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Harley-Davidson raised its full-year 2026 shipment guidance to 133,500-138,500 units after Q2 results showed North American retail sales up 3% and dealer inventory down 17% globally, signs its 'Back to the Bricks' turnaround plan is working even as Europe sales fell 9%.
The numbers tell a mixed story. North American retail is up 3% and dealer inventory down 17%, but with Europe down 9%, the gap with growing markets like India and Southeast Asia keeps widening, as I see it. Those $75-90 million in annual tariff costs will shape the global strategy going forward too.
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Less inventory probably means less dealer discounting, might be now or never to buy
Feels like it's about time Harley went all in on EV
EV's fine but I'd be sad if that exhaust note disappeared
+3% North America retail is modest but solid
Back to the Bricks is actually showing up in the numbers now
Inventory down 17%? Could just mean they cut production, not that it's selling better
