---
title: "Harley-Davidson sinks on falling motorcycle sales, weaker-than-expected 2026 profit forecast"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/275474304.md"
description: "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."
datetime: "2026-02-10T14:16:21.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/275474304.md)
  - [en](https://longbridge.com/en/news/275474304.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/275474304.md)
---

# Harley-Davidson sinks on falling motorcycle sales, weaker-than-expected 2026 profit forecast

Harley-Davidson posted a loss per share more than twice as bad as Wall Street had expected in its fourth quarter. The company, which reported Q4 and full-year results on Tuesday, posted an adjusted loss of $2.44 per share, compared to Wall Street estimates of a $1.06 loss per share.

The motorcycle maker is contending with declining sales of, well, motorcycles. Shipments fell 4% in the fourth quarter from the year prior, while analysts anticipated a 22% increase. Harley’s full-year gross margin was about 4 percentage points lower year over year, a decline the company said was driven by tariffs.

Harley CEO Artie Starrs called 2025 a “challenging year” and said the company is “taking deliberate actions to stabilize the business, restore dealer confidence, and align wholesale activity with retail demand.” Near-term results reflect those actions, Starrs said.

The year ahead didn’t offer much optimism for investors. For its motorcycle division, the company forecast a full-year operating income of between a $40 million loss and a $10 million profit. Wall Street analysts polled by FactSet expected $128 million in profit. The company said its full-year guidance could be impacted by a new strategic plan, set to be announced in May.

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