Harley-Davidson 2025 Performance Declines, Q3 Highlights But Weak Outlook Ahead

The Economic Observer reported that Harley-Davidson released its full-year 2025 financial results on February 10, 2026, with revenue of $4.473 billion (down 13.76% year-over-year) and net profit of $339 million (down 25.61% year-over-year). However, the third quarter was a bright spot, with revenue increasing 16.51% year-over-year to $1.341 billion and net profit soaring 217.01% to $377 million, mainly driven by a 23% increase in motorcycle sales revenue and one-time gains from financial services. On the same day, the company’s outlook for 2026 was viewed by the market as “weak,” despite better-than-expected Q4 earnings, with investors more concerned about limited future growth momentum.

The stock’s recent performance over the past 7 days (February 6–13, 2026) showed significant volatility: on February 10, the stock rose 3.97% to $20.94 after the earnings beat, but then declined for two consecutive days (down 1.72% on February 11 and 4.28% on February 12). On February 13, it rebounded 2.54%, closing at $20.20. The total decline in the period was 1.42%, with a volatility range of 9.57%. Trading was active, with over $116 million in turnover on February 12. The stock price fluctuations were influenced by earnings and outlook reports, amid a 2.39% decline in the U.S. auto sector, adding pressure on individual stocks.

Recent business adjustments include new CEO Artie Starrs (appointed in October 2025) emphasizing inventory management and cost control. The electric motorcycle brand LiveWire sold 184 units in Q3, an 86% increase year-over-year, with operating losses narrowing by 30%. Industry environment: global motorcycle retail sales declined 6% year-over-year, with ongoing tariff uncertainties affecting supply chains. The company’s market share in the U.S. large cruiser segment increased from 61% to 68%, but dealer network contraction remains an issue.

Among 18 recent analyst institutions, 39% recommend buying or increasing holdings, 56% suggest holding, with an average target price of $24.56 (about 24% above the current stock price). Analysts advise monitoring the progress of LiveWire’s loss reduction and macroeconomic factors suppressing consumer demand.

The above information is compiled from public sources and does not constitute investment advice.