HARLEY-DAVIDSON, INC.

Harley-Davidson, Inc. designs, manufactures, and sells motorcycles and related products and services. The company was incorporated in 1981 when it acquired the Harley-Davidson® motorcycle business. It became publicly held in 1986. Harley-Davidson operates through three reportable segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). These segments offer distinct products and services and are managed separately due to operational differences. The HDMC segment focuses on designing, manufacturing, and selling Harley-Davidson motorcycles, along with motorcycle parts, accessories, and apparel. HDMC also licenses its trademarks. This segment conducts business globally, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. HDMC products are primarily sold to retail customers through a network of independent dealers who stock and sell motorcycles, parts, accessories, apparel, and licensed products, and also service motorcycles. The company's revenue by segment for the last three fiscal years was: HDMC generated $3,578,308 thousand in 2025, $4,121,906 thousand in 2024, and $4,844,594 thousand in 2023. LiveWire generated $25,671 thousand in 2025, $26,358 thousand in 2024, and $38,298 thousand in 2023. HDFS generated $869,196 thousand in 2025, $1,038,538 thousand in 2024, and $953,586 thousand in 2023. Total revenue was $4,473,175 thousand in 2025, $5,186,802 thousand in 2024, and $5,836,478 thousand in 2023. The Hardwire strategic plan concluded at the end of 2025.