Harley-Davidson (HOG)
Builds motorcycles, rider products and financing around a dealer and community network.
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Sells Harley-Davidson motorcycles and related products through HDMC, with LiveWire electric motorcycles and HDFS financing as separate segments. Its dealer network and rider programs link product sales, financing and community experiences.
HDMC sells motorcycles plus parts, accessories, riding gear, apparel and licenses. Its lineup spans Sport, Cruiser, Grand American Touring, Adventure Touring, Trike and Electric, with Milwaukee-Eight and Revolution Max platforms. The range includes traditional and electric models.
LiveWire is a separate electric motorcycle segment. HDFS provides retail and dealer wholesale financing and related insurance and protection products. Independent dealers connect with H.O.G., H-D Membership, Riding Academy and rider events that support a worldwide community.
Harley-Davidson holds a controlling interest in LiveWire and retains control of HDFS under its KKR and PIMCO partnership.
Company facts
Target rangeAs of Sep 21, 2026
Latest analyst notes
| Date | Firm | Action | Prior | Current |
|---|---|---|---|---|
| Aug 17, 2026 | Griffin | Target | Target: $30 | Target: $33 |
| Jul 28, 2026 | Morgan Stanley | Reiterate | Rating: —Target: $15 | Target: $17 |
| Jul 24, 2026 | Robert W. Baird | Target | Target: $28 | Target: $30 |
| Jul 20, 2026 | Loop Capital Markets | Upgrade | Target: $21 | Target: $32 |
| Jul 20, 2026 | Loop Capital | Upgrade |
EPSReportedEstimate
RevenueReportedEstimate
Balance sheet, Jun 30, 2026Cash & short-term investments $1.90B · Total debt $2.31B · Total assets $7.25B · Shareholders' equity $3.10B
- Revenue
- $1.10B
- Operating income
- $45.4M
- Net income
- $79.0M
HistoryDividendAnnual yield
| Institutions | 105.91% | 110.22M shares | |
|---|---|---|---|
| 473 holders · as of Jun 30, 2026 | |||
| Insiders | 1.00% | 1.04M shares | |
| 22 holders · as of Sep 2, 2026 | |||
| Adds to | 106.91% | ||
104.07M company shares as of Sep 22, 2026 · institutions as of Jun 30, 2026 · holders as of their latest filing
These groups come from separate filings that can overlap, so they add to 106.91%; nothing is left for Other.
Top shareholders13F · 13D/G · Form 4
| Holder | Stake | Shares | Date |
|---|---|---|---|
BlackRock, Inc.Institution | 9.80% | 10.20M | as of Jun 30, 2026 |
Donald Smith & Co., Inc.Institution | 8.92% | 9.28M | as of Jun 30, 2026 |
Dimensional Fund Advisors LPInstitution | 5.73% | 5.97M | as of Jun 30, 2026 |
Vanguard Portfolio Management LLCInstitution | 5.40% | 5.63M | as of Jun 30, 2026 |
American Century Companies IncInstitution | 5.14% | 5.35M | as of Jun 30, 2026 |
Insider tradesForm 4
| Date | Insider | Role | Shares | Avg price |
|---|---|---|---|---|
| Sep 1, 2026 | Jonathan R. Root | officer: CFO and CCO | −1,554 | $27.46 |
| Aug 11, 2026 | Gayle Littleton | officer: CLO, CCO, CAO & Corp Sec | +7,500 | $26.38 |
| Aug 10, 2026 | Artie Starrs | director, officer: President & CEO | +10,000 | $25.89 |
| Aug 3, 2026 | Jonathan R. Root | officer: CFO and CCO | −1,554 | $24.88 |
| Jul 31, 2026 | Daniel J. Nova | director | +40,000 | $24.57 |
- Honda (ADR)
Broad rival across touring, cruiser, and adventure motorcycles
Compare
| Company | Price | Change | |||||
|---|---|---|---|---|---|---|---|
| Harley-Davidson | $26.27 | +0.23% | $2.76B | 16.1 | 19.8 | 0.7 | −15.5% |
| Honda (ADR) | $32.46 | −0.23% | $42.21B | — | 36.6 | 0.3 | +3.9% |
| Median | — | 36.6 | 0.3 | +3.9% |