Harley-Davidson (NYSE:HOG) Stock Rating Lowered by Wall Street Zen

Harley-Davidson (NYSE:HOG) was downgraded by equities researchers at Wall Street Zen from a “hold” rating to a “sell” rating in a note issued to investors on Saturday, Wall Street Zen reports.

A number of other brokerages also recently issued reports on HOG. DA Davidson lifted their price target on shares of Harley-Davidson from $30.00 to $33.00 and gave the stock a “buy” rating in a research note on Monday, August 17th. Robert W. Baird raised their price target on shares of Harley-Davidson from $28.00 to $30.00 and gave the company a “neutral” rating in a report on Friday, July 24th. UBS Group boosted their price target on Harley-Davidson from $26.00 to $28.00 and gave the company a “neutral” rating in a report on Wednesday, September 2nd. Bank of America reaffirmed a “buy” rating and set a $35.00 price target on shares of Harley-Davidson in a research note on Friday. Finally, Griffin Securities set a $33.00 target price on shares of Harley-Davidson in a research report on Monday, August 17th. 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 issued a Sell rating to the company’s stock. According to data from MarketBeat.com, the company currently has an average rating of “Moderate Buy” and a consensus target price of $29.91.

Harley-Davidson Price Performance

HOG opened at $31.06 on Friday. The company has a current ratio of 1.97, a quick ratio of 1.77 and a debt-to-equity ratio of 0.43. Harley-Davidson has a 12-month low of $17.09 and a 12-month high of $31.23. The business’s fifty day simple moving average is $27.21 and its 200-day simple moving average is $23.96. The company has a market capitalization of $3.23 billion, a price-to-earnings ratio of -29.03, a PEG ratio of 8.25 and a beta of 1.29.

Harley-Davidson (NYSE:HOG) last issued its quarterly earnings results on Thursday, October 29th. The company reported $0.40 EPS for the quarter, missing analysts’ consensus estimates of $0.47 by ($0.07). The firm had revenue of $1.08 billion for the quarter, compared to analyst estimates of $1.07 billion. Harley-Davidson had a negative return on equity of 4.26% and a negative net margin of 3.31%. The business’s revenue was down 19.3% compared to the same quarter last year. During the same period in the prior year, the firm posted $3.10 EPS. On average, equities research analysts anticipate that Harley-Davidson will post 0.69 earnings per share for the current fiscal year.

Insider Buying and Selling

In other news, CEO Artie Starrs purchased 10,000 shares of the company’s stock in a transaction that occurred on Monday, August 10th. The shares were bought at an average cost of $25.89 per share, for a total transaction of $258,900.00. Following the completion of the transaction, the chief executive officer directly owned 25,000 shares of the company’s stock, valued at $647,250. This trade represents a 66.67% increase in their position. The acquisition was disclosed in a document filed with the SEC, which can be accessed through the SEC website. Also, CFO Jonathan R. Root sold 1,559 shares of the stock in a transaction that occurred on Thursday, October 1st. The shares were sold at an average price of $24.43, for a total transaction of $38,086.37. Following the transaction, 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 position. The disclosure for this sale is available in the SEC filing. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. 0.97% of the stock is currently owned by corporate insiders.

Institutional Trading of Harley-Davidson

A number of hedge funds have recently bought and sold shares of the stock. Aberdeen Wealth Management LLC purchased a new position in Harley-Davidson in the 2nd quarter valued at about $29,000. CX Institutional raised its position in Harley-Davidson by 62.4% in the third quarter. CX Institutional now owns 1,445 shares of the company’s stock valued at $35,000 after purchasing an additional 555 shares during the period. Pinnacle Holdings LLC bought a new position in Harley-Davidson during the 2nd quarter worth approximately $36,000. Root Financial Partners LLC acquired a new stake in shares of Harley-Davidson in the third quarter valued at approximately $37,000. Finally, Versant Capital Management Inc increased its holdings in shares of Harley-Davidson by 858.2% in the second quarter. Versant Capital Management Inc now owns 1,629 shares of the company’s stock valued at $40,000 after buying an additional 1,459 shares in the last quarter. Hedge funds and other institutional investors own 85.10% of the company’s stock.

More Harley-Davidson News

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

• Positive Sentiment: Raised 2026 outlook: Harley-Davidson raised its full-year guidance for both Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS) for the second time this year. Full-year motorcycle retail sales and wholesale shipments are now projected at 135,500–139,000 units. Harley-Davidson Reports Third Quarter Financial Results And Raises HDMC and HDFS Guidance
• Positive Sentiment: Improving retail demand: North American retail motorcycle sales rose 9% year over year in the third quarter, accelerating from 3% growth in the prior quarter. Global retail sales increased 5%, while dealer inventory ended the quarter 26% below the year-earlier level. Harley-Davidson Lifts 2026 Outlook
• Positive Sentiment: Positive analyst action and options activity: Citigroup raised its price target from $33 to $37 and initiated a “buy” rating. Traders also purchased 3,586 call options, roughly 225% above average volume, signaling increased bullish speculative interest.
• Positive Sentiment: Shareholder returns: Harley-Davidson returned $110 million to shareholders during the quarter, including $91 million in share repurchases and $19 million in dividends.
• Neutral Sentiment: Board changes: The company appointed two new independent directors, potentially supporting governance and strategic oversight.
• Negative Sentiment: Quarterly earnings missed expectations: Adjusted diluted EPS was $0.40, below the roughly $0.44–$0.47 analyst consensus. Revenue declined year over year, while HDMC shipments fell 8% to 33,616 units. Harley-Davidson Q3 Earnings and Revenues Miss Estimates
• Negative Sentiment: Profitability weakened sharply: Net income attributable to Harley-Davidson fell to $43 million from $377 million a year earlier, reflecting a difficult comparison and lower HDFS earnings. Wells Fargo raised its target from $20 to $25 but maintained an “underweight” rating, highlighting continued downside risk.

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.