Harley CEO states that 2026 will be the year of transformation, with profit margins under pressure

LootboxPhobia · 2026-02-10T15:22:31+00:00

Harley-Davidson CEO stated during the conference call that 2026 will be a transformative year for business restructuring, with profit margins expected to be under pressure in the short term. The company has caused customer confusion and discounts due to its e-commerce strategy, and will reset relationships with dealers, reduce wholesale shipments, and undertake major new developments.

LootboxPhobia

2026-02-10 15:22:31

Abstract generation in progress

Investing.com – Harley-Davidson’s CEO described 2026 as “a transformative year of business restructuring” during a conference call, noting that the company expects profit margins to face pressure in the short term.

The motorcycle manufacturer’s CEO acknowledged that the company’s e-commerce strategy has caused customer confusion and led to excessive discounting. The CEO added that this e-commerce approach “has historically failed to meet expectations.”

During the conference call, the CEO also revealed that Harley-Davidson is “redefining its relationship with dealers” and has reduced wholesale shipments this quarter.

As these statements were made, this iconic American motorcycle brand appears to be undertaking significant changes to its business model and distribution strategy.

This article was translated with the assistance of artificial intelligence. For more information, please see our Terms of Use.

View Original

This page may contain third-party content, which is provided for information purposes only (not representations/warranties) and should not be considered as an endorsement of its views by Gate, nor as financial or professional advice. See Disclaimer for details.