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Harley Davidson launches Back to the Bricks to win buyers with cheaper bikes
Automobile
Published on 5 May 2026
A storied brand bets on affordability and reviving models
Harley Davidson is unveiling a new turnaround plan, Back to the Bricks, aimed at reversing profit pressure by cutting costs and pushing more affordable motorcycles. The company also plans to strengthen its dealer network and roll out new offerings like the Sprint, alongside a revived Sportster. The effort targets cautious consumer spending amid broader economic strains.
- Back to the Bricks targets cheaper motorcycles and stronger dealers
- Harley aims for profit growth and cost reductions by 2027
- New models include the Sprint and a revived Sportster
- The shift responds to slower spending on big-ticket purchases
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times