Harley-Davidson: The Margin Reset Could Rip The Bear Case Apart

HOG is priced like the margin collapse is permanent, yet Q1 retail sales rose 8% and dealer inventory fell 22%, signaling demand may have stopped bleeding. The 2027 reset is the first catalyst: less discounting, $150M+ cost cuts, U.S.-built Revolution Max, and fuller York production can lift HDMC EBITDA to over $350M. My base case is $32 in 12-18 months and $48 in 2-3 years, with greater upside if Harley turns dealers into rider factories and rebuilds cultural demand.

Seeking Alpha • Jun 20, 2026

Harley dealers blast Indian Motorcycle over attack ad targeting CEO Artie Starrs being ‘from a pizza company'

Indian posted an ad mocking CEO Artie Starrs -- a move that has fueled speculation about a broader anti-Harley social media campaign.

New York Post • Jun 11, 2026

Harley-Davidson to bring Revolution Max production back to US

Harley-Davidson said on Tuesday it is bringing ​production of the ‌Revolution Max engine platform for North America back to ​the U.S.

Reuters • Jun 9, 2026

Harley‑Davidson Announces Return of Revolution® Max Production to U.S. Facilities

Move supports Back to the Bricks strategy and leans into Company's American manufacturing footprint MILWAUKEE, June 9, 2026 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson" or the "Company") (NYSE: HOG) today announced that it is bringing production of the Revolution® Max platform for North America back to the United States as part of the Company's Back to the Bricks strategy. The move brings machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, supporting skilled union jobs and strengthening the Company's American manufacturing footprint.

PRNewsWire • Jun 9, 2026

Why is this Wealth Manager Buying 1 Million Shares of Harley Davidson?

Pine Valley acquired 1,133,505 shares of Harley-Davidson, with an estimated transaction value of $22.22 million based on quarterly average pricing. The quarter-end value of the position increased by $22.61 million, reflecting both share additions and stock price movement.

The Motley Fool • Jun 8, 2026

Harley-Davidson under fire from Robby Starbuck over alleged 'woke' leadership

Conservative activist Robby Starbuck warns Harley-Davidson's recent executive hires risk alienating American riders fed up with wokeness and DEI.

Fox Business • Jun 5, 2026

Harley-Davidson (HOG) Up 1.7% Since Last Earnings Report: Can It Continue?

Harley-Davidson (HOG) reported earnings 30 days ago. What's next for the stock?

Zacks Investment Research • Jun 4, 2026

Robby Starbuck renews Harley-Davidson boycott call over alleged ‘woke' leadership: ‘Leave and go to another brand'

“I regret to inform you unfortunately today I am going to have to expose them again,” Starbuck said in a new social media post from Wednesday.

New York Post • Jun 3, 2026

Harley-Davidson, Inc. to Present at Baird 2026 Global Consumer, Technology & Services Conference

MILWAUKEE, June 2, 2026 /PRNewswire/ -- Harley-Davidson, Inc. (the "Company") (NYSE: HOG) announced today that it will present at Baird 2026 Global Consumer, Technology & Services Conference at the InterContinental New York Barclay in New York, New York on Wednesday, June 3, 2026. President and Chief Executive Officer Artie Starrs and Head of Investor Relations Shawn Collins will present in one-on-one and group sessions and answer questions about the Company.

PRNewsWire • Jun 2, 2026

Harley-Davidson, Inc. Declares Dividend

MILWAUKEE, May 21, 2026 /PRNewswire/ -- The Harley-Davidson, Inc. (NYSE: HOG) Board of Directors has approved a cash dividend of $0.1875 per share for the second quarter of 2026. The dividend is payable June 25, 2026 to the shareholders of record of the Company's common stock as of June 8, 2026.

PRNewsWire • May 21, 2026