12 • September 2026 • Powersports Business

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

Ryan Young will represent Beta at competitive events and promotional activities while continuing to operate his riding schools.( Photo: Beta USA)

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 secondquarter 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.

DEALER PROFITABILITY TAKES CENTER STAGE 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