Harley just raised its 2026 sales forecast, citing stronger North American demand and positive dealer feedback on new models. The bigger question is whether affordable, customizable bikes can reverse years of market share losses.
The Milwaukee company increased its full-year guidance from 130,000-135,000 units to 133,500-138,500 units during its second-quarter earnings call. It’s a modest bump, but CEO Artie Starrs kept hammering one message: dealer health is improving.
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