Harley-Davidson (NYSE:HOG) Price Target Cut to $25.00 by Analysts at DA Davidson

Harley-Davidson (NYSE:HOG) had its target price trimmed by DA Davidson from $30.00 to $25.00 in a research note issued to investors on Thursday, MarketBeat reports. The firm currently has a buy rating on the stock.

Several other analysts have also commented on HOG. UBS Group dropped their target price on Harley-Davidson from $28.00 to $27.00 and set a “neutral” rating on the stock in a report on Thursday, November 13th. Loop Capital began coverage on shares of Harley-Davidson in a research note on Tuesday, November 25th. They set a “hold” rating and a $21.00 price objective on the stock. Morgan Stanley set a $18.00 target price on shares of Harley-Davidson in a report on Friday, January 16th. Citigroup lowered their price target on shares of Harley-Davidson from $28.00 to $23.00 and set a “neutral” rating on the stock in a report on Wednesday, January 14th. Finally, Robert W. Baird set a $22.00 price target on shares of Harley-Davidson in a research report on Wednesday. Two equities research analysts have rated the stock with a Buy rating, six have assigned a Hold rating and one has assigned a Sell rating to the stock. Based on data from MarketBeat, Harley-Davidson currently has a consensus rating of “Hold” and a consensus price target of $24.25.

Harley-Davidson Stock Performance

Shares of NYSE HOG opened at $19.66 on Thursday. The company has a 50 day simple moving average of $20.83 and a two-hundred day simple moving average of $24.71. The stock has a market cap of $2.32 billion, a price-to-earnings ratio of 7.53, a PEG ratio of 0.52 and a beta of 1.39. The company has a current ratio of 2.10, a quick ratio of 2.36 and a debt-to-equity ratio of 0.52. Harley-Davidson has a 12 month low of $19.33 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 for the quarter, missing analysts’ consensus estimates of ($0.92) by ($1.52). Harley-Davidson had a return on equity of 10.27% and a net margin of 8.03%.The business had revenue of $496.16 million during the quarter, compared to analyst estimates of $482.21 million. During the same quarter in the previous year, the company earned ($0.93) EPS. The firm’s revenue was down 9.8% compared to the same quarter last year. As a group, analysts predict that Harley-Davidson will post 3.44 earnings per share for the current year.

Harley-Davidson Dividend Announcement

The company also recently disclosed a quarterly dividend, which was paid on Monday, December 22nd. Investors of record on Tuesday, December 9th were paid a $0.18 dividend. This represents a $0.72 annualized dividend and a yield of 3.7%. The ex-dividend date of this dividend was Tuesday, December 9th. Harley-Davidson’s dividend payout ratio is currently 17.48%.

Institutional Trading of Harley-Davidson

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

Trending Headlines about Harley-Davidson

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

• Positive Sentiment: Management says 2026 is a reset year but expects loan‑book recovery and roughly $150M in cost savings to drive earnings improvement from 2027 onward; this is the primary medium‑term upside for HOG. Harley-Davidson Q4: Weak Earnings Amid Strategy Reset
• Positive Sentiment: DA Davidson trimmed its price target from $30 to $25 but kept a Buy rating — a sign some analysts still see significant upside if execution stabilizes. HOG: Price target lowered at DA Davidson
• Neutral Sentiment: UBS keeps a Hold rating (PT $27), reflecting balanced upside from restructuring against near‑term headwinds and weak 2026 guidance. Balanced Risk-Reward Keeps Harley-Davidson at Hold
• Neutral Sentiment: After the initial premarket selloff on the outlook, shares showed a rebound intraday — indicating volatility and that sentiment is sensitive to near‑term news flow. Harley-Davidson Shares Rebound After 11% Premarket Drop
• Negative Sentiment: Q4 results missed on EPS (big miss vs. estimates), sales were weak across segments, and the company flagged underwhelming 2026 guidance — the core reason the stock is under pressure. Harley-Davidson rides turnaround plan as weak demand deepens quarterly loss
• Negative Sentiment: Market commentary warns Harley’s debt could be on the verge of a downgrade to junk, which raises refinancing and covenant risk and would likely pressure the stock further. Why Harley-Davidson’s debt may now be on the verge of junk status

Harley-Davidson Company 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.