HOG
Harley-Davidson, Inc. · Consumer Discretionary · Recreational Vehicles
Last
$27.55
+$0.59 (+2.20%) 3:58 PM ET
Prev close $26.96
Open $27.24
Day high $28.16
Day low $27.14
Volume 1,979,114
Avg vol 1,881,493
Mkt cap
$2.81B
EV/Sales
0.74
P/E ratio
13.85
FY Revenue
$4.24B
EPS
1.95
Gross Margin
37.71%
Div yield
2.95%
Sector
Consumer Discretionary
AI report sections
HOG
Harley-Davidson, Inc.
No AI report section text found yet for this symbol.
AI summarized at 12:16 PM ET, 2026-10-08
AI summary scores
INTRADAY: 75 SWING: 74 LONG: 41
Volume vs average
Intraday (cumulative)
+52% (Above avg)
Vol/Avg: 1.52×
RSI
54.39 (Neutral)
Neutral (40–60)
MACD momentum
Intraday
-0.03 (Weak)
MACD: -0.06 Signal: -0.03
Short-Term
+0.25 (Strong)
MACD: 0.11 Signal: -0.14
Long-Term
+0.19 (Strong)
MACD: -0.15 Signal: -0.35
Intraday trend score 66.97

Latest news

HOG 12 articles Positive: 8 Neutral: 1 Negative: 3
Positive GlobeNewswire Inc. • Hmg Strategy
Technology Leaders from Cargill, Land O’Lakes, Blue Cross Blue Shield of Minnesota and Other Leading Organizations to Convene at HMG Strategy’s Minneapolis Summit

HMG Strategy is hosting its 12th Annual Minneapolis C-Level Technology Leadership Summit on October 27, 2026, bringing together senior technology executives from major Minnesota organizations including Cargill, Land O'Lakes, Blue Cross Blue Shield of Minnesota, and others. The summit will focus on enterprise AI, cybersecurity, digital transformation, and workforce development through executive discussions, roundtables, and peer networking. Complimentary passes are available for qualified CIOs, CISOs, and CTOs.

HOG C-Level Technology Leadership Summit CIO CISO AI innovation cybersecurity digital transformation enterprise technology
Sentiment note

Included as a participating organization with Raj Velmurugan (VP and Global CIO) speaking at the summit, indicating active involvement in enterprise technology leadership.

Negative GlobeNewswire Inc. • Ademi Llp
Harley-Davidson Data Breach: Milwaukee Law Firm Investigates Claims for Possible Damages Suffered by Current and Former Employees

Milwaukee law firm Ademi LLP is investigating a data breach at Harley-Davidson involving potential compromise of current and former employees' personal information. The breach may have exposed employment records, putting affected individuals at risk of identity theft and financial fraud. Ademi LLP is evaluating potential compensation claims for impacted employees.

HOG data breach Harley-Davidson personal information identity theft class action employee records cybersecurity
Sentiment note

The company experienced a significant data breach compromising employee personal information, creating legal liability, reputational damage, and potential financial penalties. This represents a material cybersecurity failure and breach of customer/employee trust.

Positive Zacks Investment Research • Zacks Investment Research
Zacks Industry Outlook General Motors, PACCAR, Ford and Harley-Davidson

The Zacks Domestic Auto industry is showing resilience with new-vehicle sales remaining healthy, supported primarily by affluent consumers. The EV market shows mixed signals with modest adoption rates, while potential tax refunds and auto-loan interest deductions could provide near-term demand support. Four major automakers—General Motors, PACCAR, Ford, and Harley-Davidson—are positioned to benefit from industry tailwinds and are recommended for investor consideration.

GM PCAR F FPB domestic auto industry vehicle demand EV market tax incentives
Sentiment note

Improving dealer inventory alignment, capital-light HDFS partnership with KKR/PIMCO, targeting $150M fixed-cost savings and $350M+ EBITDA by 2027, strong product momentum (Super Glide exceeded expectations), $1.9B cash reserves, and consensus EPS growth of 199% (2027)

Neutral GlobeNewswire Inc. • Researchandmarkets.Com
Riding the Electric Wave: Projected Growth in Global Low-Powered Motorcycle and Scooter Market to 2032

The global low-powered electric motorcycle and scooter market is projected to grow from $12.3 billion in 2025 to $17.5 billion by 2032, driven by urban congestion, government incentives, battery technology advancements, and increasing environmental consciousness. Chinese companies like Yadea and NIU lead the market, while Indian firms such as Ather Energy and Ola Electric are introducing localized models. The electric scooter segment is expected to grow faster at 6.7% CAGR compared to electric motorcycles at 4.2% CAGR.

NIU HMC HOG GGR electric motorcycles electric scooters urban mobility battery technology
Sentiment note

Mentioned as a company in the market but no specific strategic positioning or growth initiatives highlighted; traditional ICE manufacturer transitioning to electric segment.

Positive The Motley Fool • Dave Kovaleski
Why is this Wealth Manager Buying 1 Million Shares of Harley Davidson?

Wealth manager Pine Valley Investments purchased 1,133,505 shares of Harley-Davidson for approximately $22.22 million, increasing its stake to 2.11% of assets under management. The investment reflects confidence in the company's 'Back to the Bricks' turnaround strategy, though the stock faces headwinds with a high forward P/E ratio of 76 and modest Wall Street price targets.

HOG AAPL NVDA GOOG Harley-Davidson Pine Valley Investments SEC filing turnaround strategy
Sentiment note

Pine Valley's significant $22.22 million investment signals confidence in the company's 'Back to the Bricks' growth strategy and turnaround plan under new CEO Artie Starr. The stock is up 23% year-to-date and trades at a reasonable 12x current earnings, suggesting potential value despite near-term challenges.

Positive Benzinga • Prnewswire
Harley-Davidson, Inc. Declares Dividend

Harley-Davidson's Board of Directors has approved a cash dividend of $0.1875 per share for Q2 2026, payable on June 25, 2026 to shareholders of record as of June 8, 2026.

HOG dividend cash dividend shareholder returns Q2 2026
Sentiment note

The company is declaring a dividend, which indicates financial stability and confidence in cash flow generation. Dividend declarations are generally viewed positively by investors as they represent a return of capital and demonstrate management's confidence in the company's financial health.

Positive Benzinga • Dawn Kelley
Tim Lamb Group Brokers the Sale of Honda Cars at Street Track n' Trail in Conneaut Lake, Pennsylvania

Tim Lamb Group successfully brokered the sale of Street Track n' Trail, a long-established Honda and powersports dealership in Conneaut Lake, Pennsylvania, to Brett Dias and Sal Cerra of Stt Power Sports, Inc. The dealership, which has operated for over 50 years under previous owners Dick and Joanne Lepley, has been renamed Lake Way Motors, Lake Way Powersports, and Lake Way Harley-Davidson. The new owners plan to retain all employees and expand operations, including developing a new Honda Generation 3 showroom.

HMC HOG dealership acquisition Honda powersports Harley-Davidson M&A retail expansion
Sentiment note

The acquisition demonstrates continued interest in Harley-Davidson powersports products, with new owners planning to expand powersports operations and maintain the dealership's strong commitment to the motorcycle and powersports market.

Positive The Motley Fool • Robert Izquierdo
Is Harley-Davidson Stock a Buy After Robinson Value Initiated a New Position?

Robinson Value Management initiated a new position in Harley-Davidson, purchasing 158,986 shares worth approximately $3.12 million in Q1 2026. The investment comes after the stock plunged to a 52-week low of $17.09 in March, though it has since rebounded following Q1 earnings of $1.2 billion and 8% growth in global retail sales. With a P/E ratio of 8 and dividend yield of 2.96%, the stock may appeal to income-focused investors despite recent price appreciation.

HOG QCOM Harley-Davidson Robinson Value Management new position Q1 earnings dividend yield motorcycle manufacturer
Sentiment note

Robinson Value Management's new investment signals bullish outlook. Stock rebounded from 52-week lows, Q1 global retail sales grew 8%, and the company maintains attractive valuation metrics (P/E of 8) with a robust 2.96% dividend yield, making it appealing for income-focused investors.

Negative The Motley Fool • Sarah Sidlow
Ford's Jim Farley Sells 6,454 Harley-Davidson Shares Worth $121,000

Ford CEO Jim Farley sold 6,454 Harley-Davidson shares worth approximately $121,000 on February 25, 2026, representing 28.48% of his direct holdings. The sale marks Farley's first open-market disposition of HOG stock. Harley-Davidson faces significant headwinds with shares down 30% year-over-year and 50% over five years, amid declining motorcycle revenue and workforce reductions. New CEO Artie Starrs is implementing a strategic turnaround plan called 'WireForward' aimed at balancing the brand's premium legacy with products targeting younger customers.

HOG F FPB FPC insider sale stock transaction Harley-Davidson turnaround declining revenue
Sentiment note

The company is experiencing significant challenges including a 30% year-over-year stock decline, 50% decline over five years, declining motorcycle revenue (from $4.89B in 2022 to $3.6B in 2025), workforce reductions of ~800 people since 2022, and an uncertain economic outlook. While a turnaround plan is underway, the company is described as 'not firing on all cylinders' with 'more pain likely on the way.'

Positive Benzinga • Prnewswire
Harley-Davidson, Inc. Declares Dividend

Harley-Davidson's Board of Directors has approved a cash dividend of $0.1875 per share for Q1 2026, payable on March 17, 2026 to shareholders of record as of March 2, 2026.

HOG dividend cash dividend shareholder returns Q1 2026
Sentiment note

The declaration of a cash dividend demonstrates the company's financial health and confidence in its ability to generate sufficient cash flows to return capital to shareholders. Dividend payments are generally viewed positively by investors as they indicate profitability and management's commitment to shareholder value.

Negative Benzinga • Lekha Gupta
Harley-Davidson Reports Weak Q4 On Lower Shipment, Widened Losses

Harley-Davidson reported weak Q4 FY2025 results with a 28% year-over-year sales decline to $496 million and an operating loss of $361 million, compared to a $193 million loss a year ago. Global motorcycle shipments fell 4% YoY, with EMEA sales declining 24% and the HDMC segment reporting a $30 million gross loss. The company announced a $200 million accelerated share repurchase agreement and provided 2026 guidance expecting operating losses between $40 million to $10 million profit.

HOG Q4 earnings sales decline operating loss motorcycle shipments share repurchase 2026 guidance tariffs
Sentiment note

The company reported significant deterioration in financial performance including a 28% sales decline, widened operating losses ($361M vs $193M YoY), declining global motorcycle shipments (-4% YoY), and weak regional performance particularly in EMEA (-24% YoY). The HDMC segment swung from a $3M loss to a $30M loss due to tariffs and pricing pressures. While 2026 guidance shows potential for profitability, current results indicate substantial operational challenges.

Positive GlobeNewswire Inc. • Na
Washington, D.C. Auto Show Highlights Public Policy Day, Opening Weekend, and Plans to Reopen Tuesday at Noon

The 2026 Washington, D.C. Auto Show held a successful Public Policy Day with government officials discussing automotive policy and innovation, followed by a strong opening weekend featuring new vehicle debuts including the Lamborghini Temerario and Aston Martin Vanquish Volante. The show closed Sunday and Monday due to a winter storm but plans to reopen Tuesday at noon. The event emphasized America250 celebrations and expanded offerings including new exhibitors like Harley-Davidson.

GM STLA HOG Washington D.C. Auto Show Public Policy Day automotive innovation vehicle debuts winter storm closure
Sentiment note

First-ever appearance at the Washington D.C. Auto Show in the Outdoor Pavilion, indicating expansion into new markets and positive brand exposure.

News and sentiment labels describe article tone and are provided for research purposes only. They are not trading recommendations or forecasts.
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