A group of Harley‑Davidson dealers has issued a public statement supporting CEO Artie Starrs as the company faces renewed criticism from conservative activist Robby Starbuck and an escalating public dispute involving rival Indian Motorcycle.
In an open letter released June 10, the National Powersports Dealer Association (NPDA) Harley‑Davidson Council said it supports Starrs and the current Harley‑Davidson leadership team, citing improved communication with dealers and a focus on strengthening the dealer network.
“Based on our direct interactions and experiences, the NPDA Harley‑Davidson Council supports the leadership of Harley‑Davidson President and CEO Artie Starrs,” the council wrote. The group said Starrs has demonstrated a commitment to dealer relations and aligning corporate initiatives with dealer success.
The statement comes as Harley‑Davidson finds itself at the center of a highly public debate that has expanded beyond motorcycles and into broader cultural and political issues.
The latest round of scrutiny began after Starbuck, who led a high‑profile campaign against Harley‑Davidson’s diversity, equity and inclusion (DEI) initiatives in 2024, criticized recent executive appointments made under Starrs.
In interviews with national media, Starbuck questioned the backgrounds of several Harley‑Davidson executives and argued the company has not fully moved away from policies that sparked backlash among some customers two years ago.
Harley‑Davidson responded by defending its leadership team, telling media outlets that Starrs has spent much of his first several months as CEO meeting with riders, dealers, employees and union representatives while focusing on strengthening the company’s dealer network and core motorcycle business.
The controversy intensified after social media posts from several conservative influencers criticized Harley‑Davidson while promoting Indian Motorcycle as an alternative American V‑twin brand.
Indian Motorcycle later released a statement denying allegations that it orchestrated the criticism but also declined to distance itself from the broader conversation.
“The claim that Indian Motorcycle manufactured the recent criticism of Harley‑Davidson is false,” the company said in a statement first reported by RideApart. Indian added that riders have the right to question Harley‑Davidson’s decisions and argued that stronger competition benefits the motorcycle industry.
The statement marked an unusually direct public exchange between the two iconic American motorcycle brands. Indian also pushed back against criticism of its marketing efforts, noting that Harley‑Davidson has long pursued conquest sales strategies aimed at attracting riders from competing brands.
The NPDA Harley‑Davidson Council largely avoided the political debate in its letter, instead urging attention toward the long‑term health of the Harley‑Davidson brand and dealer network.
The council said dealers are more concerned with growing ridership, improving customer experiences and maintaining profitable dealerships than engaging in public controversies.
“As dealers, we are less concerned with headlines and outside commentary than we are with the actions being taken to support riders and strengthen the Harley‑Davidson experience,” the group wrote.
The council includes Harley‑Davidson dealers from multiple states, representing stores across major markets throughout the United States.
The public endorsement arrives at a critical time for Harley‑Davidson as the company continues executing its Back to the Bricks strategy amid a challenging retail environment, declining heavyweight motorcycle sales across the industry and increasing competition for both new and younger riders. While the social media battle between Harley‑Davidson critics and Indian supporters has generated significant online attention.
Dealer leaders emphasized that collaboration between the manufacturer and its retail network remains the most important factor in the brand’s long‑term success.
The council concluded by stating that Harley‑Davidson is best served by “working together toward shared success” and pledged its continued support for Starrs and the company’s leadership team.
The Motorcycle Industry Council has announced that AIMExpo will return to Orlando, Florida, March 3-5, 2027, bringing North America’s largest powersports trade show back to its original host city.
Produced by the MIC, AIMExpo launched in Orlando in 2013 and has since evolved into a business-focused event featuring dealer education, product launches, networking opportunities, and industry-wide collaboration. The announcement follows what organizers described as a successful 2026 show in Anaheim, California.
“Our industry has momentum, and so does AIMExpo,” says Cinnamon Kernes, MIC vice president of market expansion. “Anaheim showed what this event has become: a true industry gathering where dealers, OEMs, distributors, aftermarket brands, media, and industry leaders can connect, get business done, and set the tone for the year ahead.”
Kernes says the 2027 event arrives at a pivotal time as the powersports industry navigates rapidly changing markets, technology, and legislation.
Returning features for AIMExpo 2027 include the AIMExpo Industry Party, powered by Turn 14 Distribution; AIMExpo Starting Line, featuring complimentary coffee from Automatic Distributors; the Dealer Tech Zone, powered by Transax Digital Retail; and the Women in Powersports Luncheon, presented by Synchrony.
Organizers also plan to expand experiences beyond the convention center. Following the A1 VIP Track Walk held in conjunction with the 2026 Anaheim event, AIMExpo officials say they are developing another VIP Supercross experience tied to Daytona Supercross weekend and Daytona Bike Week.
“It wouldn’t be AIMExpo if we didn’t do something memorable for the industry,” says Andre Albert, MIC director of market expansion and events. “The show floor is where business happens, but powersports is also built on passion and community. The response to the Anaheim Supercross experience was incredible, and with the show leading into Daytona Supercross weekend and Daytona Bike Week, we’re looking forward to giving attendees another unforgettable experience.”
Participation is already shaping up to be strong, according to organizers, with major OEMs, distributors, and hundreds of aftermarket companies expected to exhibit.
Additional details regarding registration, exhibitor participation, and educational programming are expected to be announced in the coming months.
In Harley‑Davidson’s Q4 and end‑of‑year financial report, the company said it was positioning 2026 as a transition year as it works to stabilize operations following a challenging 2025. Appleton Harley‑Davidson in Wisconsin is also using 2026 as a transition year, and is celebrating 50 years in business with the opening of a new, larger dealership.
“We’re celebrating our 50th anniversary this year,” general manager Joshua Doughty told Milwaukee‑area news outlet Spectrum News 1 in an interview. “This gives us a nice stepping stone to get to the next 50 years of Appleton Harley‑Davidson’s history and legacy.”
Doughty’s father first opened Appleton H‑D in 1976, and the dealership has been owned by the same family ever since. Joshua took over as owner in 2017.
The new building is the next chapter in the dealership’s 50‑year history, but also a response to the store’s recent revenue increases. Doughty says new leadership at Harley‑Davidson certainly hasn’t hurt the business, and he has been impressed so far with the direction CEO Artie Starrs is taking The Motor Company, saying he is putting more energy behind the brand and across its dealer network.
Doughty also mentioned he’s excited about Harley’s new entry‑level model, the Sprint, which he believes can introduce Harley‑Davidson to a new generation of riders.
“If someone searches the Harley‑Davidson Motor Co. website right now, they don’t see anything in that entry‑level area,” he told Spectrum News 1. “That’s where the Sprint should be filling in that void to get new people into and on a new Harley‑Davidson motorcycle.”
RideNow Group has relocated and expanded its Gainesville, Florida, dealership, opening a new flagship powersports superstore designed to support larger inventory levels, expanded service operations and increased community engagement.
The new RideNow Powersports Gainesville facility recently opened at 4222 NW 13th St., less than a mile from the dealership’s previous location. The move gives the dealership a significantly larger footprint, highlighted by a 25,000-square-foot indoor showroom and an expanded paved outdoor display area.
According to RideNow, the new store increases showroom capacity by 150%. It allows the dealership to stock more than 500 units across multiple vehicle categories, including motorcycles, ATVs, side-by-sides and personal watercraft.
The dealership carries major powersports brands including Can-Am, Honda, Suzuki, Yamaha, Sea-Doo, CFMOTO, Kayo and Denago, along with a selection of pre-owned vehicles.
“This new facility will deliver a significantly enhanced customer experience, with a much larger indoor showroom and an expansive paved lot, which will be perfect for our monthly Bike Nights and other local events,” says Pete Strebbing, general manager of RideNow Powersports Gainesville. “Our increased inventory ensures customers can find the perfect ride for their next adventure — whether on pavement, dirt or water.”
In addition to expanding its vehicle inventory, the dealership has increased the size of its service department and parts, accessories, and apparel operations. RideNow says the larger facility is expected to create additional employment opportunities in the Gainesville market.
The company views the Gainesville project as part of its broader strategy to improve customer experience while supporting long-term growth.
“We are constantly looking for ways to elevate the buying experience for our customers,” says Cam Tkach, chief operating officer of RideNow. “This new Gainesville superstore is a perfect example of our strategy in action.”
RideNow, which operates dealerships nationwide, is considered one of the largest powersports retail groups in the United States, offering new and pre-owned motorcycles, ATVs, UTVs, personal watercraft and related products and services.
More than 70 powersports industry representatives descended on Washington, D.C., in May for the 2026 Powersports Capitol Hill Fly-In, delivering a unified message to lawmakers on issues ranging from tariffs and public land access to trail funding and vehicle regulations.
Hosted by the government relations teams of the Motorcycle Industry Council, Recreational Off-Highway Vehicle Association (ROHVA) and Specialty Vehicle Institute of America (SVIA), this year’s event attracted a record number of attendees who participated in 114 meetings with House and Senate offices representing 31 states.
Among those attending were OEMs, aftermarket companies, distributors and industry associations, including Denago Powersports and Canada’s national powersports trade association, Moto Canada.
The industry’s advocacy efforts may have produced immediate results. Just two days after the Fly-In concluded, two legislative proposals opposed by industry representatives were omitted from the House Energy and Commerce Committee’s base highway reauthorization package.
One proposal would have changed the federal definition of a motorcycle to exclude autocycles, potentially creating registration and access complications for certain three-wheel vehicles. A second proposal would have included powersports vehicles in catalytic converter VIN-etching legislation, creating compliance challenges for manufacturers and dealers.
“The exclusion of these proposals from the committee’s base package is a promising early result, but these issues remain active,” says Scott Schloegel, senior vice president of government relations for MIC, ROHVA and SVIA. “That is why it is so important for the industry to speak up, not just during the Fly-In, but throughout the year.”
Tariff policy was one of the dominant topics discussed during congressional meetings.
Industry representatives warned lawmakers that tariffs on steel, aluminum and imported products continue to increase costs throughout the powersports supply chain while creating uncertainty for manufacturers, dealers and consumers.
A group of seven Fly-In participants representing manufacturers and aftermarket companies also met directly with Deputy U.S. Trade Representative Ambassador Jeff Goettman to discuss tariff impacts and the ongoing review of the United States-Mexico-Canada Agreement (USMCA).
Moto Canada President and CEO Landon French joined meetings on Capitol Hill and with Canadian Embassy officials, emphasizing the importance of preserving a stable North American trade environment.
The Canadian and U.S. powersports industries remain highly integrated, with nearly half of the powersports vehicles sold in Canada manufactured in the United States. French noted that prolonged trade uncertainty and additional barriers could increase costs for consumers, place pressure on dealerships and distributors, and influence future sourcing and investment decisions throughout the industry.
Fly-In attendees also pressed lawmakers to protect and expand access to public lands for recreational riding.
Industry leaders advocated for full funding of the Recreational Trails Program (RTP), which currently receives about $84 million annually despite off-highway vehicle users contributing an estimated $280 million in related federal fuel taxes each year.
Participants argued that increased RTP funding would help maintain and expand trail systems while supporting rural tourism and recreation economies across the country.
In addition to trade and recreation issues, attendees raised concerns about emerging PFAS regulations and broader transportation policy initiatives that could affect manufacturers, dealers and consumers.
The industry emphasized the need for practical regulations that protect public interests without creating unnecessary burdens on businesses or limiting consumer access to powersports products.
During the two-day event, attendees also received updates from federal policymakers and agency leaders, including National Highway Traffic Safety Administration Administrator Jonathan Morrison.
Lawmakers participating in Fly-In presentations included Reps. Troy Balderson (R-Ohio) and Donald Norcross (D-New Jersey), co-chairs of the House Motorcycle Caucus, as well as Reps. Pete Stauber (R-Minnesota) and Morgan Luttrell (R-Texas).
Attendees also heard from Michael Boren, U.S. Department of Agriculture under secretary for natural resources and environment, and Tori Smith, senior vice president of government relations at Forbes Tate Partners.
For Denago Powersports, the event provided an opportunity to advocate directly on behalf of dealers and riders.
“Denago Powersports was proud to join our industry peers in providing a focused voice on behalf of riders all over the country,” says David Garibyan, general manager of Denago Powersports. “We had a seat at the table to help convince lawmakers to see the value in powersports and the contributions we make to the economic engine of our country.”
As Congress continues work on transportation, trade and public lands legislation, industry leaders said the Fly-In demonstrated the value of presenting a coordinated voice on issues that directly affect manufacturers, dealerships, suppliers and riders across North America.
Harley-Davidson is taking another step in its recently announced “Back to the Bricks” strategy, revealing plans to return production of its Revolution Max platform for the North American market to U.S. manufacturing facilities.
The company announced on June 9 that machining, powertrain assembly, painting, and final vehicle assembly for Revolution Max-powered models, including the Pan America, Sportster S, and Nightster, will move back to Harley-Davidson facilities in Pennsylvania and Wisconsin. The transition is expected to be completed before the start of 2028 model-year production in 2027.
The move follows Harley-Davidson’s broader Back to the Bricks initiative unveiled under new CEO Artie Starrs, which focuses on returning the company to its core strengths, streamlining operations and reinforcing its American manufacturing identity. Powersports Business previously reported on the strategy as Harley-Davidson seeks to improve profitability while reconnecting with dealers, riders and its heritage brand positioning.
Harley-Davidson says the production shift will support dozens of additional manufacturing and union jobs while strengthening its domestic production footprint. The company also expects to build more than 100,000 motorcycles at its York, Pennsylvania, facility in 2027.
“For more than a century, Harley-Davidson has invested in American manufacturing, skilled workers and the communities that build our motorcycles,” the company said in a statement. “This decision reflects our commitment to strengthening Harley-Davidson’s manufacturing base for the long term.”
Harley-Davidson cited recent changes in U.S. trade policy and broader shifts in the global trade environment as factors that created new opportunities to invest in domestic manufacturing. The company said the decision has been in development for months and aligns with Starrs’ vision of leaning further into Harley-Davidson’s American-made identity.
The Revolution Max engine platform represents one of Harley-Davidson’s most significant modern product developments, powering the company’s entry into the adventure-touring segment with the Pan America as well as its latest generation of Sportster and Nightster models.
Bill Davidson, vice president, special adviser to the CEO and global brand ambassador, said the move reinforces the company’s long-standing commitment to American manufacturing.
“My family has spent generations working in this company, and I’ve seen firsthand the pride, craftsmanship and hard work that go into building Harley-Davidson motorcycles in America,” Davidson says. “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.”
The announcement comes as Harley-Davidson continues to reshape its business under the Back to the Bricks strategy, which emphasizes operational discipline, dealer support, product excellence and the company’s historic manufacturing roots.
With more than 500 U.S. dealerships, Harley-Davidson says the production move underscores its commitment to American workers, dealers and riders while reinforcing the brand’s identity as a U.S.-built motorcycle manufacturer.
Performance Brokerage Services announced a strategic consolidation of two Northern Virginia Harley-Davidson dealerships, bringing Bull Run Harley-Davidson in Manassas and Patriot Harley-Davidson in Fairfax under a unified operation led by PVM Enterprises.
As part of the transition, Bull Run Harley-Davidson’s operations will be integrated into Patriot Harley-Davidson, creating a larger regional footprint and strengthening service for Harley-Davidson riders throughout Northern Virginia.
According to Performance Brokerage Services, the move represents a planned market consolidation designed to combine the strengths of two established dealerships while enhancing operational efficiencies and customer reach.
Lindsay Automotive Group, the previous owners, has been family-owned and operated since 1963. Bull Run Harley-Davidson was established in 2017 following Lindsay’s acquisition of Whitt’s Harley-Davidson and has served the Manassas market for nearly a decade.
“The timing could not have been better,” says Lindsay Automotive Group CFO John Smallwood. “We engaged George and his team at Performance Brokerage Services to help facilitate this transition with Paul Veracka of Patriot Harley-Davidson, knowing this would be an ideal strategic opportunity to strengthen Harley-Davidson’s presence in the region and better serve customers across the market.”
Paul Veracka, owner of PVM Enterprises, was introduced to the motorcycle industry at age 4 when his father opened the family’s first dealership in the late 1970s. After formally joining the family business in 2008, he assumed a leadership role and has since expanded PVM Enterprises into one of the largest Harley-Davidson dealer groups on the East Coast.
The consolidation brings together two respected dealership operations. It reflects the ongoing evolution of the powersports retail landscape, where larger regional groups continue to seek efficiencies, expanded customer reach, and enhanced market presence through strategic integration.
Over the last 5 years, Performance Brokerage Services has advised on the sale of nearly 450 dealerships, making it the highest volume dealership brokerage firm in North America. Senior Partner George Chaconas and Partner Juan Pardo of the Harley-Davidson & Powersports Division for PBS were the exclusive sell-side advisers for the transaction.
The AMA Motorcycle Hall of Fame will welcome six influential figures from across the powersports industry this fall, recognizing careers that have shaped racing, engineering, advocacy and motorcycle culture.
The American Motorcyclist Association announced June 16 that Russell Bobbitt, Damon Bradshaw, Eraldo Ferracci, Jake Johnson, Gary Sellers and Dale Walker have been selected for induction into the Motorcycle Hall of Fame Class of 2026.
The inductees will be formally honored Sept. 10 during the AMA Motorcycle Hall of Fame Induction Ceremony in Pickerington, Ohio.
“Induction into the AMA Motorcycle Hall of Fame is among the highest honors our sport can bestow,” AMA President and CEO Rob Dingman remarks. “Through their achievements, their passion and their lasting contributions to our community, they have moved motorcycling forward for every rider who follows.”
The Class of 2026 represents a cross-section of the industry, from championship-winning racers to innovators and advocates who have left lasting marks on the sport.
Off-road standout Russell Bobbitt earned five AMA National Enduro championships with KTM and became one of the most accomplished enduro racers of his generation. Motocross legend Damon Bradshaw, known as “The Beast from the East,” collected 19 premier-class AMA Supercross victories and remains one of the sport’s most recognizable figures.
Road racing pioneer Eraldo Ferracci helped transform Ducati’s racing fortunes in the United States through his Fast by Ferracci performance business and factory-supported racing efforts, contributing to multiple AMA and World Superbike championships.
On the dirt track side, Jake Johnson captured back-to-back AMA Grand National Championships in 2010 and 2011 while amassing 20 career Grand National victories across every major dirt-track discipline.
The Hall of Fame also recognized industry contributions beyond racing. Ohio motorcycle advocate Gary Sellers was selected for his decades of work in rider education and motorcycle rights, including helping establish ABATE of Ohio and developing rider training programs credited with improving safety for thousands of motorcyclists.
Joining him is drag-racing champion and engineering innovator Dale Walker, whose Holeshot Performance products and tuning systems helped advance motorcycle performance while making technical upgrades more accessible to riders and racers.
The six inductees emerged from a weeks-long voting process that drew thousands of ballots from across the motorcycling community. Candidates were considered across nine categories, including racing disciplines, industry contributions, design and engineering, leadership and advocacy.
The induction ceremony will take place at The Event Center at Violet Woods, followed by a reception at the AMA Motorcycle Hall of Fame Museum.
For dealers, manufacturers and enthusiasts alike, the Class of 2026 reflects the broad impact individuals can have on motorcycling — whether through racing success, technical innovation, rider advocacy or industry leadership.