SeekingAlpha · Sep 27, 2026
Harley-Davidson: Macro Pressures Outweigh Self-Help Measures (Rating Downgrade)
Harley-Davidson outlook: improved balance sheet, lower inventories, but soft demand and LiveWire losses. Click for more on HOG stock.
HO
NYSE · HOG
Harley-Davidson, Inc.
Consumer Cyclical · Auto - Recreational Vehicles
$24.55
Down-$0.28 (-1.13%)
Updated Oct 4, 2026, 5:28 AM
SID Score
5.5/10
Composite research score
Smart Money
58/100
Neutral
- Market cap
- 2.75B
- P/E ratio
- 5.38
- Dividend yield
- 2.93%
- 52-week range
- $17.09 – $29.22
- Volume
- 1.71M
- Avg. volume
- 1.94M
Price performance · HOG
HOG price history
1M range · 19 trading sessions · Daily adjusted prices
Prices through Oct 2, 2026
HOG closed at $24.55 after 19 trading sessions, down 9.68% for the selected period.
- Last close
- $24.55
- Period change
- -9.68%
- Period low
- $24.43
- Period high
- $27.87
Daily close
View OHLC price history
| Date | Open | High | Low | Close | Volume |
|---|---|---|---|---|---|
| Oct 2, 2026 | $24.99 | $25.075 | $24.4701 | $24.55 | 1.71M |
| Oct 1, 2026 | $24.43 | $25.00 | $24.00 | $24.83 | 1.95M |
| Sep 30, 2026 | $25.11 | $25.23 | $24.31 | $24.43 | 1.88M |
| Sep 29, 2026 | $24.52 | $24.83 | $24.18 | $24.82 | 2.15M |
| Sep 28, 2026 | $25.33 | $25.35 | $24.54 | $24.67 | 1.75M |
| Sep 25, 2026 | $25.63 | $25.715 | $25.17 | $25.45 | 2.3M |
| Sep 24, 2026 | $25.97 | $26.135 | $25.14 | $25.52 | 2.24M |
| Sep 23, 2026 | $25.78 | $26.015 | $25.36 | $25.98 | 1.97M |
| Sep 22, 2026 | $26.57 | $26.995 | $25.995 | $26.03 | 1.58M |
| Sep 21, 2026 | $25.66 | $26.385 | $25.155 | $26.21 | 1.31M |
| Sep 18, 2026 | $26.38 | $26.63 | $25.59 | $25.93 | 2.94M |
| Sep 17, 2026 | $26.91 | $27.2131 | $26.25 | $26.50 | 1.76M |
| Sep 16, 2026 | $27.54 | $27.73 | $26.61 | $26.84 | 2.03M |
| Sep 15, 2026 | $27.48 | $27.815 | $27.26 | $27.57 | 1.36M |
| Sep 14, 2026 | $28.00 | $28.2233 | $27.55 | $27.59 | 2.1M |
| Sep 11, 2026 | $27.51 | $27.925 | $27.24 | $27.87 | 1.49M |
| Sep 10, 2026 | $26.68 | $26.98 | $26.22 | $26.96 | 1.49M |
| Sep 9, 2026 | $27.30 | $27.47 | $26.60 | $26.67 | 1.27M |
| Sep 8, 2026 | $28.38 | $28.39 | $27.07 | $27.18 | 1.43M |
Latest HOG news
The latest Smart Investors Daily articles mentioning HOG.
Stock researchCompany · Overview
Company
Market Activity
Research & News
HOG research
Overview
Company profile and research snapshot.
Company profile
Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring categories, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 37% of the heavyweight domestic market in 2024.
Visit company websiteAnalyst outlook
Consensus and target data currently published for this company.
- Consensus
- Hold
- Average target
- $27.00
- Implied upside
- —
- Analysts
- 21
| Date | Firm | Rating | Target |
|---|---|---|---|
| Sep 8, 2026 | Citigroup | Neutral | — |
| Sep 2, 2026 | UBS | Neutral | — |
| Aug 17, 2026 | DA Davidson | Buy | — |
| Jul 28, 2026 | Morgan Stanley | Underweight | — |
| Jul 24, 2026 | Baird | Neutral | — |
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Yahoo · Sep 19, 2026
Is Harley-Davidson (HOG) Cheap Following Its New Realtree Collection?
Harley-Davidson (HOG) is back in the spotlight after releasing a second limited-edition apparel and accessories line with Realtree, pairing camouflage designs with the motorcycle brand's existing clothing range. Harley-Davidson’s latest Realtree drop lands after a softer week for the shares, with a 7-day share price return of down 7% and a 30-day move of down 6%. However, the year-to-date share price return of 26% contrasts with a 1-year total shareholder return that is down 5%, which hints...
Yahoo · Sep 18, 2026
1 Unpopular Stock That Should Get More Attention and 2 We Turn Down
Wall Street’s bearish price targets for the stocks in this article signal serious concerns. Such forecasts are uncommon in an industry where maintaining cordial corporate relationships often trumps delivering the hard truth.
Yahoo · Sep 16, 2026
HARLEY-DAVIDSON® AND REALTREE® DROP SECOND LIMITED-EDITION COLLABORATION
Harley-Davidson® (NYSE: HOG) and Realtree® reunite for a second limited-edition collection of apparel and accessories rooted in a shared passion for freedom, adventure, and the outdoors.
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