Key Points
- Director James Farley Jr. sold 6,454 shares at an average price of $18.71 on Feb. 25, trimming his stake by 28.48% to 16,205 shares, according to an SEC filing.
- Harley‑Davidson reported a Q quarter EPS of ($2.44), missing estimates while revenue fell 9.8% year‑over‑year, and the stock is trading near its one‑year low amid a consensus “Hold” rating and mixed analyst targets.
- The company raised its quarterly dividend to $0.1875 (annualized $0.75), for a 4.2% yield, with an ex‑dividend date of March 2 and payment on March 17.
Harley-Davidson, Inc. (NYSE:HOG - Get Free Report) Director James Farley, Jr. sold 6,454 shares of the 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 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 ownership of the stock. The sale was disclosed in a filing with the Securities & Exchange Commission, which is available at the SEC website.
Harley-Davidson Trading Down 1.8%
NYSE HOG opened at $18.05 on Friday. Harley-Davidson, Inc. has a one year low of $18.25 and a one year high of $31.25. The company has a debt-to-equity ratio of 0.52, a current ratio of 2.10 and a quick ratio of 1.83. The firm has a market cap of $2.13 billion, a P/E ratio of 6.99, a P/E/G ratio of 0.73 and a beta of 1.39. The stock's 50-day moving average is $20.41 and its 200-day moving average is $24.41.
Harley-Davidson (NYSE:HOG - Get Free Report) last posted its earnings results on Tuesday, February 10th. The company reported ($2.44) earnings per share (EPS) for the quarter, missing analysts' consensus estimates of ($0.92) by ($1.52). The business had revenue of $496.16 million for the quarter, compared to the consensus estimate of $482.21 million. Harley-Davidson had a return on equity of 10.27% and a net margin of 8.03%.Harley-Davidson's revenue for the quarter was down 9.8% compared to the same quarter last year. During the same period in the previous year, the company posted ($0.93) earnings per share. Sell-side analysts anticipate that Harley-Davidson, Inc. will post 3.44 earnings per share for the current fiscal year.
Harley-Davidson Increases Dividend
The company also recently declared a quarterly dividend, which will be paid on Tuesday, March 17th. Stockholders of record on Monday, March 2nd will be issued a $0.1875 dividend. This represents a $0.75 dividend on an annualized basis and a dividend yield of 4.2%. This is a positive change from Harley-Davidson's previous quarterly dividend of $0.18. The ex-dividend date is Monday, March 2nd. Harley-Davidson's dividend payout ratio is presently 27.59%.
Trending Headlines about Harley-Davidson
Here are the key news stories impacting Harley-Davidson this week:
- Positive Sentiment: Zacks raised its Q3 2027 EPS estimate to $0.67 (from $0.59), a small upbeat signal on mid‑term profitability expectations. This is one of the few upward revisions in the Zacks note.
- Neutral Sentiment: Zacks published FY2028 EPS guidance of $2.24 and reiterated a set of multi‑quarter estimates that provide a roadmap for recovery beyond FY2026–FY2027, but these are overshadowed by nearer‑term cuts.
- Negative Sentiment: Zacks cut multiple near‑term estimates sharply — Q1 2026 to $0.56 (from $1.27), Q3 2026 to $0.43 (from $0.74), Q4 2026 to ($1.06) (from ($0.32)), Q2 2027 to $1.10 (from $1.35), and lowered FY2026 to $0.66 (from $2.42) and FY2027 to $2.20 (from $2.95). Zacks also reduced its Q4 2027 forecast to ($1.02). The broad pattern of downward revisions and a continued "Strong Sell" rating is a clear negative for sentiment.
- Negative Sentiment: Insider selling: Director James D. Farley Jr. sold 6,454 shares at an average $18.71 on Feb. 25 (position cut ~28%). The SEC filing is available here: SEC Form 4
- Negative Sentiment: MarketWatch reports HOG hit a new 52‑week low, reinforcing negative momentum and likely prompting stops and additional selling pressure. Harley‑Davidson Inc. stock falls to new 52‑week low
Institutional Inflows and Outflows
Large investors have recently added to or reduced their stakes in the company. Vanguard Group Inc. boosted its position in shares of Harley-Davidson by 7.3% in the third quarter. Vanguard Group Inc. now owns 12,958,561 shares of the company's stock valued at $361,544,000 after acquiring an additional 886,998 shares during the period. Donald Smith & CO. Inc. boosted its holdings 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 grew its position in shares of Harley-Davidson by 0.4% during the 3rd quarter. Dimensional Fund Advisors LP now owns 6,597,336 shares of the company's stock worth $184,072,000 after purchasing an additional 28,828 shares in the last quarter. Boston Partners grew its position in shares of Harley-Davidson by 2.1% during the 3rd quarter. Boston Partners now owns 4,021,078 shares of the company's stock worth $112,179,000 after purchasing an additional 84,516 shares in the last quarter. Finally, American Century Companies Inc. increased its holdings in shares of Harley-Davidson by 1.6% during the third quarter. American Century Companies Inc. now owns 3,946,754 shares of the company's stock worth $110,114,000 after purchasing an additional 62,647 shares during the period. Institutional investors own 85.10% of the company's stock.
Analysts Set New Price Targets
A number of research firms have recently commented on HOG. UBS Group reduced their price objective on shares of Harley-Davidson from $28.00 to $27.00 and set a "neutral" rating for the company in a research note on Thursday, November 13th. Morgan Stanley restated an "underweight" rating and issued a $12.00 price target on shares of Harley-Davidson in a research note on Tuesday, February 17th. Argus raised shares of Harley-Davidson to a "strong-buy" rating in a research report on Tuesday, February 17th. Loop Capital began coverage on shares of Harley-Davidson in a research report on Tuesday, November 25th. They issued a "hold" rating and a $21.00 price objective on the stock. Finally, Robert W. Baird set a $22.00 target price on shares of Harley-Davidson in a report on Wednesday, February 11th. One research analyst has rated the stock with a Strong Buy rating, two have issued a Buy rating, five have issued a Hold rating and two have given a Sell rating to the company's stock. Based on data from MarketBeat, Harley-Davidson has an average rating of "Hold" and a consensus price target of $23.50.
Get Our Latest Report on Harley-Davidson
Harley-Davidson Company Profile
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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.
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