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Harley-Davidson, Inc.: Q1 FY2026 earnings call

What management said about Q1 FY2026, from the documents filed with the SEC on 5 May 2026: press release. Guidance figures: 6 kept. The quarter’s numbers.

Key takeaways

  • Operating margin fell to 2 percent: Consolidated revenue was $1,173 million, down 12%. Diluted EPS was $0.22 against $1.07, and net income attributable to HDI was $25 million. Source
  • HDMC and HDFS drove the decline: Consolidated operating income fell 85%. HDMC operating income fell 84% and HDFS operating income fell 65%, according to the company. Source
  • HDMC operating margin fell 9 points: HDMC operating margin was 1.8% against 10.8% a year earlier, on operating income of $19 million. Source
  • Gross margin down 3.9 points on tariffs: HDMC gross margin was 25.3% against 29.1%. The company cited new or increased tariffs, the net effect of pricing and incentives, and unfavorable product mix. Source
  • Dealer inventory cut 22 percent: Global dealer inventory of new motorcycles ended the quarter 22% below the end of Q1 2025, as the company aligned wholesale with retail demand. Source
  • Finance receivables down 67 percent: Total quarter-end net finance receivables, retail and wholesale, were $2.4 billion, primarily reflecting the HDFS transaction. Source
  • Operating cash use of $228 million: Operating activities used $228 million of cash in the quarter, compared with $142 million provided in the prior-year quarter. Source

“We’re pleased with our first quarter results, which reflect actions we’ve taken to drive demand and improve dealer health.”

Artie Starrs, President and CEO, Harley-Davidson

Guidance

AreaPeriodFigureAgainst last quarter
HDMC global motorcycle retail sales Sourcefull year 2026130,000 to 135,000 unitsKept
HDMC global motorcycle wholesale shipments Sourcefull year 2026130,000 to 135,000 unitsKept
HDMC operating income Sourcefull year 2026a $40 million loss to a $10 million profitKept
HDFS operating income Sourcefull year 2026$45 to $60 millionKept
LiveWire operating loss Sourcefull year 2026$70 to $80 millionKept
Harley-Davidson, Inc. capital investments Sourcefull year 2026$175 to $200 millionKept

What changed from last quarter

  • Guidance kept: Full-year 2026 guidance was reaffirmed, with the same six ranges as the prior release. Source
  • New: A new growth strategy, named Back to the Bricks, was introduced by the company. Source
  • New: A new RIDE marketing platform was launched, which management said has had early positive reception. Source
  • New: The company incurred $15 million of costs tied to strategic changes, including termination benefits and restructuring charges. Source

Results and growth drivers

  • Operating margin fell to 2 percent: Consolidated revenue was $1,173 million, down 12%. Diluted EPS was $0.22 against $1.07, and net income attributable to HDI was $25 million. Source
  • HDMC and HDFS drove the decline: Consolidated operating income fell 85%. HDMC operating income fell 84% and HDFS operating income fell 65%, according to the company. Source
  • HDMC revenue down on wholesale: HDMC revenue was $1,055 million, down 2%. The company attributed this to lower wholesale shipments and the net effect of pricing and incentives, partly offset by favorable currency. Source

Segments and regions

  • HDMC operating margin fell 9 points: HDMC operating margin was 1.8% against 10.8% a year earlier, on operating income of $19 million. Source
  • North America retail grew on Touring: US retail rose 16 percent, led by Touring and the new '26 line-up. Canada retail units were 1,558 against 1,685 a year earlier. Source
  • EMEA and APAC retail declined: EMEA retail fell 3%, with growth in France, the Benelux region and the UK but a decline in Germany. APAC retail fell 9%, with declines in most major countries. Source
  • LiveWire revenue up, loss narrowed: LiveWire revenue was $5 million, up 87%. The operating loss was $18 million, against $20 million a year earlier. Source

“We are energized by the positive early reception to our new RIDE marketing platform, and excited to activate against our new growth strategy, Back to the Bricks”

Artie Starrs, President and CEO, Harley-Davidson

Products and customers

  • Parts and apparel held flat: Parts & Accessories revenue was $142 million, down 1%. Apparel revenue was $57 million, flat year over year. Source
  • Motorcycle revenue fell 3 percent: Motorcycle revenue was $836 million, down 3% from $864 million a year earlier. Source
  • Touring shipments down, Sport up: Grand American Touring shipments were 21,520, down from 23,678. Sport and Lightweight rose to 3,731 from 2,108, and Adventure Touring to 1,385 from 955. Source

Costs, margins and pricing

  • Gross margin down 3.9 points on tariffs: HDMC gross margin was 25.3% against 29.1%. The company cited new or increased tariffs, the net effect of pricing and incentives, and unfavorable product mix. Source
  • EU tariff refund offset part of cost: A favorable court judgement produced a tariff refund in the EU. Favorable currency also offset part of the gross margin decline. Source
  • Gross profit fell $48 million: Gross profit went from $315 million to $267 million. Price and sales incentives reduced it by $22 million, shipment mix by $21 million and volume by $10 million; currency added $14 million. Source
  • Operating expense rose $49 million: HDMC operating expense was $49 million higher than a year earlier, including $15 million of restructuring expense in the quarter. Source

“as we continue to prioritize aligning wholesale with retail demand”

Artie Starrs, President and CEO, Harley-Davidson

Demand and dealer inventory

  • Dealer inventory cut 22 percent: Global dealer inventory of new motorcycles ended the quarter 22% below the end of Q1 2025, as the company aligned wholesale with retail demand. Source
  • Global shipments fell as retail rose: Global shipments were 37,295 units, down 3%, while global retail sales were 33,507 units, up 8%. Management said the shipment decline was in line with its expectations. Source
  • US wholesale slightly lower than last year: HDMC US motorcycle shipments were 23,884, against 24,865 a year earlier. US retail sales were 22,245, against 19,207. Source

HDFS and finance receivables

  • HDFS revenue down 54 percent: HDFS revenue was $112 million, on lower retail and wholesale finance receivables at lower yields. The company linked the retail decline to loan asset sales in the HDFS transaction. Source
  • HDFS interest and credit costs lower: Interest expense and the provision for credit loss both fell with the smaller retail loan portfolio. HDFS operating expenses decreased by $1 million. Source
  • Finance receivables down 67 percent: Total quarter-end net finance receivables, retail and wholesale, were $2.4 billion, primarily reflecting the HDFS transaction. Source
  • HDFS operating income down $42 million: HDFS operating income was $22 million, against $64 million. The HDFS operating income margin was 19.9%. Source

Capital, cash and shareholder returns

  • Operating cash use of $228 million: Operating activities used $228 million of cash in the quarter, compared with $142 million provided in the prior-year quarter. Source
  • Buybacks of $128 million: Discretionary repurchases totaled $128 million, or 6.6 million shares, including 3.1 million shares delivered under an accelerated share repurchase agreement. Source
  • Discretionary buybacks used $63 million cash: A further 3.5 million shares were repurchased on a discretionary basis, with a cash outflow of $63 million in the quarter. Source
  • Cash balance and dividends: Cash and cash equivalents were $1.8 billion at quarter end. Dividends paid in the quarter were $22 million. Source

Strategy and marketing

  • Back to the Bricks growth strategy: Management said it is excited to activate the new growth strategy, Back to the Bricks. Source
  • RIDE platform early reception: Management reported early reception to its new RIDE marketing platform, which it introduced this quarter. Source
  • Actions to drive demand and dealer health: Management tied the quarter's results to actions taken to drive demand and improve dealer health. Source

Coming up, as management said on 5 May 2026

  • Full-year 2026 ranges stay in place: Management said the company reaffirms its full-year 2026 guidance and continues to expect the ranges shown. Source
  • Back to the Bricks activation to follow: Management said it plans to activate the new growth strategy, Back to the Bricks. Source

Figures management reported

FigureReported
North American retail motorcycle sales (units) Source23,803
Global retail motorcycle sales (units) Source33,507
HDMC global motorcycle shipments (units) Source37,295
HDMC U.S. motorcycle shipments (units) Source23,884
Global dealer inventory of new motorcycles (change vs prior year) Sourcedown 22%

Risks management discussed

  • External: Cost of new or increased tariffs reduced HDMC gross margin in the quarter. Source
  • Demand: APAC retail declined, with lower sales in most major countries, while EMEA retail also fell. Source
  • Operational: The company incurred restructuring and termination costs linked to strategic changes during the quarter. Source

Earlier plans management reported on

  • On track: Management said the first-quarter shipment decline was in line with its expectations. Source
  • Not stated: Management reaffirmed the six full-year 2026 guidance ranges in this release. Source
  • Not stated: The 3.1 million ASR shares were delivered in the quarter with no additional cash outflow. Source

Other quarters

Summarised with AI from the documents the company filed with the SEC. Every point is checked against the filing before it is shown: management’s own words word for word, figures against the line or table row they come from. A point that fails the check is left out. Source opens the filing at that line.