Harley-Davidson unveils 'Back to the Bricks' plan targeting $350M+ EBITDA by 2027
Harley-Davidson announced a new strategic plan, 'Back to the Bricks,' aiming to restore performance and drive profitable growth through brand strength, dealer profitability, and cost actions.
over $350 million
double in 2026, then double again by 2029
10-12%
What Happened
Harley-Davidson, Inc. announced its 'Back to the Bricks' strategic plan on May 5, 2026, designed to restore company performance and deliver profitable growth. The plan leverages the company's iconic brand, dealer network, and revenue channels, with immediate actions to recapture market share in core categories like new and used motorcycles, Parts & Accessories, and Apparel.
$350 million+USD
For Harley-Davidson Motor Company in 2027
- Deep appreciation of competitive advantages and legacy
- Renewed commitment to exclusive dealer network to drive enterprise profitability
- Immediate actions to recapture share in areas with right to win
- Strong financial position with path to stronger free cash flow and EBITDA margin
- Bolstered management team with fresh perspectives and institutional knowledge
“Having defined the motorcycle industry for more than 123 years, Harley-Davidson remains one of the world's most iconic and respected brands. Back to the Bricks builds on our core strengths and competitive advantages, harnessing the passion of our riders to deliver profitable growth for the Company and both our dealers and shareholders.”
Why this matters
The plan outlines specific financial targets, including over $350 million in EBITDA by 2027, and aims to double dealer profitability twice, signaling a focused effort to revive the iconic motorcycle maker after a period of decline.
Terms in This Story
- EBITDA
- Earnings Before Interest, Taxes, Depreciation, and Amortization, a measure of a company's overall financial performance.
- CAGR
- Compound Annual Growth Rate, the mean annual growth rate over a specified period longer than one year.
- HDMC
- Harley-Davidson Motor Company, the main operating segment of Harley-Davidson, Inc.
Summarised from the linked release; details can be imperfect — always verify against the original source.