycle segment (HDMC) posted revenue of $1.1 billion, up 6%, with global shipments rising 9% to 39,209 units. Net income attributable to Harley-Davidson fell 26% to $80 million, largely due to the financial services unit's shift to a capital-light model.
- 29,751 (up 3%)
- 39,209 (up 9%)
- $1.1 billion (up 6%)
10.4%
Up from 9.3% in Q2 2025, reflecting improved profitability from core motorcycle operations.
“Our second-quarter performance reflects strength in our domestic retail business, continued focus on healthy dealer inventory levels and the exceptional commitment of our dealer network. Given this progress, our first-half results, and our market share gains, we are raising our full-year guidance and remain confident in our ability to create long-term value for shareholders.”
Previously from Harley-Davidson, Inc.
Harley-Davidson's latest results build on a mixed first quarter, where net income plunged 81% to $25 million despite an 8% rise in global retail sales, as the company absorbed tariff costs and restructuring charges. CEO Artie Starrs, eight months into the role, has been steering the company back to its core motorcycle business, emphasizing its U.S. dealer network and bringing back the classic bar and shield logo.
- Harley-Davidson Reports Q1 2026 Earnings: Retail Sales Up 8% Globally, but Net Income Drops 81%
- Harley-Davidson CEO Artie Starrs Refocuses on Core Business, Brings Back Legacy Logo
Background drawn from MotorClaw's earlier coverage of Harley-Davidson, Inc.'s official releases.
Why this matters
Harley-Davidson's improved outlook suggests its 'Back to the Bricks' strategy is gaining traction, particularly in North America where retail sales grew despite a tough market. The results affect shareholders, the company's dealer network, and workers at U.S. factories, as the manufacturer refocuses on core motorcycle operations.
Terms in This Story
- HDMC
- Harley-Davidson Motor Company, the core motorcycle manufacturing segment of Harley-Davidson, Inc.
- HDFS
- Harley-Davidson Financial Services, the financing arm that provides loans and insurance to dealers and customers.
- Adjusted EBITDA
- A non-GAAP financial measure that excludes interest, taxes, depreciation, amortization, and certain one-time items to show core operating profitability.
Summarised from the linked release; details can be imperfect — always verify against the original source.