Harley-Davidson Pivots to Affordability Strategy to Drive Sales Growth

Key Facts

1Harley-Davidson's new CEO, Artie Starrs, aims to increase sales by introducing lower-priced motorcycles.

Harley-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.

5 months ago

Version History

Version 15 months ago

What changed: Added the formal strategy name 'Back to the Bricks', specified the $350 million EBITDA target for 2027, and linked the timeline to Q1 2026 financial results.