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."
