Harley-Davidson 'Back to Bricks' Strategy

Harley-Davidson, under new CEO Artie Starrs, has unveiled a new strategy called 'Back to the Bricks' to revitalize its business. The plan focuses on introducing lower-priced motorcycles like the Sprint (around $6,000) and reviving iconic models such as the Sportster (around $10,000) to attract younger and more budget-conscious riders. The strategy also emphasizes strengthening the dealer network, improving dealer profitability, and expanding higher-margin parts and accessories sales through customization options. This initiative comes as Harley-Davidson reported a significantly lower net income of $25 million in the first quarter, down from $133 million a year ago, and a 12% drop in revenue to $1.2 billion. The company continues to face headwinds from United States tariffs on imported components, incurring $45 million in tariff-related costs in Q1 and expecting $75 million to $90 million in 2026.