Harley-Davidson explores sale of financing arm

Milwaukee, WI, USA (April 10, 2025) - Harley-Davidson Motor Company is exploring options for its financing arm including a sale, which could fetch at least US$1 billion, according to sources familiar with the matter. The iconic motorcycle maker is working with an adviser to solicit interest in Harley-Davidson Financial Services, or HDFS, said the sources, who asked to not be identified because the information is not public. The business could appeal to potential buyers including regional banks, private equity firms and private credit players, the sources added.

 

Harley-Davidson has not made a final decision on pursuing a sale of the unit and could opt to keep it, the sources said. A representative for the Milwaukee-based company declined to comment. The potential sale comes as Harley-Davidson grapples with a lagging stock price, lackluster sales growth and stiff competition from rivals including Honda Motor and BMW. Harley-Davidson announced this week that chief executive officer Jochen Zeitz plans to step down, wrapping up a five-year tenure.

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Harley-Davidson fell 9.3 per cent to close at US$21.49 in New York trading on Thursday (Apr 10), giving the company a market value of about US$2.7 billion. The stock has fallen 48 per cent in the past year. HDFS helps the company’s dealers finance their inventory and helps consumers finance the purchase of Harley-Davidson and LiveWire motorcycles. It also works with third parties to provide motorcycle insurance.

SOURCE: Bloomberg