HOG · Harley-Davidson, Inc.
$25.49
+2.02% last session
End-of-day data · updated 2026-07-28
Market cap
$3B
Enterprise value
$3B
Trailing P/E
13.8
Forward P/E
12.6
Dividend yield
3.0%
Beta
1.27
Avg volume
3M
Employees
6K
2D change
—
5D change
-6.52%
10D change
-6.73%
30D change
-1.59%
60D change
3.32%
MTD change
2.65%
YTD change
23.21%
Analyst Outlook
Analyst estimates change daily — follow the shifts on the Estimate Trends page.
Technical Analysis
Analyst sentiment over time — HOG
Rec Mean (blue, left — higher = more bullish) vs. price targets (right).
Investment Bank Ratings as of 2026-07-28
Latest call per bank · past 12 months
Morgan Stanley
Underweight$17.00
-33.3% vs priceCitigroup
Neutral$27.00
+5.9% vs priceUBS
Neutral$26.00
+2.0% vs priceWells Fargo
Underweight$19.00
-25.5% vs priceRecent rating actions
| Date | Firm | Action | Rating | Price target |
|---|---|---|---|---|
| 2026-07-28 | Morgan Stanley | Maintains | Underweight | $15.00 → $17.00 |
| 2026-07-24 | Baird | Maintains | Neutral | $28.00 → $30.00 |
| 2026-07-20 | Loop Capital | Upgrade | Hold → Buy | $0.00 |
| 2026-07-13 | Citigroup | Maintains | Neutral | $26.00 → $27.00 |
| 2026-07-06 | DA Davidson | Maintains | Buy | $25.00 → $30.00 |
| 2026-05-19 | Morgan Stanley | Maintains | Underweight | $12.00 → $15.00 |
| 2026-05-11 | UBS | Maintains | Neutral | $19.00 → $26.00 |
| 2026-05-07 | Citigroup | Maintains | Neutral | $23.00 → $26.00 |
Ratings and price targets are the published opinions of the issuing banks, compiled from Yahoo Finance rating actions — not investment advice.
Signal Summary as of 2026-07-28
- RSI (14): RSI is 47 — neutral momentum, neither overbought nor oversold.
- Price vs 50-day MA: Trading 0.8% above the 50-day MA ($25.08).
- Price vs 200-day MA: Trading 11.8% above the 200-day MA ($22.63).
- MA cross: The 50-day MA sits above the 200-day MA (golden-cross regime) — the longer-term trend points up.
- MACD (12,26,9): MACD histogram is negative (-0.10) — short-term momentum is fading.
- 52-week range: Price sits between the 52-week low ($17.06) and high ($30.05).
HOG Price Chart
Loading chart for HOG…
Fundamentals
About Harley-Davidson, Inc.
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, Grand American touring, standard, sportbike, adventure touring, 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, electric bikes, 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.
More in Recreational Vehicles
Data is sourced from end-of-day snapshots and refreshed daily before the US market open — nothing on this page is real-time. Figures can contain vendor errors. This page is for information only and is not investment advice.