Harley-Davidson, Inc. (NYSE:HOG) Receives Average Rating of “Hold” from Brokerages

Shares of Harley-Davidson, Inc. (NYSE:HOG) have been assigned a consensus rating of “Hold” from the ten research firms that are currently covering the stock, MarketBeat Ratings reports. Two research analysts have rated the stock with a sell rating, five have given a hold rating, two have assigned a buy rating and one has assigned a strong buy rating to the company. The average 12 month target price among brokerages that have issued a report on the stock in the last year is $23.50.

A number of equities analysts recently weighed in on HOG shares. UBS Group lowered their target price on shares of Harley-Davidson from $28.00 to $27.00 and set a “neutral” rating for the company in a research note on Thursday, November 13th. BMO Capital Markets restated an “outperform” rating and set a $24.00 price objective on shares of Harley-Davidson in a report on Wednesday, February 11th. Citigroup cut their target price on Harley-Davidson from $28.00 to $23.00 and set a “neutral” rating on the stock in a research report on Wednesday, January 14th. Loop Capital assumed coverage on shares of Harley-Davidson in a research report on Tuesday, November 25th. They issued a “hold” rating and a $21.00 price objective for the company. Finally, Weiss Ratings reiterated a “hold (c-)” rating on shares of Harley-Davidson in a research note on Thursday, January 22nd.

Harley-Davidson Stock Down 2.2%

NYSE:HOG opened at $17.98 on Monday. Harley-Davidson has a one year low of $17.93 and a one year high of $31.25. The company has a debt-to-equity ratio of 0.52, a current ratio of 2.10 and a quick ratio of 1.83. The company has a market cap of $2.01 billion, a PE ratio of 6.89 and a beta of 1.42. The firm’s 50 day simple moving average is $20.34 and its 200 day simple moving average is $24.34.

Harley-Davidson (NYSE:HOG) last released its quarterly earnings results on Tuesday, February 10th. The company reported ($2.44) earnings per share (EPS) for the quarter, missing the consensus estimate of ($0.92) by ($1.52). Harley-Davidson had a net margin of 8.03% and a return on equity of 10.27%. The business had revenue of $496.16 million for the quarter, compared to the consensus estimate of $482.21 million. During the same period in the previous year, the business posted ($0.93) EPS. Harley-Davidson’s revenue was down 9.8% on a year-over-year basis. On average, research analysts anticipate that Harley-Davidson will post 3.44 earnings per share for the current year.

Harley-Davidson Increases Dividend

The firm also recently disclosed a quarterly dividend, which will be paid on Tuesday, March 17th. Shareholders of record on Monday, March 2nd will be issued a dividend of $0.1875 per share. This represents a $0.75 annualized dividend and a yield of 4.2%. This is a boost from Harley-Davidson’s previous quarterly dividend of $0.18. The ex-dividend date of this dividend is Monday, March 2nd. Harley-Davidson’s payout ratio is currently 27.59%.

Insider Buying and Selling at Harley-Davidson

In other news, Director James D. Farley, Jr. sold 6,454 shares of the business’s stock in a transaction that occurred on Wednesday, February 25th. The shares were sold at an average price of $18.71, for a total value of $120,754.34. Following the sale, the director owned 16,205 shares of the company’s stock, valued at $303,195.55. The trade was a 28.48% decrease in their ownership of the stock. The transaction was disclosed in a document filed with the SEC, which is available at the SEC website. 0.93% of the stock is owned by insiders.

Institutional Inflows and Outflows

A number of hedge funds have recently bought and sold shares of the business. Jefferies Financial Group Inc. purchased a new position in Harley-Davidson during the 2nd quarter valued at about $589,000. Vanguard Group Inc. grew its stake in Harley-Davidson by 7.3% during the third quarter. Vanguard Group Inc. now owns 12,958,561 shares of the company’s stock valued at $361,544,000 after acquiring an additional 886,998 shares in the last quarter. Mitsubishi UFJ Trust & Banking Corp increased its holdings in Harley-Davidson by 615.5% during the 3rd quarter. Mitsubishi UFJ Trust & Banking Corp now owns 61,465 shares of the company’s stock worth $1,715,000 after acquiring an additional 52,875 shares during the period. Ontario Teachers Pension Plan Board purchased a new stake in Harley-Davidson in the 2nd quarter worth approximately $792,000. Finally, Campbell & CO Investment Adviser LLC purchased a new stake in Harley-Davidson in the 2nd quarter worth approximately $2,348,000. 85.10% of the stock is currently owned by hedge funds and other institutional investors.

Harley-Davidson News Roundup

Here are the key news stories impacting Harley-Davidson this week:

• Positive Sentiment: Company raised its quarterly dividend (annualized $0.75, ~4.2% yield) — modest income support for shareholders and a defensive signal. Dividend and company facts
• Positive Sentiment: Zacks issued one upward revision inside its broader note — Q3 2027 was nudged to $0.67 (from $0.59), a small tailwind for mid‑term expectations.
• Neutral Sentiment: Institutional ownership remains high (~85%) with major holders like Vanguard and Dimensional adjusting positions; this can amplify moves but is mixed in directional bias.
• Negative Sentiment: Zacks cut multiple near‑term EPS forecasts sharply (Q1–Q4 2026/Q2–Q4 2027 and FY2026–FY2027) and retains a “Strong Sell” stance — a material downgrade to earnings outlook and market sentiment.
• Negative Sentiment: Insider selling: Director James D. Farley Jr. sold 6,454 shares (~28% cut to his position) at ~$18.71 on Feb. 25, a visible insider disposition that can be interpreted negatively by the market. Insider trade report
• Negative Sentiment: Coverage highlighting falling revenue and pricing pressure (which compresses margins) prompted sentiment concerns — this article explains the topline weakness investors are reacting to. Yahoo Finance: Revenue Decline
• Negative Sentiment: Stock hit a new 52‑week low, reinforcing technical selling and likely triggering stops; that downside momentum tends to accelerate short‑term declines. MarketWatch: 52‑week low
• Negative Sentiment: Recent Q4 earnings (reported Feb. 10) missed EPS expectations by a wide margin and showed year‑over‑year revenue decline, which underpins the analyst downgrades and weak sentiment.

About Harley-Davidson

Harley-Davidson, Inc is a renowned American motorcycle manufacturer best known for its heavyweight cruiser and touring bikes. Founded in 1903 in Milwaukee, Wisconsin, the company has built a strong reputation for producing distinctive motorcycles characterized by their signature V-twin engines, chrome finishes and robust frames. Harley-Davidson markets its products globally through a network of franchised dealerships and focuses on delivering an immersive brand experience to its customers, emphasizing lifestyle and community alongside its motorcycles.

In addition to its core motorcycle business, Harley-Davidson offers an extensive range of parts, accessories and apparel under its Genuine Motor Parts & Accessories and MotorClothes lines.