BofA revises Harley-Davidson stock price after latest announcement

1 hour ago 3

Tony Owusu

Sat, May 9, 2026 astatine 12:33 PM CDT 4 min read

Harley-Davidson's caller CEO wants to alteration however radical deliberation astir the iconic motorcycle brand, truthful the institution is trying thing different.

This week, Harley announced a caller strategy that focuses connected lower-priced bikes, alternatively than relying connected older, much affluent customers to bargain its higher-margin touring models.

"Back to the Bricks builds connected our halfway strengths and competitory advantages, harnessing the passionateness of our riders to present profitable maturation for the Company and some our dealers and shareholders," Harley CEO Artie Starrs said this week. "As we thrust towards this caller signifier of growth, we stay committed to the craftsmanship and dedication that specify our brand."

Entry-level Harley-Davidsons outgo astir $13,000, portion the higher-end Adventure Touring models mean astir $23,250, and the Premium Range &CVO models outgo astir $38,500, according to Reuters.

Harley's caller strategy targets a halfway nett of implicit $350 cardinal from its motorcycle concern by 2027 and implicit $150 cardinal successful outgo reductions.

To footwear disconnected the caller strategy, Harley is introducing Sprint, a caller entry-level exemplary powered by a smaller 440cc engine, aboriginal successful the year.

Harley-Davidson is going aft a younger demographic with its caller strategy. Photo by Raivo Sarelainens connected Getty Images

What is Harley-Davidson's "Back to the Bricks" strategy?

Harley's caller strategy relies connected much than conscionable pushing buyers toward cheaper vehicles to summation volume. The 123-year-old institution has a acceptable of 5 pillars connected which it is gathering its future.

Harley-Davidson "Back to the Bricks" 5-point program

Deep appreciation of Harley-Davidson's competitory advantages and legacy: The Company's iconic brand, diversified and almighty gross channels, and best-in-class trader web supply a almighty instauration for growth.
Renewed committedness to exclusive trader web to thrust endeavor profitability: Harley-Davidson's dealers are a competitory advantage. The Company is planning actions to alteration dealers to double profitability successful 2026 and past treble it again by 2029.
Immediate actions to recapture stock successful areas wherever Harley-Davidson has close to win: Harley-Davidson has beardown bequest equity successful existing markets including caller motorcycles, utilized motorcycles, Parts & Accessories, and Apparel & Licensing. The Company's caller strategy is focused connected positioning the Company to regain stock and thrust meaningful measurement maturation successful categories wherever it benefits from credibility, scale, and heavy rider connection.
Strong fiscal presumption with a way to stronger escaped currency travel and EBITDA margin: Cost and restructuring actions already underway enactment a way to stronger escaped currency travel and EBITDA borderline implicit time.
Bolstered absorption squad with equilibrium of caller perspectives and organization knowledge: Harley-Davidson has made a fig of enactment appointments that enactment the Company arsenic it leverages its innate strengths.