Harley-Davidson, Inc.
harley-davidson.comWhat Do They Do?
Sells Harley-Davidson motorcycles, parts and accessories to riders through independent dealers, and also sells apparel and licenses its trademarks.
10-K for FY2025, filed Feb 26, 2026HDMC designs, manufactures and sells Harley-Davidson motorcycles. HDMC also sells motorcycle parts, accessories, and apparel as well as…View ↗
Parts and Accessories – Parts and accessories products are comprised of Genuine Motor Parts and Genuine Motor Accessories. Genuine Motor…View ↗
Apparel and Licensing – Apparel includes clothing and riding gear including Genuine MotorClothes®. In addition, the Company creates reach…View ↗
How Do They Make Money?
HDMC and LiveWire earn most product revenue by selling motorcycles, parts, accessories and apparel to dealers or distributors when products ship, or to retail customers when delivered. HDFS earns interest on customer and dealer financing, along with insurance, servicing and licensing fees.
10-K for FY2025, filed Feb 26, 2026Motorcycles, Electric Bikes, Parts and Accessories, and Apparel – Revenues from the sale of motorcycles, electric bikes, parts and…View ↗
Interest Income – Interest income on finance receivables is recorded as earned and is based on the average outstanding daily balance for…View ↗
Other Income – Other income includes insurance, licensing and servicing fee revenues. HDFS works with certain unaffiliated third parties to…View ↗
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10-K for FY2025, filed Feb 26, 2026
FY2025 revenue by reportable segment (Revenue from contract with customer, excluding assessed tax) ↗
$4.5B
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10-K for FY2025, filed Feb 26, 2026
$4.5B ↗
| Segment | Share | Revenue | How money arrives |
|---|---|---|---|
|
HDMC
|
99%
FY2022: 99%
|
HDMC, FY2025
$3.6B Sources
|
|
|
LiveWire
Sold outright
|
0.7%
FY2022: 1.0%
|
LiveWire, FY2025
$25.7M Sources
|
Sold outright |
Who Are Their Customers?
Motorcycle buyers generally purchase through independent dealers; overseas markets may also be served by independent distributors. LiveWire sells through independent dealers, retail partners and distributors, company-owned and online channels, and select international partners.
10-K for FY2025, filed Feb 26, 2026HDMC designs, manufactures and sells Harley-Davidson motorcycles. HDMC also sells motorcycle parts, accessories, and apparel as well as…View ↗
HDMC also distributes its motorcycles through independent distributors in select overseas markets, including India. The independent…View ↗
HDMC's parts and accessories and apparel are also retailed through HDMC's eCommerce websites in the U.S., in Canada and in certain European…View ↗
LiveWire is an all-electric motorcycle brand with a focus on pioneering the two-wheel electric motorcycle space. LiveWire sells electric…View ↗
LiveWire sells electric motorcycles, electric bikes, parts and accessories and apparel in the United States and certain international…View ↗
Do Revenues Turn Into Profits?
Yes. It kept 8 cents of every revenue dollar as net income in FY2025 and turned 9 cents into free cash flow.
10-K for FY2025, filed Feb 26, 2026
$386.6MView ↗
10-K for FY2025, filed Feb 26, 2026
$338.7MView ↗
10-K for FY2025, filed Feb 26, 2026
$415.2MView ↗
How Are They Changing?
- Net income
-
Sources
10-Q for Q2 FY2026, filed Aug 5, 2026
$79.8MView ↗
- ▼ −26%
- vs $107.6M in Q2 FY2025
10-Q for Q2 FY2026, filed Aug 5, 2026
Open tableView ↗
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Jul 23, 2026
Harley-Davidson raised its full-year guidance.
The company announced second-quarter results and raised full-year guidance.
Sources
8-K, filed Jul 23, 2026
On July 23, 2026, Harley-Davidson, Inc. (the “Company”) issued a press release (the “Press Release”) announcing the Company’s second…View ↗
Shrinking. Revenue fell 16% in 4 years, from $5.3B in FY2021 to $4.5B in FY2025, about 4% a year.
Electric product range The latest report describes LiveWire selling electric balance bikes for children and electric bikes in addition to electric motorcycles, parts, accessories and apparel; the older report's business section does not describe this range.
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