Harley-Davidson stock (HOG) gains momentum as the legendary motorcycle brand kicks off a major comeback attempt with its “Back to the Bricks” strategy. This shift comes under the lead of the new CEO, Artie Starrs, who took command in late 2025. The company recently surprised the market by reporting $1.2 billion in sales for the first quarter, which beat the predictions made by financial experts.
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Harley-Davidson Smashes Sales Forecasts
The motorcycle giant had a very successful start to the year by making more money than Wall Street expected. While analysts thought the company would bring in $1 billion, the actual sales reached $1.2 billion. Additionally, the company reported earnings of 22 cents per share.
Harley-Davidson’s sales are growing fast in many parts of the world. In North America, the number of motorcycles sold to regular customers jumped by 14%. Across the entire globe, sales grew by 8% as more people chose to buy a Harley. These strong numbers show that people are still very interested in the brand.
CEO Artie Starrs Reveals a Recovery Plan
The new CEO is moving quickly to change how the business works with a plan called “Back to the Bricks.” This strategy focuses on several key goals to help the company grow again. First, Harley-Davidson wants to introduce more affordable motorcycles to attract new riders. Second, the company aims to work more closely with its dealers to keep the business healthy.
Management believes this plan will lead to steady sales growth in the coming years. Specifically, they are aiming for 10% to 12% profit margins in the motorcycle division. This is a big goal because profit margins were expected to be much lower earlier this year. Through better efficiency, the company hopes to win back its spot as a leader in the industry.
Harley-Davidson’s Efficiency Gains Lower Tariff Pressure
The company is also seeing some relief from expensive taxes and inventory issues. The amount of new motorcycles sitting at dealerships fell by 22% compared to last year. This is good news because it means bikes are selling faster and dealers do not have too much extra stock on their hands.
Furthermore, the cost of international tariffs is starting to drop. Harley-Davidson now expects to pay between $75 million and $90 million in tariffs this year, which is an improvement from previous estimates. Even though the company has lost more than half its stock value over the last five years, these new numbers suggest the wheels are finally starting to turn in the right direction.
Is Harley-Davidson Stock a Good Buy?
According to data from seven Wall Street analysts over the past three months, Harley-Davidson stock (HOG) carries a Hold consensus rating. Out of the seven analysts, two rate the stock a Buy, three rate it a Hold, and two say HOG stock is a Sell.
The average 12-month HOG price target stands at $20, implying a downside risk of 16.11% from the current price.
