Harley-Davidson (NYSE:HOG) Shares Down 5.7% After Insider Selling

Harley-Davidson, Inc. (NYSE:HOG)’s share price fell 5.7% on Thursday after an insider sold shares in the company. The stock traded as low as $22.41 and last traded at $22.4950. 802,824 shares traded hands during trading, a decline of 77% from the average session volume of 3,447,821 shares. The stock had previously closed at $23.85.

Specifically, CFO Jonathan R. Root sold 1,554 shares of Harley-Davidson stock in a transaction on Tuesday, May 19th. The shares were sold at an average price of $24.21, for a total transaction of $37,622.34. Following the sale, the chief financial officer owned 32,508 shares of the company’s stock, valued at $787,018.68. The trade was a 4.56% decrease in their position. The sale was disclosed in a document filed with the SEC, which is available through this hyperlink. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan.

Wall Street Analyst Weigh In

Several equities research analysts have issued reports on HOG shares. Robert W. Baird set a $28.00 target price on shares of Harley-Davidson in a research note on Wednesday, May 6th. BMO Capital Markets reaffirmed an “outperform” rating and set a $24.00 target price on shares of Harley-Davidson in a research note on Wednesday, February 11th. Citigroup lifted their target price on shares of Harley-Davidson from $23.00 to $26.00 and gave the stock a “neutral” rating in a research note on Thursday, May 7th. UBS Group lifted their target price on shares of Harley-Davidson from $19.00 to $26.00 and gave the stock a “neutral” rating in a research note on Monday, May 11th. Finally, Wall Street Zen cut shares of Harley-Davidson from a “hold” rating to a “sell” rating in a research note on Saturday, March 7th. One 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 issued a Sell rating to the stock. According to data from MarketBeat.com, the company has a consensus rating of “Hold” and a consensus target price of $24.22.

More Harley-Davidson News

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

• Positive Sentiment: Harley-Davidson announced a quarterly cash dividend of $0.1875 per share, reinforcing the stock’s income appeal and signaling management confidence in cash generation. Article Title
• Positive Sentiment: Zacks Research raised estimates for some later periods, including Q2 2027, Q3 2027 and Q4 2026, suggesting a somewhat better outlook farther out. Article Title
• Neutral Sentiment: Harley-Davidson CFO Jonathan Root sold 1,554 shares under a pre-arranged 10b5-1 plan, which is routine insider activity but can still attract investor attention. Article Title
• Negative Sentiment: Zacks Research cut earnings forecasts for several key periods, including FY2026, Q2 2026, Q3 2026, Q1 2027, FY2027, Q1 2028 and FY2028, highlighting weaker expected earnings momentum. Article Title

Harley-Davidson Stock Performance

The company has a current ratio of 1.91, a quick ratio of 1.66 and a debt-to-equity ratio of 0.37. The firm has a fifty day moving average price of $21.97 and a 200 day moving average price of $21.64. The firm has a market cap of $2.50 billion, a PE ratio of 13.52, a price-to-earnings-growth ratio of 14.27 and a beta of 1.27.

Harley-Davidson (NYSE:HOG) last posted its quarterly earnings results on Tuesday, May 5th. The company reported $0.22 EPS for the quarter, missing the consensus estimate of $0.34 by ($0.12). Harley-Davidson had a return on equity of 7.03% and a net margin of 5.68%.The company had revenue of $1.17 billion for the quarter, compared to analysts’ expectations of $1.01 billion. During the same quarter in the prior year, the firm earned $1.07 EPS. The firm’s revenue was down 11.7% on a year-over-year basis. As a group, equities research analysts expect that Harley-Davidson, Inc. will post 0.38 earnings per share for the current fiscal year.

Harley-Davidson Announces Dividend

The business also recently declared a quarterly dividend, which will be paid on Thursday, June 25th. Stockholders of record on Monday, June 8th will be issued a dividend of $0.1875 per share. This represents a $0.75 annualized dividend and a dividend yield of 3.2%. The ex-dividend date is Monday, June 8th. Harley-Davidson’s payout ratio is currently 42.61%.

Institutional Inflows and Outflows

Several institutional investors have recently modified their holdings of the stock. Covestor Ltd raised its holdings in shares of Harley-Davidson by 6.7% during the 3rd quarter. Covestor Ltd now owns 7,057 shares of the company’s stock worth $197,000 after acquiring an additional 442 shares during the period. Triumph Capital Management raised its holdings 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 worth $284,000 after acquiring an additional 454 shares during the period. State of Michigan Retirement System raised its holdings in shares of Harley-Davidson by 1.8% during the 1st quarter. State of Michigan Retirement System now owns 28,461 shares of the company’s stock worth $575,000 after acquiring an additional 500 shares during the period. Allworth Financial LP raised its holdings in shares of Harley-Davidson by 13.7% during the 3rd quarter. Allworth Financial LP now owns 4,314 shares of the company’s stock worth $120,000 after acquiring an additional 519 shares during the period. Finally, EverSource Wealth Advisors LLC raised its holdings in shares of Harley-Davidson by 139.0% during the 3rd 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. Hedge funds and other 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.