Is Harley-Davidson Going Broke? The Numbers Behind the Decline

At the end of 2006, Harley-Davidson was worth about $18.2 billion and shipped 349,196 motorcycles. In 2025 it shipped 124,477, its motorcycle business lost money, and by October 2026 the whole company was worth about $2.8 billion. So is Harley-Davidson going broke? We put the numbers side by side: the 1981 buyback, the 2009 crash and the 15% notes, $4.56 billion in buybacks, the LiveWire SPAC, the KKR and PIMCO loan deal that made Harley's bank more profitable than its motorcycles, and the June 30, 2026 balance sheet. CHAPTERS 0:00 From $18.2 billion to $2.8 billion 1:41 Sold, and bought back 3:02 The peak 4:50 The crash 8:02 Buying back the company 11:23 Rewire, Hardwire and the electric bet 14:59 The bank that outearned the factory 18:54 Back to the Bricks 21:40 So, is Harley-Davidson going broke? Market values and share prices change daily (figures as of mid-October 2026). This video is not financial or investment advice. Subscribe for the money stories behind the motorcycles. Next: the most expensive mistake every major motorcycle brand has made.