Insider Selling: Harley-Davidson (NYSE:HOG) Director Sells $120,754.34 in Stock

Harley-Davidson, Inc. (NYSE:HOG) Director James Farley, Jr. sold 6,454 shares of the company’s stock in a transaction dated Wednesday, February 25th. The stock was sold at an average price of $18.71, for a total value of $120,754.34. Following the completion of the transaction, 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 position. The sale was disclosed in a filing with the Securities & Exchange Commission, which is accessible through the SEC website.

Harley-Davidson Stock Performance

Shares of HOG stock opened at $17.98 on Friday. The firm has a market capitalization of $2.12 billion, a price-to-earnings ratio of 6.89, a PEG ratio of 0.89 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 business’s 50-day moving average price is $20.34 and its 200-day moving average price is $24.36. Harley-Davidson, Inc. has a 12 month low of $17.93 and a 12 month high of $31.25.

Harley-Davidson (NYSE:HOG) last released its quarterly earnings data on Tuesday, February 10th. The company reported ($2.44) earnings per share (EPS) for the quarter, missing the consensus estimate of ($0.92) by ($1.52). Harley-Davidson had a net margin of 8.03% and a return on equity of 10.27%. The firm 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 company earned ($0.93) EPS. The business’s quarterly revenue was down 9.8% compared to the same quarter last year. Equities research analysts forecast that Harley-Davidson, Inc. will post 3.44 EPS for the current year.

Harley-Davidson Increases Dividend

The firm also recently disclosed a quarterly dividend, which will be paid on Tuesday, March 17th. Investors of record on Monday, March 2nd will be paid a $0.1875 dividend. This is a positive change from Harley-Davidson’s previous quarterly dividend of $0.18. This represents a $0.75 annualized dividend and a dividend yield of 4.2%. The ex-dividend date of this dividend is Monday, March 2nd. Harley-Davidson’s payout ratio is presently 27.59%.

More Harley-Davidson News

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

• Positive Sentiment: Company raised its quarterly dividend (annualized $0.75, ~4.2% yield) — modest income support for shareholders and a defensive signal. Dividend and company facts
• Positive Sentiment: Zacks issued one upward revision inside its broader note — Q3 2027 was nudged to $0.67 (from $0.59), a small tailwind for mid‑term expectations.
• Neutral Sentiment: Institutional ownership remains high (~85%) with major holders like Vanguard and Dimensional adjusting positions; this can amplify moves but is mixed in directional bias.
• Negative Sentiment: Zacks cut multiple near‑term EPS forecasts sharply (Q1–Q4 2026/Q2–Q4 2027 and FY2026–FY2027) and retains a “Strong Sell” stance — a material downgrade to earnings outlook and market sentiment.
• Negative Sentiment: Insider selling: Director James D. Farley Jr. sold 6,454 shares (~28% cut to his position) at ~$18.71 on Feb. 25, a visible insider disposition that can be interpreted negatively by the market. Insider trade report
• Negative Sentiment: Coverage highlighting falling revenue and pricing pressure (which compresses margins) prompted sentiment concerns — this article explains the topline weakness investors are reacting to. Yahoo Finance: Revenue Decline
• Negative Sentiment: Stock hit a new 52‑week low, reinforcing technical selling and likely triggering stops; that downside momentum tends to accelerate short‑term declines. MarketWatch: 52‑week low
• Negative Sentiment: Recent Q4 earnings (reported Feb. 10) missed EPS expectations by a wide margin and showed year‑over‑year revenue decline, which underpins the analyst downgrades and weak sentiment.

Analyst Ratings Changes

Several brokerages have commented on HOG. Morgan Stanley reaffirmed an “underweight” rating and set a $12.00 target price on shares of Harley-Davidson in a report on Tuesday, February 17th. Citigroup cut their price objective on Harley-Davidson from $28.00 to $23.00 and set a “neutral” rating on the stock in a research note on Wednesday, January 14th. Weiss Ratings reiterated a “hold (c-)” rating on shares of Harley-Davidson in a report on Thursday, January 22nd. UBS Group decreased their target price on shares of Harley-Davidson from $28.00 to $27.00 and set a “neutral” rating for the company in a research report on Thursday, November 13th. Finally, Zacks Research downgraded shares of Harley-Davidson from a “hold” rating to a “strong sell” rating in a research report on Thursday, February 12th. One research analyst has rated the stock with a Strong Buy rating, two have issued a Buy rating, five have given a Hold rating and two have given a Sell rating to the company’s stock. Based on data from MarketBeat.com, the stock presently has an average rating of “Hold” and a consensus price target of $23.50.

Institutional Trading of Harley-Davidson

Several hedge funds have recently modified their holdings of the stock. Covestor Ltd lifted its position in shares of Harley-Davidson by 6.7% during the 3rd quarter. Covestor Ltd now owns 7,057 shares of the company’s stock valued at $197,000 after acquiring an additional 442 shares during the period. Triumph Capital Management increased its stake in Harley-Davidson by 4.7% in the third quarter. Triumph Capital Management now owns 10,171 shares of the company’s stock valued at $284,000 after purchasing an additional 454 shares in the last quarter. Allworth Financial LP raised its holdings in shares of Harley-Davidson by 13.7% during the third quarter. Allworth Financial LP now owns 4,314 shares of the company’s stock valued at $120,000 after purchasing an additional 519 shares during the period. EverSource Wealth Advisors LLC raised its holdings in shares of Harley-Davidson by 139.0% during the third quarter. EverSource Wealth Advisors LLC now owns 944 shares of the company’s stock valued at $26,000 after purchasing an additional 549 shares during the period. Finally, Fifth Third Bancorp boosted its position in shares of Harley-Davidson by 48.9% during the 4th quarter. Fifth Third Bancorp now owns 1,764 shares of the company’s stock worth $36,000 after purchasing an additional 579 shares in the last quarter. Institutional investors own 85.10% of the company’s stock.

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.