Harley-Davidson, Inc. reported a net income of $79.8 million, or $0.75 per diluted share, for the second quarter of 2026, a decrease from $107.6 million, or $0.88 per diluted share, in the same period last year. The company's total revenue for the quarter was $1.23 billion, down from $1.31 billion in the prior year, primarily due to a significant decline in financial services revenue, which fell to $117 million from $257 million. The decrease in profitability was attributed to lower interest income from retail finance receivables and a reduction in operating income from the Harley-Davidson Financial Services (HDFS) segment, which saw a drop of $48.2 million compared to the previous year.
In terms of operational performance, Harley-Davidson's motorcycle segment, Harley-Davidson Motor Company (HDMC), reported an operating income of $72.3 million, an increase of $11 million from the second quarter of 2025. This growth was driven by higher motorcycle shipments and reduced manufacturing costs, although it was partially offset by a less favorable product mix and increased raw material prices. Worldwide retail sales of new Harley-Davidson motorcycles increased by 0.5%, with North America showing a 2.8% rise, while Europe experienced an 8.7% decline.
The company has initiated a strategic plan called "Back to the Bricks," aimed at restoring performance and achieving profitable growth. This plan includes cost reduction measures expected to save at least $150 million compared to 2025 levels and targets a mid-single-digit compound annual growth rate in worldwide dealer retail sales over the next three to five years. Additionally, Harley-Davidson plans to enhance its product portfolio with new models, including the return of the iconic Sportster.
As of June 30, 2026, Harley-Davidson's total assets were reported at $7.25 billion, a decrease from $8.04 billion at the end of 2025. The company’s cash and cash equivalents stood at $1.90 billion, down from $3.09 billion at the end of the previous year. The company’s total debt decreased significantly, reflecting a strategic reduction in liabilities, particularly in the HDFS segment, which has been impacted by the sale of a majority of its retail finance receivables in 2025. Looking ahead, Harley-Davidson expects wholesale shipments and worldwide dealer retail sales of motorcycles to range between 133,500 and 138,500 units for 2026, an increase from previous estimates.
About HARLEY-DAVIDSON, INC.
Harley-Davidson, Inc. designs, manufactures, and sells heavyweight motorcycles, parts, accessories, and apparel globally. It operates through segments including Harley-Davidson Motor Company, LiveWire electric motorcycles, and Harley-Davidson Financial Services. The company emphasizes brand desirability, innovation, and lifestyle experiences, serving motorcycle enthusiasts worldwide. Its business model combines premium product offerings, dealer networks, licensing, and financial services to drive long-term growth and customer engagement.
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