Harley-Davidson dealerships on track to 'double' profits in 2026

From JSOnline:

Ricardo Torres

Milwaukee Journal Sentinel

Harley-Davidson dealerships are on a good path as the company is expecting profits to "double" for the network.  

Harley CEO Artie Starrs often calls the Milwaukee-based motorcycle maker's dealership network the best in the industry and is focused on the health of those dealerships.  

"Based on current trends, we expect domestic dealer profitability to double in 2026," Starrs said on an earnings call with analysts and investors on July 23.  

Harley-Davidson reported a second quarter profit of $80 million, down roughly 26% from the same time last year.  

The company also reported motorcycle shipments of 39,200 for the quarter which is a 9% increase from 2025.

Dealer health is a major component to the company's plans to return to growth.

Inventory levels have been a balancing act the company has had to monitor since Starrs took over as top executive in the fall of 2026.  

"Nearly every dealer was telling me and us, that they had too much inventory," Starrs said of his conversations at the time he joined Harley-Davidson. "Today, the vast majority believe it's either just right or they're asking for more bikes." 

Starrs said the company can improve inventory even more by finding the right balance of makes and models to suit the dealerships.  

Harley-Davidson raised its financial guidance and now expects to ship between 133,500 and 138,500 units compared to a range that was 3,500 cyclers lower.

The company also adjusted its outlook on its operating income. It now expects to have a operating income of between $10 million to $50 million in 2026. Harley-Davidson previously expected the operating income to range between a $40 million loss to a $10 million profit.

From: https://www.jsonline.com/story/money/business/2026/08/04/harley-davidson-dealerships-on-track-to-double-profits-in-2026/91155019007/

Timmy Tiny Wheels: 1916 Harley-Davidson Model J 989cc ROAR 🔥: V-Twin Time Capsule

Timmy Tiny Wheels: 1942 739cc WAR HORSE Harley Davidson WLA Army Secret

Timmy Tiny Wheels: 1960 Harley Davidson Topper ✨ Weirdest Harley You’ll Ever See

Veterans Build Brotherhood in American Motorcycle Culture

Timmy Tiny Wheels: 🛵 1960 Harley-Davidson Topper: The Most Un-Harley Harley Ever

American brands like Harley-Davidson could face retaliation from Trump’s tariffs

Cool Ideas: Harley-Davidson Raven: A Custom Build That’s Basically a Dinosaur on Wheels 🦖

Milwaukee's Harley-Davidson community pays tribute to local organizer

Opinion: Harley-Davidson kicks American workers in the teeth by moving some production to Thailand

From JSOnline:

Harley-Davidson, a name synonymous with American motorcycles and the freedom of the open road, is making a move that has left many feeling betrayed and concerned.

Brian Bryant

Special to Milwaukee Journal Sentinel

Harley-Davidson, a name synonymous with American motorcycles and the freedom of the open road, is making a move that has left many feeling betrayed and concerned. The company's recent decision to shift some motorcycle production to Thailand is a kick in the teeth to American workers and raises questions about the company's commitment to its roots.

This is not the first time Harley-Davidson has faced criticism for such actions.

Approximately 572 members of the International Association of Machinists and Aerospace Workers (IAM) lost their jobs when Harley-Davidson closed its Kansas City plant in 2019. At that time, the company claimed that its new facility in Thailand, built in 2018, was established primarily in response to a 31% tariff imposed by the European Union on U.S.-made motorcycles, itself a reaction to tariffs on European steel and aluminum imports under then-President Donald Trump—would only serve the Asian and European markets, assuring that American jobs would remain secure. 

The impact of this decision is felt most acutely by our members in places like York, Pa., and Menomonee Falls, Wis. These folks are more than just employees; they are the heart and soul of Harley-Davidson. They take pride in their work, pouring their passion into every motorcycle that rolls off the assembly line. The uncertainty surrounding their jobs is not only a financial concern but a blow to their sense of identity and purpose.

Production move to Thailand feels like a betrayal to loyal customers

Harley-Davidson's decision to manufacture motorcycles overseas and sell them in the U.S. adds insult to injury. It's one thing to shift production to meet demand in other markets, but it's quite another to import those same products back to the very country where the brand was built. This move feels like a betrayal to the loyal customers who have supported Harley-Davidson for generations.

The company's justification for this decision centers on remaining competitive in the global marketplace. While these are valid concerns for any business, they ring hollow when weighed against the human cost. Harley-Davidson's success was built on the backs of American workers, and their loyalty deserves more than just lip service.

This decision also raises questions about the future of American manufacturing. Harley-Davidson is not just any company; it's an American icon. If a brand as deeply ingrained in American culture as Harley-Davidson is willing to shift production overseas, what does that say about the state of manufacturing in this country? It sends a discouraging message to other companies and workers who are struggling to keep manufacturing jobs in the U.S.

It's important to acknowledge that the global marketplace is complex and ever-changing. Companies must adapt to survive, and sometimes that means making difficult decisions. However, those decisions should not come at the expense of the very people who have helped build the company's success.

Harley-Davidson's story intertwined with the American dream

Harley-Davidson has an opportunity to reconsider this decision and demonstrate its commitment to American workers. By investing in its U.S. workforce and finding innovative ways to remain competitive, the company can not only preserve jobs but also strengthen its brand and reputation.

The story of Harley-Davidson is intertwined with the American dream. It's a story of hard work, passion, and the freedom to chase one's dreams. It's a story that resonates with people across the country and around the world. The company has a responsibility to honor that legacy and ensure that its actions align with the values it represents.

The road ahead may be challenging, but Harley-Davidson has faced adversity before. By choosing to prioritize its American workforce and invest in the future of manufacturing in this country, the company can not only overcome this latest hurdle but also emerge stronger and more resilient than ever. The choice is theirs, and the world is watching.

Brian Bryant is president of the International Association of Machinists and Aerospace Workers.

From: https://www.jsonline.com/story/opinion/2024/08/14/harley-davidson-moving-production-thailand/74773784007/

Milwaukee Rally for Harley-Davidson motorcycle riders not canceled for coronavirus

From JSOnline:

Sarah Hauer

Milwaukee Journal Sentinel

A 1991 Harley-Davidson Sportster, foreground, attracts its share of attention during the custom bike show at the Harley-Davidson Museum on Sunday. The event was part of the 2019 Milwaukee Rally presented by Harley-Davidson and its dealerships.

Michael Sears/Milwaukee Journal Sentinel

In a summer defined by canceled events, one end-of-season party is still happening — the annual Milwaukee Rally Labor Day weekend at area Harley-Davidson motorcycle dealerships. 

The reunion of sorts for Harley-Davidson motorcycle riders draws crowds to Milwaukee ever year. While around 100,000 descend upon the company's hometown in anniversary years, attendance is smaller and less predictable in off years like this one.

In many ways, the Milwaukee Rally 2020 will be just like other years. Motorcyclists will ride into town. Five dealerships will welcome riders with parties, show off fancy new bikes, and host live music to celebrate the company's 117th anniversary.

But these are no ordinary times. The coronavirus, which has killed more than 1,100 in the state, continues to spread. Health officials continue to discourage gatherings of any kind that could spread the virus.

Read more: https://www.jsonline.com/story/money/business/2020/09/03/milwaukee-rally-harley-davidson-riders-not-canceled-coronavirus/5657091002/

Wisconsin driver intentionally crashes into motorcyclist because he was white

From New York Post:

Daniel NavarroFond du Lac County Sheriff's Office

A Wisconson man who struck and killed a motorcyclist told investigators he intentionally crashed head-first into the victim because he believed all Harley riders are “white racists,” local officials said.

Daniel Navarro, 27, of Fond du Lac, has been charged with a homicide as a hate crime after he allegedly veered across a road around 6:45 p.m. last Friday to hit former Marine and police officer Phillip Thiessen, 55, on his Harley Davidson, the county sheriff said during a press conference Thursday.

“Navarro told detectives that he believed the person driving the motorcycle was white because in Wisconsin, white people drive Harley-Davidson motorcycles, and the Harley culture was made up of white racists,” Sheriff Ryan Waldschmidt said. “He admitted he could not specifically see who was driving this motorcycle.”

Navarro, who is Hispanic, told investigators during a 3.5-hour interview his attack was motivated by increasing instances of racism against him — though Navarro had never previously met Thiessen or known anything about him, Sheriff Waldschmidt said.

“Navorro told detectives he believed he had been intentionally poisoned by coworkers and by a neighbor; that people drive by his house and rev their engines and squeal their tires to try to upset him; and that people make racist comments towards him — all because he’s Hispanic,” Waldschmidt said.

He added that, “Navarro said if President Donald Trump and white people are going to create the world we are living in, he has no choice and people are going to have to die.”

Navorro also allegedly told investigators that he decided to crash into a motorcycle because there was a greater chance that he would kill the victim than if he had crashed into another car.

The suspect also said he “wanted to go to prison” so his parents would not have to take care of him “as his health deteriorates” and so he would be free of the people who harass him, Waldschmidt said.

The sheriff’s office declined to comment on Navorro’s mental or physical health.

Thiessen, a 1983 graduate of L.P. Goodrich High School, was a Marine who later served as a police officer in Fairfax, Va.

He later worked for the Wisconsin Department of Justice Internet Crimes Against Children unit before moving back to Fond du Lac for retirement in 2018, where he volunteered at a local food pantry.

“Phillip was a generous, caring, loyal man that made friends easily anywhere he went, and maintained long-distance friendships for many years,” Thiessen’s obituary reads.

“He believed in giving back to his community and was a volunteer at the Fondy Food Pantry.”

Navarro is being held on a $1 million bond on charges of 1st Degree Intentional Homicide, Hate Crime; Use of a Dangerous Weapon and 1st Degree Recklessly Endangering Safety

 From: .https://nypost.com/2020/07/11/wisconsin-driver-intentionally-crashes-head-first-into-motorcyclist/

Motorcycle maker Harley-Davidson knocked off S&P 500, a key benchmark for the U.S. stock market

From JSOnline:

Rick Barrett, Milwaukee Journal Sentinel

The Harley-Davidson Pan America is the company's first adventure touring bike. It will be released in 2020. (Photo: Harley-Davidson Inc.)

Harley-Davidson Inc. has been removed from the Dow Jones S&P 500 list, a key benchmark for U.S. stocks, but analysts say investors are more concerned about Harley's share price and company performance. 

Dow Jones announced the move Monday, saying that Harley and two other S&P 500 companies, Nordstrom Inc. and Alliance Data Systems Corp., will move to the S&P MidCap 400 list. Harley will move to the S&P MidCap 400 GICS Motorcycles Manufacturers Sub-Industry Index.

The S&P 500 is viewed as an important benchmark index for the U.S. stock market. Composed of 500 companies across a wide range of industries, the index captures the pulse of the American corporate economy.

Read more: https://www.jsonline.com/story/money/2020/06/15/milwaukee-based-harley-davidson-removed-s-p-500/3194719001/

Harley-Davidson restarting production, bringing hundreds back to work

From JSOnline:

Rick Barrett, Milwaukee Journal Sentinel

Harley-Davidson Inc. has resumed production at its U.S. manufacturing plants, with full staffing expected at the factory on Pilgrim Road in Menomonee Falls following Memorial Day weekend.

Currently, there are approximately 125 U.S. Steelworkers union members back at the plant, according to union officials, as Harley restarts production that was shut down in March after an employee tested positive for coronavirus and motorcycle sales plummeted in the economic fallout stemming from COVID-19. 

The engine and drivetrain facility employs approximately 1,000 people.

“Pilgrim Road plans to bring all hourly employees back after Memorial Day weekend for full production,” Ross Winklbauer, a Steelworkers subdistrict director, said Thursday. 

“A lot of it is going to depend on what goes on with the plant in York (Pa.), but the plan is to get everybody back,” Winklbauer said.

Addressing coronavirus, the company has staggered work start times and installed barriers between work stations.

“It’s going to be a new normal for them,” Winklbauer said.

In a statement, the company said: “Harley-Davidson has begun a planned phased approach to resuming production in its facilities, following the guidelines of public health and regulatory authorities and keeping employee health and safety front and center. At all of its facilities, Harley-Davidson has implemented enhanced safety measures, protocols to support social distancing and is bolstering its already-rigorous cleaning and sanitation practices."

Harley has launched a set of actions that will eventually lead to a new strategic plan for the company.

Harley refers to the plan as The Rewire. Among the goals is to "...reset the company's operating model in order to reduce complexity, sharpen focus and increase the speed of decision making."

The Rewire program "...will focus more on the markets and products that can drive performance in terms of profitability and growth."

In 2019, the company saw its bike sales in the U.S. drop for a fifth straight year and its global motorcycle shipments at the lowest level in a decade. 

Earlier this month, the board of directors named board Chairman Jochen Zeitz president and CEO, a position he had held on an interim basis after president and CEO Matt Levatich left in February following 26 years with the company.

In an annual shareholders meeting Thursday that lasted only 15 minutes, Zeitz said the company was focused on its five-year strategic plan. 

"Beyond our COVID-19 response, we must take significant actions now to rewire the company in terms of priorities, execution, operating model and strategy to drive sustainable and profitable long-term growth," he said.

During the meeting, which was held online rather than in person, a shareholder asked why most of the board members were still in place given the company's poor performance.

"A major shakeup needs to take place and get some new and real motorcycle people on the board," he said. 

Zeitz answered by saying there had been changes. 

"That being said, we also expect to elect one new board member this year. I feel very confident that the board we have is giving us all the knowledge we need to take the company through this important rewire phase," he said. 

From: https://www.jsonline.com/story/money/2020/05/21/harley-davidson-bringing-hundreds-back-work-milwaukee/5240119002/