Wells Fargo & Company Issues Positive Forecast for Harley-Davidson (NYSE:HOG) Stock Price

Harley-Davidson (NYSE:HOG) had its target price upped by research analysts at Wells Fargo & Company from $15.00 to $19.00 in a report released on Wednesday,Benzinga reports. The brokerage currently has an “underweight” rating on the stock. Wells Fargo & Company‘s target price indicates a potential downside of 25.51% from the stock’s current price.

Other analysts also recently issued research reports about the stock. Citigroup decreased their target price on shares of Harley-Davidson from $28.00 to $23.00 and set a “neutral” rating for the company in a research report on Wednesday, January 14th. BMO Capital Markets restated an “outperform” rating and issued a $24.00 target price on shares of Harley-Davidson in a report on Wednesday, February 11th. Zacks Research upgraded Harley-Davidson from a “strong sell” rating to a “hold” rating in a report on Monday, April 27th. Morgan Stanley reissued an “underweight” rating and issued a $12.00 price objective on shares of Harley-Davidson in a research note on Tuesday, February 17th. Finally, UBS Group decreased their target price on Harley-Davidson from $27.00 to $19.00 and set a “neutral” rating for the company in a research note on Wednesday, March 4th. One investment analyst has rated the stock with a Strong Buy rating, two have assigned a Buy rating, five have given a Hold rating and three have issued a Sell rating to the company’s stock. According to data from MarketBeat.com, the stock presently has an average rating of “Hold” and a consensus target price of $22.78.

Harley-Davidson Stock Up 1.6%

Shares of NYSE:HOG opened at $25.51 on Wednesday. The firm has a market cap of $2.78 billion, a P/E ratio of 9.76 and a beta of 1.27. Harley-Davidson has a 12-month low of $17.09 and a 12-month high of $31.25. The business has a fifty day simple moving average of $20.47 and a 200 day simple moving average of $21.84. The company has a quick ratio of 1.83, a current ratio of 2.10 and a debt-to-equity ratio of 0.52.

Harley-Davidson (NYSE:HOG) last released its quarterly earnings results on Tuesday, May 5th. The company reported $0.22 EPS for the quarter, missing analysts’ consensus estimates of $0.34 by ($0.12). Harley-Davidson had a net margin of 8.03% and a return on equity of 10.27%. The company had revenue of $1.17 billion during the quarter, compared to the consensus estimate of $1.01 billion. During the same quarter last year, the firm posted $1.07 EPS. The company’s quarterly revenue was down 11.7% on a year-over-year basis. Analysts predict that Harley-Davidson will post 0.6 earnings per share for the current year.

Insiders Place Their Bets

In other Harley-Davidson news, Director Rafeh Masood acquired 2,775 shares of Harley-Davidson stock in a transaction dated Friday, February 27th. The stock was purchased at an average cost of $18.00 per share, for a total transaction of $49,950.00. Following the completion of the acquisition, the director directly owned 7,480 shares of the company’s stock, valued at $134,640. This represents a 58.98% increase in their ownership of the stock. The transaction was disclosed in a legal filing with the SEC, which can be accessed through this link. Also, Director James D. Farley, Jr. sold 6,454 shares of the business’s stock in a transaction dated Wednesday, February 25th. The stock was sold at an average price of $18.71, for a total transaction of $120,754.34. Following the sale, the director directly owned 16,205 shares of the company’s stock, valued at approximately $303,195.55. The trade was a 28.48% decrease in their ownership of the stock. Additional details regarding this sale are available in the official SEC disclosure. Insiders own 0.97% of the company’s stock.

Hedge Funds Weigh In On Harley-Davidson

Several large investors have recently bought and sold shares of HOG. Bank of New York Mellon Corp lifted its position in shares of Harley-Davidson by 8.4% during the 1st quarter. Bank of New York Mellon Corp now owns 2,110,552 shares of the company’s stock worth $42,675,000 after buying an additional 163,762 shares in the last quarter. Robinson Value Management Ltd. bought a new position in Harley-Davidson during the first quarter worth about $3,215,000. Calamos Wealth Management LLC purchased a new position in shares of Harley-Davidson in the first quarter worth about $322,000. Calamos Advisors LLC purchased a new position in shares of Harley-Davidson in the first quarter worth about $322,000. Finally, State of Michigan Retirement System raised its position in shares of Harley-Davidson by 1.8% in the first quarter. State of Michigan Retirement System now owns 28,461 shares of the company’s stock valued at $575,000 after purchasing an additional 500 shares during the period. 85.10% of the stock is currently owned by institutional investors.

Key Headlines Impacting Harley-Davidson

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

• Positive Sentiment: Revenue beat and retail demand — Q1 revenue of $1.17B topped consensus and global retail sales grew (North America +14%), suggesting end-customer demand is recovering rather than channel-stuffed, which supports a sustainable recovery thesis. MarketBeat Q1 recap
• Positive Sentiment: Dealer inventory reset — Management reduced global dealer inventory ~22% YoY and improved mix of current model-year bikes, which should improve dealer economics and reduce future discounting. That operational progress underpins investor optimism. MarketBeat on inventory
• Positive Sentiment: “Back to the Bricks” strategic plan — Management unveiled a turnaround with targets (>$350M HDMC EBITDA by 2027, $150M run-rate cost savings) and a product pivot toward lower-priced, entry bikes (Sprint 440cc H2 2026; Sportster 2027), giving a visible plan for volume and margin recovery. PR Newswire: Back to the Bricks
• Neutral Sentiment: Guidance & structural changes — Management reaffirmed 2026 guidance and continues to de-risk the balance sheet via the prior HDFS transaction (forward-flow model). These reduce financial risk but also remove a past earnings contributor, creating mixed near-term EPS implications. MarketBeat on guidance and HDFS
• Neutral Sentiment: Product roadmap timelines — The Sprint and Sportster launches are catalysts but are multi-quarter bets; investors will watch early retail traction and margin capture from Parts & Accessories. MarketBeat on product pivot
• Negative Sentiment: Q1 earnings miss — Reported EPS $0.22 missed the $0.34 consensus and fell sharply YoY (prior-year $1.07), highlighting near-term profitability deterioration despite revenue strength. Earnings call transcript
• Negative Sentiment: Tariff hit and margin squeeze — Q1 included a ~$45M tariff charge and management expects $75–$90M of tariffs for the year, a major drag on margins; operating income fell sharply (operating income down ~85% YoY). Benzinga tariff analysis
• Negative Sentiment: EV unit losses & removed finance income — LiveWire posted an $18M operating loss and HDFS revenues declined ~54% due to the previous sale/transition, both of which weigh on consolidated profitability. MarketBeat on LiveWire & HDFS
• Negative Sentiment: Analyst skepticism — UBS kept a Hold rating and a $19 PT citing demand uncertainty and margin risks, signaling limited near-term upside from current levels. TipRanks: UBS note

About Harley-Davidson

Harley-Davidson, Inc is a renowned American motorcycle manufacturer best known for its heavyweight cruiser and touring bikes. Founded in 1903 in Milwaukee, Wisconsin, the company has built a strong reputation for producing distinctive motorcycles characterized by their signature V-twin engines, chrome finishes and robust frames. Harley-Davidson markets its products globally through a network of franchised dealerships and focuses on delivering an immersive brand experience to its customers, emphasizing lifestyle and community alongside its motorcycles.

In addition to its core motorcycle business, Harley-Davidson offers an extensive range of parts, accessories and apparel under its Genuine Motor Parts & Accessories and MotorClothes lines.