Strong Retail Performance in North America and Global Growth
North American retail sales of new motorcycles increased 14% year-over-year (U.S. +16%, Canada -8) with ~24,000 motorcycles sold in Q1; global retail sales of new motorcycles grew 8% year-over-year with ~34,000 motorcycles retailed (10,000 outside North America).
Dealer Inventory Reduction and Improved Inventory Quality
Global dealer inventory declined 22% year-over-year (North America down 21%, outside NA down 23%), and North American dealer inventory is now ~2/3 current model year 2026 (up from <1/2 prior year), creating a healthier starting setup for the riding season.
Market Share Gains
Harley-Davidson increased U.S. share to 38% of the 601cc+ market (up 2 percentage points year-over-year) and grew European market share from 2% to 4% in Q1.
HDFS Origination Growth and Credit Metrics
Harley-Davidson Financial Services saw total retail loan originations up 14% in Q1 to $671 million; annualized retail credit loss ratio on managed loans improved to 3.6% from 3.8% a year ago. HDFS operating income was $22 million with a 19.9% operating margin, reflecting a successful transition to a capital-light model.
LiveWire Revenue Growth and Operational Improvement
LiveWire revenue increased 87% year-over-year in Q1; consolidated operating loss improved (down 11% year-over-year) and net cash used by operations improved by over 25% compared to Q1 2025.
Strategic Plan and Product Roadmap (Back to the Bricks)
Management introduced the 'Back to the Bricks' strategy targeting enterprise-wide profitability: returning the Sportster in 2027, launching Sprint in H2 2026, targeting 20%-30% P&A sales growth over time, at least $150 million in annual run-rate cost savings by 2027+, and a path to $350M+ EBITDA in 2027 with medium-term targets of mid-single-digit retail growth and 10%-12% EBITDA margin.
Capital Allocation Progress and Share Buybacks
Company repurchased 6.6 million shares for $128 million in Q1 and has repurchased a total of 26.8 million shares worth $726 million since Q2 2024; cash and cash equivalents were $1.8 billion at quarter end.
Early Marketing and Brand Momentum
Early reception to the new RIDE marketing platform has been positive; Juneau Avenue headquarters reopened and dealer feedback from roadshows shows renewed partnership momentum.