North America and Global Retail Sales Growth
Q1 global retail sales of new motorcycles rose 8% year-over-year to ~34,000 units, driven by North America where retail sales increased 14% YoY (~24,000 motorcycles). U.S. retail sales were up 16% while Canada declined 8%.
U.S. Market Share Gain
Harley-Davidson reached 38% share of the U.S. 601cc+ market in Q1, a gain of 2 percentage points year-over-year.
Dealer Inventory Right-Sizing
Global dealer inventory declined 22% YoY (North America down 21%, ex‑NA down 23%), with North America inventory ~2/3 current model year versus <1/2 prior year — improving assortment and model-year freshness ahead of peak riding season.
HDMC Revenue Resilience
HDMC revenue fell modestly by 2% to $1.1 billion in Q1; business-line disclosure: motorcycles $836M, clothing & accessories $200M, licensing/other $20M.
HDFS Operational Transition and Credit Trends
HDFS revenue decreased 54% to $112M reflecting a capital-light model after loan-book sale, but operating income was $22M (19.9% margin). Retail loan originations rose 14% to $671M, managed retail credit loss ratio improved to 3.6% from 3.8% YoY, and total gross financing receivables were $2.5B (retail $1.3B / commercial $1.2B).
LiveWire Revenue and Cash-Flow Improvement
LiveWire revenue increased 87% YoY in Q1; consolidated operating loss narrowed to $18M (in line with expectations and $2M favorable YoY) and net cash used by operating activities improved by over 25% year-over-year.
Capital Return Activity
Q1 discretionary share repurchases totaled 6.6 million shares for $128M. Since Q2 2024, the company repurchased 26.8M shares valued at $726M and completed an ASR delivering remaining shares in early 2026.
Strategic Plan and Financial Targets
"Back to the Bricks" strategic plan introduced with clear targets: deliver $350M+ EBITDA in 2027, at least $150M annual run-rate cost savings (impacting 2027+), medium-term mid-single-digit retail unit growth (3–5 years), P&A sales growth target of 20–30% over time, gross margin approaching ~30% and operating expense <20% of sales, and medium-term EBITDA margin target of 10–12%.