Harley-Davidson Confirms Imminent Layoffs After ‘Challenging Year’

By Erik Sherman - February 27, 2026

A Harley-Davidson spokesperson signaled ‘headcount reductions’ as the brand and its boss look to make course corrections

The news out of Milwaukee isn’t great as of late, and it doesn’t seem to be getting much better. Just days after Harley-Davidson CEO Artie Starrs said he was “confident there’s a clear path to put Harley-Davidson back on the right trajectory,” a spokesperson at the Bar & Shield all but confirmed layoffs.

“We are conducting a rigorous, end-to-end review of our cost base and operating expenses, supported by third-party specialists,” Starrs said on the call. “Our current corporate overhead, manufacturing capacity, and overall operating expenses are built for materially higher volumes than today’s demand, and we will be addressing this mismatch head-on,”

The news of the layoffs, however, came from a spokesperson rather than Starrs himself. When asked, the H-D spokesperson told the Milwaukee Business Journal that the cost-cutting measures will almost certainly include “headcount reductions.” It’s certainly bad news for some of the Bar & Shield’s employees.

Mind you, the United Steelworkers Union, the union representing much of Harley-Davidson’s manufacturing staff in Milwaukee, was quick to say the layoffs won’t be unique to motorcycle builders. Brad Dorff, a USW sub-district director in Milwaukee, had this to say on the subject: “We’re aware they’re talking about headcount reductions.” He then added, “They (H-D) pointed out that would also include salaried [staff].”

A poor 2025

It’s no secret that 2025 wasn’t Harley-Davidson’s best year. A Q4 earnings report and investor call confirmed that the brand saw a 26% decline in sales. Still, Starrs seems cautiously optimistic that some emergency maneuvering can right the ship.

“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.”

He then added, “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.”