Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.

Harley-Davidson appears to be a company with a solid balance sheet, but so far there is no convincing evidence of a sustained improvement in operating efficiency. Its P/E and P/B ratios look low relative to the industry, which usually supports the case for undervaluation; however, this advantage is partly offset by weak trends in earnings and profitability. The P/FCF is especially concerning: it is sharply above the industry median, meaning free cash flow currently does not support the stock’s attractiveness based on traditional valuation multiples. Return on equity and return on assets are noticeably below the industry, signaling that the business is currently generating less profit on invested capital than its peers. Gross and operating margins are also below the median and have deteriorated compared with the stronger quarters of last year, suggesting pressure on pricing or cost structure. At the same time, liquidity looks comfortable: the quick ratio and current ratio are above the industry, while debt/equity has declined significantly over the year, reducing financial risk. The sharp reduction in long-term debt and growth in equity are important positives for stability, especially in a cyclical consumer sector. But absolute profitability remains weak: net income and operating income are modest, and EPS and forecast EPS are in negative territory, which weakens the quality of the current valuation. Revenue looks high compared with the industry, but on its own it does not translate into strong returns if margins and returns on capital remain weak. The dividend yield is moderate and does not appear high enough to offset operational risks and weak profitability. Overall, the fundamental picture is mixed, with a cautious bias: the balance sheet has improved, but earnings quality and efficiency still do not justify an aggressive increase in the price target. Therefore, a moderate conservative downward revision to the forecast is appropriate, rather than a revision toward strong growth.

Harley-Davidson, Inc.

Сильный индекс, значительно упал. Быки в растерянности.

Strong index, significantly down. The bulls are confused.

Сильный индекс, без изменений. Рынок не поддерживает быков.

Strong index, flat. The market does not support the bulls.

Средний индекс, незначительно вырос. Отток средств из лонгов на высоком уровне.

Medium index, slightly up. Outflow of funds from longs at a high level.

Low P/E and P/B are supported by strong liquidity and declining debt, but weak margins, ROE/ROA, and a high P/FCF limit re-rating potential.

Harley-Davidson, Inc. HOG reported second-quarter 2026 earnings of 75 cents per share, beating the Zacks Consensus Estimate of 62 cents by 21%. Earnings declined 15% from 88 cents a year ago. Harley-Davidson Motor Company revenues increased 6% year over year to $1.10 billion but missed the Zacks Consensus Estimate of $1.12 billion. Consolidated revenues fell 6% year over year to $1.23 billion as a sharp decline at Harley-Davidson Financial Services offset growth at the motorcycle business.
Harley-Davidson, Inc. Price, Consensus and EPS Surprise
HOG Benefits From Stronger Motorcycle Demand
Motorcycle revenues advanced 9% to $848 million, supported by higher shipments. Apparel and licensing revenues rose 2% to $62 million, while parts and accessories revenues declined 5% to $177 million.
Worldwide motorcycle shipments increased 9% to 39,209 units. Touring shipments rose 9%, cruiser shipments increased 3% and Sport and Lightweight shipments surged 45%. Adventure Touring shipments declined 4% from the prior-year quarter.
Harley-Davidson Retail Sales Rise in North America
Worldwide retail motorcycle sales increased 1% to 42,467 units. North American retail sales rose 3% to 29,751 units, marking the third consecutive quarter of year-over-year growth in the company’s core market. Strength in Touring and Sport models and favorable reception for the redesigned 2026 Trike lineup supported demand.
International performance remained mixed. EMEA retail sales fell 9%, reflecting weakness in the German region. Asia-Pacific sales were roughly flat, with growth in Australia and New Zealand offsetting a decline in Japan. Latin American retail sales increased 4%, aided by gains in Mexico.
HOG Posts Improved HDMC Operating Profit
HDMC gross profit increased 2% to $304 million, but gross margin contracted 108 basis points to 27.5%. Favorable manufacturing and other costs, including a tariff recovery, were offset by unfavorable product mix, net pricing, raw-material costs and foreign-currency effects.
Operating expenses declined 2% to $232 million despite $3 million of restructuring costs. HDMC operating income rose 18% to $72 million, while operating margin expanded 68 basis points to 6.6%. Adjusted EBITDA increased 18% to $115 million, producing a margin of 10.4% compared with 9.3% a year earlier.
Harley-Davidson Financial Services Results Fall
HDFS revenues declined 55% year over year to $117 million, primarily because of lower retail finance receivable balances following loan-asset sales completed in the second half of 2025. Interest income fell 72%, while other income increased 33% on favorable servicing fees.
Operating income decreased 69% to $22 million, and operating margin contracted to 18.5% from 27.1%. Lower interest expense and credit-loss provisions partly offset the reduced revenue base. Total retail loan originations increased 10%, while the managed retail credit-loss ratio improved to 3% from 3.3%.
HOG’s LiveWire Loss Narrows on Higher Sales
LiveWire revenues rose 52% to $9.1 million, driven by increased electric motorcycle volumes and higher STACYC electric balance bike sales. Consolidated unit sales advanced 10% to 5,269 units during the quarter.
The segment’s operating loss narrowed to $17.9 million from $18.7 million. Higher revenues and lower selling, administrative and engineering expenses supported the improvement, partly offset by increased cost of goods sold. LiveWire also commenced production of the S4 Honcho and completed its acquisition of Dust Motorcycles in May.
Harley-Davidson’s Financial Position & Capital Returns
As of June 30, 2026, Harley-Davidson had cash and equivalents of $1.90 billion compared with $3.1 billion as of Dec. 31, 2025. It returned $50 million to shareholders during the quarter through $30 million of discretionary share repurchases and $20 million of dividends. For the first six months of 2026, operating cash outflow totaled $59 million and free cash outflow was $104 million.
HOG Raises Its 2026 Outlook
Harley-Davidson raised its full-year projection for global motorcycle retail sales and wholesale shipments to 133,500-138,500 units from the previous estimate of 130,000-135,000 units. HDMC operating income is now expected between $10 million and $50 million compared with the earlier expected range of a $40 million loss to a $10 million profit.
HDFS operating income is projected at $55-$70 million, up from the prior forecast of $45-$60 million. The company maintained its expectation for a LiveWire operating loss of $70-$80 million and capital investments of $175-$200 million.
HOG currently carries a Zacks Rank #3 (Hold).
You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Key Releases From Auto Space
General Motors Company GM reported second-quarter 2026 adjusted earnings of $3.57 per share, up 41.3% year over year. The figure beat the Zacks Consensus Estimate of $3.13 by 14.06%. Revenues increased 1.9% to $48.03 billion and surpassed the consensus estimate of $46.56 billion by 3.15%. Strong pricing, lower costs and disciplined incentives supported results. General Motors raised its full-year adjusted EBIT guidance to $14-$16 billion from $13.5-$15.5 billion. Adjusted earnings are now projected at $12-$14 per share, up from the prior range of $11.50-$13.50.
Tesla, Inc. TSLA reported second-quarter 2026 adjusted earnings of 33 cents per share, which declined 17.5% year over year. The figure missed the Zacks Consensus Estimate of 50 cents by 34%. Revenues advanced 25.5% to $28.24 billion and surpassed the consensus estimate of $25.81 billion by 9.41%. Tesla expects 2026 capital expenditures to exceed $25 billion and rise further over the next two to three years.
Genuine Parts GPC reported second-quarter 2026 adjusted earnings of $2.15 per share, beating the Zacks Consensus Estimate of $2.10 by 2.38%. The bottom line increased 2.4% from $2.10 in the year-ago quarter. Revenues rose 6% year over year to $6.54 billion and surpassed the consensus estimate of $6.39 billion by 2.36%. Genuine Parts reaffirmed its 2026 adjusted earnings guidance of $7.50-$8 per share and total sales growth outlook of 3-5.5%. Genuine Parts ended June with $2.3 billion of liquidity, including $559 million in cash.
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Harley-Davidson Q2 Earnings Beat Estimates on HDMC Growth

(RTTNews) - Harley-Davidson Inc. (HOG) revealed earnings for second quarter that Dropped, from last year
The company's bottom line came in at $79.81 million, or $0.75 per share. This compares with $107.57 million, or $0.88 per share, last year.
The company's revenue for the period rose 5.7% to $1.104 billion from $1.044 billion last year.
Harley-Davidson Inc. earnings at a glance (GAAP) :
-Earnings: $79.81 Mln. vs. $107.57 Mln. last year. -EPS: $0.75 vs. $0.88 last year. -Revenue: $1.104 Bln vs. $1.044 Bln last year.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Harley-Davidson Inc. Reports Fall In Q2 Income

(RTTNews) - Harley-Davidson (HOG) will host a conference call at 9:00 AM ET on July 23, 2026, to discuss Q2 26 earnings results.
To access the live webcast, log on to https://investor.harley-davidson.com/events-and-presentations/default.aspx
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Harley-Davidson Q2 26 Earnings Conference Call At 9:00 AM ET

(RTTNews) - Harley-Davidson, Inc. (HOG) announced Tuesday that it is bringing back production of the Revolution Max platform for North America to the United States as part of the Company's Back to the Bricks strategy. This includes the production of Pan America, Sportster S, and Nightster models.
The move brings machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, supporting dozens of additional American manufacturing and union jobs.
The production transition is expected to be completed ahead of the start of Model Year 2028 production in 2027. Harley-Davidson expects to manufacture over 100,000 motorcycles out of the Company's York, Pennsylvania facility in 2027.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Harley-Davidson Brings Back Revolution Max Production To U.S.

The Home Depot—, the world's largest home improvement retailer, today announced that its board of directors declared a quarterly cash dividend of $2.33 per share. The dividend is payable on June 18, 2026, to shareholders of record on the close of business on June 4, 2026. This is the 157th consecutive quarter the company has paid a cash dividend.
Leggett & Platt's Board of Directors declared a dividend of $.05 per share for the second quarter 2026. The dividend will be paid on July 15, 2026 to shareholders of record on June 15, 2026.
American Tower announced that its Board of Directors has declared a quarterly cash distribution of $1.79 per share on shares of the Company's common stock. The distribution is payable on July 13, 2026 to the stockholders of record at the close of business on June 12, 2026.
The Board of Directors of Belden today declared a quarterly dividend to holders of common stock of $0.05 per share payable on July 9, 2026, to shareholders of record as of June 16, 2026.
The board of directors of NextEra Energy declared a regular quarterly common stock dividend of $0.6232 per share. The dividend is payable on June 15, 2026, to shareholders of record on June 5, 2026.
The Harley-Davidson Board of Directors has approved a cash dividend of $0.1875 per share for the second quarter of 2026. The dividend is payable June 25, 2026 to the shareholders of record of the Company's common stock as of June 8, 2026.
VIDEO: Daily Dividend Report: HD,LEG,AMT,BDC,NEE,HOG
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Daily Dividend Report: HD,LEG,AMT,BDC,NEE,HOG

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Harley-Davidson (HOG) Q1 2026 Earnings Transcript

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View the entire Zacks Rank #5 List.
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New Strong Sell Stocks for April 24th

Key Points
Harley-Davidson shifted most HDFS lending to KKR and PIMCO, trading loan risk for steadier servicing fees.
The deal slashed net debt and boosted cash, but long-term profits from financing could be structurally lower.
A major financing shift at Harley‑Davidson (NYSE: HOG) reshapes its balance sheet, credit risk, and earnings mix, potentially altering long‑term upside for shareholders. Watch the video below to see how this deal could affect valuation, volatility, and capital returns.
*This video was published on April 20, 2026.
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David Meier has no position in any of the stocks mentioned. Jason Moser has no position in any of the stocks mentioned. Jim Gillies has the following options: long January 2028 $20 calls on Harley-Davidson and short January 2028 $20 puts on Harley-Davidson. The Motley Fool has positions in and recommends KKR. The Motley Fool recommends Harley-Davidson. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Harley-Davidson Just Transformed Its Balance Sheet: What the KKR and PIMCO Deal Means for Investors

For Immediate Release
Chicago, IL – April 14, 2026 – Zacks Equity Research shares Micron Technology MU as the Bull of the Day and Harley-Davidson Inc. HOG as the Bear of the Day. In addition, Zacks Equity Research provides analysis on Eni S.p.A E, Equinor ASA EQNR and BP plc BP.
Here is a synopsis of all five stocks.
Zacks Rank #1 (Strong Buy) company Micron Technology is one of the world’s leading providers of semiconductor memory solutions. Through global brands, namely Micron, Crucial, and Ballistix, Micron manufactures and markets high-performance memory and storage technologies, including Dynamic Random Access Memory (DRAM), NAND flash memory, NOR Flash, 3D XPoint memory, and other technologies. Its solutions are used in leading-edge computing, consumer, networking, and mobile products. The company’s mission is to be the most efficient and innovative global provider of semiconductor memory solutions.
AI Buildout Drives High-Bandwidth Memory Demand
Micron has become a leader in the high-bandwidth memory (HBM) category. HBM is a critical part of the infrastructure needed to run AI models. Micron’s HBM3E and newly shipped HBM4 modules (used in platforms like NVIDIA’s Vera Rubin) consume 30% less power consumption than competitors. As a result, Micron’s HBM market shares have more than doubled from 9% in late 2024 to ~20% today.
Micron: Constrained Supply + Overwhelming Demand
Micron has already announced that its HBM capacity is sold out through 2026, providing investors with fundamental certainty in the intermediate term. Last quarter, Micron posted exceptional financial performance, with record earnings results. The company reported revenue of $23.86B, up 196% year-over-year. Meanwhile, EPS of $12.20 far exceeded Wall Street estimates of $9. Micron has beaten Zacks Consensus Estimates for 12 consecutive quarters. However, MU is not merely limping over Wall Street estimates; its beating them handily. Over the past four quarters, MU has beaten Zacks Consensus Estimates by an average of 21.74%.
Not only is Micron bringing in record revenue, its profit margins on that revenue also continue to print fresh highs.
Micron will Benefit from the Agentic & Physical AI Waves
Although it may be hard for investors to believe, all else equal, Micron will benefit even more from the next waves of the AI revolution (Agentic & physical AI). Agentic and physical AI will mean that AI will no longer be confined to massive data centers but will also move to local devices like PCs and smartphones. As a result, demand for Micron’s memory solutions will only increase from current levels. Meanwhile, self-driving computers will require massive quantities of DRAM and NAND, further diversifying Micron’s revenue. With this in mind, Zacks Consensus Analyst Estimates see Micron’s earnings soaring more than 6x in 2026 and another 64% in 2027!
Micron’s Technicals are Promising
After quadrupling, Micron shares have been basing for twelve weeks. Two weeks ago, shares shook below the moving averages, shaking out “weak hands.” Should the stock breakout from the current base structure, the Fibonacci extensions suggest a reasonable target is ~$550.
Bottom Line
Micron is at the epicenter of the AI revolution, evolving from a traditional memory supplier into a high-performance powerhouse. Last quarter, the company delivered record earnings. Meanwhile, Micron will only benefit further from as memory demand soars due to the Agentic and physical AI buildout.
Zacks Rank #5 (Strong Sell) company Harley-Davidson Inc. is one of the leading motorcycle manufacturers in the world. The Milwaukee, WI-based-Harley Davidson has reportable segments, including Harley Davidson Motor Company (HDMC), Harley Davidson Financial Services (HDFS), and LiveWire. HDMC accounts for more than ¾ quarters of the company’s revenues and includes the design, manufacturing, marketing, and sales of the iconic Harley-Davidson motorcycles and related products.
The HDFS segment accounts for nearly 20% of revenues and provides financing, servicing, and retail consumer loans for its Harley Davidson motorcycles. Finally, the LiveWire unit includes marketing and sales of HOG’s electric motorcycles and bicycle products and accounts for less than 1% of total revenues.
Tariffs Pressure Harley Davidson Margins
The Trump Administration’s tariff policy is negatively impacting Harley-Davidson’s margins. Although Harley-Davidson is an American company, it sources its parts from Asia, Europe, and Latin America. HDMC’s gross margin fell to 24.2% in 2025 from 28% in 2024, with tariffs costing $67 million in 2025. In 2026, the company estimates $75-$105 million in new or higher tariff costs, based on current rates relative to the 2024 baseline.
Affordability & Macro Environment
Lofty interest rates, weak consumer confidence, higher oil prices, and inflationary concerns are weighing on Harley-Davidson demand. Zacks Consensus Estimates suggest that HOG’s earnings-per-share will plunge nearly 60% in 2026 as revenue growth is expected to be stagnant for the foreseeable future.
Consumer Preferences are Changing
Baby boomers comprise the vast majority of Harley-Davidson buyers. However, baby boomers are quickly aging out of the motorcycle market. Meanwhile, the company is struggling to capture the Millennial and Gen X markets, which prefer Harley-Davidson’s European and Japanese competition.
HOG: Relative Weakness
Over the past three years, HOG shares have lost nearly 40% of their value while the S&P 500 Index has gained 72%. Not only does this exhibit relative weakness, but it also shows that there is a very high opportunity cost in owning lagging HOG shares.
Bottom Line
Despite its status as a global icon, Harley-Davidson faces a steep uphill climb as it navigates a perfect storm of economic and demographic headwinds. Between the tightening grip of international trade tariffs and a shrinking customer base, the company’s traditional business model is under significant duress.
Additional content:
E Stock Nears 52-Week High: A Smart Bet Amid Rising Oil Prices?
Eni S.p.A shares are rapidly climbing toward its 52-week high of $58, closing at $56.43 on April 10. E is an integrated energy company headquartered in Rome, Italy. Eni operates through four business segments, which include Exploration & Production, Global Gas & LNG Portfolio, Power, Refining and Chemicals, and Enilive and Plenitude.
The company's Exploration & Production segment is primarily involved in the exploration, field development and production of oil and natural gas across several countries worldwide, along with LNG-related businesses. The Global Gas & LNG Portfolio engages in the wholesale supply and sale of natural gas through pipelines and LNG. The Power business sells electricity in the Italian market. The Refining and Chemicals business underscores E’s presence in downstream activities. Enilive and Plenitude cover the company’s biofuels operations and renewables & retail energy business, respectively.
Over the past year, E stock has gained 111.6%, surpassing the industry’s 53.9% growth. This compares with its peers, Equinor ASA and BP plc, which have grown a whopping 66.2% and 72.5%, respectively. While the price performance makes Eni an attractive choice, it is wise to evaluate the fundamentals and overall business environment for the stock before coming to an investment decision.
Expansion of Upstream Operations
Eni has a diversified portfolio of upstream assets across several countries, including Egypt, Côte d'Ivoire, Mozambique, Italy, the UK, Norway, Angola, Congo, Indonesia and many more. At the end of 2025, the company’s full-year production reached 1.73 million barrels of oil equivalent per day, reflecting an underlying production increase of 4% from 2024. Eni added approximately 900 million barrels of new resources to its asset base.
Eni has taken final investment decisions on four major upstream projects, which are expected to secure its production outlook in the near term. In 2026, Eni will continue expanding its exploration and production footprint across multiple regions, such as West Africa, North Africa, the Eastern Mediterranean, Norway and Southeast Asia. It will strengthen its pipeline of projects that support future production.
The company has highlighted that its current portfolio of development and pre-development projects is expected to contribute an anticipated 850 thousand barrels of oil equivalent per day (kboed) to production by 2030. These exploration successes provide Eni with strong future production potential, enhance its long-term resource base and improve its reserve replacement ratio.
High Oil Prices to Support Eni’s Cash Flows
Per the U.S. Energy Information Administration, the Brent crude spot price is expected to average around $96 per barrel in 2026. Earlier this year, oil prices were expected to average between $50 and $60 per barrel. This significant increase was mainly driven by the conflict in the Middle East between the United States and Iran, leading to supply disruptions through the Strait of Hormuz, which is a critical oil chokepoint.
The significant rise in benchmark oil prices is expected to be favorable for its exploration and production activities. The majority of Eni’s earnings come from its Exploration & Production segment, which is expected to benefit from the rise in oil and gas prices. E has a well-established, geographically diverse portfolio of assets, implying that its operations are not entirely affected by the current geopolitical scenario. The company is well-positioned to capitalize on elevated oil prices.
Eni announced that if Brent crude prices average above $90 per barrel in the year, or if gas prices or refining margins exceed company expectations by 50%, it will reward shareholders with an extra dividend. This underscores Eni’s commitment to sharing its incremental cash flows with shareholders.
Valuation Snapshot
Coming to the valuation story, E is currently considered cheap on a relative basis. The stock is trading at a 6.7x trailing 12-month Enterprise Value to Earnings Before Interest, Taxes, Depreciation and Amortization (EV/EBITDA), which is a discount compared with the broader industry average of 6.78x. Its peers, EQNR and BP, are currently trading at 3.04x and 3.76x trailing 12-month EV/EBITDA, respectively.
Time to Bet on the Stock or Wait?
The current oil price environment is favorable for Eni’s upstream activities. Since the company derives the majority of its earnings from exploration and production, the current oil price environment is anticipated to boost its revenues and cash flows and support higher shareholder returns.
Given the current business environment, investors should consider owning the stock at present. E currently sports a Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.
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Micron Technology and Harley-Davidson have been highlighted as Zacks Bull and Bear of the Day

Key Points
Charles Do sold 4,241 shares for a transaction value of ~$77,000 at around $18.09 per share on March 12, 2026.
The transaction represented the majority of Do's direct holdings, reducing his direct ownership to 183 shares post-transaction.
The sale comes as Harley continues to struggle with declining sales.
A senior executive at Harley-Davidson, a global motorcycle manufacturer, sold shares amid a year of share price declines.
On March 12, 2026, Charles Do, a Harley-Davidson (NYSE:HOG) Senior Vice President in the Financial Services division, reported the direct open-market sale of 4,241 shares according to a SEC Form 4 filing.
Transaction summary
Shares sold (direct)
4,241
Transaction value
$77K
Post-transaction shares (direct)
183
Post-transaction value (direct ownership)
$3K
Transaction value based on SEC Form 4 reported price ($18.09); post-transaction value based on post-sale holding value of $3,288.51 as of March 12, 2026.
Key questions
How does this sale affect Charles Do's equity exposure to Harley-Davidson?
This transaction reduced Do's direct ownership in the company from 4,424 shares to 183 shares, resulting in a post-sale position representing 0.0002% of outstanding shares.
Were any indirect holdings or derivative instruments involved in this transaction?
No. All shares sold were held directly, with no reported participation by trusts, family entities, or via derivative exercises.
How does the transaction size compare to prior activity by Do?
In the past year, Do executed one additional open-market sell transaction for 4,136 shares, which is similar in size to this current transaction and reduced his holdings to the same level (183 shares). This current sale maintains a consistent approach to reducing his holdings over time.
What is the context of Harley-Davidson's stock performance at the time of sale?
Shares were priced at $18.09 per share for this transaction, while the stock closed at $17.97 on March 12, 2026, down 25.75% over the past year.
Company overview
Revenue (TTM)
$4.47 billion
Net income (TTM)
$338.74 million
Dividend yield
4.14%
1-year price change
-25.75%
* 1-year price change calculated as of March 12, 2026.
Company snapshot
Manufactures and sells motorcycles, parts, accessories, and apparel; generates additional revenue through financial services, including retail and wholesale financing, and licensing.
Operates a dual-segment business model: the Motorcycles and Related Products segment drives sales through a global dealer network and e-commerce, while the Financial Services segment provides financing and insurance products to support vehicle purchases.
Targets retail motorcycle consumers globally, with a primary focus on the United States, Canada, Latin America, Europe, the Middle East, Africa, and Asia-Pacific markets.
Harley-Davidson is a leading manufacturer in the recreational vehicle industry, leveraging a globally recognized brand and a vertically integrated business model. The company combines iconic motorcycle products with a robust financial services arm to facilitate sales and enhance customer loyalty. Strategic focus on brand heritage, global dealer relationships, and diversified revenue streams underpins its competitive positioning in the premium motorcycle market.
What this transaction means for investors
Do’s sell is consistent with his recent sells- selling shares gained through stock-based compensation to keep his personal stock holdings at a relatively low level. This transaction doesn’t look like anything out of the ordinary.
While Harley-Davidson remains an iconic American lifestyle brand, the business is suffering through a tough stretch. The recent stock price, hovering beween $17 and $19 a share, is well off the 52-week high of $31.25. Harley-Davidson’s stock hasn’t been this low since the depths of the COVID sell-off nearly six years ago. In Q4 of last year, revenue fell 28%, and management is guiding for a consolidated operating loss in 2026.
The longer-term story doesn’t look great, either. Harley’s core customer base is aging and shrinking, and the company has struggled to appeal to younger consumers. Part of the challenge is pricing, as Harleys tend to be more expensive than competitors’ alternatives. It’s clear Harley has work to do to turn the company’s fortunes around. For investors hoping for a rebound in the stock price, continued patience may be required.
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Toby Bordelon has no position in any of the stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

Periodand min./max. price, $	Price change, %		Volatility, %		Volume, $
Periodand min./max. price, $	HOG	Industry	HOG	Industry	Volume, $
Yesterday 25.4 - 26.4	-3.19	5.10	10.98	2.03	61.54M
Week 25.4 - 28.8	-7.26	15.42	15.18	3.25	440.88M
Month 24.0 - 28.8	0.71	9.11	19.16	7.15	1.16B
3 Months 22.4 - 28.8	10.83	15.62	23.02	14.59	3.14B
6 Months 17.1 - 28.8	27.39	29.21	28.23	19.00	6.49B
Year 17.1 - 31.3	4.42	39.44	41.24	28.99	11.45B
3 years 17.1 - 44.2	-33.96	51.03	69.28	59.99	27.56B
5 years 17.1 - 51.8	-36.67	69.32	90.71	88.83	49.42B
All time 8.0 - 75.9	56.67	258.35	—	—	68.46B

Harley-Davidson, Inc.

Price and volatility history

Risk ratios