Harley-Davidson Returns Motorcycle Production to the U.S. Under 'Back to the Bricks' Strategy

In a significant move reflecting its 'Back to the Bricks' strategy, Harley-Davidson, Inc. (HOG) announces the return of production for its Revolution® Max platform back to the United States. This decision forms part of a renewed commitment to American manufacturing and is expected to bolster skilled union jobs in Pennsylvania and Wisconsin. Harley-Davidson's facilities in these states will manage essential tasks such as machining, powertrain assembly, painting, and final vehicle assembly. The transition is projected to be completed ahead of the Model Year 2028 production, which is set to commence in 2027, with an expectation to manufacture over 100,000 motorcycles at the York, Pennsylvania facility. The newly appointed CEO, Artie Starrs, emphasizes that recent changes in U.S. trade policies have opened up new opportunities for domestic manufacturing investments.

Commitment to American Craftsmanship

Bill Davidson, Vice President and Global Brand Ambassador, expresses pride in the skilled workforce contributing to the production of Harley-Davidson's iconic motorcycles. These bikes are not just vehicles; they embody the themes of freedom and American craftsmanship that the brand signifies. The company’s renewed focus on domestic production aligns with its strategic goal of reinforcing its manufacturing foundation, helping to preserve its legacy of motorcycle culture, which has represented freedom and the pursuit of happiness since its inception in 1903.

Global Support and Innovative Technologies

In addition to motorcycle production, Harley-Davidson continues to support riders globally through its financial services and the LiveWire Group, which invests in innovative technologies aimed at shaping the future of motorsports. This approach not only enhances Harley-Davidson’s commitment to traditional American values but also ensures that it remains a leading player in the motorcycle industry as consumer preferences evolve. As the company invests in its domestic manufacturing capabilities, it signals a positive outlook for the skilled workforce and American manufacturing as a whole.