As Harley-Davidson enters a year of transition, how the company utilizes its historic Milwaukee corporate headquarters is also changing.
During the company’s fourth quarter 2025 earnings call held Tuesday, chief executive officer Arthur “Artie” Starrs told analysts that Harley-Davidson is focused on rebuilding company culture at its corporate headquarters.
At the end of last year, Starrs ordered corporate office employees to return to the Juneau Avenue complex on Milwaukee’s west side.
Arthur Starrs
“Strong corporate culture isn’t just good for employee morale, it’s good for business,” said Starrs. “Rebuilding our culture and identity as a Milwaukee icon truly matters. My direct reports are all working from Milwaukee at our Juneau Avenue headquarters and we will be formally reopening the office later this quarter.”
By “going back to the bricks” at Harley-Davidson’s headquarters, Starrs says the company will improve its decision-making, collaboration and accountability across departments.
Global sales of the company’s motorcycles once again saw a decrease of 1% to 25,287 units in the fourth quarter.
For the full year, Harley-Davidson reported a 12% decrease in global retail motorcycle sales (to 132,535 units) with motorcycle shipments down 16%.
Harley-Davidson Motor Company reported an operating loss of $29 million, in 2025. The company said it lost $67 million in 2025 due to tariffs.
Starrs has several initiatives underway aimed at stabilizing the business. A new strategic plan for the company will be announced in May.
“We view 2026 as a transition year as we reset the business and finalize our new strategy,” said Starrs.
Reducing dealer inventory continues to be a top priority for Starrs. Throughout the entirety of 2025, global dealer inventory declined 17% compared to the previous year.
The company further decreased wholesale shipments in the fourth quarter while also implementing targeted promotions for certain products including touring model bikes.
“We plan to continue these interventions with discipline as we work to optimize retail inventory, positioning the business and our dealer network for more sustainable performance going forward,” said Starrs.
Harley-Davidson is also retooling its e-commerce strategy. It has created customer confusion and led to “excessive discounting,” Starrs explained. This has added extra pressure on dealer economics.
“We’ve taken corrective action in North America by shifting to a model that is intended to drive incremental dealership traffic to support motorcycle sales in the near term,” said Starrs. “Our focus is clear: support our dealers, drive traffic to dealerships and execute against our core business of selling motorcycles.”
He continues to highlight the need for Harley-Davidson to rethink its brand storytelling. Over the last several years, the company’s work has been “too dark and serious at times,” according to Starrs.
“That’s not who our riders are when they ride and gather,” he said. “Our riders are joyful and passionate community creators.”
For the full year 2026, Harley-Davidson anticipates global motorcycle retail sales of between 130,000 and 135,000 units and operating income of between a $40 million loss to a $10 million profit.
“As we close out a challenging year for the company, we are taking deliberate actions to stabilize the business, restore dealer confidence, and align wholesale activity with retail demand,” said Starrs. “While near-term results reflect these actions, the progress we are seeing reinforces our confidence in the reset underway and our ability to rebuild Harley-Davidson’s long-term earnings and cash-flow power. With an iconic brand, a deeply loyal rider community, and a dealer network unlike any other, we believe Harley-Davidson is well positioned as we chart a clear path forward.”
