What changed
2026-07-26 13:36 UTC → 2026-07-27 09:40 UTC ·
added
removed
Harley-Davidson first Harley‑Davidson reported a drop modest 1 % rise in second‑quarter profit and a 6 % revenue decline, yet it raised its annual global motorcycle‑retail sales outlook to 133,500‑138,500 2026 sales, moving units as part of its “Back to the Bricks” turnaround plan. Within days, the company disclosed that Q2 deliveries rose 1 % sold to 42,467 units, 42,500 worldwide. Growth was driven entirely by a 3 % increase in the North American market, while sales fell 9 America, where deliveries reached 29,800 units, up 3 % year‑on‑year. Sales in Europe, the Middle East and Africa. Dealer inventory Africa fell 17 9 % worldwide, with to 7,000 units, the Asia‑Pacific market remained flat at 5,000 units, and Latin America posted a 15 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 North America, and revenue to $117 million. On the firm reiterated basis of the better‑than‑expected performance, the company lifted its full‑year 2026 global motorcycle‑retail sales forecast range, emphasizing ongoing 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. 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.