American motorcycle company Harley-Davidson Inc. has posted its Q4 earnings, showing a $279 million net loss for the quarter, as per an official press release. Operating loss was estimated at $361 million.
The update comes amid slowing sales for Harley-Davidson, as consumer preferences shift away to other brands while the motorcycle company struggles to maintain the value proposition of its own.
The firm’s main division Harley Davidson Motor Company, or HDMC, delivered a total of roughly 132,500 motorcycles for the year, down by 12% from output in 2024, of which 25,300 were delivered in Q4.
Harley Davidson also incurred operating losses of $18 million in LiveWire—an electric bike company in which it has a major stake—and $82 million in its financial division Harley Davidson Financial Services, which is responsible for providing loans, insurance, and other financial products for its bikes.
“As we close out a challenging year for the Company, we are taking deliberate actions to stabilize the business, restore dealer confidence, and align wholesale activity with retail demand,” said Harley-Davidson’s CEO Artie Starrs, who has been head since October 2025.
“While near-term results reflect these actions, the progress we are seeing reinforces our confidence in the reset underway and our ability to rebuild Harley-Davidson’s long-term earnings and cash-flow power. With an iconic brand, a deeply loyal rider community, and a dealer network unlike any other, we believe Harley-Davidson is well positioned as we chart a clear path forward,”
At the time of writing, Harley Davidson shares were trading at $20.92, up by 4,07% during trading hours