Harley-Davidson Competitive Intelligence & Landscape

Harley-Davidson (harley-davidson.com) is a renowned American motorcycle manufacturer, founded in Milwaukee, Wisconsin, in 1903 [https://www.harley-davidson.com/us/en/about-us/careers/locations.html]. The company's corporate headquarters remain on the original factory site in Milwaukee [https://www.harley-davidson.com/us/en/about-us/careers/locations.html]. Since its inception, Harley-Davidson has been instrumental in defining motorcycle culture, offering distinctive and customizable motorcycles, alongside a comprehensive motorcycle lifestyle [https://investor.harley-davidson.com/overview/default.aspx]. The company's mission is to build great motorcycles and support the people who ride them [https://investor.harley-davidson.com/our-strategy/default.aspx].

Harley-Davidson's core products primarily consist of motorcycles. Beyond manufacturing, the company provides a range of motorcycle services [https://www.harley-davidson.com/us/en/insiders/home]. The company also engages with its community through offerings such as a museum and factory tours [https://www.harley-davidson.com/us/en/insiders/home].

Harley-Davidson is led by Jochen Zeitz, who serves as Chairman, President, and Chief Executive Officer [https://investor.harley-davidson.com/governance/board-of-directors/default.aspx], with Artie Starrs as President and CEO, and Jonathan Root as Chief Financial and Commercial Officer [https://investor.harley-davidson.com/governance/executive-management/default.aspx].

The target market for Harley-Davidson includes a global base of riders [https://investor.harley-davidson.com/our-strategy/default.aspx], encompassing enthusiasts seeking a distinctive motorcycle lifestyle. The company also caters to specific segments such as police, fire, and rescue services [https://www.harley-davidson.com/us/en/insiders/home].

Harley-Davidson is a publicly traded company, and financial results, such as net income attributable to Harley-Davidson, Inc., are made available to investors [https://investor.harley-davidson.com/financials/quarterly-results/default.aspx]. The company places importance on strong corporate governance as a long-standing business practice [https://investor.harley-davidson.com/governance/corporate-governance/default.aspx].

Harley-Davidson (harley-davidson.com) provides a range of product and pricing options for its motorcycles, featuring both direct purchase and flexible financing solutions. New models like the 2026 Nightster® start at $9,999+, with monthly payments as low as $155. Other models such as the 2026 Street Bob® are available from $14,999+ (or $232 per month), the 2026 Heritage Classic from $19,999+ (or $309 per month), and the 2026 Street Glide® from $24,999+ (or $366 per month) [https://creditapplicationtst.harley-davidson.com/Affordability]. The 2026 Street Glide® Limited, for instance, has a starting MSRP of $32,999+, or can be financed for as low as $483 per month, which includes freight and PDI [https://globalapp.qa.harley-davidson.com/us/en/motorcycles/street-glide-limited.html?color=m78].

For those interested in financing, Harley-Davidson Financial Services offers an online finance calculator [https://www.calculator.harley-davidson.com/ch/]. Rates for used Harley-Davidson motorcycles can start at 7.29% APR with $0 down payment options [https://www.harley-davidson.com/us/en/tools/offers.html]. Customers can personalize their quotes based on deposit, annual mileage, and finance term for various models like the MY24 Ultra Limited, which has a total OTR price of £33,395.00 for the Tobacco Fade finish [https://calculator.harley-davidson.com/gb/finance/my24-ultra-limited/tobacco-fade/calculate].

Harley-Davidson also offers extended warranty options beyond the included 2-year factory warranty and 1-year HARLEY | ASSIST™. For example, upgrading to a 3-year warranty and HARLEY | ASSIST™ can cost £429, a 4-year plan £629, and a 5-year plan £819 for models like the 2025 Sportster S and 2025 Nightster Special [https://calculator.harley-davidson.com/gb/finance/2025-sportster-s/mystic-shift/calculate]. Similarly, for the 2025 Road Glide, these upgrades are priced at £469, £689, and £899 respectively [https://calculator.harley-davidson.com/gb/finance/2025-road-glide/billiard-gray---chrome-trim/calculate]. Beyond standard warranties, Harley-Davidson Insurance provides comprehensive protection plans for peace of mind on the road [https://www.insurance.harley-davidson.com/coverages/protection-products].

Customers can also inquire about and download 2025 models price lists directly from the Harley-Davidson website [https://freedom.harley-davidson.com/en_AP-PriceList-Download], indicating a transparent approach to pricing information for upcoming models.

Harley-Davidson (harley-davidson.com) consistently seeks new talent across a variety of disciplines, indicating a strategic focus on both its core motorcycle business and technological advancement. The company's career portal highlights opportunities in Engineering, General Merchandise, Supply Chain, and Manufacturing Operations [https://jobs.harley-davidson.com/]. This broad range of open positions suggests a commitment to maintaining and enhancing all facets of its operations, from product development to global distribution.

Recent job postings underscore a strong emphasis on engineering talent, particularly in software and electrical systems. Examples include roles such as Software Engineer - Vehicle Software [https://jobs.harley-davidson.com/job/Wauwatosa-Software-Engineer-Vehicle-Software-WI-53208/1382414800/], Electrical Systems Engineer [https://jobs.harley-davidson.com/job/Wauwatosa-Electrical-Systems-Engineer-WI-53208/1383873000/], and Human Factors Engineer [https://jobs.harley-davidson.com/job/Wauwatosa-Human-Factors-Engineer-WI-53208/1385885300/]. Many of these engineering roles are located at the Harley-Davidson Motor Company Product Development Center (PDC) in Wauwatosa, WI, indicating significant investment in research and development and the innovation of future products.

Beyond engineering, Harley-Davidson also recruits for Information Services and Technology roles, suggesting an ongoing effort to strengthen its digital infrastructure and capabilities [https://jobs.harley-davidson.com/go/Information-Services-and-Technology-Jobs/330207/?q=&sortColumn=referencedate&sortDirection=asc]. The company also maintains a robust presence in manufacturing, with openings like Manufacturing Supervisor and Tool & Die Maker [https://jobs.harley-davidson.com/go/Information-Services-and-Technology-Jobs/330207/?q=&sortColumn=referencedate&sortDirection=asc], ensuring the continued production of its iconic motorcycles.

While specific details on layoffs are not readily available in the provided sources, the consistent and diverse hiring across critical departments, especially in advanced engineering and technology, signals a strategy focused on innovation, product development, and operational excellence.

Harley-Davidson encourages interested individuals to join its talent network to stay informed about future opportunities, indicating a proactive approach to talent acquisition and a steady demand for skilled professionals [https://jobs.harley-davidson.com/?locale=en_US].

Harley-Davidson (harley-davidson.com) has demonstrated varied financial performance in recent years. In 2025, the company reported diluted EPS of $2.78, with global retail motorcycle sales of 132,535 units, a 12% decrease from the prior year. Global dealer inventory levels for new motorcycles also finished 2025 down 17% compared to the end of Q4 2024. HDMC global motorcycle shipments were 124,477, down 16% from the previous year [https://investor.harley-davidson.com/news/news-details/2026/Harley-Davidson-Delivers-Fourth-Quarter-and-Full-Year-Financial-Results-and-2026-Outlook/default.aspx]. In contrast, Q1 2026 saw an increase in global retail motorcycle sales of 8% to 33,507 units, and North American retail sales were up 14% to 23,803 units, with HDMC revenue reaching $1.1 billion [https://investor.harley-davidson.com/financials/quarterly-results/default.aspx][https://investor.harley-davidson.com/news/news-details/2026/Harley-Davidson-Delivers-First-Quarter-Financial-Results/default.aspx].

Looking back at 2024, Harley-Davidson reported a diluted EPS of $3.44 and an HDMC operating income of $278 million, resulting in an operating margin of 6.7%. However, HDMC global motorcycle shipments decreased by 17% to 148,862 units compared to the prior year [https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Delivers-Fourth-Quarter-and-Full-Year-Financial-Results-and-2025-Outlook/default.aspx]. The first quarter of 2025 faced challenges, with diluted EPS at $1.07, and HDMC revenue down 27% year-over-year, primarily due to a volatile macroeconomic environment and consumer uncertainty, leading to a 21% decrease in global motorcycle retail sales [https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Delivers-First-Quarter-Financial-Results/default.aspx].

In terms of M&A activity and financial health, Harley-Davidson Financial Services (HDFS) announced a significant strategic partnership with KKR and PIMCO in Q2 2025 [https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Delivers-Second-Quarter-Financial-Results-and-Announces-HDFS-Transaction-with-KKR-and-PIMCO/default.aspx]. This transaction was completed by Q3 2025 and was described by Chief Financial Officer Jonathan Root as a "transformative milestone" for Harley-Davidson. The company aims to unlock significant value and transform HDFS into a "capital-light, de-risked business" through this collaboration [https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Delivers-Third-Quarter-Financial-Results/default.aspx].

Harley-Davidson (harley-davidson.com) actively participates in and hosts a variety of events, ranging from investor conferences to large-scale community rallies. The company regularly holds investor events, such as earnings conference calls and presentations at financial conferences. For example, Harley-Davidson presented at the Baird 2026 Global Consumer, Technology & Services Conference and Citi's 2026 Global Consumer & Retail Conference [https://investor.harley-davidson.com/news/news-details/2026/Harley-Davidson-Inc--to-Present-at-Baird-2026-Global-Consumer-Technology--Services-Conference/default.aspx, https://investor.harley-davidson.com/news/news-details/2026/Harley-Davidson-Inc--to-Present-at-Citis-2026-Global-Consumer--Retail-Conference/default.aspx]. These events allow the company to discuss its financial performance and strategic outlook with investors and analysts [https://investor.harley-davidson.com/events-and-presentations/default.aspx, https://investor.harley-davidson.com/events-and-presentations/events/event-details/2025/Q4-2024-Harley-Davidson-Earnings-Conference-Call/default.aspx].

Beyond investor relations, Harley-Davidson is deeply involved in community and riding events, primarily through its Harley Owners Group (H.O.G.®). These events include numerous H.O.G.® Rallies and Touring Rallies across different regions [https://hogstories.harley-davidson.com/events/, https://members.harley-davidson.com/s/hdmn-rallies?PublicAccess=true&site=a0dj0000006mPzAAAU]. Notable examples include the Blue Ridge Rumble H.O.G.® Rally, Iron Adventure H.O.G.® Rally, and the European Bike Week [https://hogstories.harley-davidson.com/events/, https://members.harley-davidson.com/s/hdmn-rallies?PublicAccess=true&site=a0dj0000006mPzAAAU]. The company also organizes specific events like the Harley-Davidson Spring Rally in Senigallia, Italy, which kicks off the riding season [https://hogstories.harley-davidson.com/gb/event/harley-davidson-spring-rally/].

Harley-Davidson also orchestrates unique riding experiences, such as the Route 66 East H.O.G. Touring Rally, which embarks from Milwaukee and celebrates the Centennial of "The Mother Road" [https://members.harley-davidson.com/HOG/HDMN_Rally_Details?rallyId=a1WVt000005qEnB]. Furthermore, the company facilitates H.O.G.® CHECK-INs at various major motorcycle weeks, including Laconia Motorcycle Week, Myrtle Beach Bike Week, and Americade, allowing riders to connect and engage with the brand at larger community gatherings [https://hogstories.harley-davidson.com/events/, https://hogstories.harley-davidson.com/events/category/check-ins/]. These diverse event participations underscore Harley-Davidson's commitment to its rider community and its presence in the financial and consumer sectors.