Harley-Davidson lifts 2026 sales outlook to 138,500 units

Harley-Davidson raised its full-year sales forecast on Thursday, July 23, 2026, following a second quarter that delivered mixed financial results but showed early signs of progress in its core North American market. The Milwaukee-based motorcycle manufacturer now expects to sell between 133,500 and 138,500 motorcycles globally this year, an increase from its previous guidance of 130,000 to 135,000 units.

The upgraded outlook comes despite a quarterly performance marked by declining profit and revenue. The company reported net income of $80 million, or 75 cents per share, for the quarter, down from $108 million, or 88 cents per share, a year earlier. Overall revenue fell 5.9 percent to $1.23 billion. Earnings per share, however, exceeded analyst expectations. The company's gross profit margin contracted to 27.5 percent from 28.6 percent, which officials attributed to higher raw material costs, an unfavorable product mix, and foreign exchange impacts.

Management pointed to stronger-than-expected retail sales in North America as the primary driver for the improved annual forecast. Retail sales in the region climbed 3.1 percent during the quarter, with the company maintaining a 32...