Harley's Already Massive Customization Catalog Is About To Get Bigger
Harley-Davidson's CEO, Artie Starrs, plans to significantly expand the company's customization catalog, asserting that customization is central to the Harley-Davidson experience and a key revenue driver. Despite already offering an extensive 800-page accessories catalog, Starrs aims to provide even more options. This move is part of his "Back to the Bricks" business plan, which includes initiatives like reviving past nameplates, investing in new models, and strengthening dealership relationships.
HARLEY-DAVIDSON, INC. : D.A. DAVIDSON RAISES TARGET PRICE TO $33 FROM $30
D.A. Davidson has raised its target price for Harley-Davidson, Inc. (HOG.N) to $33 from the previous $30. This update indicates a more positive outlook from the analyst firm for the motorcycle manufacturer. The news was reported by Reuters.
Harley-Davidson Inc. stock falls Monday, underperforms market
Shares of Harley-Davidson Inc. (HOG) fell 2.70% on Monday, closing at $27.03. This decline occurred during a generally negative trading session for the stock market, as both the S&P 500 Index and Dow Jones Industrial Average also saw drops. This marks the second consecutive day of losses for Harley-Davidson stock.
Harley Davidson (HOG) Stock Looks Undervalued On Earnings While Returns Stay Mixed
Harley-Davidson's stock has gained 34.6% year-to-date, trading at a P/E of 14.3x, which is close to the auto industry average. While the stock screens as modestly undervalued on earnings multiples, its low overall value score suggests it's not a straightforward bargain. The key question for investors is whether Harley-Davidson can sustain demand and margins to justify its current valuation amidst execution and reinvestment risks.
38,495 Shares in Harley-Davidson, Inc. $HOG Acquired by State of Wyoming
The State of Wyoming acquired 38,495 shares of Harley-Davidson, Inc. (NYSE:HOG) in the second quarter, valued at approximately $942,000. Institutional investors now own 85.10% of the company, and analysts generally maintain a "Hold" rating with an average price target of $26.11. Harley-Davidson recently exceeded earnings expectations but saw a slight revenue decline year-over-year.
American Century group (NYSE: HOG) reports 5.1% Harley-Davidson ownership on 13G
American Century Investment Management, Inc., along with its parent company American Century Companies, Inc. and The Stowers Institute for Medical Research, has reported a beneficial ownership of 5.1% of Harley-Davidson, Inc. (HOG) common stock. This stake, totaling 5,351,228 shares as of June 30, 2026, grants them sole voting and dispositive power. The filing specifies that American Century Investment Management, Inc. is an investment adviser whose clients have economic interests in these shares.
HARLEY-DAVIDSON, INC. SEC Filing (Aug 13, 2026)
This article details an SEC Form 144 filing by Harley-Davidson, Inc. (HOG) on August 13, 2026. The filing indicates a proposed sale of 3,750 shares of common stock, acquired through restricted stock lapse, with an aggregate market value of $100,687. The transaction is handled by Charles Schwab & Co., Inc. and is scheduled for August 13, 2026, on the NYSE.
Insider Buying: Harley-Davidson (NYSE:HOG) CAO Purchases 7,500 Shares of Stock
Harley-Davidson's Chief Accounting Officer, Gayle Littleton, recently purchased 7,500 shares of company stock for a total of $197,850, increasing her direct ownership to 7,500 shares. The company's shares are trading near their 52-week high, and it recently beat quarterly earnings and revenue expectations. Analysts currently have a consensus "Hold" rating on HOG with an average price target of $26.11.
Harley-Davidson Jumps 5.5% Amid Sector-Wide Rally
Harley-Davidson shares rose 5.5% to $27.40, participating in a broader rally across the recreational vehicles sector. This sector-wide momentum, also seen in LVWR and EMPD, suggests a potential shift in investor sentiment and interest in recreational vehicle makers after a challenging period. The rally occurred without specific company news, indicating a possible rotation into the sector due to changing consumer spending patterns or anticipation of improved economic conditions.
Harley-Davidson Inc. stock rises Thursday, outperforms market
Harley-Davidson Inc. (HOG) stock rallied 7.24% on Thursday, closing at $27.85, significantly outperforming the broader market. The S&P 500 Index rose 0.65% and the Dow Jones Industrial Average rose 0.13% on the same day. Despite the gain, the stock remains 10.88% below its 52-week high of $31.25.
Harley-Davidson Inc. stock falls Wednesday, underperforms market
Shares of Harley-Davidson Inc. (HOG) fell 2.81% on Wednesday, closing at $25.97. This decline occurred during a mixed trading session where the S&P 500 Index rose, but the Dow Jones Industrial Average slightly decreased. The stock's fall ended a three-day winning streak for Harley-Davidson.
Tilley Harley-Davidson to Host 1970s Motorcycle Show
Tilley Harley-Davidson will host "Freedom Revival," a 1970s-themed motorcycle show and community event, on Saturday, August 29, 2026, in Statesville, North Carolina. The event will feature a judged competition for Harley-Davidson Shovelhead and Ironhead motorcycles, live music, costume contests, and food. It also highlights two modern Harley-Davidson CVO Street Glide motorcycles available for sale, bridging the dealership's past and present offerings.
Insider Buying: Harley-Davidson (NYSE:HOG) CEO Purchases $258,900.00 in Stock
Harley-Davidson CEO Artie Starrs recently purchased 10,000 shares of company stock for $258,900, increasing his stake by 66.67% to 25,000 shares. This insider buying follows the company's strong quarterly results, which surpassed EPS and revenue estimates, though revenue saw a slight year-over-year decline. Despite a "Hold" average analyst rating, the company offers a 2.8% dividend yield and its stock performance shows upward momentum with shares trading at $26.68.
Donald Smith & Co. reports 8.81% Harley-Davidson (HOG) stake
Donald Smith & Co., Inc., along with DSCO Value Fund, L.P., has reported a beneficial ownership of 9,279,072 shares of Harley-Davidson, Inc. (HOG) common stock, which represents 8.81% of the class as of June 30, 2026. Donald Smith & Co. holds sole voting power over 8,969,627 shares and sole dispositive power over 9,184,587 shares, while DSCO Value Fund, L.P. has sole voting and dispositive power over 94,485 shares. The filing indicates that economic benefits from these shares accrue to advisory clients, with no single client holding more than 5% of Harley-Davidson's outstanding common stock.
Sun Harley-Davidson Schedules Grand Reopening of Renovated Showroom
Sun Harley-Davidson, Colorado's original Harley-Davidson dealership, is celebrating its 50th anniversary and the grand reopening of its renovated showroom on Saturday, August 22, 2026. The event will feature live music, food trucks, giveaways, and the chance to win a new 2026 Harley-Davidson Street Glide, along with a month-long "Bash Cash" promotion offering up to $5,000 off select pre-owned motorcycles throughout August. The renovation and celebration highlight the dealership's continued investment in customer experience and community involvement over five decades.
Bulldog Harley-Davidson Turns Missed Calls Into Booked Business With Revmo AI
Bulldog Harley-Davidson, an independent dealership in Smithfield, North Carolina, has successfully implemented Revmo AI to manage inbound calls across its sales, service, and parts departments. In its first eight weeks, Revmo AI answered nearly 1,200 calls, booked 69 appointments, and recovered an estimated $37,000 in after-hours revenue that would otherwise have been lost. The AI integrates with the dealership's Lightspeed system, allowing it to recognize returning customers, handle requests in real time, and complete tasks such as booking service and checking repair statuses without requiring employee intervention.
The Cheapest Harley-Davidson That Still Feels Properly American
Harley-Davidson has introduced the 2026 Deadwood, a factory bobber designed to evoke the raw, stripped-down aesthetic of postwar American motorcycles. Priced at $17,999, it's $2,000 less than the Heritage Classic it's based on, offering a powerful Milwaukee-Eight 117 engine and modern electronics beneath its vintage-inspired, all-black exterior. The Deadwood aims to deliver an authentic American Harley experience at a more accessible price point, catering to riders who appreciate the bobber style without the need for extensive customization.
Harley-Davidson Inc. stock rises Friday, outperforms market
Harley-Davidson Inc. (HOG) stock rallied 1.21% on Friday, closing at $26.01, outperforming the broader market. This rise snapped a two-day losing streak for the company's shares. The S&P 500 Index and Dow Jones Industrial Average also saw gains on the same trading day.
Q3 EPS Estimates for Harley-Davidson Boosted by Analyst
Zacks Research has increased its Q3 2026 EPS estimate for Harley-Davidson (NYSE:HOG) to $0.39 from $0.37, while maintaining a "Hold" rating on the stock. This revision follows Harley-Davidson's recent quarterly earnings beat, where it
RVW Wealth LLC Takes $14.78 Million Position in Harley-Davidson, Inc. $HOG
RVW Wealth LLC recently acquired a significant position in Harley-Davidson, purchasing 604,052 shares valued at approximately $14.78 million, making it about 1.0% of their holdings. Harley-Davidson reported strong quarterly earnings, beating analyst expectations with $0.75 EPS against an estimated $0.65, though revenue saw a slight year-over-year decline. The company also maintains a quarterly dividend of $0.1875, offering an annual yield of 2.9%, while institutional investors hold a substantial 85.1% of the stock.
Pacer Advisors Inc. Has $18.96 Million Stake in Harley-Davidson, Inc. $HOG
Pacer Advisors Inc. significantly increased its stake in Harley-Davidson, Inc. (HOG) by 6,537.2% in the first quarter, now holding 937,836 shares valued at $18.96 million. Despite an earnings beat in the last quarter, the company experienced a revenue decline and analysts anticipate lower full-year EPS. Institutional investors collectively own a substantial 85.1% of HOG, while analyst sentiment remains mixed with an average "Hold" rating.
Sei Investments Co. Purchases 114,441 Shares of Harley-Davidson, Inc. $HOG
Sei Investments Co. increased its stake in Harley-Davidson, Inc. (NYSE:HOG) by 100.8% in the first quarter, purchasing an additional 114,441 shares, bringing its total holdings to 228,009 shares valued at $4.6 million. Other institutional investors also adjusted their positions, and insider activity included a CFO stock sale and a director's significant purchase. Despite mixed analyst ratings, Harley-Davidson exceeded its quarterly earnings and revenue expectations and maintains a quarterly dividend.
Harley-Davidson (NYSE:HOG) CFO Jonathan Root Sells 1,554 Shares of Stock
Harley-Davidson CFO Jonathan Root sold 1,554 shares of company stock for approximately $38,664 under a pre-arranged trading plan, reducing his ownership by 5.29%. This transaction occurred as Harley-Davidson's shares fell 1.1% to $26.21, despite the company exceeding Q2 earnings and revenue estimates. The company maintains a quarterly dividend, and analysts currently hold a consensus "Hold" rating with a target price of $26.11.
Harley-Davidson Inc. stock falls Wednesday, underperforms market
Harley-Davidson Inc. (HOG) stock experienced a 1.21% decline on Wednesday, closing at $26.19. This performance underperformed the broader market, as the Dow Jones Industrial Average rose while the S&P 500 Index saw a slight fall. The stock's dip ended a two-day winning streak for the company.
Harley-Davidson (NYSE: HOG) CFO trades 1,554 shares under 10b5-1 plan
Harley-Davidson's CFO and CCO, Jonathan R. Root, sold 1,554 shares of Common Stock on August 3, 2026, at a weighted average price of $24.8802 per share. This sale was conducted under a Rule 10b5-1(c) trading plan adopted on February 17, 2026. Following the transaction, Root directly holds 27,846 shares and indirectly holds an additional 15,184.4959 shares through a 401(k) Plan.
Harley-Davidson-controlled electric motorcycle maker LiveWire faces NYSE delisting
LiveWire, the electric motorcycle company controlled by Harley-Davidson, is facing delisting from the NYSE because its shares have traded below $1 for an extended period. The company has stated its intention to address and cure this deficiency. This development follows previous articles discussing analysts' suggestions for Harley-Davidson's involvement with LiveWire and LiveWire's own strategic developments.
Four Rivers Harley-Davidson sells to Steven Towers
Performance Brokerage Services announced the sale of Four Rivers Harley-Davidson to Steven Towers, marking Towers' seventh Harley-Davidson dealership and first in Kentucky. The dealership will be rebranded as Towers' Bourbon Barrel Harley-Davidson. The previous owners, Eddy Soberon and Eric Sternberg, sold the dealership after nine years of ownership, with Performance Brokerage Services advising on the transaction.
Quantinno Capital Management LP Raises Holdings in Harley-Davidson, Inc. $HOG
Quantinno Capital Management LP significantly increased its stake in Harley-Davidson, Inc. (NYSE:HOG) by 77.0% in the first quarter, bringing its total holdings to 433,999 shares valued at $8.8 million. The article notes that institutional investors collectively own 85.1% of HOG, and while Harley-Davidson recently beat EPS and revenue estimates, its revenue declined year-over-year. Analyst sentiment for the company remains mixed with a consensus "Hold" rating and an average price target of $26.11, while insiders have also sold shares.
Harley-Davidson Inc. stock rises Tuesday, outperforms market
Harley-Davidson Inc. (HOG) shares rose 4.74% on Tuesday, closing at $26.51. This performance outpaced the broader market, with the S&P 500 Index and the Dow Jones Industrial Average also seeing gains. This marks the second consecutive day of increases for Harley-Davidson stock.
The Long-Distance Tourer That Beats Harley-Davidson On Price And Features
The 2025 Honda Gold Wing Tour offers a compelling alternative to Harley-Davidson's touring lineup, providing a refined, feature-rich long-distance touring experience at a lower price point. It boasts a unique flat-six engine, optional seven-speed dual-clutch transmission, and an airbag, along with extensive standard features like heated grips and seats, outclassing competitors in innovation and value.
Harley-Davidson (NYSE:HOG) Director Purchases 40,000 Shares
Harley-Davidson Director Daniel Nova purchased 40,000 shares of company stock for $982,800, increasing his holdings by over 525%. The transaction, which occurred on July 31st, comes as Harley-Davidson's shares rose 3.0% to $25.29 and the company reported quarterly earnings that beat analyst expectations. Analysts currently maintain a "Hold" rating on HOG with a consensus price target of $26.11.
Harley-Davidson director adds 40,000 shares in open-market buy (NYSE: HOG)
Harley-Davidson director Daniel J Nova recently purchased 40,000 shares of common stock at a weighted average price of $24.5675 per share, increasing his direct holdings to 47,605 shares. This open-market transaction, detailed in a Form 4 filing, involved trades ranging from $24.48 to $24.64 per share. The purchase is classified as a positive insider trading event, signaling director confidence in the company.
Harley-Davidson (HOG) insider Jonathan R Root files to sell 1,554 shares
Jonathan R Root, an insider at Harley-Davidson (HOG), has filed a Form 144 to sell 1,554 shares of common stock through Charles Schwab & Co., Inc. The planned sale, with an aggregate market value of $38,664.00, is scheduled for on or after August 3, 2026, and relates to a Restricted Stock Lapse from February 6, 2025. Root has previously sold identical amounts of shares in May, June, and July 2026, generating gross proceeds ranging from $37,094.00 to $37,980.00 for each transaction.
Harley-Davidson Inc. stock rises Monday, outperforms market
Harley-Davidson Inc. (HOG) shares rose 3.14% on Monday, closing at $25.31. This performance outpaced the broader market, with the S&P 500 Index gaining 1.48% and the Dow Jones Industrial Average rising 1.32%. The increase ended a three-day losing streak for Harley-Davidson stock.
Harley-Davidson Is Probably Going to Build That Awesome Cafe Racer Concept
Harley-Davidson is likely moving forward with production of its Revolution Max Cafe Racer (RMCR) concept, as evidenced by a recent trademark application. The company also filed a trademark for an RMXR model, suggesting a flat-tracker variant using the same Revolution Max platform. This strategy could help Harley-Davidson financially by spreading R&D costs and filling a market gap left by the Indian FTR.
YouTube-famous investor sells Harley dealership property for $13M
A prominent Harley-Davidson dealership property in Orlando, visible from Interstate 4, has been sold for $13 million by a YouTube-famous investor. The sale includes a long-term lease agreement. The seller recently acquired a Tesla dealership property in Volusia County as well.
Vanguard Portfolio Management (HOG) reports 5.38% beneficial stake in Harley-Davidson
Vanguard Portfolio Management LLC and its affiliates have reported a beneficial ownership stake of 5.38% in Harley-Davidson Inc. This stake, totaling 5,668,842 shares, includes sole voting power over 43,770 shares and sole dispositive power over all beneficially owned shares. The disclosure was made through a Schedule 13G filing, indicating a passive investment.
Harley-Davidson (HOG) Is Down 10.1% After Earnings Drop While Buybacks Continue - What's Changed
Harley-Davidson (HOG) experienced a 10.1% stock drop after reporting a significant decline in second-quarter and first-half net income in July 2026. Despite softening profitability, the company continues its share repurchase program, having bought back approximately 24.5 million shares for $1.33 billion since July 2024. This combination raises questions about whether future profit trends can justify the aggressive buybacks amidst challenges like concentrated exposure to heavyweight models and an aging customer base.
Empowered Funds LLC Buys 349,797 Shares of Harley-Davidson, Inc. $HOG
Empowered Funds LLC significantly increased its stake in Harley-Davidson, Inc. (NYSE:HOG) by 303.4% in the first quarter, now owning 465,085 shares valued at $9.4 million. Several other institutional investors also adjusted their positions, while company insiders made recent stock sales. The article also provides details on Harley-Davidson's recent financial performance, dividend announcement, stock performance metrics, and current analyst ratings.
Empowered Funds LLC Raises Stock Position in Harley-Davidson, Inc. $HOG
Empowered Funds LLC significantly increased its stake in Harley-Davidson, Inc. (HOG) by 303.4% in the first quarter, now holding 465,085 shares valued at $9.4 million. This move is part of broader institutional investor activity, with various firms adjusting their positions, and collective institutional ownership reaching 85.1%. Despite a consensus "Hold" rating from analysts, some have raised price targets, reflecting mixed sentiment even as the company surpassed earnings and revenue expectations in its latest report.
Harley-Davidson, Inc. (NYSE:HOG) Given Average Rating of "Hold" by Analysts
Harley-Davidson, Inc. (NYSE:HOG) has received an average "Hold" rating from analysts, with a consensus 12-month price target of $26.11. The company recently reported quarterly earnings of $0.75 per share, surpassing estimates, and generated $1.23 billion in revenue, although this represented a 5.9% year-over-year decline. Insiders have sold 4,672 shares worth approximately $116,266 over the past 90 days.
Harley-Davidson Inc. stock falls Wednesday, underperforms market
Harley-Davidson Inc. (HOG) stock experienced a 1.82% decrease on Wednesday, closing at $24.83. This underperformance occurred during a generally poor trading session for the market, with the S&P 500 and Dow Jones Industrial Average also seeing significant declines. The company's stock is currently 20.54% below its 52-week high.
How motorcycles and Harley-Davidson are bringing women together on the fourth annual Ladies Ride
The fourth annual Ladies Ride Utah, founded by MJ Jensen, is set to gather over 100 women motorcyclists this Saturday, highlighting the growing female riding community and the connection it fosters. This year also introduces the first-ever Ladies Ride Market, supporting more than 40 women-owned businesses. Salt Lake Harley-Davidson is providing lunch for all riders and offering prizes, underscoring the event's commitment to community and empowerment.
Dimensional Fund Advisors LP Sells 761,284 Shares of Harley-Davidson, Inc. $HOG
Dimensional Fund Advisors LP has decreased its stake in Harley-Davidson, Inc. by selling 761,284 shares, reducing its holdings by 11.5% to 5,844,941 shares valued at $118,179,000. This comes as Harley-Davidson reported earnings of $0.75 EPS, beating consensus estimates, and declared a quarterly dividend of $0.1875 per share. Analysts have issued new price targets, with an average rating of "Hold" and an average target price of $26.11 for the stock.
Harley-Davidson Number of Employees 2026 | Employee Count & Headcount Data
Harley-Davidson (HOG) had approximately 5,544 employees worldwide as of March 2026, representing a 3.4% decline from 2023. The company is actively hiring with 143 job postings in 2026, though new postings have decreased. Its workforce is primarily in North America, with an average salary of $69,579.
Harley-Davidson Inc. stock rises Tuesday, outperforms market
Shares of Harley-Davidson Inc. (HOG) rose 2.02% on Tuesday, closing at $25.29. This increase outperformed the broader market, which saw the S&P 500 Index (SPX) rise by 0.21% and the Dow Jones Industrial Average (DJIA) rise by 1.03%. The stock's performance ended a four-day losing streak for the company.
Harley-Davidson, Inc. Revenue Breakdown – NYSE:HOG
Harley-Davidson, Inc. (NYSE: HOG) reported a revenue of $3.58 billion USD last year, with its Harley-Davidson Motor Company segment being the top performer. This figure represents a decrease from $4.12 billion USD in the previous year. The United States market contributed the largest portion to the company's revenue, accounting for $3.27 billion USD.
Harley-Davidson Inc. stock falls Monday, underperforms market
Harley-Davidson Inc. (HOG) shares dropped 2.75% on Monday, closing at $24.79. This decline occurred despite a favorable trading session for the broader market, with the S&P 500 Index and Dow Jones Industrial Average both seeing gains. This marks the fourth consecutive day of losses for Harley-Davidson stock.
47,312 Shares in Harley-Davidson, Inc. $HOG Acquired by Caxton Associates LLP
Caxton Associates LLP recently acquired 47,312 shares of Harley-Davidson, Inc. (NYSE:HOG) worth approximately $957,000 during the first quarter. This comes as other institutional investors have also adjusted their holdings in HOG, and analysts have issued various ratings and price targets for the stock. Harley-Davidson recently reported strong Q2 earnings that beat estimates, though challenges in its financing segment and declining revenue year-over-year were also noted.
Harley-Davidson's Latest Quarterly Financial Report Is Out. It's Not All Doom And Gloom
Harley-Davidson released its Q2 2026 financial results, showing cautious optimism despite an anticipated tough year. Worldwide retail motorcycle sales saw a 1% year-on-year increase, with notable growth in North and Latin America, though EMEA sales dropped. While the Harley-Davidson Motor Company (HDMC) segment experienced a 6% revenue increase, the consolidated results were down 6% due to a significant 55% drop in Harley-Davidson Financial Services (HDFS) revenue following the sale of loan assets in late 2025.
