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2 clusters · 6 sources · 3 days · First seen 7 days ago · Last updated 5 days ago

Categories: BUSINESS

Harley-Davidson 2026 sales outlook

Entities: Harley-Davidson · United States · Harley‑Davidson · Harley‑Davidson Financial Services · LiveWire

Overview

Harley‑Davidson reported a modest 1 % rise in second‑quarter 2026 sales, moving units sold to 42,500 worldwide. Growth was driven entirely by North America, where deliveries reached 29,800 units, up 3 % year‑on‑year. Sales in Europe, the Middle East and Africa fell 9 % to 7,000 units, the Asia‑Pacific market remained flat at 5,000 units, and Latin America posted a 4 % increase to 800 units.

Motorcycle‑related revenue climbed 9 % to $848 million, while operating profit improved to $72 million from $61 million a year earlier. Consolidated revenue for the quarter slipped 6 % to $1.23 billion, and Harley‑Davidson Financial Services saw a sharp 55 % drop in revenue to $117 million.

On the basis of the better‑than‑expected performance, the company lifted its 2026 global motorcycle‑retail sales forecast to a range of 133,500‑138,500 units, matching the guidance announced after the prior quarter’s results. The firm continues to face demographic challenges and is pursuing its “Back to the Bricks” turnaround plan, which includes efforts to attract younger riders and manage dealer inventory that remains down roughly 17 % worldwide.

Overall, the modest sales uptick and raised outlook reinforce Harley‑Davidson’s expectation of achieving the upper end of its 2026 sales target despite uneven regional performance.

Claims

What the coverage asserts, and how well corroborated each claim is across sources.

[● 3 SOURCES] Harley-Davidson sold 42,500 motorcycles worldwide in Q2 2026. (Harley-Davidson)
[● 3 SOURCES] North American sales were 29,800 units, up 3% year‑on‑year. (Harley-Davidson)
[● 3 SOURCES] EMEA (Europe, Middle East, Africa) sales fell 9% to 7,000 units. (Harley-Davidson)
[● 3 SOURCES] The 2026 global motorcycle sales forecast was raised to 133,500‑138,500 units. (Harley-Davidson)
[● 2 SOURCES] Consolidated revenue for Q2 2026 was $1.23 billion, down 6% from $1.307 billion in Q2 2025. (Harley-Davidson)
[○ 1 SOURCE] Motorcycle revenue increased 9% to $848 million. (Harley-Davidson)
[○ 1 SOURCE] Operating profit was $72 million, up from $61 million in Q2 2025. (Harley-Davidson)
[○ 1 SOURCE] Harley-Davidson Financial Services revenue fell 55% to $117 million from $257 million. (Harley-Davidson)

Timeline

5 days ago

[BUSINESS] 4 sources
Harley-Davidson reports modest Q2 2026 sales rise and raises 2026 outlook
Harley-Davidson sold 42,500 motorcycles in Q2 2026 (+1% YoY); North America up 3%, EMEA down 9%. Motorcycle revenue rose 9% to $848 M, operating profit $72 M, and the 2026 sales outlook was raised to 133,500‑38
7 days ago

[BUSINESS] 2 sources
Harley-Davidson Posts Lower Quarterly Profit but Raises Annual Sales Forecast
Harley-Davidson Q2 profit fell to $80 M and revenue 6 % lower, but the firm raised its annual sales forecast to 133.5‑138.5 k units and analysts lifted the price target to $30.

Sources

motoblog.it · motorbox.com · motorcycles.news · newsweek.ro · stocknews.com · wkzo.com

This summary has been updated 1 time: see revision history