Harley-Davidson (NYSE:HOG) Price Target Raised to $25.00

Key Points

• Wells Fargo raised Harley-Davidson’s price target from $20 to $25 but maintained an “underweight” rating, implying about 18% downside from the stock’s cited price of $30.48.
• Analyst sentiment remains mixed: MarketBeat reports a “Moderate Buy” consensus and an average price target of $29.55, with ratings ranging from Strong Buy to Sell.
• Harley-Davidson’s latest quarter included adjusted earnings of $0.40 per share, below the $0.47 consensus estimate, while revenue rose slightly above expectations but declined 19.3% year over year.

Harley-Davidson (NYSE:HOG - Get Free Report) had its target price upped by investment analysts at Wells Fargo & Company from $20.00 to $25.00 in a note issued to investors on Friday, Benzinga reports. The firm presently has an "underweight" rating on the stock. Wells Fargo & Company's target price points to a potential downside of 17.99% from the stock's current price.

Other equities research analysts have also issued research reports about the stock. Morgan Stanley reissued an "underweight" rating and issued a $19.00 price target on shares of Harley-Davidson in a report on Monday. Citigroup upgraded shares of Harley-Davidson from a "neutral" rating to a "buy" rating and lifted their target price for the company from $31.00 to $33.00 in a research report on Monday, October 5th. DA Davidson upped their target price on shares of Harley-Davidson from $30.00 to $33.00 and gave the company a "buy" rating in a research note on Monday, August 17th. Wall Street Zen raised shares of Harley-Davidson from a "sell" rating to a "hold" rating in a research report on Saturday, October 10th. Finally, Loop Capital raised shares of Harley-Davidson from a "hold" rating to a "buy" rating and set a $32.00 price target for the company in a research report on Monday, July 20th. One investment analyst has rated the stock with a Strong Buy rating, seven have assigned a Buy rating, four have issued a Hold rating and two have given a Sell rating to the company. According to data from MarketBeat, the company has an average rating of "Moderate Buy" and an average price target of $29.55.

Harley-Davidson Stock Performance

NYSE HOG traded up $0.15 during midday trading on Friday, hitting $30.48. The company had a trading volume of 550,081 shares, compared to its average volume of 2,835,988. The firm has a fifty day simple moving average of $27.14 and a two-hundred day simple moving average of $23.91. Harley-Davidson has a fifty-two week low of $17.09 and a fifty-two week high of $31.12. The company has a quick ratio of 1.70, a current ratio of 1.90 and a debt-to-equity ratio of 0.36. The stock has a market cap of $3.17 billion, a price-to-earnings ratio of 18.67, a P/E/G ratio of 8.26 and a beta of 1.30.

Harley-Davidson (NYSE:HOG - Get Free Report) last released its earnings results on Thursday, October 29th. The company reported $0.40 earnings per share for the quarter, missing analysts' consensus estimates of $0.47 by ($0.07). Harley-Davidson had a return on equity of 6.28% and a net margin of 4.78%. The firm had revenue of $1.08 billion for the quarter, compared to analyst estimates of $1.07 billion. During the same period last year, the business earned $3.10 earnings per share. The firm's quarterly revenue was down 19.3% compared to the same quarter last year. Equities analysts forecast that Harley-Davidson will post 0.66 earnings per share for the current fiscal year.

Insider Activity

In other Harley-Davidson news, CEO Artie Starrs bought 10,000 shares of Harley-Davidson stock in a transaction dated Monday, August 10th. The shares were acquired at an average cost of $25.89 per share, with a total value of $258,900.00. Following the acquisition, the chief executive officer directly owned 25,000 shares of the company's stock, valued at $647,250. The trade was a 66.67% increase in their ownership of the stock. The purchase was disclosed in a filing with the Securities & Exchange Commission, which is available through this link. Also, CFO Jonathan Root sold 1,559 shares of the stock in a transaction that occurred on Thursday, October 1st. The stock was sold at an average price of $24.43, for a total value of $38,086.37. Following the sale, the chief financial officer owned 24,733 shares in the company, valued at approximately $604,227.19. This trade represents a 5.93% decrease in their ownership of the stock. 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. Over the last 90 days, insiders sold 4,667 shares of company stock worth $119,423. Insiders own 0.97% of the company's stock.

Institutional Inflows and Outflows

Institutional investors have recently made changes to their positions in the business. BlackRock Inc. acquired a new stake in Harley-Davidson in the second quarter valued at about $249,395,000. Donald Smith & CO. Inc. acquired a new position in Harley-Davidson during the second quarter worth about $226,966,000. Bank of America Corp DE acquired a new position in Harley-Davidson during the second quarter worth about $45,065,000. Bank of New York Mellon Corp lifted its stake in Harley-Davidson by 8.4% in the 1st quarter. Bank of New York Mellon Corp now owns 2,110,552 shares of the company's stock valued at $42,675,000 after purchasing an additional 163,762 shares during the last quarter. Finally, Aegis Financial Corp bought a new position in Harley-Davidson in the 1st quarter valued at approximately $27,681,000. 85.10% of the stock is owned by institutional investors.

Trending Headlines about Harley-Davidson

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

• Positive Sentiment: Harley-Davidson raised its 2026 guidance for both Harley-Davidson Motorcycle Company (HDMC) and Harley-Davidson Financial Services (HDFS), marking the second outlook increase this year. Full-year motorcycle retail sales and wholesale shipments are now expected to total 135,500 to 139,000 units. Harley-Davidson Reports Third Quarter Financial Results And Raises HDMC and HDFS Guidance
• Positive Sentiment: Underlying demand improved: North American retail sales of new motorcycles rose 9% year over year, accelerating from 3% growth in the prior quarter. Dealer inventory also fell 26%, suggesting tighter channel supply and healthier inventory management. Harley-Davidson Lifts 2026 Outlook as US Motorcycle Sales Accelerate Despite Earnings Miss
• Positive Sentiment: HDMC gross margin expanded 173 basis points to 28.1%, while Harley-Davidson returned $110 million to shareholders through $91 million of buybacks and $19 million of dividends. Harley-Davidson Reports Q3 Net Income and Raises 2026 Guidance
• Neutral Sentiment: The company appointed two new independent directors, potentially strengthening board oversight, although the announcement was not accompanied by a major strategic change. Harley-Davidson Announces Board Appointments
• Negative Sentiment: Third-quarter adjusted earnings were $0.40 per diluted share, below estimates near $0.44–$0.47. HDMC revenue was $964 million versus a FactSet estimate of $1.07 billion, and global motorcycle shipments declined 8% to 33,616 units. Harley-Davidson Q3 Earnings and Revenues Miss Estimates
• Negative Sentiment: Net income attributable to Harley-Davidson fell to $43 million from $377 million a year earlier. HDMC operating income dropped 18% to $44 million, while HDFS operating income plunged to $11 million from $439 million, making the year-over-year comparison particularly difficult. Harley-Davidson Net Down, Company Boosts Sales Volume Projection

Harley-Davidson Company Profile

Harley-Davidson, Inc is a Milwaukee-based company that designs, manufactures and sells heavyweight motorcycles. Its product portfolio includes touring, cruiser, standard and adventure-touring motorcycles sold under the Harley-Davidson brand, as well as electric motorcycles offered through its LiveWire business.

The company also provides motorcycle parts, accessories, apparel and related merchandise. Through Harley-Davidson Financial Services, it offers financing and insurance products to motorcycle dealers and retail customers in supported markets.

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