This week in US Powersports business.
Harley-Davidson Rides With You to the 86th Sturgis Motorcycle Rally
Harley-Davidson will Ride With You to the 86th Sturgis Motorcycle Rally, August 7-16 in Sturgis, S.D. and the surrounding Black Hills region. The largest motorcycle rally in the world always runs on Harley-Davidson, and in 2026 the Motor Company will open the Sturgis Rally with the public debut of the Deadwood™ motorcycle, a new model inspired in part by the post-war history of the Sturgis Rally. Other Harley highlights during the Sturgis Rally include multiple motorcycle demo ride locations, custom motorcycle displays, and organized group rides through the Black Hills region plus music, entertainment and special merchandise. Go to Harley-Davidson Sturgis Rally for full details and schedules.
Harley Headquarters – Sturgis Community Center
For the duration of the Sturgis Rally make the Sturgis Community Center on Lazelle Street your Harley home base. Experience a demo ride on a new 2026 Harley-Davidson® motorcycle or the second generation of Harley-Davidson® Trike models with revised chassis and all-new rear suspension for significantly improved rider and passenger comfort.
Riders can also experience the performance potential of Harley-Davidson® Genuine Motor Parts & Accessories on some motorcycles in the demo fleet. Try one of these customized motorcycles to experience Screamin’ Eagle® Performance Stage Kits, Screamin’ Eagle®/Öhlins® suspension components and premium Harley-Davidson® Audio Powered by Rockford-Fosgate®. The Fit Shop will feature 2026 Street Glide® and Road Glide® demo ride motorcycles you can customize with a selection of accessory seats and windshields from Harley-Davidson® Genuine Motor Parts & Accessories, and four Touring and Cruiser models equipped with Reach® and Tallboy® handlebars. Fit Shop experts will be on hand to help you find a perfect fit combination tailored to your comfort and style.
Riders may also enjoy displays of the latest Harley-Davidson® gear and apparel, live music and entertainment. Stop in for Let’s Ride Challenge® mileage verification and visit the Harley Owners Group® (H.O.G.®) center.
Outlaw Square – Deadwood
Welcome to Deadwood, in the heart of the Black Hills and some of the most-scenic motorcycle riding in the world. Harley-Davidson will host a rider’s rest area at Outlaw Square with live music for five days on the Michelin Stage. Outlaw Square is the final destination of the Medicine Wheel Charity Ride, August 9 at noon. The Buffalo Chip Legends Ride for local charities will depart Aug. 10 from Outlaw Square. On August 14 the Buffalo Chip Rusty Wallace Charity Ride and Auction presented by Harley-Davidson featuring celebrity NASCAR drivers, actors, musicians and more, begins and ends at Outlaw Square. Demo rides of 2026 Harley-Davidson motorcycles are available nearby at the Deadwood Welcome Center.
Pappy Hoel Campground & Full Throttle Saloon – Vale S.D.
Pappy Hoel, the official campground of the Harley Owners Group, hosts the Harley-Davidson Membership Hangout and the H-D Garage, where you can swing by for a fresh haircut, motorcycle pinstriping or a flash tattoo, all courtesy of Harley-Davidson Membership. Stop in for Let’s Ride Challenge® mileage verification and visit the H.O.G.® center.
Five Demo Ride Locations
A wide selection of 2026 Harley-Davidson motorcycle and trike models will be available at each Demo Ride site:
- Sturgis Community Center 1401 Lazelle St., Sturgis, S.D., August 7-14, 10 a.m. to 5 p.m.
- Hill City 1880 Train 222 Railroad Ave, Hill City, S.D., August 5-14, 10 a.m. to 5 p.m.
- Deadwood Welcome Center 501 Main St., Deadwood, S.D., August 6-14, 10 a.m. to 5 p.m.
- Pappy Hoel Campground 19942 SD-79, Vale, S.D. August 7-14 10 a.m. to 5 p.m.
- Black Hills Harley-Davidson 2820 Harley Drive, Rapid City, S.D. August 5-14, 10 a.m. to 5 p.m.
Military and First Responders Appreciation Day (August 11)
Harley-Davidson is partnering with the City of Sturgis to support Military and First Responders honoring our veteran and active military members as well as our first responders. A group ride will start the day and departs from Ellsworth Air Force Base and lands in Sturgis at the Community Center. The main celebration site is Rally Point, located on Harley-Davidson Way between Main and Lazelle streets, from 9 a.m. – 4 p.m. A free pancake breakfast for active/veteran Military members and First Responders will be served by Motorcycle Missions from 9 a.m. – 12 p.m. The remainder of the day features VIP speakers, a B-1 Bomber flyover, and special recognition for local veterans. Harley-Davidson will supply cold water at the ride landing. And Harley-Davidson will offer an exclusive H-D® branded military shirt and challenge coin (while supplies last) for current and retired veterans. Tim Duffy, 2026 Sturgis Grand Marshall, will be on-site with his 9/11 motorcycle as well as many other special guests over the course of the day. While the day is focused on our Military and First Responders, everyone is invited to attend and celebrate these heroes.
Sturgis Buffalo Chip Biker Belles Women’s Day presented by Harley-Davidson (August 11)
Women riders, passengers and the friends who support them are invited to gather Biker Belles Woman’s Day events, including the Biker Belles Morning Ride™ Sturgis presented by Harley-Davidson, a guided journey through the beautiful Black Hills, plus special events, panel discussions and the Biker Belles Women’s Bike Show. The ride to The Buffalo Chip begins at The Lodge in Deadwood and pre-registration is required.
Stay Connected
From Main Street to the Black Hills and everywhere in between, Harley-Davidson is showing up in a big way during Rally week. Stop by, say hello, and discover everything we’ve planned for another unforgettable week in Sturgis. Be sure to share your rally moments on social media and don’t forget to download the H-D® App for event schedules, check-ins, and more.
BDA Inks Official Licensee Deal to Rev Up Harley-Davidson Merchandise
Bensussen Deutsch & Associates, LLC (BDA), the leading merchandise agency for the world’s most respected and admired brands, announced today it is now an Official Licensee for Harley-Davidson. BDA will design, manufacture, and distribute licensed custom apparel to all Harley-Davidson dealers in the United States and Canada. This partnership highlights BDA’s position as the leader in global, end-to-end merchandise programs that further drive consumer affinity and fandom.
“We are honored to partner with Harley-Davidson and its dealer network to create premium apparel programs that celebrate the unique identity of each dealership while strengthening the connection between riders and the brand they love,” said Jay Deutsch, CEO and co-founder of BDA.
In its role as Harley-Davidson’s Official Licensee, BDA will provide graphic and custom apparel to all U.S. and Canada dealerships with customization options exclusive to each location.
“Harley-Davidson is known for delivering high-quality products, premium custom graphics, and a wide range of apparel for our consumers and Dealers,” said Brandon Peters, Head of Global Apparel and Licensing for Harley-Davidson. “BDA brings the same impeccable reputation, commitment to excellence, and work ethic that has been the hallmark of the Harley-Davidson brand for decades.”
Harley-Davidson Delivers Second Quarter Financial Results and Raises Full-Year Guidance
Harley-Davidson, Inc. (“Harley-Davidson,” “HDI,” or the “Company”) (NYSE: HOG) today reported second quarter 2026 results and raised full-year guidance.
“Our second-quarter performance reflects strength in our domestic retail business, continued focus on healthy dealer inventory levels and the exceptional commitment of our dealer network. We also made meaningful progress against our Back to the Bricks strategic initiatives, strengthening execution across the business and driving improved profitability. Given this progress, our first-half results, and our market share gains, we are raising our full-year guidance and remain confident in our ability to create long-term value for shareholders,” said Artie Starrs, President and CEO, Harley-Davidson.
Second Quarter 2026 Highlights
- North American retail motorcycle sales of 29,751 units, up 3% vs. prior year
- Global dealer inventory of new motorcycles ended Q2 ’26 down 17% vs. end Q2 ’25
- Introduced 2026 Super Glide® in June
- HDMC global motorcycle shipments of 39,209, up 9% vs. prior year
- Net Income attributable to HDI of $80 million, down 26% from prior year primarily due to HDFS shift to capital light model, partially offset by HDMC improvement
- HDMC revenue of $1.1 billion, up 6% vs. prior year
- HDMC Adjusted EBITDA margin of 10.4%, up from 9.3% in Q2 ’25
- HDFS operating income margin of 18.5%, down from 27.1% in Q2 ’25
- Delivered diluted EPS of $0.75, down 15% vs. prior year
- Q2 performance enabled raising FY 2026 guidance for retail sales and wholesale shipments as well as HDMC & HDFS operating income
Ducati Announces Partnership with Tyler Bereman
Ducati North America is proud to announce a partnership with Tyler Bereman, one of motocross and freeriding’s most influential athletes. Beginning this summer, Bereman will ride the Ducati Desmo450 MX Factory, marking a new chapter for both the rider and Ducati’s growing off-road program.
A multi-time X Games medalist and one of the most accomplished freeride motocross riders of his generation, Bereman has built a global following through his performances in Moto X Best Whip and QuarterPipe competitions. Beyond competition, Bereman is known for redefining what’s possible on a motocross bike through his creativity, technical ability, and unmistakable riding style. He has earned a reputation as one of the sport’s most respected ambassadors.
He will make his competitive debut aboard the Ducati Desmo450 MX at the MoonPay X Games League New Orleans on July 24, competing in the Moto X Best Whip competition.
“I’ve been lucky enough to ride some incredible motorcycles throughout my career, but the Desmo450 MX immediately felt different,” said Tyler Bereman. “I’ve always been a fan of the Ducati brand and seeing them enter the off-road industry immediately sparked my interest. Once I threw my leg over the Desmo 450, I was instantly a fan of its power delivery, handling, and overall character. It felt fitting for the way I like to ride. The Ducati culture feels like a natural extension of my style, and that’s what makes this partnership so exciting. I’m honored to join the Ducati family and can’t wait to show everyone what this bike can do.”
“Tyler is one of the most creative and recognizable riders today,” said Jason Chinnock, Chief Executive Officer of Ducati North America. “We met at ‘Red Bull Day in the Dirt’ last year, and I recognized his passion for riding, relentless pursuit of progression, and ability to inspire riders around the world would make him an outstanding ambassador for Ducati. We’re thrilled to welcome him to the Ducati family and excited to see what we’ll accomplish together.”
The partnership extends beyond competition, with Bereman serving as a Ducati ambassador through riding events, digital content, and the preview of an exclusive Ducati x Fasthouse off-road apparel collection.
To celebrate the partnership, Ducati and Fasthouse have collaborated on a capsule apparel collection inspired by Bereman, blending Ducati performance with Fasthouse’s unmistakable style. The collection will feature riding jerseys, pants, and gloves along with a technical riding jacket.
The Ducati x Fasthouse collection will be available beginning October 2026. For more information, visit www.ducati.com.
