Beta USA reported a 19.5% increase in U.S. sales through the first seven months of 2026 compared with the same period last year, as the Italian off‑road motorcycle manufacturer continues to expand its dealer network and U.S. market presence.
The company said sales through July exceeded its expectations, with Beta USA President Tim Pilg citing continued investment in dealer and customer support as a key driver of growth.
“Our company is very strong, and we really have to say a big thank you to everyone who is involved with the Beta brand,” Pilg said in a statement, citing the company’s factory in Italy, U.S. staff, race team athletes, dealers and Beta owners.
Beta USA is currently supporting approximately 220 dealers nationwide. The distributor said it continues to add dealers in key markets while attempting to maintain a balance that allows existing and new dealers to remain profitable.
“We want to keep a good balance of dealers in each market area where they are not fighting for sales but rather focusing on being profitable so they can provide the Beta owner with a higher level of dealer service,” Pilg says.
Despite the expansion, Beta said there are still markets across the country where it is looking to add dealers. The company also cited strong resale values for its motorcycles, attributing the performance largely to demand for its products.
Separately, Beta USA announced that six‑time U.S. National Pro Trials Champion and AMA Hall of Famer Ryan Young has joined the company as a brand ambassador.
Young will represent Beta at competitive events and promotional activities while continuing to operate his riding schools. He previously won his first and third National Pro Championships aboard Beta motorcycles in 1988 and 1990.
Young is scheduled to compete aboard a Beta Sincro 300 Factory at the UTE Cup in Colorado on Aug. 15‑16. The addition gives Beta another high‑profile connection to the trials and extreme enduro segments as the company continues to build its U.S. presence.
For Beta dealers, the brand’s reported sales growth is the more significant development, particularly as the company continues expanding its dealer network while emphasizing profitability and market balance.
Harley‑Davidson executives struck an optimistic tone during the company’s second‑quarter earnings call July 23, saying the early stages of its “Back to the Bricks” turnaround strategy are delivering measurable gains in dealer profitability, retail sales and inventory health, prompting the company to raise its full‑year guidance.
The upbeat outlook came despite lower consolidated earnings, ongoing tariff uncertainty and continued softness in Europe. Management said disciplined inventory management, stronger‑than‑expected North American retail performance and positive early reception for the new Superglide and Deadwood models gave the company confidence to improve its outlook for both Harley‑Davidson Motor Co. (HDMC) and Harley‑Davidson Financial Services (HDFS).
“We are still early in the work, but the business is moving in the right direction,” CEO Artie Starrs told analysts during the earnings call.
The comments followed Harley‑Davidson’s second‑quarter earnings release, which showed consolidated revenue declined 6% year over year, largely reflecting the transformation of HDFS into a less capital‑intensive business model. At the Motor Company level, however, revenue increased 6% to $1.1 billion and operating income improved to $72 million from $61 million in the prior‑year quarter.
More than any financial metric, executives repeatedly highlighted improving dealer profitability as evidence the company’s turnaround strategy is working.
Since unveiling its “Back to the Bricks” strategy in April, Harley has emphasized reducing excess inventory, aligning wholesale shipments with retail demand and restoring healthier margins throughout its dealer network. Those efforts appear to be paying off.
“Based on current trends, we expect domestic dealer profitability to double in 2026,” Starrs said. “Dealer health was a central theme in our Q4 and Q1 discussions, and I want to be very clear that it remains non‑negotiable.”
Dealer inventory declined 17% globally compared with a year ago, including a 15% reduction in North America. More importantly, executives noted that 85% of dealer inventory now consists of current‑model‑year 2026 motorcycles, compared with less than 75% a year ago.
The healthier inventory mix has significantly changed conversations with dealers, Starrs said.
“If I think about the conversations… in the fourth quarter, nearly every dealer was telling me they had too much inventory,” he said during the analyst question‑and‑answer session. “Today, the vast majority believe it’s either just right or they’re asking for more bikes.”
Chief financial and commercial officer Jonathan Root added that Harley has no plans to flood the channel with inventory despite improved demand.
“We feel pretty good about where inventory is in total,” Root says. “Don’t expect that you’re going to see an increase in dealer inventory in any significance over the coming quarters.”
Instead, Harley plans to focus on getting “the right bike in the right place at the right time” as additional models are introduced.
The company’s confidence also stems from the market reception to its newest motorcycles. Harley recently introduced the Superglide and Deadwood as part of its strategy to broaden its lineup with more affordable, customizable “blank canvas” motorcycles.
According to Starrs, both launches have exceeded expectations. “Sell‑through on Superglide has been strong, dealer enthusiasm has been high, and MSRP realization is among the strongest we have seen in some time,” he says.
The Deadwood, which recently began arriving in U.S. dealerships, has generated positive reactions from both consumers and motorcycle media, Starrs added, citing its vintage styling, customization potential and accessible price point within the Softail family. Executives also pointed to continued strength from the Nightster and redesigned Trike models, saying more accessible motorcycles are helping Harley reach customers beyond its traditional long‑distance touring audience. The renewed focus on customization extends beyond motorcycles. Starrs said Harley has appointed a new general manager for its Parts & Accessories business and is seeing early signs of improvement.
For Harley dealers, the second quarter suggests the company’s strategy is beginning to translate into healthier showroom economics. Inventory levels have normalized, MSRP realization remains strong, used motorcycle values continue to improve, and executives say dealers are once again asking for additional inventory instead of working to reduce it.
“I think there was a saying at one point in time that we want to make one less bike than there might be demand for,” Starrs says. “I think on an aggregate basis, we’re in that general vicinity.”
As Harley heads into the second half of the year—and prepares to showcase its newest motorcycles during the Sturgis Motorcycle Rally — the company believes those fundamentals position both the factory and its dealer network for a stronger finish to 2026, even as broader economic and trade uncertainties persist.
Polaris reported second‑quarter revenue of $2.02 billion, up 9% year over year, as strong demand for utility side‑by‑sides, commercial vehicles and aftermarket parts helped offset continued softness in recreational powersports.
The company also raised its full‑year revenue guidance to $7.3 billion-$7.5 billion, up from its previous forecast of $7.15 billion-$7.3 billion, citing continued momentum across its powersports, marine and commercial businesses.
For dealers, Polaris’ second‑quarter results pointed to improving retail performance and healthier inventory levels. North American retail sales increased 4%, while off‑road vehicle (ORV) retail rose 5%, allowing Polaris to gain ORV market share for the fifth consecutive quarter. The company’s utility lineup remained the primary growth driver, with Ranger models leading the way.
CEO Mike Speetzen said utility products now account for more than 70% of Polaris’ powersports business, with retail sales increasing more than 10%. The recently introduced Ranger 1000 cab models and the value‑priced Ranger 500 helped Polaris achieve its highest utility side‑by‑side market share since 2021.
The company said dealer inventory declined 8% from a year ago, while days’ supply remained slightly above 100 days—well below historical levels. Rather than shipping inventory indiscriminately, Polaris said it continues to align production closely with retail demand and tailor inventory levels to individual dealerships.
That strategy has improved dealer sales velocity by 18% during the first half of the year, helping retailers reduce floorplan costs while maintaining healthier inventory levels.
Polaris expects retail demand to remain relatively flat during the second half of 2026, with utility vehicles continuing to outperform while recreational products remain challenged by higher interest rates and cautious consumer spending. The company plans to unveil additional new products during its dealer meetings in August, with those models expected to begin arriving in dealerships later this year.
RideNow Group reported improved same‑store sales and profitability in the second quarter of 2026, as operational improvements, cost controls, and stronger new‑unit margins helped offset lower overall revenue and unit sales following dealership consolidations.
The Chandler, Arizona‑based powersports dealership group reported second‑quarter same‑store revenue of $291.5 million, up 3% from $282.9 million a year earlier. Adjusted EBITDA increased 19.2% to $20.5 million, compared with $17.2 million in the second quarter of 2025.
Total revenue declined slightly to $296.8 million from $299.9 million a year earlier. Management attributed the decline primarily to store consolidation efforts, noting that RideNow operated five fewer stores than it did during the prior‑year quarter.
RideNow sold 16,626 units during the quarter, a 2.9% decline from the same period last year. New retail unit sales increased 1.8% to 10,807 units, while pre‑owned retail sales fell 6.8% to 4,924 units.
Gross profit increased to $84.8 million, while same‑store gross profit rose 2% to $83 million. New‑unit gross margin improved to 14.8%, compared to 13.2% a year earlier. Pre‑owned gross margin declined to 18% from 18.8%.
The company’s focus on expense control also contributed to the improved profitability. Adjusted selling, general and administrative expenses fell to $62.8 million from $64.9 million, with adjusted SG&A representing 74.1% of gross profit versus 77.4% in the prior‑year quarter.
RideNow’s fixed operations business, including parts, service and accessories, generated $50.1 million in revenue and $24.2 million in gross profit. Finance and insurance revenue was $27 million, compared with $27.2 million a year earlier.
For the first six months of 2026, RideNow reported revenue of $557.2 million, up from $544.6 million during the first half of 2025. Gross profit increased to $156.4 million from $151.1 million, while adjusted EBITDA rose to $29.8 million from $23.2 million.
During the company’s earnings call, CEO and President Michael Quartieri said consumer demand remained relatively consistent during the quarter, with manufacturer financing promotions having a greater impact on purchasing decisions than direct rebates.
Approximately 65% of RideNow customers finance their purchases, making promotional financing offers such as 0% or low‑interest‑rate programs an important factor in sales activity, management said.
RideNow reported a solid year‑over‑year sales trend in June, although early third‑quarter same‑store sales were down by a low‑single‑digit percentage. Quartieri attributed the near‑term softness to continued market volatility and said the company is concentrating on operational factors within its control.
Management also said it has not seen a material deterioration in customer credit metrics during 2026, including applicant credit scores and default rates.
RideNow ended the quarter with inventory levels in the low four‑month range, which CFO Josh Barsetti described as the company’s preferred level. New inventory was somewhat above that range, while used inventory was somewhat below it.
Quartieri said the used‑vehicle market remains competitive because of competition among dealerships and continued growth in private‑party sales.
RideNow ended the quarter with $63.1 million in cash, including restricted cash, and total available liquidity of $158.2 million when cash and floor‑plan availability were combined.
The company also secured a new $20 million used‑vehicle floor‑plan facility that will replace an existing related‑party floor‑plan line expected to wind down in August. Additional floor‑plan availability was also added for new products.
Short‑term revolving floor‑plan credit availability totaled approximately $95.1 million at quarter‑end, while non‑vehicle net debt stood at $174.4 million.
RideNow used $28.2 million in operating cash flow during the first six months of the year. Adjusted free cash flow was $20.8 million for the period, compared with $2.9 million a year earlier.