Overview
Harley-Davidson, Inc. is a motorcycle-focused company operating through Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. Its core business includes designing, manufacturing, and selling motorcycles, parts, accessories, and apparel, as well as licensing its trademarks. Its motorcycle lines span touring, cruiser, sport, lightweight, trike, and adventure touring categories.[1][2]
The company serves global markets including the United States, Canada, Europe, the Middle East and Africa, Asia Pacific, and Latin America. Harley-Davidson states its purpose is “to protect and grow motorcycle culture.” [1][3]
Harley-Davidson was founded in 1903. For the year ended December 31, 2025, it reported consolidated revenue of $4.473 billion; a secondary source reports 5,500 employees at year-end 2025.[4][5][6] [1][2][3][4][5][6][3][6]
Products & services
Harley-Davidson’s motorcycle range spans Cruiser, Grand American Touring, Sport, and Adventure Touring models. Examples include the Street Glide, powered by a Milwaukee-Eight 117 engine and listed at 105 hp and 130 lb-ft of torque; the Low Rider ST, with a Milwaukee-Eight 117 High Output engine and 114 hp; and the Pan America 1250 ST, listed at 150 hp and 94 lb-ft and featuring a quick shifter and Adaptive Ride Height.[7][8][9][10]
Electric offerings include LiveWire electric motorcycles, including the S2 Del Mar and S2 Mulholland, as well as electric balance bikes and electric bikes. For FY2025, LiveWire reported 653 electric-motorcycle units sold, 21,141 electric-bike units, and $25.7 million in revenue; electric-bike units rose 15% year over year, while revenue declined 3%.[11][12][13][14]
Related offerings include parts and apparel, along with customer services such as motorcycle financing, insurance, rentals, and rider training.[15][16][17][18] In Q2 2026, consolidated revenue from “Motorcycles and related products” was $1,113.394 million; this reported category is broader than motorcycle sales alone.[19] [13][14][19][7][8][9][10][11][12][15][16][17][18]
Geographic presence
Harley-Davidson’s manufacturing footprint is concentrated in the United States, where most HDMC manufacturing processes take place. It also operates manufacturing facilities in Thailand and Brazil; the Thailand facility supplies certain Asian and European markets, while the Brazil facility assembles motorcycles for the Brazilian market.[20]
In 2025, HDMC revenue was $3.58 billion. By reported geography, the United States contributed $2.40 billion (67.2%), EMEA $538.8 million (15.1%), Canada $161.4 million (4.5%), Japan $112.4 million (3.1%), Australia and New Zealand $105.9 million (3.0%), and other countries $255.3 million (7.1%). Percentages are calculated from reported HDMC revenue.[21] Long-lived assets at year-end were $613.5 million in the United States, $115.7 million in Thailand, and $21.0 million in other countries.[21]
The company’s reported 2025 retail motorcycle sales were 89,132 in North America, 21,454 in EMEA, 18,975 in Asia Pacific, and 2,974 in Latin America, out of 132,535 worldwide—approximately 67.2%, 16.2%, 14.3%, and 2.2%, respectively.[22] [20][21][21][21][21][21][21][21][21][21][21][22][22]
Business segments
Harley-Davidson, Inc. reports three business segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC designs, manufactures, and sells Harley-Davidson motorcycles, parts, accessories, and apparel, and licenses its trademarks.[4][1] LiveWire focuses on electric two-wheel vehicles and sells electric motorcycles, children’s electric balance bikes, e-bikes, parts, accessories, and apparel.[23] HDFS provides wholesale inventory financing and retail consumer loans, primarily for Harley-Davidson and LiveWire motorcycles, and offers related insurance and protection products with third parties.[24]
For FY2025, reported segment revenue was $3.58 billion for HDMC, $25.7 million for LiveWire, and $869.2 million for HDFS. These represented approximately 80.0%, 0.6%, and 19.4%, respectively, of consolidated revenue of $4.47 billion.[5] [4][1][23][24][5]
Company history
Harley-Davidson was founded in Milwaukee in 1903 by William S. Harley and Arthur Davidson, joined by Walter and William A. Davidson; the company’s archive records three motorcycles sold in its first year. It was incorporated on September 17, 1907.[25][26] During World War I, its J model was used by the military, and by 1920 Harley-Davidson had become the world’s largest motorcycle manufacturer, selling in 67 countries.[27][28]
The company’s product history includes the Knucklehead engine, introduced in 1936, the XL Sportster in 1957, and the Electra Glide in 1965, which featured an electric starter. The Knucklehead was followed by the Panhead and Shovelhead engine generations.[29][30][31]
AMF acquired Harley-Davidson in 1969. Following a management buyout, the present corporation was incorporated in 1981, and Harley-Davidson became publicly held in 1986.[4][32] The company acquired MV Agusta in 2008 and completed its sale in 2010.[33][34] In 2019 it launched LiveWire, its first electric motorcycle, and acquired electric two-wheeler maker StaCyc; LiveWire became a distinct brand in 2021 and a publicly traded company following a 2022 business combination.[35][36][37] [4][32][25][26][27][28][29][30][31][33][34][35][36][37]
Sources
- HARLEY-DAVIDSON, INC. — Full financial report (2025 Y)
- investor.harley-davidson.com[3]
- stockanalysis.com[6]
- www.harley-davidson.com[7]
- www.harley-davidson.com[8]
- www.harley-davidson.com[9]
- www.harley-davidson.com[10]
- www.livewire.com[11]
- www.livewire.com[12]
- HARLEY-DAVIDSON, INC. — Presentation (2025 Y)[13][19]
- HARLEY-DAVIDSON, INC. — Full financial report (2026 Q 2)[14]
- www.harley-davidson.com[15]
- www.insurance.harley-davidson.com[16]
- www.harley-davidson.com[17]
- www.harley-davidson.com[18]
- investor.harley-davidson.com[22]
- www.harley-davidson.com[25]
- www.harley-davidson.com[26]
- www.insurance.harley-davidson.com[27]
- www.insurance.harley-davidson.com[28]
- www.harley-davidson.com[29]
- www.harley-davidson.com[30]
- www.harley-davidson.com[31]
- HARLEY-DAVIDSON, INC. — Full financial report (2024 Y)[32]
- www.sec.gov[33]
- www.prnewswire.com[34]
- investor.harley-davidson.com[35]
- investor.harley-davidson.com[36]
- investor.harley-davidson.com[37]
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