UBS Cuts Harley-Davidson (HOG) Price Target; Morgan Stanley Sees Uneven Consumer Environment

Harley-Davidson, Inc. (NYSE:HOG) is included among the 15 Best Stocks to Buy Now for Passive Income.

On March 4, UBS lowered its price recommendation on Harley-Davidson, Inc. (NYSE:HOG) to $19 from $27. The firm maintained a Neutral rating on the shares.

Earlier, on February 18, Morgan Stanley analyst Stephen Grambling reduced the firm’s price objective on Harley-Davidson to $12 from $18. The analyst reiterated an Underweight rating on the stock. After attending the 2026 Miami boat show last week, the firm said original equipment manufacturers described the consumer environment as choppy. At the same time, they expect innovation to help drive share gains once demand begins to recover. The firm also said it adjusted its estimates for the powersports sector following discussions at the event and after reviewing fourth-quarter earnings.

Harley-Davidson, Inc. (NYSE:HOG) is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The company operates through three segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS).

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