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Powersports Business • September 2026 • 13 much inventory,” he said during the analyst questionand- 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.

NEW MODELS ENERGIZE DEALERS 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.

DEALER OUTLOOK 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.

BETA

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“ 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.

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.

See Polaris, Page 15