Harley-Davidson, Inc. · Consumer Discretionary · Recreational Vehicles
Scores & Status Key
AI Summary Scores: Intraday / Swing / Long scores are synthesized from multi-factor analysis for each timeframe. They summarize current conditions discussed in the report and do not constitute trading recommendations.
Intraday Trend Score: A 0–100 composite from the Trend Explorer™ analytics engine used for ranking and comparison. It describes current conditions and is not a forecast.
Trend Status: A rules-based label (Bullish / Mixed / Bearish) derived from signal confluence (trend structure, momentum, and positioning). It indicates alignment, not expected return.
Last
$18.00
−$0.40 (−2.15%) 4:00 PM ET
Prev closePrevC$18.39
OpenOpen$18.31
Day highHigh$18.31
Day lowLow$17.94
VolumeVol4,162,710
Avg volAvgVol3,567,407
On chart
Interval
Intervals apply to 1D & 5D.
Intervals apply to 1D & 5D.
Scale: Linear
Overlays
Panels
Style
Scale: Linear
Presets
Tools
Tickers only (no ^ indexes). Add up to 5.
Mkt cap
$2.13B
P/E ratio
4.26
FY Revenue
$4.66B
EPS
4.22
Gross Margin
42.09%
Sector
Consumer Discretionary
AI report sections
MIXED
HOG
Harley-Davidson, Inc.
No AI report section text found yet for this symbol.
Volume vs average
Intraday (cumulative)
+19% (Above avg)
Vol/Avg: 1.19×
RSI
32.97(Weak)
Weak (30–40)
0255075100
MACD momentum
Intraday
+0.00 (Strong)
MACD: 0.00 Signal: 0.00
Short-Term
-0.15 (Weak)
MACD: -0.43 Signal: -0.28
Long-Term
-0.09 (Weak)
MACD: -0.79 Signal: -0.70
Intraday trend score
26.50
LOW19.70HIGH30.70
Latest news
HOG•12 articles•Positive: 6Neutral: 1Negative: 3
PositiveBenzinga• 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.
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.
NegativeBenzinga• 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.
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.
PositiveGlobeNewswire 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.
GMSTLAHOGWashington D.C. Auto ShowPublic Policy Dayautomotive innovationvehicle debutswinter 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.
PositiveGlobeNewswire Inc.• Na
The 2026 Washington, D.C. Auto Show Welcomes New Manufacturers, Returning Favorites, and Immersive Experiences
The 2026 Washington, D.C. Auto Show returns to the Walter E. Washington Convention Center from January 23 to February 1, 2026, featuring new manufacturers like Harley-Davidson and VinFast alongside returning brands such as Land Rover. Major automakers including Kia, Chevrolet, Toyota, Tesla, Polestar, and Subaru will showcase their latest vehicles, with highlights including Kia's Telluride Hybrid Prototype and Polestar's electric lineup. The show will feature exclusive Ride & Drive experiences and interactive exhibits celebrating automotive innovation and sustainability.
New manufacturer entry to the show expands their market presence and visibility to D.C. automotive enthusiasts, representing growth opportunity.
PositiveGlobeNewswire Inc.• Towards Automotive
Motorcycle Accessories Market Rides Full Throttle to USD 33.85 Billion by 2034
The global motorcycle accessories market is expected to grow from $21.18 billion in 2025 to $33.85 billion by 2034, with a 5.35% CAGR. Growth is driven by increasing biker populations, rising demand for safety gear, and expanding e-commerce platforms.
Mentioned as a leading global company with branded riding gear and accessories, reflecting strong market presence
NegativeThe Motley Fool• Jesterai
Harley-Davidson (HOG) Q2 Revenue Up 19%
Harley-Davidson reported Q2 2025 revenue of $1,307 million, beating analyst estimates, but experienced significant year-over-year declines in revenue, operating income, and earnings per share. The company faces challenges from tariffs, weak consumer demand, and struggles in its electric motorcycle segment.
Revenue declined 19% year-over-year, operating income dropped 53%, earnings per share fell 46%, global retail sales decreased 15%, and management withheld full-year guidance due to economic uncertainties
NeutralBenzinga• Anthony Noto
Deal Dispatch: Harley-Davidson To Wipe Out? Plus, Prada's Versace Purchase Garners A Fashionable Price
Harley-Davidson is exploring strategic alternatives for its financing unit, while Capri Holdings is selling Versace to Prada for $1.375 billion. Several other companies, including Impresoft, Keros Therapeutics, and Rivalry Corp., are also exploring strategic alternatives.
The article mentions that Harley-Davidson is exploring strategic alternatives for its financing unit, including a potential sale, but does not provide a clear indication of the company's overall performance or outlook.
NegativeThe Motley Fool• David Butler
2 Stocks to Avoid in 2025
Harley-Davidson and Kraft Heinz are facing challenges in the modern economic climate, with sluggish sales and bleak growth outlooks. Harley-Davidson's motorcycle revenue has declined significantly, while Kraft Heinz struggles to create meaningful growth.
HOGKHCHarley-DavidsonKraft Heinzmotorcycle salesrevenue declinegrowth outlook
Sentiment note
Harley-Davidson is struggling to sell bikes, with a 35% year-over-year decline in revenue in the fourth quarter of 2024 and a 47% decline in motorcycle revenue. The company's own guidance for 2025 expects flat or up to 5% decline in revenue, further indicating a bleak outlook.
PositiveGlobeNewswire Inc.• N/A
Öhlins Launches First Front Fork and New STX Pro Shock Upgrades for Harley-Davidson
Öhlins Racing, a global leader in advanced suspension technology, has debuted its first front fork for Harley-Davidson motorcycles and a new STX Pro Blackline shock absorber. These products will be showcased at the EICMA Motorcycle Show in Milan, Italy, in November 2024, offering enhanced comfort and riding experience for Harley-Davidson enthusiasts.
The article indicates that Öhlins Racing has developed new suspension products specifically for Harley-Davidson motorcycles, suggesting a positive outlook for Harley-Davidson's partnership with Öhlins and the potential to improve the riding experience for its customers.
PositiveBenzinga• Prnewswire
Harley-Davidson, Inc. Declares Dividend
Harley-Davidson, Inc. has approved a cash dividend of $0.1725 per share for the third quarter of 2024, payable on September 27, 2024 to shareholders of record as of September 16, 2024.
HOGHarley-Davidsondividend
Sentiment note
The company has declared a cash dividend, which is generally seen as a positive sign for shareholders.
UnknownBenzinga• Benzinga Insights
Demystifying Harley-Davidson: Insights From 6 Analyst Reviews
In the latest quarter, 6 analysts provided ratings for Harley-Davidson (NYSE:HOG), showcasing a mix of bullish and bearish perspectives.
The table below offers a condensed view of their recent ratings, showcasing the changing sentiments over the past 30 days and comparing them to the preceding months.
Bullish
Somewhat Bullish
Indifferent
Somewhat Bearish
Bearish
Total Ratings
1
4
1
0
0
Last 30D
0
1
0
0
0
1M Ago
0
0
1
0
0
2M Ago
0
0
0
0
0
3M Ago
1
3
0
0
0
Analysts have recently evaluated Harley-Davidson and provided 12-month price targets. The average target is $44.83, accompanied by a high estimate of $51.00 and a low estimate of $34.00. This current average reflects an increase of 2.82% from the previous average price target of $43.60.
Analyzing Analyst Ratings: A Detailed Breakdown
The standing of Harley-Davidson among financial experts is revealed through an in-depth exploration of recent analyst actions. The summary below outlines key analysts, their recent evaluations, and adjustments to ratings and price targets.
Analyst
Analyst Firm
Action Taken
Rating
Current Price Target
Prior Price Target
Craig Kennison
Baird
Maintains
Outperform
$40.00
$40.00
James Hardiman
Citigroup
Lowers
Neutral
$34.00
$36.00
Gerrick Johnson
BMO Capital
Lowers
Outperform
$45.00
$50.00
Adam Jonas
Morgan Stanley
Raises
Overweight
$51.00
$50.00
Adam Jonas
Morgan Stanley
Announces
Overweight
$50.00
-
Brandon Rolle
DA Davidson
Raises
Buy
$49.00
$42.00
Key Insights:
Action Taken: Analysts adapt their recommendations to changing market conditions and company performance. Whether they 'Maintain', 'Raise' or 'Lower' their stance, it reflects their response to recent developments related to Harley-Davidson. This information provides a snapshot ...Full story available on Benzinga.com
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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