Harley-Davidson launches Back to the Bricks turnaround plan
Updated
Updated · Motorcycle.com · May 8
Harley-Davidson launches Back to the Bricks turnaround plan
4 articles · Updated · Motorcycle.com · May 8
New CEO Artie Starrs said the three-year strategy includes 20 new models and trims after first-quarter 2026 net income fell to $24.8m from $133.1m.
The plan pairs lower-cost, rider-focused bikes on existing platforms with dealer support, as retail motorcycle sales rose 8% and dealer inventory dropped 22% year on year.
Harley will shift e-commerce to buy online, pick up in store, restore about 30% of discontinued parts and accessories, and try to revive its brand image through a new RIDE campaign.
With cheaper models on the way, is Harley-Davidson's new strategy a genius pivot or a betrayal of its brand?
As Harley-Davidson preaches freedom on the open road, why is it ending work-from-home for its employees?