Harley-Davidson

What Harley-Davidson does

Harley-Davidson, Inc. is a Milwaukee-headquartered, publicly traded (NYSE: HOG) American motorcycle manufacturer founded in 1903, employing approximately 5,000 people globally. The company designs, manufactures, and sells premium heavyweight cruisers, touring, and adventure motorcycles to individual riders, with a core customer base of affluent, brand-loyal but aging premium motorcycle enthusiasts. The company serves customers through an extensive network of approximately 700+ independent and company-owned dealerships worldwide, supplemented by H-D.com e-commerce and international partnerships — most notably Hero MotoCorp for the Indian and emerging-markets channel (22 'Premia' dealerships, manufacturing at the Neemrana facility).

The product portfolio is anchored by proprietary V-twin engine platforms: the Milwaukee-Eight family (including the VVT 117 used in Grand American Touring models such as the Street Glide Limited and CVO Road Glide ST) and the liquid-cooled Revolution Max engine used in the Pan America adventure-touring, Sportster S, and Nightster models, with Revolution Max production being reshored from Thailand to Pennsylvania and Wisconsin by 2027. Connected vehicle services (H-D Connect) deliver stolen vehicle tracking, vehicle health monitoring, and firmware over-the-air updates. The LiveWire Group (NYSE: LVWR) majority-owned subsidiary extends the portfolio into electric motorcycles, anchored by the new S4 Honcho models ($4,999–$5,499) manufactured by KYMCO. Entry-level expansion includes the jointly developed X440 platform and the new Sprint cruiser (~$6,000) targeting younger and first-time riders globally.

Revenue is generated primarily through hardware sales of motorcycles, parts, accessories, and apparel via the dealer network and e-commerce. Harley-Davidson Financial Services historically provided wholesale and retail financing but was restructured in late 2025 through partnerships with KKR and PIMCO into a capital-light model, generating a $1 billion dividend to the parent. Recurring revenue comes from the Harley Owners Group (HOG) membership program ($59/year, 1.4M+ members) and the H-D Membership loyalty platform. Following FY2025 revenue of approximately $4.5 billion (down 14% YoY) and a $29 million operating loss, the company launched the 'Back to the Bricks' turnaround strategy under new CEO Artie Starrs, targeting $350M+ HDMC EBITDA and $150M in annual cost reductions by 2027.

Name

Harley-Davidson

Legal name

Harley-Davidson, Inc.

Website

https://harley-davidson.com

Company type

Public

Founded year

1903

Operating status

Operating

Headcount range

1–10 employees

Short description

Harley-Davidson is a 120-year-old American manufacturer of premium heavyweight motorcycles, serving individual riders globally through a 700+ dealer network and e-commerce. Core products include proprietary V-twin cruisers and touring bikes, LiveWire electric models, and entry-level bikes via Hero MotoCorp.

Ownership category

akta.pro rank

Product category

Premium heavyweight motorcycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Automotive Parts and Accessories Retailers (441330)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Electric Motorcycles & Electric Scooters Manufacturing (IMACAEAB)

akta.pro secondary industries

Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF), Riding Gloves & Hand Protection Retail (CRAMANAE)

Keywords

• Premium cruiser motorcycles
• Grand american touring
• Adventure touring bikes
• Motorcycle parts accessories
• Electric motorcycles

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Motorcycle Sales (HDMC): Core revenue from manufacturing and selling heavyweight motorcycles through owned dealer network and independent dealers. Revenue declining with 12% YoY decline in 2025, Q1 2026 revenue $1.1B beating expectations
2. Parts, Accessories & Apparel (P&A): Parts, accessories, riding gear, and apparel sold through dealer network and e-commerce. Includes Screamin' Eagle performance parts, Motorclothes merchandise
3. Harley-Davidson Financial Services (HDFS): Wholesale and retail financing to dealers and customers. Business model updated through strategic partnerships with KKR and PIMCO, shifting to capital-light model
4. H-D Membership & HOG Subscriptions: Harley Owners Group (HOG) membership at $59/year providing chapter access, roadside assistance, and benefits. Free H-D Membership tier with paid upgrade options

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Harley-Davidson designs, manufactures, and sells premium heavyweight motorcycles across Grand American Touring, Cruiser/Softail, Adventure Touring, and Sportster categories through an owned and independent dealer network of 700+ dealerships globally. The company complements its motorcycle core with parts and accessories (including Screamin' Eagle performance parts), branded apparel and riding gear, financial services through HDFS, the H-D Membership loyalty program featuring the Harley Owners Group, and the LiveWire electric motorcycle sub-brand.

Product overview

Harley-Davidson offers a diverse motorcycle portfolio centered on its Grand American Touring models (Street Glide, Road Glide), Adventure Touring (Pan America), Cruiser/Softail models (Super Glide, Breakout), and Sportster line. The company operates through multiple segments: the core Harley-Davidson motorcycle brand, the LiveWire electric motorcycle subsidiary, and strategic partnerships including Hero MotoCorp for the X440 and Sprint entry-level models. Beyond motorcycles, the ecosystem includes H-D Connect connected vehicle services with OTA updates and stolen vehicle tracking, the H-D1 Marketplace for used motorcycle transactions, the H-D Membership loyalty program with Harley Owners Group, financial services including H-D Visa co-branded credit card, and Screamin Eagle performance parts and accessories. The Back to Bricks strategy targets 20 new model launches over three years, including the Sprint entry-level cruiser, while reshoring Revolution Max engine production to US facilities.

Differentiator

Problem solved

Functional benefit

Brands

• LiveWire: Electric motorcycle brand and subsidiary of Harley-Davidson, publicly traded on NYSE under ticker LVWR. Produces electric motorcycles including S2 and S4 models.
• Harley Owners Group (H.O.G.)
• Harley-Davidson Motorcycle Care Range
• FIM Harley-Davidson Bagger World Cup

Products and services

• Street Glide Limited Grand American touring motorcycle featuring Milwaukee-Eight VVT 117 engine with long-haul touring comfort and luxury features.
• CVO Road Glide ST Custom Vehicle Operations performance touring motorcycle featuring forged carbon fiber and race-inspired engineering designed for street, track, and all-terrain performance.
• Pan America 1250 ST Adventure touring motorcycle delivering street-focused performance and intuitive technology.
• Breakout Style-focused cruiser motorcycle featuring aggressive styling with premium finishes and powerful V-twin engine.
• 2026 Super Glide Next-generation cruiser built on updated Softail chassis representing the factory custom movement spirit for a new generation of riders.
• Sportster Middleweight V-twin cruiser motorcycle line designed as an accessible entry point into the Harley-Davidson brand ecosystem with compact cruiser platform and extensive aftermarket personalization potential.
• LiveWire S4 Honcho Electric Motorcycles Electric motorcycles from Harley-Davidson's EV subsidiary targeting urban commuters and recreational riders. 125cc-equivalent lightweight electric bikes priced at $4,999-$5,499 with up to 73 miles of range.
• Harley-Davidson X440 Entry-level to mid-size cruiser motorcycles co-developed with Hero MotoCorp for the Indian market and global export. Includes X440 Vivid, X440 S, and X440 T variants.
• Harley-Davidson Sprint New entry-level cruiser motorcycle based on the India-developed 440cc platform, featuring classic cruiser styling with relaxed ergonomics and targeting younger riders globally.
• 2026 Super Glide Limited Edition Limited-edition 2026 Super Glide motorcycle celebrating America's 250th anniversary, featuring Milwaukee-Eight 117 Classic engine producing 98 hp. Only 2,500 units produced at $15,999, sold exclusively in US and Canada.
• H-D Connect and Vehicle Integration Services Connected vehicle services providing firmware over-the-air updates, stolen vehicle tracking, location data services, vehicle health diagnostics, and remote motorcycle settings management through the H-D Mobile App.
• H-D Membership / Harley Owners Group (HOG) Customer loyalty program featuring the Harley Owners Group (HOG) with points-based rewards, exclusive events, enhanced riding experiences, and partner benefits for motorcycle enthusiasts.
• H-D Visa Card Co-branded credit card issued by U.S. Bank offering rewards points transferable to the H-D Loyalty Program and introductory APR offers.
• Screamin' Eagle Performance Parts Aftermarket performance parts and accessories for customizing and enhancing Harley-Davidson motorcycles.
• Replacement Engines (Longblock Engine Program) Factory replacement engines and powertrain components for Harley-Davidson motorcycles.
• H-D1 Marketplace Online dealer-to-consumer used motorcycle marketplace integrated into Harley-Davidson's website, enabling dealers to advertise used inventory and consumers to list motorcycles for sale.

Quantifiable outcome

• Q1 2026 retail sales up 8% globally with North America up 14%, suggesting demand stabilization
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• KYMCOcoreOEM/ Whitelabel/ Licensing Partner · 1 May 2026Manufacturing partnership for LiveWire S4 Honcho electric motorcycles. KYMCO manufactures the platform while Harley-Davidson dealer network handles distribution globally
• JeepminorGTM or Marketing Partner · 29 April 2026European marketing partnership for 2026 covering joint events, rallies, and brand activations in Portugal, Austria, and Italy, beginning with European Spring Rally in Senigallia, Italy
• DickiesminorGTM or Marketing Partner · 22 April 2026Second limited-edition apparel collaboration 'Built to Outlast' merging American workwear durability with motorcycle culture aesthetics, featuring Eisenhower Jacket, Original 874 Work Pant, and new denim offerings
• Muc-OffminorOEM/ Whitelabel/ Licensing Partner · 17 March 2026Product licensing partnership for Harley-Davidson Motorcycle Care Range including Bike Wash, Protect & Shine, Speed Wax, and detailing products developed and sold through Muc-Off with H-D branding
• Hero MotoCorpflagshipStrategic or Co-development Partner · 1 September 2020Licensing and manufacturing partnership established 2020, producing jointly developed Harley-Davidson X440 at Hero's Neemrana facility. Partnership expanded in 2025-2026 to include multiple new models including Sprint, targeting global sales including emerging markets. Hero sells 22+ Harley-Davidson dealerships in India under 'Premia' premium format.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Triumph Motorcycles: British heritage motorcycle manufacturer with strong cruiser, touring, and classic segments. Triumph competes directly with Harley-Davidson in the heritage cruiser space (Bonneville, Rocket) with comparable brand positioning.
• Zero Motorcycles: U.S.-based electric motorcycle manufacturer producing premium EV motorcycles. Zero is a direct competitor to LiveWire in the electric motorcycle segment, particularly in performance and on-road categories.
• Indian Motorcycle (Polaris Inc.): Direct competitor in the American heavyweight cruiser and touring motorcycle segment. Indian Motorcycle is Polaris's flagship motorcycle brand and the only true domestic rival to Harley-Davidson in V-twin cruisers, touring, and bagger categories.
• Ducati Motor Holding: Premium Italian motorcycle manufacturer specializing in sport, cruiser, and adventure segments. Ducati competes with Harley-Davidson in premium touring and Diavel cruiser categories, targeting similar affluent lifestyle-oriented riders.

Broad incumbents

• Honda Motor Co. Global automotive and powersports incumbent with a broad motorcycle portfolio across cruiser, touring, sport, and adventure segments. Honda competes with Harley-Davidson across multiple categories and benefits from massive scale and dealer reach.
• KTM AG: Austrian motorcycle manufacturer with strong adventure, sport, and naked segments. KTM competes with Harley-Davidson's Pan America adventure lineup and is part of the broader European premium motorcycle competitive set.
• Yamaha Motor Co. Broad powersports incumbent with motorcycle product lines across cruiser, sport, adventure, and touring. Yamaha competes across multiple categories including entry-level segments where Harley-Davidson's Sprint and X440 are positioned.
• BMW Motorrad: Premium motorcycle manufacturer with strong touring and adventure segments (R 1250 GS, K 1600). BMW competes directly with Harley-Davidson's touring and Pan America adventure lineup at premium price points.
• Kawasaki Heavy Industries: Japanese powersports manufacturer with motorcycle, ATV, and side-by-side offerings. Kawasaki competes with Harley-Davidson in cruiser (Vulcan), touring, and adventure segments, with broad global distribution.

Emerging players

• Royal Enfield: Indian-owned heritage motorcycle brand with strong mid-weight lineup (Meteor, Super Meteor, Classic). Royal Enfield competes in entry-level and mid-size segments where Harley-Davidson's X440 and Sprint are positioned, especially in emerging markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/harleydavidson
• YouTubeyoutube.com/user/harleydavidson
• Facebookfacebook.com/harley-davidson
• LinkedInlinkedin.com/company/harley-davidson
• Instagraminstagram.com/harleydavidson

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harley-Davidson