Harley-Davidson, Inc. announced Tuesday that it is returning production of its Revolution Max platform for North America to United States facilities as part of the company’s “Back to the Bricks” strategy.
The move will bring machining, powertrain assembly, painting, and final vehicle assembly work for models including the Pan America, Sportster S, and Nightster back to the company’s plants in York, Pennsylvania, and Wisconsin.
Harley-Davidson expects to complete the transition ahead of the 2028 Model Year production in 2027. The company projects it will manufacture more than 100,000 motorcycles out of its York facility in 2027.
Company Statement on American Manufacturing
In its official release, Harley-Davidson stated the following:
“For more than a century, Harley-Davidson has invested in American manufacturing, skilled workers, and the communities that build our motorcycles. Today, we’re proud to announce another step forward by bringing production of the Revolution Max platform for North America—including Pan America, Sportster S, and Nightster models—back to the United States. This move returns machining, powertrain assembly, painting, and final vehicle assembly work to our facilities in Pennsylvania and Wisconsin, supporting dozens of additional American manufacturing and union jobs.”
The company linked the decision to broader policy and trade shifts:
“The Trump Administration’s changes to U.S. trade policy, combined with shifts in the global trade environment, have created new opportunities for companies to invest in domestic manufacturing. For Harley-Davidson under our new CEO Artie Starrs, this means we are able to lean even further into our American manufacturing footprint and build more motorcycles here at home.”
Bill Davidson, Vice President, Special Advisor to the CEO and Global Brand Ambassador, added the following statement:
“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. My father, Willie, my sister, Karen, and I are incredibly excited about what’s happening at Harley-Davidson. 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.”
Background on Production Shift
Harley-Davidson had previously shifted some Revolution Max production to its Thailand facility for the 2025 model year as part of earlier capacity optimization efforts. Tuesday’s announcement reverses that for the North American market, aligning with the company’s renewed focus on its U.S. footprint.
Harley-Davidson has produced motorcycles in the United States for 123 consecutive years. The company employs union workers at its facilities and operates a network of more than 500 U.S. dealers.
The “Back to the Bricks” strategy targets more than $350 million in Harley-Davidson Motor Company EBITDA by 2027 through measures such as an expanded, more accessible product portfolio, stronger dealer profitability, and cost reductions.
Harley-Davidson, founded in 1903 in Milwaukee, designs, manufactures, and sells motorcycles, parts and accessories, riding gear, and experiences. The company also operates Harley-Davidson Financial Services.
No immediate details were provided on the exact number of jobs added or on specific timelines beyond the 2027 target. The company noted the decision has been months in the making.
