Harley-Davidson sinks on falling motorcycle sales, weaker-than-expected 2026 profit forecast
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Harley-Davidson reported a Q4 loss per share of $2.44, significantly worse than the expected $1.06 loss. Motorcycle shipments fell 4% year-over-year, contrary to a projected 22% increase. The company's gross margin declined by 4 percentage points, attributed to tariffs. CEO Artie Starrs described 2025 as a "challenging year" and indicated efforts to stabilize the business. For 2026, the motorcycle division forecasts an operating income between a $40 million loss and a $10 million profit, far below the expected $128 million profit, with a new strategic plan to be announced in May.
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