This Week in Powersports News

These days, it doesn’t take much to open the news and grimace—which is why the bright and shiny side of the Powersports world is always a welcome sight. This week’s highlights include:

• Harley-Davidson turning over 73,000 square feet of its Milwaukee headquarters to a craft distillery.
• Honda preparing to bring us the new CRF300F.
• A partnership between the National Powersports Dealer Association (NPDA) and the Powersports Rep Association (PRA) to improve communication and cooperation between dealers, vendors, and reps.
• Kove unveiling a refreshed 450RR—and maybe hinting at an inline-four for the U.S. market.
• Ducati channeling the Italian Renaissance with a striking new MotoGP livery for Team Lenovo.

Let’s kick things off with Harley’s new housemate.

Harley-Davidson HQ Makes Room for a Distillery

Central Standard Craft Distillery Takes Over 73,000 Square Feet of Harley-Davidson’s Campus

It’s no secret that Harley-Davidson has been navigating some financial turbulence lately. While we won’t dwell too much on outgoing CEO Jochen Zeitz’s contract completion, recent figures show the company has been feeling the strain:

• Global motorcycle shipments were down 17% in 2024 compared to 2023, with HDMC revenue down 15% (RideApart).
• Retail sales of new motorcycles dropped 7% year-over-year, including a 15% decline globally and 13% drop in North America during Q4 (Harley-Davidson).
• Q1 2025 revenue was down 23%, with retail sales falling 21% globally and 24% in North America (Alnvest, May 1, 2025).

Whether those numbers influenced Harley’s latest real estate move is unclear—but they’ve certainly found an interesting partner.

According to RideApart, Central Standard Craft Distillery has purchased 73,000 square feet of Harley’s historic Juneau Avenue campus just outside Milwaukee. The distillery plans to open in Q3 next year, expanding operations nearly 20 times their current capacity.

Co-founder Pat McQuillan shared his excitement:

“With this purchase, we’re excited to deepen our roots in the city we love, and to show our commitment and investment in the Milwaukee community.”

Back in 2024, Zeitz called Harley’s campus a “community anchor,” emphasizing its role in the fabric of Milwaukee life:

“A lot has changed in 120 years, but one thing hasn’t—Juneau Avenue is our home.”

Both Harley and Central Standard appear thrilled with this collaboration, and we’ll be keeping an eye on how this partnership shapes Harley’s “next phase of investment at Juneau Avenue.”

Fast Filings: Honda Preps to Release the CRF300F

Air-Cooled Trail Bike Slotted for 2026

Big Red is back with another fan favorite. According to newly surfaced filings from the California Air Resources Board (CARB), Honda is preparing to bring the 2026 CRF300F to the U.S. market.

Dennis Chung, here’s what we know so far:

• 293cc fuel-injected, air-cooled single-cylinder engine producing around 24 hp @ 7,500 rpm and 20 lb-ft @ 5,750 rpm.
• Six-speed gearbox, telescopic fork, linked rear shock, and a single petal-style front disc.
• Possible addition of an oil cooler and aluminum swingarm.
• Classic CRF bodywork styling.

The CRF300F is expected to slot right above the current CRF250F, offering more power while keeping the same approachable trail-bike personality.

While there’s no confirmed debut date, we’re expecting to see it unveiled later this year—possibly at EICMA 2025.

Industry Insider: PRA and NPDA Form Strategic Partnership

“A Rising Tide Floats All Boats”

This next story is a big deal for the Powersports industry. The Powersports Rep Association (PRA)—which supports sales reps and brand representatives—and the National Powersports Dealer Association (NPDA)—which advocates for dealerships—have officially teamed up to improve collaboration across the entire dealer-vendor-rep network.

Bob Kee, NPDA Chairman, said:

“By advocating for a healthy and personal partnership between the dealer, rep, and vendor, we will only strengthen our business relationships, resulting in a more professional and profitable powersports industry. We are better together.”

Tim Calhoun of the PRA added:

“An open communication pathway from rep to dealer is something this industry has been missing. This collaboration will help provide premier certified sales professionals who align with dealership values.”

It’s a smart, timely move—and one that should help the entire industry thrive.

Kove Refreshes 450RR for the New Model Year

Panigale-Style Supersport May Reach U.S. Markets

If you’ve ever wanted Ducati looks without Ducati prices, Kove might just be your new favorite brand. The Chinese manufacturer has refreshed its 450RR, and type-approval documents suggest a larger inline-four variant may be on the horizon—possibly between 600cc and 800cc.

Performance-wise, the 450RR features:

• 70 hp @ 13,000 rpm, 28.8 lb-ft @ 9,000 rpm
• Adjustable suspension and radial-mount four-piston calipers
• Winglets, hooded headlights, and sleek, Panigale-style bodywork

If Kove brings this machine stateside, it could mark the start of a serious new wave in affordable performance sportbikes.

Knights and Steeds: Ducati Unveils Italian Renaissance Livery

MotoGP Lenovo Team Channels Da Vinci and Machiavelli for Mugello

Ducati has gone full Renaissance for this year’s Italian Grand Prix at Mugello, debuting a special-edition livery for Team Lenovo riders Francesco Bagnaia (#63) and Marc Márquez (#93).

The design, created by Aldo Drudi in collaboration with historian Marcello Simonetta, takes inspiration from Leonardo da Vinci’s “Ancient Captain” and Machiavelli’s “The Prince.” The graphics feature a lion and fox motif, symbolizing the balance of strength and cunning required to win—an apt metaphor for racing at Mugello.

As Ducati explains, the tribute blends “technology and beauty”—the essence of both the Renaissance and Ducati’s design philosophy.