The 122-year-old motorcycle brand struggles are real, and the numbers prove it. We found that Harley-Davidson, founded in 1903 in Milwaukee, has watched dozens of dealers close their doors.
The brand that defined American cruising is now fighting to stay on the road. Yet 2026 data shows a turn worth watching.
Key Takeaways
- Harley-Davidson dealer closures swept the country across 2024 and 2025, hitting century-old shops.
- Q3 2025 brought a $279 million quarterly loss and global retail sales down 6%.
- Early 2026 looks brighter, with Harley recovering +10.1% in the US motorcycle market 2026.
How Bad Did the Dealer Closures Get?
We tracked confirmed shutdowns reported by trade press and local media. The 122-Year-Old Motorcycle Brand Struggles closures hit both high-cost cities and small towns.
Some shops had operated for more than a century before closing.
| Dealer | Location | Status |
|---|---|---|
| San Francisco Harley (Dudley Perkins) | San Francisco, CA | Closed after 110 years |
| NYC Harley-Davidson | Long Island City, NY | Closed Sept 2024 |
| Miracle City Harley | Titusville, FL | Closed Sept 2024 |
| Hideout Harley | Joplin, MO | Closed March 2025 |
| High Country Harley | Frederick, CO + Cheyenne, WY | Closed July 2025 |
| Vreeland’s Harley | Bloomsburg, PA | Closed Sept 2025 |
This is dealer network consolidation in plain sight.
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What Did the Financials Show?
The 122-Year-Old Motorcycle Brand Struggles third-quarter report told two stories at once. Retail demand stayed soft, but shipments and revenue climbed.
You can read the full numbers in the official Harley-Davidson investor release.
| Q3 2025 Metric | Result |
|---|---|
| Global retail sales | Down 6% |
| North America retail | Down 5% |
| International retail | Down 9% |
| HDMC revenue | Up 23% |
| Diluted EPS | $3.10 |
| Operating margin (HDMC) | 5.0% |
| New tariff impact | $27 million |
We see the motorcycle industry sales decline reflected in weak consumer confidence and high interest rates.
HOG stock has stayed under pressure through this stretch.
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122-Year-Old Motorcycle Brand Struggles to Hold On
The 122-year-old motorcycle brand struggles are real, and the numbers prove it. We found that Harley-Davidson, founded in 1903 in Milwaukee, has watched dozens of dealers close their doors.https://t.co/Yj9dvja3JF
— Atholton News (@atholtonnews55) June 22, 2026Is the 2026 Recovery Real?
The early 2026 data points up, and the shift matters. US year-to-date April sales reached 169,953 units, up 1.8%, according to Motorcycles Data.
Harley-Davidson posted a double-digit gain of +10.1%, challenging the leaders again.
The 122-Year-Old Motorcycle Brand Struggles legacy motorcycle brand is climbing back into the fight.
| Brand | 2026 YTD Change |
|---|---|
| Suzuki | +11.0% |
| Harley-Davidson | +10.1% |
| Yamaha | +7.7% |
| KTM | +7.0% |
| BMW | +1.2% |
| Honda | -2.9% |
| Kawasaki | -5.5% |
| CF Moto | +70.1% |
We note one clear threat: Chinese maker CF Moto is surging at +70.1% and now sits eighth.
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What Is the Turnaround Plan?
CEO Artie Starrs acknowledged the struggles directly and laid out priorities.
We summarize his stated focus below.
- Build profitable dealerships so the network stops shrinking.
- Strengthen rider connection to the cruiser motorcycle segment and the brand.
- Push locally relevant marketing instead of broad national spend.
- Pursue capital-efficient growth to protect margins.
The plan leans on the brand’s legacy rather than chasing new buyers alone.
What Does This Mean for You?
If you ride, buy, or invest, the picture is mixed but clearer now. Dealer access may shrink as consolidation continues across smaller markets.
Prices and inventory depend heavily on tariffs and import competition. We will keep tracking the numbers, and we stand behind reporting backed by verified figures, not rumor.
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