Harley-Davidson "Back to the Bricks": Strategic Analysis and New 2027 Models

Artie Starrs revolutionizes Harley-Davidson with the "Back to the Bricks" plan. Analysis of the Sportster 883 return, the new Sprint single-cylinder, and dealer profitability.

Harley-Davidson "Back to the Bricks": Much More Than a Nostalgia Trip 

In an industry that thrives on legends, Harley-Davidson is attempting the most difficult maneuver: returning to its roots to save its future. The presentation of the first-quarter results was not just a matter of numbers, but the stage for the launch of "Back to the Bricks," the strategic plan signed by new CEO Artie Starrs. The name evokes the red bricks of the historic Juneau Avenue headquarters, which reopened at full capacity in the spring of 2026, but the substance of the plan is a drastic change of course compared to the "premium-only" management of the last six years.