Harley-Davidson, Inc. $HOG Shares Acquired by Vanguard Group Inc.

Vanguard Group Inc. boosted its holdings in Harley-Davidson, Inc. (NYSE:HOG) by 7.3% in the third quarter, HoldingsChannel reports. The firm owned 12,958,561 shares of the company’s stock after purchasing an additional 886,998 shares during the period. Vanguard Group Inc. owned about 0.11% of Harley-Davidson worth $361,544,000 as of its most recent SEC filing.

Several other hedge funds and other institutional investors also recently bought and sold shares of the business. Donald Smith & CO. Inc. boosted its stake in shares of Harley-Davidson by 61.8% during the 2nd quarter. Donald Smith & CO. Inc. now owns 5,517,795 shares of the company’s stock valued at $130,220,000 after buying an additional 2,108,099 shares during the last quarter. Norges Bank bought a new stake in shares of Harley-Davidson in the second quarter worth $21,607,000. Bank of New York Mellon Corp raised its holdings in Harley-Davidson by 30.2% in the second quarter. Bank of New York Mellon Corp now owns 1,838,532 shares of the company’s stock valued at $43,389,000 after acquiring an additional 426,808 shares in the last quarter. Quinn Opportunity Partners LLC bought a new position in Harley-Davidson during the 2nd quarter valued at $7,262,000. Finally, BNP Paribas Financial Markets grew its holdings in Harley-Davidson by 179.1% during the 2nd quarter. BNP Paribas Financial Markets now owns 299,729 shares of the company’s stock worth $7,074,000 after acquiring an additional 192,339 shares in the last quarter. 85.10% of the stock is currently owned by hedge funds and other institutional investors.

Insider Transactions at Harley-Davidson

In other Harley-Davidson news, Director James D. Farley, Jr. sold 6,454 shares of the company’s stock in a transaction dated Wednesday, February 25th. The shares were sold at an average price of $18.71, for a total value of $120,754.34. Following the completion of the transaction, the director owned 16,205 shares in the company, valued at approximately $303,195.55. This represents a 28.48% decrease in their position. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is available at this link. 0.93% of the stock is owned by insiders.

Analyst Ratings Changes

A number of brokerages have recently issued reports on HOG. Robert W. Baird set a $22.00 target price on shares of Harley-Davidson in a research note on Wednesday, February 11th. Zacks Research cut Harley-Davidson from a “hold” rating to a “strong sell” rating in a research note on Thursday, February 12th. Citigroup reduced their target price on Harley-Davidson from $28.00 to $23.00 and set a “neutral” rating on the stock in a report on Wednesday, January 14th. Morgan Stanley reiterated an “underweight” rating and issued a $12.00 target price on shares of Harley-Davidson in a research report on Tuesday, February 17th. Finally, DA Davidson dropped their price target on Harley-Davidson from $30.00 to $25.00 and set a “buy” rating on the stock in a research report on Thursday, February 12th. One analyst has rated the stock with a Strong Buy rating, two have issued a Buy rating, five have issued a Hold rating and two have assigned a Sell rating to the company. Based on data from MarketBeat.com, the stock presently has a consensus rating of “Hold” and an average target price of $23.50.

Key Harley-Davidson News

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

• Positive Sentiment: Zacks slightly raised its Q3 2027 EPS view to $0.67 (from $0.59), a small upside amid otherwise negative revisions — a modest bright spot that could be cited by bulls. MarketBeat HOG
• Neutral Sentiment: Zacks published a set of multi‑year forecasts (FY2028 ~$2.24 EPS) that give a longer‑term view, but those estimates contrast with near‑term cuts and carry uncertainty around timing of recovery. MarketBeat HOG
• Negative Sentiment: Zacks Research issued broad downgrades across multiple quarters and years (sharp cuts to Q1–Q4 2026, Q2–Q4 2027 and FY2026–FY2027), and lowered several near‑term EPS forecasts materially — a primary driver of weaker investor sentiment. MarketBeat HOG
• Negative Sentiment: Zacks maintains a “Strong Sell” rating on HOG; that headline rating amplifies selling pressure and influences momentum traders and funds that track analyst sentiment. MarketBeat HOG
• Negative Sentiment: Insider selling: director James D. Farley, Jr. sold 6,454 shares at an average $18.71 (28% reduction of his holding), which can be interpreted negatively by the market. SEC Filing
• Negative Sentiment: HOG hit a new 52‑week low, reported by MarketWatch — a technical trigger that often accelerates downside as stop orders and momentum selling kick in. Harley-Davidson Inc. stock falls to new 52-week low

Harley-Davidson Trading Down 1.6%

Shares of NYSE HOG opened at $18.38 on Friday. Harley-Davidson, Inc. has a 12-month low of $18.30 and a 12-month high of $31.25. The company has a market cap of $2.17 billion, a price-to-earnings ratio of 7.04, a price-to-earnings-growth ratio of 0.73 and a beta of 1.39. The company has a current ratio of 2.10, a quick ratio of 1.83 and a debt-to-equity ratio of 0.52. The stock’s 50 day simple moving average is $20.41 and its 200 day simple moving average is $24.41.

Harley-Davidson (NYSE:HOG) last issued its earnings results on Tuesday, February 10th. The company reported ($2.44) earnings per share for the quarter, missing the consensus estimate of ($0.92) by ($1.52). Harley-Davidson had a return on equity of 10.27% and a net margin of 8.03%.The company had revenue of $496.16 million during the quarter, compared to analyst estimates of $482.21 million. During the same period in the prior year, the business earned ($0.93) earnings per share. Harley-Davidson’s quarterly revenue was down 9.8% on a year-over-year basis. Equities research analysts expect that Harley-Davidson, Inc. will post 3.44 EPS for the current year.

Harley-Davidson Increases Dividend

The company also recently disclosed a quarterly dividend, which will be paid on Tuesday, March 17th. Investors of record on Monday, March 2nd will be given a $0.1875 dividend. The ex-dividend date is Monday, March 2nd. This represents a $0.75 annualized dividend and a yield of 4.1%. This is a boost from Harley-Davidson’s previous quarterly dividend of $0.18. Harley-Davidson’s payout ratio is 27.59%.

Harley-Davidson Profile

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.