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Harley-Davidson (HOG) Stock Forecast & Price Target

Harley-Davidson logo
$23.79 +0.59 (+2.53%)
Closing price 03:59 PM Eastern
Extended Trading
$24.12 +0.34 (+1.42%)
As of 07:54 PM Eastern
Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Massive. Learn more.

Harley-Davidson - Analysts' Recommendations and Stock Price Forecast (2026)

Consensus Rating

Sell
2
Hold
5
Buy
3

Based on 10 Wall Street analysts who have issued ratings for Harley-Davidson in the last 12 months, the stock has a consensus rating of "Hold." Out of the 10 analysts, 2 have given a sell rating, 5 have given a hold rating, 2 have given a buy rating, and 1 has given a strong buy rating for HOG.

Consensus Price Target

$24.22
1.83% Upside
According to the 10 analysts' twelve-month price targets for Harley-Davidson, the average price target is $24.22. The highest price target for HOG is $34.00, while the lowest price target for HOG is $15.00. The average price target represents a forecasted upside of 1.83% from the current price of $23.79.
MarketBeat calculates consensus analyst ratings for stocks using the most recent rating from each Wall Street analyst that has rated a stock within the last twelve months. Each analyst's rating is normalized to a standardized rating score of 1 (sell), 2 (hold), 3 (buy) or 4 (strong buy). Analyst consensus ratings scores are calculated using the mean average of the number of normalized sell, hold, buy and strong buy ratings from Wall Street analysts. Each stock's consensus analyst rating is derived from its calculated consensus ratings score (0 to .5 = Strong Sell, .5 to 1 = Sell, 1 to 1.5 = Reduce, 1.5 to 2.5 = Hold, 2.5 to 3.0 = Moderate Buy, 3.0 to 3.5 = Buy, >3.5 = Strong Buy). MarketBeat's consensus price targets are a mean average of the most recent available price targets set by each analyst that has set a price target for the stock in the last twelve months. MarketBeat's consensus ratings and consensus price targets may differ from those calculated by other firms due to differences in methodology and available data.
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HOG Analyst Ratings Over Time

TypeCurrent Forecast
5/22/25 to 5/22/26
1 Month Ago
4/22/25 to 4/22/26
3 Months Ago
2/21/25 to 2/21/26
1 Year Ago
5/22/24 to 5/22/25
Strong Buy
1 Strong Buy rating(s)
1 Strong Buy rating(s)
1 Strong Buy rating(s)
1 Strong Buy rating(s)
Buy
2 Buy rating(s)
2 Buy rating(s)
2 Buy rating(s)
1 Buy rating(s)
Hold
5 Hold rating(s)
4 Hold rating(s)
5 Hold rating(s)
4 Hold rating(s)
Sell
2 Sell rating(s)
4 Sell rating(s)
2 Sell rating(s)
0 Sell rating(s)
Consensus Price Target$24.22$21.67$23.50$30.17
Forecasted Upside1.83% Upside-5.20% Downside16.89% Upside21.59% Upside
Consensus RatingHoldHoldHoldModerate Buy

HOG Analyst Recommendations By Month

The chart below shows how a company's ratings by analysts have changed over time. Each bar represents the previous year of ratings for that month. Within each bar, the sell ratings are shown in red, the hold ratings are shown in yellow, the buy ratings are shown in green, and the strong buy ratings are shown in dark green.
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HOG Price Targets by Month

The chart below shows how a company's share price and consensus price target have changed over time. The dark blue line represents the company's actual price. The lighter blue line represents the stock's consensus price target. The even lighter blue range in the background of the two lines represents the low price target and the high price target for each stock.
Skip Chart and View Analyst Price Target HistorySkip Chart & View Price History Table

Harley-Davidson Stock vs. The Competition

TypeHarley-DavidsonAuto/Tires/Trucks CompaniesBroader Market
Consensus Rating Score
2.20
2.12
2.52
Consensus RatingHoldHoldModerate Buy
Predicted Upside1.83% Upside106.10% Upside15.04% Upside
News Sentiment Rating
Neutral News

See Recent HOG News
Neutral News
Positive News
DateBrokerageAnalystActionRatingPrice TargetReport Date
Upside/Downside
Details
5/19/2026
Morgan Stanley logo
Morgan Stanley
3 of 5 stars
Adam Jonas
Adam Jonas
3 of 5 stars
Boost TargetUnderweight$12.00 ➝ $15.00-38.38%
5/14/2026 UpgradeSell (D+)Hold (C-)
5/11/2026
UBS Group AG logo
UBS Group
4 of 5 stars
Robin Farley
Robin Farley
Not Rated
Boost TargetNeutral$19.00 ➝ $26.00+2.31%
5/7/2026Boost TargetNeutral$23.00 ➝ $26.00+10.01%
5/6/2026Set Target$28.00+11.63%
5/6/2026Boost TargetUnderweight$15.00 ➝ $19.00-24.25%
4/27/2026 UpgradeStrong SellHold
2/17/2026 UpgradeStrong-Buy
2/12/2026Lower TargetBuy$30.00 ➝ $25.00+19.94%
2/11/2026Reiterated RatingOutperform$24.00+14.39%
11/25/2025 Initiated CoverageHold$21.00-12.73%
8/25/2025Set Target$34.00+16.91%
1/30/2025Lower TargetBuy$40.00 ➝ $35.00+25.99%

Analyst ratings data on MarketBeat is provided by Benzinga and other data providers. This page was last refreshed on Saturday at 12:59 AM ET.


HOG Forecast - Frequently Asked Questions

According to the research reports of 10 Wall Street equities research analysts, the average twelve-month stock price forecast for Harley-Davidson is $24.22, with a high forecast of $34.00 and a low forecast of $15.00.

10 Wall Street research analysts have issued "buy," "hold," and "sell" ratings for Harley-Davidson in the last twelve months. There are currently 2 sell ratings, 5 hold ratings, 2 buy ratings and 1 strong buy rating for the stock. The consensus among Wall Street research analysts is that investors should "hold" HOG shares. A hold rating indicates that analysts believe investors should maintain any existing positions they have in HOG, but not buy additional shares or sell existing shares.

According to analysts, Harley-Davidson's stock has a predicted upside of 1.83% based on their 12-month stock forecasts.

Over the previous 90 days, Harley-Davidson's stock had 2 upgrades and 1 downgrade by analysts.

Harley-Davidson has been rated by research analysts at Citigroup, Morgan Stanley, Robert W. Baird, UBS Group, Weiss Ratings, Wells Fargo & Company, and Zacks Research in the past 90 days.

Analysts like Harley-Davidson more than other "auto/tires/trucks" companies. The consensus rating score for Harley-Davidson is 2.20 while the average consensus rating score for "auto/tires/trucks" companies is 2.12. Learn more on how HOG compares to other companies.


This page (NYSE:HOG) was last updated on 5/22/2026 by MarketBeat.com Staff.
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