Harley-Davidson is at a crossroads, a fact that it cannot deny. The storied company's finances have been on a downward spiral for the last two decades, with small upticks here and there, but with an overall trajectory heading lower and lower. And, no, it's not because the company went "Woke," for Pete's sake. Rather, it's likely the opposite. But I digress.
See, Harley needs a turnaround, and it needs one fast, as in its latest earnings report that closes out 2025, the company reported a year-over-year decline in revenue of 26%. Not only that, while motorcycle sales were slightly up for Harley in the United States, the Trump Administration's tariff idiocy caused global shipments and sales to decline. And while LiveWire saw a slight increase in sales to the tune of 7% for the year, it still sold under 1,000 motorcycles total for 2025.
None of that is good for the Motor Co, and that's all with selling off a portion of its own financial services, along with a few other assets it had lying around. New CEO Artie Starrs, however, remained very optimistic about the brand's future while laying out the report to its shareholders and insiders, saying now that he had the full picture, he could really get to work.
