Rich Habits on $HOG (Nov 6, 2026)
Harley-Davidson's turnaround looks real — four straight quarters of North American retail sales growth, global sales up 4% this year and the stock up more than 60% since January, helped by 1.99% financing, rebates and cheaper models, targeting 135,500-139,000 bikes this year — though volume is still a fraction of the 344,000 2006 peak and the aging-rider problem is not clearly solved long term.
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And that is the headline for my first one is people stop buying boats and RVs, but not Harley-Davidson's. Um, Harley-Davidson has posted a year-over-year retail sales growth in North America for four straight quarters and is on track for its first fullyear sales increase since 2021, even as high interest rates and gas prices have crushed sales of RVs and boats across the rest of the leisure category.
Global sales are up 4% this year and the stock has climbed more than 60% since January.
And this turnaround traces to new product uh refresh three- wheeled trikes with more horsepower aimed at the older riders, plus two new mid-tier bikes, the Superglide and the Deadwood paired with financing.
And this is something important for everyone to understand why this is happening with Harley. They have financing right now as low as 1.99% accompanied with rebates that dealers say push cheaper bikes into a much larger buying pool.
And Harley-Davidson CEO is leaning into next year's lineup to widen the funnel further. And this surprised me a little bit. They're introducing the Sprint 440, Harley's smallest ever model under $6,000, Austin, and a Revive Sportster 883 that's been around forever at around $10,000.
So, you've got special financing, lower prices, less expensive models, and Harley expects to sell 135,500 to 139,000 bikes this year worldwide.
But it is a fraction of the 344,000 bikes it sold at its 2006 peak, and Hardyman still isn't fully convinced the brand has solved its aging rider program long-term.
I like that one, Austin. I think it's very important because it gives us a little bit of a pulse on the older economy because you and I discussed that most of the people buying Harleys are 50 and above. So that gives us a little insight into that.
What a great breakdown, Robert. I think the Harley-Davidson one just goes to show that people are willing to buy toys if it fits in their budget and seeing a 1.99% interest rate, right?
Makes it easier to fit in a budget versus a 12% interest rate for a used car or, you know, 9 or 10% interest rate for a new car. Like if people can like people want to splurge, they want to have nice new things and they're willing to to put money in depreciating assets and finance them, but they're only willing to do it if the interest rates and the payments make sense versus saying, you know what, can't do this.
Doesn't come together here like we've seen with Ford and some of these other like big companies that are like, we need to sell these cars.