Prime Highlights
- Harley-Davidson rolls out its lowest-priced bike to date, the Sprint–
under $6,000 and available in 2026. - Redesigned to appeal to young and new customers without demeaning Harley’s old-look classic status.
Key Facts
- The Sprint will be shipped to dealerships in late 2025 and will be on the market for sale in the U.S. in November 2026.
- It is about 40% cheaper than Harley’s existing entry bike, the Nightster, which retails for $9,999.
Key Background
Harley-Davidson repositions market strategy with new 2026 Sprint as launch budget bike with starting price under $6,000. Chief Executive Jochen Zeitz announced this in an investors’ call for second-quarter earnings, the company’s newest strategic action to win younger riders and new motorcycle owners. New Sprint is a step in a multiyear plan by Harley to increase its visibility in the marketplace, especially in the U.S. and internationally, as sales among youth consumers continue to fall.
The Sprint is also a reference to Harley’s classic Aermacchi-era Sprint motorcycles of the 1960s and 1970s, which combined vintage appearance with modern engineering. It was being developed in 2021 with profitability as the top priority—a market segment where Harley’s previous entry-level models such as the Street series were behind the curve. Through a streamlined approach to production and cost management, Harley aims to introduce to the market a motorcycle that is not only affordable but economically sustainable.
The company will take the Sprint to its dealer network in October 2025, and officially roll it out in the U.S. in 2026. It will receive an international debut as well, as Harley tries to bring new buyers into emerging economies. Production details are not being shared, but the bike will be supported by Harley’s international factories, which could further reduce its cost.
This launch of a new product occurs after a challenging time for Harley-Davidson, in which the company had been criticized for its high price point and being unwanted by young riders. The company lost 35% of sales towards the end of 2024, and the world was left questioning whether the company will continue to exist in the future. By offering the Sprint, Harley is confronting these challenges head on, bringing with it an entry-price bike that has the potential to attract a new breed of customers and eventually feed into its high-end motorcycle product line.
Sprint is a strategy: striking a balance between tradition, value, and profitability in steering Harley-Davidson’s direction in an evolving motorcycle world.
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