HOGNYSEMotorcycles, Bicycles & PartsUS GAAP · USD

Harley-Davidson, Inc

Harley-Davidson, Inc. is a U.S.-based motorcycle company built around the Harley-Davidson brand, which designs, manufactures, and sells heavyweight motorcycles, parts, accessories, apparel, and licensed products. It also operates Harley-Davidson Financial Services, which provides retail and wholesale financing, insurance, and related protection products to support motorcycle sales and dealer activity.

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Revenue4,473m USD
−13.8 %y/y
Operating profit (EBIT)387m USD
−7.2 %y/y
EBIT margin8.6%
+0.6 ppy/y
Net income339m USD
−25.6 %y/y
Free cash flow415m USD
−52.1 %y/y

Fiscal year 2025 · change from previous year

Development 2020–2025

02,0004,0006,000m USD2020: 4,054 m USD2020: EBIT 9.7 m USD20202021: 5,336 m USD2021: EBIT 823 m USD20212022: 5,755 m USD2022: EBIT 909 m USD20222023: 5,836 m USD2023: EBIT 779 m USD20232024: 5,187 m USD2024: EBIT 417 m USD20242025: 4,473 m USD2025: EBIT 387 m USD20254,473387
RevenueOperating profit (EBIT)
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Business

Share of revenue
Motorcycles80 %

Internal-combustion Harley-Davidson motorcycles and LiveWire electric motorcycles sold through dealers and distributors.

Parts, Accessories and Apparel10 %

Replacement parts, customization accessories, riding gear, and branded apparel sold to owners and dealers.

Financial Services10 %

Retail and wholesale financing, insurance, and voluntary protection products offered through HDFS.

Customers

The core customers are motorcycle riders and enthusiasts buying premium heavyweight bikes for personal use, touring, and brand identity. The company also sells through independent dealers, who buy inventory and rely on financing, floorplan support, and after-sales products to drive retail demand. HDFS serves retail borrowers, dealers, and insurance/protection customers in the U.S. and Canada.

Retail motorcycle riders

Buy Harley-Davidson and LiveWire motorcycles for personal transportation, touring, and lifestyle use.

Independent dealers

Purchase motorcycles, parts, and accessories for resale and depend on HDFS and brand pull to drive showroom traffic.

Parts, accessories and apparel buyers

Existing owners and enthusiasts buy customization parts, riding gear, and branded apparel to personalize bikes and support the brand.

HDFS retail finance customers

Consumers finance motorcycle purchases through HDFS, which supports affordability and conversion at the point of sale.

HDFS wholesale and protection customers

Dealers and riders buy floorplan financing, insurance, and voluntary protection products to support inventory and ownership.

Strategy

Harley-Davidson's recent strategy focused on profitable core motorcycle segments, selective expansion into adjacent products and markets, and building the electric motorcycle business through LiveWire. The company also emphasized improving customer experience, growing beyond bikes through apparel and licensing, and using HDFS to support dealer and retail demand. A new strategic plan is expected after the conclusion of The Hardwire in 2025.

Improve mix toward profitable motorcycle segmentsShort term

Higher-margin models support brand strength and offset volume pressure.

Scale LiveWire and electric mobilityMedium term

Electric motorcycles provide a growth option and broaden the brand's future relevance.

Expand adjacent revenue streamsMedium term

Parts, accessories, apparel, licensing, and preowned programs deepen customer lifetime value.

Optimize capital allocation and HDFS structureShort term

Financing supports sales but must be managed to preserve returns and balance-sheet flexibility.

Geography

Harley-Davidson sells globally, with HDMC business across the United States, Canada, EMEA, Asia Pacific, and Latin America. Its dealer footprint is largest in the U.S. and Europe, and the company also uses independent distributors in select overseas markets, including India. HDFS is concentrated in the U.S. and Canada, where it provides financing and insurance tied directly to motorcycle sales.

Risks

Harley-Davidson is exposed to cyclical demand, dealer inventory swings, and brand concentration because a large share of sales depends on premium discretionary purchases. The company also faces regulatory, tariff, supply-chain, weather, and product-liability risks, while HDFS adds credit and funding exposure tied to motorcycle financing. Electric motorcycle adoption and international market execution remain important uncertainties for future growth.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Cyclical discretionary demand1Dealer dependence2Tariffs and international trade actions3HDFS credit and funding risk4Product liability and recalls5Weather and seasonality6
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Cyclical discretionary demandImpact: HighLikelihood: High

    Motorcycles are premium purchases that depend on consumer confidence and financing availability.

    Exposure: Harley-Davidson motorcycles and dealer wholesale shipments

  2. Dealer dependenceImpact: HighLikelihood: High

    The company relies on independent dealers to stock inventory, market bikes, and convert retail demand.

    ExposureWholesale salesRetail sell-throughService revenue
  3. Tariffs and international trade actionsImpact: HighLikelihood: High

    Imported components and cross-border sales can face higher costs and demand disruption.

    Exposure: Global manufacturing and distribution

  4. HDFS credit and funding riskImpact: HighLikelihood: Medium

    Loan losses, servicing performance, and funding access affect financial services profitability.

    Exposure: Retail and wholesale finance portfolios

  5. Product liability and recallsImpact: HighLikelihood: Medium

    Motorcycle defects or safety issues can trigger claims, recall costs, and reputational damage.

    Exposure: Manufacturing and aftermarket support

  6. Weather and seasonalityImpact: MediumLikelihood: Low

    Riding conditions influence showroom traffic and retail sales timing.

    Exposure: North America and Europe retail demand

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Accounting

Judgemental items
Allowance for credit losses

HDFS estimates lifetime losses on retail and wholesale receivables, and changes flow through earnings.

Impact: Affects finance income and balance-sheet reserves

Recall and warranty accruals

Management must estimate future repair and recall costs, which can be volatile.

Impact: Can create material expense swings

Pension and postretirement obligations

Discount rates, mortality, and healthcare trend assumptions drive benefit liabilities and expense.

Impact: Affects operating expense and other comprehensive income

Fair value and financing transactions

HDFS funding structures and third-party investments require valuation and credit judgments.

Impact: Can affect gains/losses, interest income, and leverage

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Last updated: 24/09/2026