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

Harley-Davidson, Inc. (NYSE:HOG) has been given an average rating of “Hold” by the ten analysts that are currently covering the company, MarketBeat Ratings reports. Three research analysts have rated the stock with a sell recommendation, four have assigned a hold recommendation, two have given a buy recommendation and one has issued a strong buy recommendation on the company. The average 1-year target price among brokers that have issued ratings on the stock in the last year is $24.2222.

HOG has been the subject of a number of research reports. Weiss Ratings downgraded shares of Harley-Davidson from a “hold (c-)” rating to a “sell (d+)” rating in a research report on Wednesday, June 3rd. Morgan Stanley boosted their target price on shares of Harley-Davidson from $12.00 to $15.00 and gave the company an “underweight” rating in a research report on Tuesday, May 19th. Citigroup lifted their price objective on shares of Harley-Davidson from $23.00 to $26.00 and gave the company a “neutral” rating in a report on Thursday, May 7th. UBS Group lifted their price objective on shares of Harley-Davidson from $19.00 to $26.00 and gave the company a “neutral” rating in a report on Monday, May 11th. Finally, Robert W. Baird set a $28.00 price objective on shares of Harley-Davidson in a report on Wednesday, May 6th.

Harley-Davidson News Roundup

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

• Positive Sentiment: Zacks Research lifted longer-term earnings forecasts for Harley-Davidson, including FY2027 to $1.61 per share and FY2028 to $1.63 per share, which could support investor confidence in the company’s profit outlook.
• Positive Sentiment: The analyst also raised its Q2 2027 and Q1 2028 EPS estimates, signaling expectations for improving performance in the next several reporting periods.
• Neutral Sentiment: Harley-Davidson has been in the spotlight after a first-ride review of the 2026 Super Glide, keeping the brand visible but not providing a clear fundamental catalyst. Article Title
• Neutral Sentiment: Harley was also mentioned in a report about an attack ad from Indian Motorcycle targeting CEO Artie Starrs, which adds competitive noise but does not directly change Harley’s fundamentals. Article Title
• Negative Sentiment: Zacks Research cut estimates for Q1 2027, Q3 2027, and Q4 2027 earnings, including a larger expected loss in Q4 2027, which could temper enthusiasm about near-term performance.

Insiders Place Their Bets

In other Harley-Davidson news, insider Paul J. Krause sold 1,564 shares of Harley-Davidson stock in a transaction on Monday, May 11th. The shares were sold at an average price of $26.00, for a total value of $40,664.00. Following the completion of the transaction, the insider owned 30,012 shares of the company’s stock, valued at approximately $780,312. The trade was a 4.95% decrease in their ownership of the stock. The transaction was disclosed in a filing with the Securities & Exchange Commission, which is accessible through this link. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, CFO Jonathan R. Root sold 1,554 shares of Harley-Davidson stock in a transaction on Tuesday, May 19th. The shares were sold at an average price of $24.21, for a total transaction of $37,622.34. Following the completion of the transaction, the chief financial officer directly owned 32,508 shares of the company’s stock, valued at $787,018.68. The trade was a 4.56% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. 0.97% of the stock is currently owned by insiders.

Institutional Trading of Harley-Davidson

Institutional investors and hedge funds have recently modified their holdings of the stock. Norges Bank acquired a new position in Harley-Davidson in the 4th quarter valued at about $25,766,000. Vanguard Group Inc. boosted its holdings in Harley-Davidson by 7.3% in the 3rd quarter. Vanguard Group Inc. now owns 12,958,561 shares of the company’s stock valued at $361,544,000 after purchasing an additional 886,998 shares during the last quarter. WINTON GROUP Ltd boosted its holdings in Harley-Davidson by 449.9% in the 3rd quarter. WINTON GROUP Ltd now owns 295,687 shares of the company’s stock valued at $8,250,000 after purchasing an additional 241,918 shares during the last quarter. Algert Global LLC acquired a new position in Harley-Davidson in the 3rd quarter valued at about $17,246,000. Finally, SG Americas Securities LLC boosted its holdings in Harley-Davidson by 1,277.0% in the 4th quarter. SG Americas Securities LLC now owns 1,094,119 shares of the company’s stock valued at $22,418,000 after purchasing an additional 1,014,660 shares during the last quarter. Hedge funds and other institutional investors own 85.10% of the company’s stock.

Harley-Davidson Trading Down 0.0%

NYSE HOG opened at $25.63 on Wednesday. The company has a market capitalization of $2.70 billion, a PE ratio of 14.56, a P/E/G ratio of 15.56 and a beta of 1.26. The company has a fifty day moving average of $23.79 and a 200 day moving average of $21.61. Harley-Davidson has a 1 year low of $17.09 and a 1 year high of $31.25. The company has a debt-to-equity ratio of 0.37, a current ratio of 1.91 and a quick ratio of 1.66.

Harley-Davidson (NYSE:HOG) last posted its earnings results on Tuesday, May 5th. The company reported $0.22 earnings per share (EPS) for the quarter, missing analysts’ consensus estimates of $0.34 by ($0.12). The business had revenue of $1.17 billion for the quarter, compared to analyst estimates of $1.01 billion. Harley-Davidson had a net margin of 5.68% and a return on equity of 7.03%. The company’s revenue for the quarter was down 11.7% on a year-over-year basis. During the same quarter in the prior year, the firm earned $1.07 earnings per share. Research analysts forecast that Harley-Davidson will post 0.39 earnings per share for the current year.

Harley-Davidson Dividend Announcement

The company also recently disclosed a quarterly dividend, which will be paid on Thursday, June 25th. Shareholders of record on Monday, June 8th will be issued a $0.1875 dividend. The ex-dividend date of this dividend is Monday, June 8th. This represents a $0.75 dividend on an annualized basis and a yield of 2.9%. Harley-Davidson’s payout ratio is presently 42.61%.

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.