Harley-Davidson, Inc. (NYSE:HOG) Given Average Recommendation of “Hold” by Brokerages

Shares of Harley-Davidson, Inc. (NYSE:HOG) have earned a consensus recommendation of “Hold” from the ten brokerages that are currently covering the company, MarketBeat reports. Two analysts have rated the stock with a sell recommendation, five have issued a hold recommendation, two have issued a buy recommendation and one has given a strong buy recommendation to the company. The average 12 month price objective among analysts that have issued a report on the stock in the last year is $23.50.

A number of research analysts recently issued reports on HOG shares. UBS Group lowered 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 initiated coverage on Harley-Davidson in a research report on Tuesday, November 25th. They issued a “hold” rating and a $21.00 price objective for the company. BMO Capital Markets restated an “outperform” rating and issued a $24.00 target price on shares of Harley-Davidson in a research note on Wednesday, February 11th. Zacks Research downgraded Harley-Davidson from a “hold” rating to a “strong sell” rating in a research report on Thursday, February 12th. Finally, Robert W. Baird set a $22.00 price objective on shares of Harley-Davidson in a research note on Wednesday, February 11th.

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.

Harley-Davidson Price Performance

HOG stock opened at $17.98 on Monday. 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 has a 52-week low of $17.93 and a 52-week high of $31.25. The stock’s 50 day moving average is $20.34 and its two-hundred day moving average is $24.34. The company has a market capitalization of $2.01 billion, a PE ratio of 6.89 and a beta of 1.42.

Harley-Davidson (NYSE:HOG) last issued its quarterly earnings results 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). The firm had revenue of $496.16 million during the quarter, compared to the consensus estimate of $482.21 million. Harley-Davidson had a net margin of 8.03% and a return on equity of 10.27%. Harley-Davidson’s revenue was down 9.8% compared to the same quarter last year. During the same quarter last year, the firm posted ($0.93) earnings per share. Analysts predict that Harley-Davidson will post 3.44 earnings per share for the current fiscal 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 dividend of $0.1875 per share. This represents a $0.75 annualized dividend and a yield of 4.2%. The ex-dividend date of this dividend is Monday, March 2nd. This is a boost from Harley-Davidson’s previous quarterly dividend of $0.18. Harley-Davidson’s dividend payout ratio (DPR) is 27.59%.

Insider Transactions at Harley-Davidson

In other Harley-Davidson news, Director James D. Farley, Jr. sold 6,454 shares of Harley-Davidson 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 sale, the director owned 16,205 shares of the company’s stock, valued at $303,195.55. This trade represents a 28.48% decrease in their position. The transaction was disclosed in a document filed with the SEC, which is available through the SEC website. Company insiders own 0.93% of the company’s stock.

Institutional Trading of Harley-Davidson

A number of institutional investors have recently made changes to their positions in the business. Vanguard Group Inc. boosted its stake in shares of Harley-Davidson by 7.3% during the 3rd quarter. Vanguard Group Inc. now owns 12,958,561 shares of the company’s stock worth $361,544,000 after buying an additional 886,998 shares during the last quarter. Donald Smith & CO. Inc. boosted its stake in Harley-Davidson by 30.8% in the 4th quarter. Donald Smith & CO. Inc. now owns 8,899,204 shares of the company’s stock valued at $182,345,000 after purchasing an additional 2,095,477 shares during the period. Dimensional Fund Advisors LP increased its position in Harley-Davidson by 0.4% during the third quarter. Dimensional Fund Advisors LP now owns 6,597,336 shares of the company’s stock worth $184,072,000 after acquiring an additional 28,828 shares during the period. Boston Partners raised its position in shares of Harley-Davidson by 2.1% in the third quarter. Boston Partners now owns 4,021,078 shares of the company’s stock valued at $112,179,000 after buying an additional 84,516 shares in the last quarter. Finally, American Century Companies Inc. lifted its position in shares of Harley-Davidson by 1.6% during the 3rd quarter. American Century Companies Inc. now owns 3,946,754 shares of the company’s stock valued at $110,114,000 after acquiring an additional 62,647 shares during the period. Institutional investors own 85.10% of the company’s stock.

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.