Harley-Davidson's New CEO Artie Starrs Unveils Multi-Year "Back to the Bricks" Turnaround Plan

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Harley-Davidson's new CEO Artie Starrs, who took over in May, has unveiled a multi-year turnaround strategy called "Back to the Bricks," targeting more than $350 million in EBITDA by 2027. The plan includes a 2027-2028 Sportster starting around $10,000, built at the York, Pennsylvania plant. Annual sales have fallen from 343,981 units in 2006 to 132,535 in 2025.