Harley-Davidson Faces Layoffs Amid Financial Challenges
In a move impacting its global operations, Harley-Davidson has announced workforce reductions, although the exact number of employees affected remains undisclosed. This development comes as the iconic motorcycle manufacturer grapples with financial setbacks.
A company spokesperson confirmed the layoffs in an email, stating, “We can confirm that some employees have been notified today (Monday) of a reduction in force that is impacting our global workforce as previously confirmed.” However, no further specifics regarding the number or locations of affected workers were provided.
Harley-Davidson, employing over 5,000 individuals worldwide, has experienced significant financial difficulties. In 2025, the company reported an operating loss of $29 million, alongside a 12 percent decrease in global motorcycle sales compared to the previous year.
Artie Starrs, appointed as Harley-Davidson’s president and CEO in August 2025, emphasized the company’s strategic adjustments in a February statement. “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,” Starrs noted.
Industry experts were not taken aback by the announcement. Margaret Hughes-Morgan, a professor of strategic management at Marquette University, commented, “When new CEOs come in, cost cutting is generally one of the first things that they do.”
Despite the widespread impact of these layoffs, the over 500 United Steelworkers (USW) members at the Milwaukee and Menomonee Falls facilities remain unaffected. Brad Dorff, sub-district director of USW District 7, clarified that their members, who are involved in production and skilled trades, were not included in the layoffs. He stated, “It’s my understanding that this is affecting the entire corporation, the entire company, and they (Harley) have multiple facilities.”
While there is concern about potential additional job cuts, Dorff expressed a cautious outlook. “I’m always concerned about reductions in jobs and job loss,” he remarked. “But … I’m just waiting to see how things shake out.”
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