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The information provided on EL7.AI is for educational and informational purposes only and does not constitute financial advice.
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Sign InHarley-Davidson CEO Artie Starrs has officially named the company's new strategic pivot 'Back to the Bricks,' focusing on driving sales volume through increased affordability. The strategy sets a clear financial target of reaching $350 million in EBITDA for the HDMC segment by 2027. This plan involves introducing motorcycle models at lower price points to attract a broader demographic and reverse recent sales trends. The company has linked the rollout and further updates of this announcement to the Q1 2026 financial results schedule. While the move aims to expand market reach, analysts remain focused on the potential impact on profit margins and brand equity. Ultimately, the success of 'Back to the Bricks' will depend on balancing volume growth with the brand's premium heritage.