Dive Brief:
- Harley-Davidson is planning to bring its Revolution Max engine production back to the United States, the motorcycle giant said Tuesday.
- The company will also bring back production of its Pan America, Sportster S and Nightster models to its U.S. facilities, which the engine powers, according to the press release.
- The announcement is part of Harley-Davidson’s “Back to the Bricks” strategy unveiled last month, which aims to restore the manufacturer’s financial performance, regain market share and improve dealer relationships.
Dive Insight:
Harley-Davidson’s production returning to the U.S. means it will bring machining, powertrain assembly, painting and final vehicle assembly work to its plants in Pennsylvania and Wisconsin, the company said.
The transition is expected to be completed before production of its model year 2028 motorcycles begins in 2027. Moreover, Harley-Davidson anticipates manufacturing over 100,000 motorcycles at its York, Pennsylvania, facility in 2027.
Changes to U.S. trade policy, accompanied by a volatile global trade environment, have led to “new opportunities” for companies to invest in domestic manufacturing, the company added.
“This decision, which has been months in the making, reflects our commitment to strengthening Harley-Davidson's manufacturing base for the long term,” the company said in a statement.
Part of the “Back to the Bricks” recovery strategy includes leveraging the motorcycle's life cycle and improving parts and accessories, according to a presentation.
“Bringing this work back home is another important step in getting back to the bricks, investing in American manufacturing, and building on the values that have made Harley-Davidson one of the most iconic brands in the world,” Bill Davidson, vice president and the great-grandson of co-founder William A. Davidson, said in a statement.
