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Harley-Davidson Trends

Sources

Revenue peaked at $5.8B in 2023 and was $4.5B in 2025. Retail units fell every year, 194K to 132K.

Twelve charts: Harley-Davidson revenue, operating income and margin, EPS, segment operating income, LiveWire, cash returned, HOG vs SPY, retail units, retail vs shipped, 601cc+ share, Q2 2026 retail change and Q2 2026 shipments
Harley-Davidson charts, panel 1 of 6Harley-Davidson charts, panel 2 of 6Harley-Davidson charts, panel 3 of 6Harley-Davidson charts, panel 4 of 6Harley-Davidson charts, panel 5 of 6Harley-Davidson charts, panel 6 of 6
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Sources: HD 10-Ks, earnings releases, HD IR retail sales, Yahoo Finance. Public filings, not investment advice.

By FXR Archive | October 2026

Twelve charts on how the company behind the FXR is doing: money, profit, bikes sold and the stock. Full years 2021 to 2025, plus the latest quarter, Q2 2026.

Sources: Harley-Davidson 10-Ks (2022, 2023, 2025), Q4 2025 and Q2 2026 earnings releases (SEC 8-K), HD IR retail sales page, Yahoo Finance monthly closes to Oct 16, 2026. g = 2026 guide.

Not charted (no reliable public data): ad spend, social and web traffic, customer demographics. HDMC op income 2025 was a $29M loss.

Figures come from public filings and releases and are shown as reported. This is not investment advice.

FXR Archive | Articles | October 2026