Harley-Davidson reported a 30% drop in Q1 2026 profits to $120 million, despite rising sales in North and Latin America. The decline stems from weak demand in Europe and Asia, where sales fell 8% and 12% respectively.
Harley-Davidson has announced a sharp 30% decline in net profit for the first quarter of 2026 compared to the same period last year. The iconic American motorcycle maker earned $120 million in Q1 2026, down from $171 million in Q1 2025. While sales in North America and Latin America grew, significant drops in Europe and Asia dragged down overall profitability.
Sales Performance by Region
North American sales rose 4% year-over-year, and Latin America saw a modest 1% increase. However, the EMEA region (Europe, Middle East, Africa) recorded an 8% sales decline, while Asia-Pacific plunged 12%. In China, sales fell 15%, and in key European markets like Germany and France, sales dropped 10% and 7% respectively.
Why Are Profits Falling Despite Growth in the Americas?
The profit squeeze is attributed to rising raw material and shipping costs, along with increased spending on marketing and development. Inflation and higher interest rates have also compressed margins. The company noted that weaker demand for luxury motorcycles in Europe and Asia, coupled with economic headwinds, significantly impacted revenue.
Harley-Davidson’s Strategy to Counter the Downturn
Facing stiff competition from electric rivals including its own LiveWire brand, Harley-Davidson plans to cut costs by 10% this year. It is also focusing on emerging markets like India and Brazil and developing a new hybrid motorcycle that combines a traditional engine with an electric battery. The company aims to launch new electric models to regain momentum in Asia and Europe.
How Much Do Harley-Davidson Models Cost in Saudi Arabia?
Harley-Davidson has not announced any price changes for Saudi Arabia. Current 2026 models such as the Street Glide and Road Glide are expected to remain priced between SAR 120,000 and SAR 180,000 depending on the trim. Any future adjustments will be communicated in the coming months.
Key Facts
- Q1 2026 Net Profit: $120 million (down 30% from $171 million in Q1 2025)
- North America Sales: +4%
- Latin America Sales: +1%
- EMEA Sales: -8%
- Asia-Pacific Sales: -12%
- China Sales: -15%
- Germany Sales: -10%
- France Sales: -7%
FAQ
When will Harley-Davidson electric motorcycles arrive in Saudi Arabia?
The LiveWire S2 Del Mar, Harley-Davidson’s first electric model, is expected to reach Saudi Arabia in late 2026, with an estimated starting price of SAR 80,000.
Will the profit drop affect motorcycle quality?
No. Harley-Davidson has stated it will not compromise on quality. Cost-cutting measures focus on operational efficiency, not product quality.
What is the best Harley-Davidson model for 2026?
The Harley-Davidson CVO Road Glide Limited is considered the top model for 2026, featuring a Milwaukee-Eight 121 V-Twin engine producing 125 hp, with a starting price of SAR 200,000.
Why are Harley-Davidson profits down despite higher sales in America?
The decline is due to weaker sales in Europe and Asia, higher raw material and shipping costs, and increased spending on marketing and development.
Frequently Asked Questions
When will Harley-Davidson electric motorcycles arrive in Saudi Arabia?
The LiveWire S2 Del Mar is expected in late 2026, starting at SAR 80,000.
Will the profit drop affect motorcycle quality?
No. Harley-Davidson says cost cuts target operations, not product quality.
What is the best Harley-Davidson model for 2026?
The CVO Road Glide Limited with 125 hp engine, starting at SAR 200,000.
Why are profits down despite higher sales in America?
Due to weaker sales in Europe/Asia, higher costs, and increased spending.
Sources
- RideApart — Harley's Profits Are Way Down Over Last Year's
