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Harley-Davidson, Inc. (NYSE: HOG)* this week that it is bringing production of the Revolution® Max platform for North America back to the United States as part of the Company’s so-called Back to the Bricks strategy.** [The venerable company has been clobbered by Trump Administration economic policies – AutoCrat.] The move returns machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, with union jobs. The motorcycles are Pan America, Sportster® S, and Nightster models. The production transition is expected to be completed ahead of the start of Model Year 2028 production in 2027. Harley-Davidson expects to manufacture more than 100,000 motorcycles out of the Company’s York, Pennsylvania facility in 2027.
“This decision, which has been months in the making, reflects our commitment to strengthening Harley-Davidson’s manufacturing base for the long term,” said the new CEO Artie Starrs.
“Harley-Davidson has built motorcycles that represent freedom, independence, and American craftsmanship for 123 consecutive years. That legacy was built by generations of employees, many of them union workers, whose skill and dedication continue to define this company today. We are grateful to our employees, our network of 500+ U.S. dealers, and most importantly our riders for their continued support as we get back to basics that have made Harley-Davidson an enduring symbol of freedom and the most iconic motorcycle brand in the world,” the company said in a release.
“My family has spent generations working in this company, and I’ve seen firsthand the pride, craftsmanship, and hard work that go into building Harley-Davidson motorcycles in America,” said Bill Davidson, Vice President, Special Advisor to the CEO and Global Brand Ambassador. “My father, Willie, my sister, Karen, and I are incredibly excited about what’s happening at Harley-Davidson. Bringing this work back home is another important step in getting back to the bricks, investing in American manufacturing, and building on the values that have made Harley-Davidson one of the most iconic brands in the world.”
*Company Background
Since 1903, Harley-Davidson claims is has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, Parts & Accessories, experiences, riding gear and apparel. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road.
**Back to the Bricks is Built on Five Pillars
- Deep appreciation of Harley-Davidson’s competitive advantages and legacy: The Company’s iconic brand, diversified and powerful revenue channels, and best-in-class dealer network provide a powerful foundation for growth.
- Renewed commitment to exclusive dealer network to drive enterprise profitability: Harley-Davidson’s dealers are a competitive advantage. The Company is planning actions to enable dealers to double profitability in 2026 and then double it again by 2029.
- Immediate actions to recapture share in areas where Harley-Davidson has right to win: Harley-Davidson has strong legacy equity in existing markets including new motorcycles, used motorcycles, Parts & Accessories, and Apparel & Licensing. The Company’s new strategy is focused on positioning the Company to regain share and drive meaningful volume growth in categories where it benefits from credibility, scale, and deep rider connection.
- Strong financial position with a path to stronger free cash flow and EBITDA margin: Cost and restructuring actions already underway support a path to stronger free cash flow and EBITDA margin over time.
- Bolstered management team with balance of fresh perspectives and institutional knowledge: Harley-Davidson has made a number of leadership appointments that support the Company as it leverages its innate strengths.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Harley‑Davidson On-Shoring Motorcycle Production
Click for more.
Harley-Davidson, Inc. (NYSE: HOG)* this week that it is bringing production of the Revolution® Max platform for North America back to the United States as part of the Company’s so-called Back to the Bricks strategy.** [The venerable company has been clobbered by Trump Administration economic policies – AutoCrat.] The move returns machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, with union jobs. The motorcycles are Pan America, Sportster® S, and Nightster models. The production transition is expected to be completed ahead of the start of Model Year 2028 production in 2027. Harley-Davidson expects to manufacture more than 100,000 motorcycles out of the Company’s York, Pennsylvania facility in 2027.
“This decision, which has been months in the making, reflects our commitment to strengthening Harley-Davidson’s manufacturing base for the long term,” said the new CEO Artie Starrs.
“Harley-Davidson has built motorcycles that represent freedom, independence, and American craftsmanship for 123 consecutive years. That legacy was built by generations of employees, many of them union workers, whose skill and dedication continue to define this company today. We are grateful to our employees, our network of 500+ U.S. dealers, and most importantly our riders for their continued support as we get back to basics that have made Harley-Davidson an enduring symbol of freedom and the most iconic motorcycle brand in the world,” the company said in a release.
“My family has spent generations working in this company, and I’ve seen firsthand the pride, craftsmanship, and hard work that go into building Harley-Davidson motorcycles in America,” said Bill Davidson, Vice President, Special Advisor to the CEO and Global Brand Ambassador. “My father, Willie, my sister, Karen, and I are incredibly excited about what’s happening at Harley-Davidson. Bringing this work back home is another important step in getting back to the bricks, investing in American manufacturing, and building on the values that have made Harley-Davidson one of the most iconic brands in the world.”
*Company Background
Since 1903, Harley-Davidson claims is has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, Parts & Accessories, experiences, riding gear and apparel. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road.
**Back to the Bricks is Built on Five Pillars
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.