Investment Analysts’ Recent Ratings Changes for Harley-Davidson (HOG)

Several analysts have recently updated their ratings and price targets for Harley-Davidson (NYSE: HOG):

• 3/11/2026 – Harley-Davidson is now covered by Wells Fargo & Company. They set an “underweight” rating and a $15.00 price target on the stock.
• 3/7/2026 – Harley-Davidson was downgraded by Wall Street Zen from “hold” to “sell”.
• 3/4/2026 – Harley-Davidson had its price target lowered by UBS Group AG from $27.00 to $19.00. They now have a “neutral” rating on the stock.
• 3/2/2026 – Harley-Davidson was downgraded by Weiss Ratings from “hold (c-)” to “sell (d+)”.
• 2/17/2026 – Harley-Davidson had its “underweight” rating reaffirmed by Morgan Stanley. They now have a $12.00 price target on the stock.
• 2/17/2026 – Harley-Davidson was upgraded by Argus to “strong-buy”.
• 2/12/2026 – Harley-Davidson was downgraded by Zacks Research from “hold” to “strong sell”.
• 2/12/2026 – Harley-Davidson had its price target lowered by DA Davidson from $30.00 to $25.00. They now have a “buy” rating on the stock.
• 2/11/2026 – Harley-Davidson had its “outperform” rating reaffirmed by BMO Capital Markets. They now have a $24.00 price target on the stock.
• 2/11/2026 – Harley-Davidson was given a new $22.00 price target by Robert W. Baird.
• 1/22/2026 – Harley-Davidson had its “hold (c-)” rating reaffirmed by Weiss Ratings.
• 1/16/2026 – Harley-Davidson was given a new $18.00 price target by Morgan Stanley.

Harley-Davidson Increases Dividend

The company also recently announced a quarterly dividend, which will be paid on Tuesday, March 17th. Investors of record on Monday, March 2nd will be issued a $0.1875 dividend. The ex-dividend date is Monday, March 2nd. This is an increase from Harley-Davidson’s previous quarterly dividend of $0.18. This represents a $0.75 dividend on an annualized basis and a yield of 4.2%. Harley-Davidson’s payout ratio is 28.74%.

Insiders Place Their Bets

In other Harley-Davidson news, Director James D. Farley, Jr. sold 6,454 shares of Harley-Davidson stock in a transaction that occurred on Wednesday, February 25th. The shares were sold at an average price of $18.71, for a total transaction of $120,754.34. Following the transaction, the director directly owned 16,205 shares of the company’s stock, valued at $303,195.55. The trade was a 28.48% decrease in their ownership of the stock. The sale was disclosed in a filing with the SEC, which is accessible through this hyperlink. Also, Director Rafeh Masood bought 2,775 shares of the business’s stock in a transaction dated Friday, February 27th. The stock was acquired at an average cost of $18.00 per share, for a total transaction of $49,950.00. Following the purchase, the director owned 7,480 shares in the company, valued at approximately $134,640. This trade represents a 58.98% increase in their position. The SEC filing for this purchase provides additional information. 0.93% of the stock is currently owned by company insiders.

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.