Harley-Davidson is getting smaller. Not in a cool, weight-saving, performance kind of way. In a very real, very corporate “we need to cut back because things aren’t selling like they used to” kind of way.
The company’s workforce is down by around 800 people since 2022, and that lines up almost perfectly with what’s been happening on the sales side. Motorcycle revenue has slid from about $4.89 billion in 2022 to roughly $3.6 billion in 2025. That’s not a rounding error. That’s a clear drop, and it’s forcing the company to rethink how big it really needs to be.
Former Pizza Hut CEO and now-CEO of Harley-Davidson Artie Starrs has already hinted at what’s coming. There’s a “strategic reset” planned for May, and if you read between the lines, it’s basically Harley admitting it built itself for a level of demand that just isn’t there anymore. Too much capacity, too much overhead, not enough bikes moving out the door.
