Harley-Davidson

Harley's Artie Starrs Era Strategic Plan - 'Back To The Bricks' 

Following the introduction of a new 'RIDE' marketing platform last month, the 'MoCo' used the occasion of its Q1, 2026 Fiscals release to confirm an outline framework and some details of the new Strategic Plan that will come to define the Artie Starrs era.

Described as 'Back to the Bricks', the simple common-sense brand and balance sheet management it encapsulates could equally well be described as 'Back to Basics'. For the record the 'Bricks' that it references are the bricks with which the iconic Juneau Avenue, Milwaukee HQ was built.

The company first occupied the site on what was then called Chestnut Street in 1906. Following major expansions in 1910-1913, the iconic red-brick, multi-story factory was finished around 1926. 

Added to the National Register of Historic Places in 1994, "Bricks" is the employee colloquial for that building and at a time when the decision has been taken to have staff return to office working and re-populate the building, 'Back to the Bricks' is both the sentiment and mission behind a statement unifies legacy values and planning for growth.

A strategy that is intended to "restore performance and deliver profitable growth" by leveraging "Harley-Davidson's competitive advantages to restore volumes and build a platform for value creation - targeting over $350m of HDMC EBITDA in 2027."

Artie Starrs, President and CEO of Harley-Davidson went on to state that "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. 

"This next chapter in Harley-Davidson's evolution is already underway, and early momentum reinforces our confidence in the significant opportunities ahead. As we drive towards this new phase of growth, we remain committed to the craftsmanship and dedication that define our brand - while delivering meaningful value to the Company for our riders, dealers, and shareholders alike."

Quoted directly from their May 05 release, 'Back to the Bricks' is built on five key pillars:

A deep appreciation of Harley-Davidson's competitive advantages and legacy: The Company's iconic brand, diversified and powerful revenue channels, and best-in-class dealer network provide a powerful foundation for growth.

Renewed commitment to exclusive dealer network to drive enterprise profitability: Harley-Davidson's dealers are a competitive advantage. The Company is planning actions to enable dealers to double profitability in 2026 and then double it again by 2029.

Immediate actions to recapture share in areas where Harley-Davidson has the right to win: Harley-Davidson has strong legacy equity in existing markets including new motorcycles, used motorcycles, Parts & Accessories, and Apparel & Licensing. The Company's new strategy is focused on positioning the Company to regain share and drive meaningful volume growth in categories where it benefits from credibility, scale, and deep rider connection.

Strong financial position with a path to stronger free cash flow and EBITDA margin: Cost and restructuring actions already underway support a path to stronger free cash flow and EBITDA margin over time.

Bolstered management team with balance of fresh perspectives and institutional knowledge: Harley-Davidson has made a number of leadership appointments that support the Company as it leverages its innate strengths.

Financial Targets

The Company is targeting more than $350m in EBITDA in 2027 for Harley-Davidson Motor Company (HDMC), with additional future upside through execution against Harley-Davidson's strategic priorities.

Defined by Artie Starrs as a three-to-five-year timeframe, over the medium term, Harley-Davidson is targeting:

Mid-single-digit compound annual growth rate (CAGR) for HDMC retail unit growth - namely, rather than trying to make more from less, Artie Starrs wants to make more from more.

HDMC gross margin of 25-30%; mid-single-digit CAGR for HDMC Parts & Accessories and Apparel & Licensing growth; HDMC operational expenditures of less than 20% of sales and an HDMC EBITDA margin of 10-12%.

Highlights of that strategy will see a big win for dealer demand with an MY 2027/2028 return for an air-cooled Sportster (starting at $10k), with domestic US units being made at the York, Pa. Facility.

Before then will be a much-anticipated debut for the Sprint. Still expected to be based on the Hero MotorCorp, India developed X440cc oil-cooled single, it is slated for release at some stage of the 2027 model year and while it is thought likely to have a sub $10k entry level price-point, giving it breathing room beneath the pricing of the new Sportster, it is not now expected to hit the sub $6k mark that Jochen Zeitz had projected last summer.

Harley will build on the recently announced new 'RIDE' marketing platform with a focus on accessibility (Starr's preferred way of referencing a more nuanced affordability concept).

He is also keen to emphasise dealer profits, especially through parts and accessory revenue streams that will no longer the 'Cinderella' but a major source of opportunity for Harley, for dealers and for riders alike.  

Indeed (with what, in the May 05 Investor Call appeared to be confirmation that aftermarket P&A will get a fairer shake when it comes to authorized showroom access and inventory), and customizing with a recalibration of "blank canvas" model offers to stimulate P&A and individual personal expression.

The re-focus on the importance of the dealer network is something that Artie Starrs has flagged ever since he first visited Maverick Harley-Davidson in Carrollton, Texas in mid-2025. Long before news of his impending appointment had started to circulate, he enrolled in their Riding Academy Motorcycle Training Course, earned his license, and purchased his first Harley from that dealership.

Ensuring that the dealer network is financially healthy and has the right number of the right motorcycles in a broadened and deepened product offering is being widely welcomed. Starrs has stated that in recent years Harley's dealers have had to inventory "too many of too few motorcycles" on their showroom floors.

The recalibration of what unit "lifetime value creation" looks like makes this is a strategic plan whose time has come. Starrs also added that he and his team are "relaxed" about the mixed network they have inherited and are happy to see family-owned stores thrive alongside the chains. 

News Briefs

Harley-Davidson plans to spend $6.8m on exterior work at its historic Milwaukee HQ as it prepares for employees to return to work from its offices. It is embarking on an "envelope restoration" for its campus on Milwaukee's near west side, according to a commercial alteration permit application filed by Milwaukee architectural firm HGA. The permit covers work at its headquarters as well as structures at 3800, 3900 and 4000 W. Juneau Ave. In 2025 the company initiated the process of pursuing historic tax credits with an application to the National Register of Historic Places. The tax credits could enable Harley to defray up to 40% of the costs of a restoration project. Harley already attained historic status for the campus in 1994. However, the company filed an updated application in early 2025 and additional information in October 2025 as the basis for seeking an updated historic designation. In December 2025 it was announced that it will require white-collar employees to return to working from its offices starting from March 2026 - six years after it largely closed the property during the Covid-19 pandemic. Employees who live within a 50-mile radius of the headquarters were told that they will start working at the office three days per week in March and then four days a week starting in September/MBJ.

Where there were three, now there is one. Masterminded by Performance Brokerage Services, February saw an announcement that Hampton Roads H-D (Yorktown, Va.) and Southside H-D (Virginia Beach, Va.) were to be consolidated at the Portsmouth, Va. Location of Bayside H-D. In March long-time Bayside owner Maurice Slaughter sold the combined business to Michael Veracka's MOD Enterprises conglomerate, the largest dealership group owner in the USA. The combined business has been renamed Ironclad Harley-Davidson. Employees from all three stores have been offered employment within the new structure. PSB commented that for Veracka the move "reinforces a multi-store strategy focused on scale and operational efficiency. The group also operates Riverside Harley-Davidson, known as the world's top-volume Harley-Davidson dealership by new unit sales."

In the context of recent changes to tariff policy, Polaris has stated that, excluding potential refunds, the revised Tariff structure "will not have a material impact to the Company's 2026 full year guidance."

S&S Cycle, in collaboration with Motorcycle Storehouse, is bringing its rider contingency program to the 2026 BRL Europe Race Series. With a € 14,000 prize fund, the program underlines S&S Cycle's continued commitment to racing and performance development both in the US, and Europe. The S&S Cycle BRL Europe contingency program will run throughout the 2026 race season, rewarding performance, encouraging participation, and continuing to build the link between the racetrack and the street.

BRP has reported Full-Year 2025 revenues of $8,442.7m, an increase of 6.8% compared to 2024, driven by a favorable ORV product mix, as well as higher ORV and PWC shipments. BRP North American Powersports retail sales increased by 12% compared to 2024, resulting in market share gains in North America for ORV and Snowmobile. 

Harley-Davidson's blue-collar headcount continues to shrink, with production workforce posts down by about 800 positions from 2022, and further headcount reductions expected. CEO Artie Starrs told analysts in February that the company had hired an outside consultant to conduct "a rigorous, end-to-end review of the company's cost base and operating expenses," with plans to announce a strategic "reset" for Harley in May. Overall employment at Harley hit a recent peak of 6,400 as of year-end 2023 with 2,400 hourly unionized employees at its plants in Menomonee Falls, Tomahawk and York, Pennsylvania, where combined unionized employment peaked at 2,500 in 2022. In 2024, year-end total employment decreased to 5,900 and unionized employment fell to about 2,000. Then in 2025, overall employment was 5,500 at year-end with 1,700 positions in the unionized workforce. Harley listed 200 employees in the electric motorcycle LiveWire Group from 2022 through 2024 but reduced employment there to 150 as of year-end 2025/MBJ

Daytona RideNow dealerships are said to have defied trends with "record breaking" sales during Daytona Bike Week 2026. "Despite changing attendance in Daytona during Bike Week, the enthusiasm at the Indian dealership was at an all-time high. The team increased new unit sales of Indian motorcycles by 40% over 2025. RideNow Daytona Beach, a sister store to the Indian dealership increased sales by over 32% during the rally as well."

GBrakes

GBrakes – 11.5" V-Twin Floating Rotors

Carson City, Nevada based GBrakes "builds motorcycle braking systems that hold pressure, dissipate heat, and deliver clean, repeatable stops, no matter how hard you ride or how hard you stop."  

That is the bold statement made by CEO Sandro Milesi about the new brakes components business he started last year, and he and his family have the decades of multi-generational experience, knowledge and industry contacts to be able to back it up.

The range is centered on sintered and ceramic pads, high-carbon and stainless rotors and braided stainless brake lines built to outlast the bike they're mounted on. The company's rotors are engineered in USA and manufactured in the EU in ISO certified facilities. 

Seen here, GBrakes' 11.5" floating rotors with choice of anodized carriers "deliver serious stopping power," says Sandro. "While the design is eye-catching, it's the advanced technology and noticeable boost in braking performance that truly impress. GBrakes improve stopping power, reduce brake fade, and offer a more responsive, confident ride, on the street or the track."

GBrakes rotors are manufactured from heat-treated, high-carbon virgin 420 stainless steel. Each rotor is precision laser-cut (never stamped) and a parallel double-disc grinding process to achieve exceptional flatness and a tight-tolerance surface finish. The rotors are then Cryo-Tech treated down to -300° to further enhance material stability, durability, and performance.

"Building our brakes with premium materials and customization options to match their performance needs and personal style, riders notice a firmer lever feel, less vibration, and longer pad life." 

Each GBrakes rotor features a unique wave-shaped edge that enhances airflow and heat dissipation, delivering cooler, more consistent braking under extreme conditions. Unlike conventional round rotors, the Wave profile reduces unsprung weight, sheds debris efficiently, and maintains a cleaner pad surface for maximum bite. 

"Performance brakes aren't just for racers, they're for anyone who values safety, control, and reliability. Every system we offer is built to work together, pad compounds matched to the right rotor material and finish, lines pressure-rated to hold feel even when the fluid's boiling, and hardware that actually fits your platform without compromise.

"Whether you ride a loaded V-twin, a daily street build, or a sportbike, GBrakes systems are built for riders who don't back off. If your braking feels vague, weak, or warped, don't ride around it. The fix is here. The right parts. The right fit. All in one place."

GBRAKES

www.gbrakes.com

Feuling Parts

Performance and the Art of Pushrod Installation

Feuling Parts says it has taken the tried and trusted Twin Cam Quick Install Pushrod "and added knurling and an indicator dot to make install a breeze. This is the strongest 'Quick' install pushrod on the market."

TC Quick Install Adjustable pushrods have a 3/8" OD tube and 0.134" wall thickness and come in sets of four. They are individual length exhaust and Intake pushrods and install without the removal of rocker covers – they require quick install tubes - see Feuling #4095 for tubes only or Feuling #4097 for pushrod and tube kit

Luke Leatherman says that "the strength and rigidity of this quick install pushrod is second only to heavy-duty one-piece pushrods. Our tube material starts out as 7/16" rod OD, it then gets turned down to 3/8" OD leaving heavy duty 7/16" – 20 threads for the base and jam nut. 

"The jam nut slides up the pushrod; the base then loosens up into the pushrod to shorten length and allow quick install access."

Feuling notes that correct pushrod/lifter adjustment requires starting with fully pumped-up lifters. "When trouble shooting noisy valve-train, lifter adjustment should start with a fully pumped-up lifter, from zero lash put 0.90" - 0.100" of pre-load on Feuling hydraulic lifters." It could also be that lifter to lifter bore clearance is out of spec and Feuling recommends a clearance of 0.001" - 0.0015" for proper oil psi at lifter.

Other factors could include pushrods flexing and hitting pushrod tubes ("look for a shiny ring witness mark around the pushrod normally seen up towards the cylinder head"), low oil pressure, pushrod center oil hole plugged, excessive crankshaft runout, rocker arms/bushings out of tolerance and leaky/broken piston cooling jets.

Additional suggested checks could include the clearance for roller rocker arms on the underside of the rocker box covers; steep ramped camshafts causing excessive gear drive backlash or excessive crankshaft runout; tolerance on the rocker arms/bushings, valve spring clearance to lower rocker box housing and valve spring coil bind and/or valve spring harmonics – the valve spring open height should match up with camshaft peak lift.

FEULING PARTS

www.feulingparts.com

RMStator

RMStator V-twin Line - Regulators

Best known in the street bike and offroad/dirt bike markets, RMStator has a new line of OEM replacement charging solutions for V-twin applications.

Owned and operated by Founder and President Roger Masson, this is his factory's first 'product specific' entry into hugely demanding electrical component market for Big Inch baggers, cruisers, and tourers with complex modern electrical systems.

The line has launched with three key components - MOSFET Voltage Regulators, a direct fit OEM replacement, plug-and-play Stator design and Alternator Rotors with high grade steel capping.

Metal-Oxide-Semiconductor Field-Effect Transistor voltage regulators (MOSFET - we love a good acronym here at AMD!) run cooler than OEM designs, and that is no different in the Harley market. They feature an upgraded Heat Sink and better cooling translates to improved charging efficiency.

RM’s V-twin Stator design is an OEM fit, enhanced reliability, plug and play direct replacement

"Using only premium components, our tested, tested and re-tested regulator design exceeds the performance and durability of OEM diode regulators and as a direct fit, easy install replacement for the original unit," says Chief Engineer Evan Grist.

V-twin Alternator Rotors – built to OEM specifications.

"Changing out a worn, damaged, or just tired regulator extends battery life, protects the electrical system, and prevents expensive breakdowns. A failing regulator that is overdue for replacement can damage the stator, which is an expensive repair on a V-twin engine. The regulator replacement is a simple external bolt on, Plug & Play repair that is easy to do, a good value, and cheap insurance against future problems."

RMSTATOR

www.rmstator.com

Zodiac International

Zodiac International - Additions

Spectro Oil Change and Service Kits

These kits include everything needed for the pre-season oil change and gasket update – also available with spark plugs. "The gasket kits are sold separately and come complete with all the gaskets needed for an oil change." All sets are complete for one motorcycle.

S&S Billet M8 Fuel Rail

A replacement for the cracked plastic OEM rails, the S&S M8 Fuel Rail increases fuel capacity to dampen fuel pulses, resulting in smoother engine operation and improved performance. "These billet fuel rails are the ultimate solution for reliability and enhanced fuel delivery." 

Built for durability, they are crafted from premium grade 6061 aluminum and finished with a sleek black anodized coating. They feature a direct replacement design for a precise, seamless fit.

Arlen Ness Touring Style Gas Caps

The CNC machined billet aluminum base and removable billet center gas cap of these Arlen Ness designs make it drastically easier to refuel the gas tank. Factory gas caps open from one side only, resulting in limited fill angles and having to adjust the handlebars when refuelling. 

The gas caps come with Viton seals for long-term durability. They fit all Touring CVO 2023 to present and Road Glide and Street Glide 2024 to present.

Cult-Werk Crash Bars for M8 Softail

These original Cult-Werk "Clubstyle" crash bars are suitable for all Softails with mid controls from 2018 to present. "Milled on the most modern 5-axis CNC centers for precision fit to the original mounting points on the frame, the rear crash bar fits all Softail 2018 to present; features include a Cult-Werk footrest rubber." 

They are available with a separately available choice of end caps in black plastic or aluminum, and the bars are in black powder coated steel or uncoated stainless.

Arlen Ness Carbon Fiber Rear Fender

Offered as upgrades for Touring or Lowrider S/ST, these Ness rear fenders are a "premium, lightweight, race-inspired custom fender engineered for performance baggers." Crafted from aerospace-grade 3k pre-preg carbon fiber and finished in a deep-gloss clear coat, "this fender delivers a smooth, seamless custom look that eliminates the indentations found on factory stamped fenders."

Stylish Windshields

Available for Roadglide, Streetglide or Lowrider ST, these windshields are available in a range different sizes, for a number of different models in choice of colors, smoke and clear. 

ZODIAC INTERNATIONAL BV

www.zodiac.nl

Custom Nationals

'Custom Nationals' Germany Goes International

31 July - 1 August,x Geiselwind, Franconia, Germany 

Following the impressive 200+ entries premiere in July/August 2025, the second edition of the German 'Custom Nationals' is aiming for more international participants, both professional customizers AND private entries – to add to the status of one of the most interesting new events in Europe.

Fast paced for all participants and visitors, custom bikes enter the show Thursday with the two event days Friday and Saturday seeing the judging, presentations and photo shoots for the competing bikes concerts.

Additional visitor attractions include an outdoor US-Car Show, vendors and concerts. Based on one of the longest running bike shows in Germany, previously part of the legendary 'Bike and Music' Weekend Geiselwind, Custom Nationals feature 16 different classes plus Special Awards and 'Best of Show' trophy. 

The show has been 'AMD-approved' from the start in 2025. Website information and registration form are now available in English. Last year advance entries the numbered 240+ of which 208 arrived to compete at the show.

Best of Show Custom Nationals 2025 - "Red Rooster", a 1918 Model J fully handcrafted by Harley-Davidson Würzburg Village

Geiselwind is situated beside Autobahn A3 between two famous heritage destinations - 45 km from Würzburg and 65 km to Nürnberg - with options to visit several local HD dealers and legendary 'old school' parts specialist W&W Cycles. 

Custom Nationals is emerging as a great event at which to meet some of the best German customizers in the middle of Germany's customising heartland.

www.custom-nationals.de 

News Briefs

Kudos to Hunter Mulligan, Procurement Lead at Mitchell, SD. based Klock Werks. Hunter has been recognized by Powersports Business as a "rising star" of the powersports industry as an honoree in their Under 40 Future Leaders awards program.

Appalachian Harley-Davidson has been named Title Sponsor of the Williams Grove Half-Mile. Set for Saturday, May 23, 2026, at the historic Williams Grove Speedway in Mechanicsburg, Pennsylvania, the event will be officially titled the Appalachian Harley-Davidson Williams Grove Half-Mile, marking a continued partnership between Progressive AFT and one of the region's premier Harley-Davidson dealerships. The race schedule will include the Mission AFT SuperTwins, KICKER AFT Singles, the Royal Enfield "Build. Train. Race." and the AFT ProSport 450 class, where the sport's rising stars take center stage. 

Progressive Insurance has returned as the title sponsor of AFT in a multi-year deal - "extending a relationship that has helped drive the series' growth and national reach." Progressive was first named Title Sponsor and Official Insurance of American Flat Track in 2020 and has expanded its support of the sport over the years through digital initiatives. 

Walking The Walk - As Ducati celebrates its 100th anniversary and enters the off-road category in the U.S. this year, Ducati North America CEO Jason Chinnock raced a 1971 Ducati 450 R/T Desmo that he had personally restored at the Biltwell 100 desert race at Shelter Valley Ca., in April. Inspired by Ducati's 1969 win in the Baja 500 on a Scrambler 350, the U.S. importer back then, Berliner Motors, requested the development and production of the 450 R/T Desmo, as one of Ducati's earliest purpose-built, off-road motorcycles, created to capture the growing desert racing market at the time.

Mees Promotions has teamed up with Cory Texter Promotions to create an amateur race showcase at the Lima Half-Mile on Thursday, June 25. Held the day before the legendary Lima Half-Mile Grand National event, this amateur program will give riders a "premier opportunity to compete on one of the sport's most iconic cushion half-mile tracks." The event will also feature a final 2026 season "Road to AFT" class, where competitors will battle for a coveted top-12 transfer position into Friday's Grand National Triple event. Among others, Mees and Texter extend their thanks to Drag Specialties, Memphis Shades and Motion Pro.

Running in conjunction with the Roof Systems AMA Flat Track Grand Championship presented by All Balls Racing, the American Motorcyclist Association has introduced the AMA Vintage Featured Magic Mile to run at the historic Du Quoin State Fairgrounds in Du Quoin, Ill., on July 5.

AIMExpo says that its 2026 show at Anaheim, Ca., "set a new standard, and we're carrying that momentum straight into 2027." Slated for Orlando, FL., March 3-5, 2027, the organizers have already published their first show floorplan and are recommending submission of quote requests now to secure a spot in the first-round of 2027 booth placements. "Timed perfectly ahead of Daytona Supercross and Bike Week, AIMExpo 2027 is positioned to create a moment that brings the entire industry together."

The AMA reports that Kansas Gov. Laura Kelly (D) signed HB 2416, granting Right-to-Race protections to racetracks throughout Kansas. AMA has championed Right-to-Race efforts, working with the SEMA and PRI in various states across the country to grant protections from nuisance claims for pre-existing racetracks. It is said that racetracks in Kansas generate more than $743m annually, create nearly 5,700 jobs, and provide the state and local communities with more than $77m in taxes. Kansas is the westernmost state to pass Right-to-Race legislation to date, joining North Carolina and Iowa as states that have signed these protections into law.

Barcelona, Spain based electric motorcycle manufacturer Stark Future has now passed three years since its first customer revenue and has marked its strongest financial milestone yet with Q1 2026 revenue growth of 212% year-on-year, equivalent to 3.12x growth, while delivering its first EBITDA-profitable period and outperforming its own internal budget. Anton Wass, Founder and CEO of Stark Future, said "the results show that Stark's growth is not being led by unsustainable losses, but by real market demand, strong product momentum, and increasingly disciplined execution.

The 19th edition of Moto Bike Expo will be held at its usual venue in Verona, Italy, (Veronafiere) from 22 to 24 January 2027. MBE says it attracted record visitor numbers of 180,000 in January 2026, with over 700 exhibitors from 20 countries (7% growth) with over 120,000 sq.m (approx. 1.3m sq.ft) of exhibition space across 8 halls.