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HOG

Harley-Davidson, Inc

Feb 10 • 04:00PM ET

20.94

+0.80 3.97 %

Consumer Cyclical • Recreational Vehicles • USA • NYSE

Today, 4:12 PMHarley-Davidson shares initially fell ~6% on a weak Q4 (shipments -4%, sales $496M vs $749M est., $2.44 loss) and a cautious 2026 outlook for flat retail and breakeven HDMC, then rebounded on a new $200M accelerated share repurchase with Goldman Sachs; on its Q4 call the company warned of $75–$105M in new/increased 2026 tariffs that will pressure margins, and said director James Farley will step down.

Peers: PII GM F OSK HMC THO WGO LCII MCFT MVIS

| Held by: AVUV IJH VTI VB VBR VXF MDY WTV DFAT IJJ

Scroll to Statements

Index	-	P/E	8.04	EPS (ttm)	2.61	Insider Own	0.86%	Shs Outstand	118.14M	Perf Week	5.12%
Market Cap	2.47B	Forward P/E	9.21	EPS next Y	2.27	Insider Trans	-1.52%	Shs Float	117.13M	Perf Month	-2.29%
Enterprise Value	2.34B	PEG	0.45	EPS next Q	0.76	Inst Own	89.82%	Short Float	15.50%	Perf Quarter	-18.17%
Income	338.74M	P/S	0.55	EPS this Y	-39.83%	Inst Trans	-3.18%	Short Ratio	6.60	Perf Half Y	-13.33%
Sales	4.47B	P/B	0.69	EPS next Y	36.00%	ROA	3.40%	Short Interest	18.15M	Perf YTD	2.20%
Book/sh	30.32	P/C	0.80	EPS next 5Y	20.54%	ROE	10.71%	52W High	31.25 -32.99%	Perf Year	-18.74%
Cash/sh	26.17	P/FCF	5.96	EPS past 3/5Y	-17.57% 219.12%	ROIC	7.05%	52W Low	19.33 8.36%	Perf 3Y	-56.15%
Dividend Est.	0.71 (3.38%)	EV/EBITDA	3.75	Sales past 3/5Y	-8.06% 1.99%	Gross Margin	31.48%	Volatility	4.78% 3.05%	Perf 5Y	-41.16%
Dividend TTM	0.72 (3.44%)	EV/Sales	0.52	EPS Y/Y TTM	-21.10%	Oper. Margin	5.14%	ATR (14)	0.70	Perf 10Y	-46.29%
Dividend Ex-Date	Dec 09, 2025	Quick Ratio	1.83	Sales Y/Y TTM	-13.76%	Profit Margin	7.57%	RSI (14)	53.88	Recom	2.39
Dividend Gr. 3/5Y	4.77% -14.38%	Current Ratio	2.10	EPS Q/Q	-163.91%	SMA20	3.04%	Beta	1.42	Target Price	25.78
Payout	25.90%	Debt/Eq	0.94	Sales Q/Q	-27.84%	SMA50	-1.26%	Rel Volume	3.52	Prev Close	20.14
Employees	5900	LT Debt/Eq	0.52	Earnings	Feb 10 BMO	SMA200	-15.03%	Avg Volume	2.75M	Price	20.94
IPO	Jul 08, 1986	Option/Short	Yes / Yes	EPS/Sales Surpr.	-131.24% -21.75%	Trades		Volume	9,678,804	Change	3.97%

Date	Action	Analyst	Rating Change	Price Target Change
Nov-25-25	Initiated	Loop Capital	Hold	$21
Nov-10-25	Reiterated	DA Davidson	Buy	$34 → $30
Oct-27-25	Downgrade	Morgan Stanley	Equal-Weight → Underweight	$25
Aug-25-25	Reiterated	DA Davidson	Buy	$31 → $34
Jan-23-25	Reiterated	Citigroup	Neutral	$34 → $31
Jan-21-25	Downgrade	Morgan Stanley	Overweight → Equal-Weight	$40 → $33
Dec-31-24	Reiterated	Robert W. Baird	Neutral	$40 → $36
Oct-02-24	Downgrade	Robert W. Baird	Outperform → Neutral	$44 → $40
Apr-23-24	Resumed	Morgan Stanley	Overweight	$50
Jul-21-23	Upgrade	DA Davidson	Neutral → Buy	$38 → $47
Jul-13-23	Reiterated	UBS	Neutral	$49 → $40
Apr-19-23	Initiated	KeyBanc Capital Markets	Sector Weight
Mar-21-23	Upgrade	Morgan Stanley	Equal-Weight → Overweight	$50
Mar-15-23	Upgrade	Jefferies	Underperform → Hold	$39
Nov-15-22	Initiated	Jefferies	Underperform	$39
Oct-24-22	Initiated	Citigroup	Neutral	$40
Oct-14-22	Reiterated	DA Davidson	Neutral	$36 → $37
Jul-20-22	Reiterated	BofA Securities	Buy	$70 → $60
Jul-01-22	Initiated	DA Davidson	Neutral	$35
Feb-01-22	Upgrade	Morgan Stanley	Underweight → Equal-Weight	$39 → $40

Show Previous Ratings

Today 11:08PM	Harley-Davidson Q4 Earnings Call Highlights (MarketBeat)
04:38PM	Harley-Davidson Earnings Were Bad News Until They Were Good News for the Stock (Barrons.com)
04:02PM	Harley-Davidson Inc (HOG) Q4 2025 Earnings Call Highlights: Navigating Challenges with ... (GuruFocus.com)
02:19PM	Harley-Davidson Shares Rebound After 11% Premarket Drop on 2026 Outlook (GuruFocus.com)
12:45PM	Harley-Davidson Reports Weak Q4 On Lower Shipment, Widened Losses (Benzinga)
12:33PM	Loading…
12:33PM	Can Harley-Davidson Ever Roar Higher Again? (24/7 Wall St.)
11:37AM	Harley-Davidson's New CEO Seeks to Reset Relationship With Dealers (The Wall Street Journal)
11:35AM	Harley-Davidson reports $279 million quarterly loss, motorcycle sales down 26% (Milwaukee Journal Sentinel)
11:34AM	Analyst Report: Harley-Davidson, Inc. (Morningstar Research)
11:15AM	December Retail Sales Came in Flat (Zacks)
11:02AM	Harley Q4 Earnings Miss Expectations, Revenues Fall Y/Y (Zacks)
10:36AM	Retail Sales, Import/Export Prices & Q4 Earnings Hit the Tape (Zacks)
10:30AM	Compared to Estimates, Harley-Davidson (HOG) Q4 Earnings: A Look at Key Metrics (Zacks)
09:56AM	Harley-Davidson Stock Plunges Then Pops After Earnings Report. This Is Why. (Barrons.com)
09:25AM	Paramount sweetens WBD buyout offer, Spotify surges on user growth (Yahoo Finance Video)
08:18AM	Loading…
08:18AM	Harley-Davidson's (NYSE:HOG) Q4 CY2025 Sales Top Estimates But Stock Drops 11.3% (StockStory)
08:18AM	These Stocks Are Todays Movers: CVS, Spotify, Harley-Davidson, Coca-Cola, TSMC, BP, Datadog, S&P Global, and More (Barrons.com)
08:05AM	Harley-Davidson (HOG) Reports Q4 Loss, Misses Revenue Estimates (Zacks)
07:47AM	Harley-Davidson Stock Plunges. Guidance Was a Disappointment. (Barrons.com)
07:42AM	Harley-Davidson Loss Widens on Falling Motorcycle Sales (The Wall Street Journal)
07:00AM	Harley-Davidson: Q4 Earnings Snapshot (Associated Press Finance)
07:00AM	Harley-Davidson Delivers Fourth Quarter and Full Year Financial Results and 2026 Outlook (PR Newswire)
Feb-08-26 10:03PM	Harley-Davidson (HOG) Q4 Earnings Report Preview: What To Look For (StockStory)
Feb-07-26 10:57AM	India-US trade deal gives tariff-free access to Harley bikes, no reprieve for Tesla (Reuters)
Jan-27-26 09:10AM	Paccar (PCAR) Q4 Earnings Meet Estimates (Zacks)
Jan-26-26 09:30AM	Harley-Davidson, Inc. To Report Fourth Quarter and Year-End 2025 Results on February 10, 2026 (PR Newswire)
Jan-24-26 06:26AM	Morgan Stanley Sees Muted Demand Trends Weighing on Harley-Davidson (HOG) (Insider Monkey)
Jan-20-26 11:15AM	Greenland Escalation Risks a Different Kind of Trade War. How It Could Play Out. (Barrons.com)
Jan-15-26 06:40AM	Harley-Davidson price target lowered to $23 from $28 at Citi (TipRanks)
Jan-08-26 09:40AM	Are You a Value Investor? This 1 Stock Could Be the Perfect Pick (Zacks)
10:38PM	Loading…
Jan-07-26 10:38PM	Q3 Earnings Highs And Lows: Harley-Davidson (NYSE:HOG) Vs The Rest Of The Leisure Products Stocks (StockStory)
Dec-31-25 07:57AM	Here's Why You Should Retain Harley Davidson in Your Portfolio Now (Zacks)
Dec-26-25 12:57PM	How the New Year's tax deadline poses a risk for gold, silver and the Dow (MarketWatch)
Dec-21-25 08:30AM	Here's your big free reminder on AI stocks for 2026 (Yahoo Finance)
Dec-18-25 01:08PM	Harley-Davidson, Inc. (HOG): A Bull Case Theory (Insider Monkey)
Dec-15-25 11:01PM	3 Reasons to Avoid HOG and 1 Stock to Buy Instead (StockStory)
09:40AM	Why This 1 Value Stock Could Be a Great Addition to Your Portfolio (Zacks)
Dec-14-25 11:38PM	3 Profitable Stocks with Questionable Fundamentals (StockStory)
Dec-10-25 05:52PM	Harley-Davidson Makes Executive Changes Under New CEO (The Wall Street Journal)
04:15PM	Harley-Davidson Announces Key Leadership Changes (PR Newswire)
Dec-09-25 10:15PM	Analyst Report: Harley-Davidson, Inc. (Morningstar Research)
11:02AM	Down 8% in December, Investors Should Wait Until Late January to Buy Harley-Davidson (Barchart)
Dec-08-25 02:21PM	Why Harley-Davidson (HOG) Shares Are Falling Today (StockStory)
Dec-04-25 11:30AM	Why Is Harley-Davidson (HOG) Down 3.9% Since Last Earnings Report? (Zacks)
Dec-02-25 01:33PM	122-year-old motorcycle brand struggles, dozens of dealers close (TheStreet)
07:55AM	Harley-Davidson Financial Services, Inc. Announces It is Giving Notice of Full Redemption of its Outstanding 6.50% Medium-Term Notes due 2028 (PR Newswire)
Dec-01-25 08:15AM	Don't put these 5 assets in a living trust. How to help your kids bypass probate when you die (Moneywise)
Nov-26-25 09:40AM	Harley-Davidson (HOG) is a Top-Ranked Value Stock: Should You Buy? (Zacks)
Nov-25-25 04:00PM	Harley-Davidson, Inc. Declares Dividend (PR Newswire)
09:17AM	Here Are Tuesdays Top Wall Street Analyst Research Calls: Applied Materials, CDW, Exact Sciences, Harley-Davidson, Oshkosh, ServiceNow and More (24/7 Wall St.)
Nov-24-25 06:00AM	Harley-Davidson Financial Services, Inc. Announces Results of Tender Offers for Any and All of its Outstanding 6.500% Medium-Term Notes due 2028 and 5.950% Medium-Term Notes due 2029 (PR Newswire)
Nov-21-25 06:00PM	Harley-Davidson, Mister Car Wash, Leggett & Platt, Hilton, and European Wax Center Stocks Trade Up, What You Need To Know (StockStory) +5.25%
03:08PM	Harley-Davidson Financial Services, Inc. Announces Pricing of Tender Offers for Any and All of its Outstanding 6.500% Medium-Term Notes due 2028 and 5.950% Medium-Term Notes due 2029 (PR Newswire)
Nov-20-25 05:46PM	3 Value Stocks We Keep Off Our Radar (StockStory)
12:01PM	Investors Are Debating Which Companies Won't Survive The Next 10 Years. 'Every Time I Go, There's Almost Nobody In The Store' (Benzinga)
Nov-17-25 09:15AM	Harley-Davidson Financial Services, Inc. Announces Launch of Tender Offers for Any and All of its Outstanding 6.500% Medium-Term Notes due 2028 and 5.950% Medium-Term Notes due 2029 (PR Newswire)
Nov-16-25 09:00AM	Idaho dad wants to use a $200K inheritance to buy himself a Harley. Heres why Dave Ramsey worries hes beyond help (Moneywise)
Nov-11-25 01:12AM	Analyst Report: Harley-Davidson, Inc. (Morningstar Research)
12:31AM	5 Insightful Analyst Questions From Harley-Davidson's Q3 Earnings Call (StockStory)
Nov-05-25 10:37AM	Harley Q3 Earnings Surpass Expectations, Revenues Rise Y/Y (Zacks)
12:31AM	HOG Q3 Deep Dive: Dealer Network, Capital-Light Shift, and Inventory Management in Focus (StockStory)
Nov-04-25 04:20PM	Harley-Davidson Earnings Smash Expectations. Why the Stock Is Down. (Barrons.com) -6.46%
04:11PM	Harley-Davidson Inc (HOG) Q3 2025 Earnings Call Highlights: Revenue Surge Amidst Global Sales ... (GuruFocus.com)
01:41PM	Analyst Report: Harley-Davidson, Inc. (Morningstar Research)
01:39PM	Harley-Davidson Shares Fall Despite Earnings Beat; Sales Slump Persists (The Wall Street Journal)
11:57AM	Why Harley-Davidson (HOG) Stock Is Down Today (StockStory)
11:47AM	Harley-Davidson Shares Plunge Despite Earnings Beat; Sales Slump Persists (The Wall Street Journal)
11:27AM	Harley-Davidson reports $377 million quarterly profit, motorcycle sales down 6% (Milwaukee Journal Sentinel)
09:30AM	Harley-Davidson (HOG) Q3 Earnings: Taking a Look at Key Metrics Versus Estimates (Zacks)
08:20AM	Harley-Davidson (HOG) Q3 Earnings and Revenues Surpass Estimates (Zacks)
07:51AM	Harley-Davidson Smashed Earnings Expectations. Why the Stock Is Down. (Barrons.com)
07:47AM	Harley-Davidson (NYSE:HOG) Misses Q3 Sales Expectations (StockStory)
07:35AM	Harley-Davidson shares rise as HDFS transaction boosts Q3 earnings (Investing.com)
07:28AM	Harley-Davidson Profit Rises Despite Weak Consumer Confidence (The Wall Street Journal)
07:18AM	Harley-Davidson: Q3 Earnings Snapshot (Associated Press Finance)
07:00AM	Harley-Davidson Delivers Third Quarter Financial Results (PR Newswire)
Nov-03-25 07:03PM	HARLEY-DAVIDSON REVEALS SELECT NEW 2026 MOTORCYCLES SHIPPING SOON TO WORLDWIDE AUTHORIZED DEALERSHIPS (PR Newswire)
Nov-02-25 10:08PM	Harley-Davidson (HOG) Q3 Earnings Report Preview: What To Look For (StockStory)
Oct-28-25 07:10AM	Polaris Inc (PII) Q3 Earnings and Revenues Surpass Estimates (Zacks)
Oct-27-25 05:45PM	Gld is building an autonomous shortcut to move freight from road to rail catch it at TechCrunch Disrupt 2025 (TechCrunch)
04:16PM	Sell Harley Stock, Analyst Says. 2 Factors 'Overwhelming' the Motorcycle Industry. (Barrons.com)
12:12PM	Indian Motorcycles Gets a New Owner (Bloomberg)
09:44AM	Microsoft upgraded, Harley-Davidson downgraded: Wall Street's top analyst calls (The Fly)
Oct-15-25 05:30PM	Harley-Davidson, Inc. To Report Third Quarter 2025 Results on November 4, 2025 (PR Newswire)
Oct-14-25 04:15PM	Polaris Extends Rebound On This Indian Motorcycle Move (Investor's Business Daily)
04:14PM	Polaris Stock Soars on Indian Motorcycle Sale. What It Means for Harley-Davidson. (Barrons.com)
Oct-13-25 05:36PM	Polaris Stock Soars on Indian Motorcycle Sale. What It Means for Harley-Davidson. (Barrons.com)
Oct-07-25 05:11PM	Trumps DOE proposes cutting billions in grants for GM, Ford, and lots of startups (TechCrunch)
Oct-02-25 11:02AM	Harley-Davidson and Realtree Release "Get Lost" Collaboration (PR Newswire)
Sep-30-25 02:55PM	Harley-Davidson, 1-800-FLOWERS, eXp World, The Real Brokerage, and Purple Shares Are Falling, What You Need To Know (StockStory)
Sep-26-25 03:35PM	Harley-Davidson and 1-800-FLOWERS Stocks Trade Up, What You Need To Know (StockStory)
Sep-23-25 12:56PM	Harley-Davidson (HOG) Stock Trades Up, Here Is Why (StockStory)
12:37AM	3 Value Stocks We Find Risky (StockStory)
Sep-19-25 04:06PM	Why Harley-Davidson (HOG) Stock Is Falling Today (StockStory)
Sep-17-25 11:34PM	Winners And Losers Of Q2: Harley-Davidson (NYSE:HOG) Vs The Rest Of The Leisure Products Stocks (StockStory)
Sep-15-25 04:30PM	Harley-Davidson, Inc. Announces Appointment of Two New Independent Directors (PR Newswire)
Sep-12-25 08:43AM	Brew City is also home to Harley and Americas hottest housing market (MarketWatch)
12:02AM	Harley-Davidson (HOG): Buy, Sell, or Hold Post Q2 Earnings? (StockStory)
Sep-11-25 09:21AM	If you want your kids bypass probate when you die, here are 5 assets to avoid putting in a living trust (Moneywise)
Sep-10-25 09:55AM	Harley-Davidson (HOG)'s Technical Outlook is Bright After Key Golden Cross (Zacks)

Harley-Davidson, Inc. is engaged in the manufacture and sale of custom, cruiser, and touring motorcycles. It operates through the following segments: Motorcycles & Related Products and Financial Services. The Motorcycles & Related Products segment manufactures, designs, and sells at wholesale on-road Harley-Davidson motorcycles as well as motorcycle parts, accessories, general merchandise, and related services. The Financial Services segment consists of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson motorcycles. The company was founded by William Sylvester Harley, Arthur Davidson, Walter C. Davidson, Sr. and William A. Davidson in 1903 and is headquartered in Milwaukee, WI.

Insider Trading	Relationship	Date	Transaction	Cost	#Shares	Value ($)	#Shares Total	SEC Form 4
Termaat Tori	Chief Human Resources Officer	Feb 09 '26	Option Exercise	0.00	1,074	0	16,024	Feb 09 06:07 PM
Termaat Tori	Chief Human Resources Officer	Feb 06 '26	Option Exercise	0.00	3,143	0	16,594	Feb 09 06:07 PM
Termaat Tori	Chief Human Resources Officer	Feb 05 '26	Option Exercise	0.00	1,515	0	14,244	Feb 09 06:07 PM
Root Jonathan R	CFO and CCO	Feb 09 '26	Option Exercise	0.00	1,186	0	32,431	Feb 09 06:06 PM
Root Jonathan R	CFO and CCO	Feb 06 '26	Option Exercise	0.00	9,980	0	34,245	Feb 09 06:06 PM
Root Jonathan R	CFO and CCO	Feb 05 '26	Option Exercise	0.00	3,168	0	25,362	Feb 09 06:06 PM
Krause Paul J	Chief Legal Officer	Feb 09 '26	Option Exercise	0.00	1,590	0	30,333	Feb 09 06:05 PM
Krause Paul J	Chief Legal Officer	Feb 06 '26	Option Exercise	0.00	4,802	0	31,178	Feb 09 06:05 PM
Krause Paul J	Chief Legal Officer	Feb 05 '26	Option Exercise	0.00	2,243	0	27,550	Feb 09 06:05 PM
Koval Glen	SVP Motorcycle Development	Feb 09 '26	Option Exercise	0.00	968	0	12,715	Feb 09 06:04 PM
Koval Glen	SVP Motorcycle Development	Feb 06 '26	Option Exercise	0.00	3,929	0	13,213	Feb 09 06:04 PM
Koval Glen	SVP Motorcycle Development	Feb 05 '26	Option Exercise	0.00	1,366	0	9,794	Feb 09 06:04 PM
Do Charles	Sr. Vice President, HDFSI	Feb 06 '26	Option Exercise	0.00	5,214	0	6,361	Feb 09 06:03 PM
Do Charles	Sr. Vice President, HDFSI	Feb 05 '26	Option Exercise	0.00	1,535	0	1,718	Feb 09 06:03 PM
Beck Bryan Andrew	Chief Accounting Officer	Feb 09 '26	Option Exercise	0.00	398	0	1,512	Feb 09 06:02 PM
Beck Bryan Andrew	Chief Accounting Officer	Feb 06 '26	Option Exercise	0.00	1,097	0	1,486	Feb 09 06:02 PM
Beck Bryan Andrew	Chief Accounting Officer	Feb 05 '26	Option Exercise	0.00	590	0	590	Feb 09 06:02 PM
Mansfield Luke Christopher	Chief Commercial Officer	Nov 20 '25	Sale	23.21	11,500	266,954	12,055	Nov 24 04:20 PM
Mansfield Luke Christopher	Officer	Nov 20 '25	Proposed Sale	23.21	11,500	266,954		Nov 20 04:26 PM
Do Charles	Sr. Vice President, HDFSI	Oct 31 '25	Option Exercise	0.00	4,655	0	5,802	Nov 12 04:15 PM
Do Charles	Sr. Vice President, HDFSI	Nov 07 '25	Sale	25.51	4,136	105,509	183	Nov 12 04:15 PM
Do Charles	Officer	Nov 07 '25	Proposed Sale	25.51	4,136	105,530		Nov 07 04:11 PM
Masood Rafeh	Director	Aug 05 '25	Buy	24.06	2,068	49,756	4,705	Aug 07 04:15 PM
Sylvester Maryrose	Director	May 16 '25	Option Exercise	0.00	4,188	0	21,875	May 20 04:58 PM
Golston Allan C.	Director	May 16 '25	Option Exercise	0.00	2,095	0	4,302	May 20 04:53 PM
FARLEY JR JAMES D	Director	May 16 '25	Option Exercise	0.00	4,188	0	22,659	May 20 04:35 PM
Alstead Troy	Director	May 16 '25	Option Exercise	0.00	4,188	0	35,234	May 20 04:29 PM
Mansfield Luke Christopher	Chief Commercial Officer	Feb 13 '25	Sale	25.96	3,400	88,264	23,555	Feb 18 04:38 PM
Mansfield Luke Christopher	Officer	Feb 13 '25	Proposed Sale	25.96	3,400	88,264		Feb 13 04:43 PM

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HOG

Harley-Davidson, Inc

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