Harley-Davidson Unveils New Strategy for Growth
CEO Artie Starrs introduced the Back to the Bricks plan to generate over 350 million dollars in core profit by 2027 through affordable models and dealer network improvements. The motorcycle maker faces ongoing pressure from tariffs and higher borrowing costs after reporting a drop in first quarter net income.
HARLEY-DAVIDSON INC launched its "Back to the Bricks" turnaround plan on Tuesday to target $350 million in core motorcycle profit by 2027. The strategy shifts focus toward entry-level models and dealer profitability following a sharp decline in quarterly net income. Investors are assessing whether more affordable price points can offset the impact of high borrowing costs and persistent import tariffs in the United States.
### New Models Target Younger Riders The manufacturer will introduce the Sprint, a 440cc entry-level model priced at approximately $6,000, to attract younger consumers. CEO Artie Starrs told Reuters the bike's size and maneuverability are designed for riders seeking smaller, more manageable features. The plan also includes reviving the iconic Sportster model and expanding customization options through blank canvas designs.
