Harley-Davidson is facing a tough road ahead, as the company's latest financial report reveals a decline in motorcycle sales and revenue. Despite selling around 124,500 motorcycles in 2025, Harley-Davidson reported operating income of around $387 million, a significant drop from the nearly $4.5 billion in revenue it saw in 2024. The company's new CEO, Artie Starrs, who took over the position on October 1 last year, has outlined a plan to put the company back on track. According to reports, this plan involves substantial cost-cutting measures, including layoffs. In a statement, Starrs indicated that the company's current cost base and operating expenses are built for higher volumes than the current demand, and that they will be addressing this mismatch head-on. This move comes as Harley-Davidson's production peaked around twenty years ago, when it was regularly shipping over 300,000 motorcycles annually. The company's production capacity and manufacturing capacity are no longer ...
Harley-Davidson is facing a tough road ahead, as the company’s latest financial report reveals a decline in motorcycle sales and revenue. Despite selling around 124,500 motorcycles in 2025, Harley-Davidson reported operating income of around $387 million, a significant drop from the nearly $4.5 billion in revenue it saw in 2024.
The company’s new CEO, Artie Starrs, who took over the position on October 1 last year, has outlined a plan to put the company back on track. According to reports, this plan involves substantial cost-cutting measures, including layoffs. In a statement, Starrs indicated that the company’s current cost base and operating expenses are built for higher volumes than the current demand, and that they will be addressing this mismatch head-on.
This move comes as Harley-Davidson’s production peaked around twenty years ago, when it was regularly shipping over 300,000 motorcycles annually. The company’s production capacity and manufacturing capacity are no longer aligned with current demand, making it necessary to reduce costs and streamline operations.
The local community is expected to feel the impact of these layoffs, with some of the company’s cost reductions being implemented in headcount reduction. The steelworkers union has confirmed that they are aware of the impending layoffs, although not all of the workers affected will be blue-collar employees.
As Harley-Davidson navigates these challenges, it remains to be seen whether the company can regain its footing and return to its former glory. With a new CEO at the helm and a focus on cost-cutting measures, Harley-Davidson is taking steps to address its financial struggles and get back on track.
COMMENTS