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Harley-Davidson Announces "Back to the Bricks" Strategic Plan to Restore Performance and Deliver Profitable Growth

$HOGPress releaseMay 5, 2026, 7:00 AM ETRead the release

Harley-Davidson announced the 'Back to the Bricks' strategic plan, aiming to restore performance and deliver profitable growth by leveraging its brand and dealer network. Financial targets include over $350 million in HDMC EBITDA for 2027, an EBITDA margin of 10-12%, and a gross margin of 25-30% over the medium term.

Key figures

Hdmc opex target
<20% of sales
Hdmc ebitda target 2027
over $350 million
Hdmc gross margin target
25-30%
Hdmc ebitda margin target
10-12%

AI analysis

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