Harley-Davidson (NYSE:HOG) Stock Price Down 5.7% Following Insider Selling

Posted by Brian Himes on May 23rd, 2026

Harley-Davidson, Inc. (NYSE:HOG – Get Free Report) was down 5.7% during mid-day trading on Thursday following insider selling activity. The stock traded as low as $22.41 and last traded at $22.4950. Approximately 802,824 shares changed hands during mid-day trading, a decline of 77% from the average daily volume of 3,447,821 shares. The stock had previously closed at $23.85.

Specifically, CFO Jonathan R. Root sold 1,554 shares of the company’s stock in a transaction dated Tuesday, May 19th. The shares were sold at an average price of $24.21, for a total value of $37,622.34. Following the completion of the transaction, the chief financial officer owned 32,508 shares in the company, valued at approximately $787,018.68. This represents a 4.56% decrease in their position. The transaction was disclosed in a document filed with the Securities & Exchange Commission, which is available at this link. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan.

Analyst Upgrades and Downgrades

Several research analysts have commented on the stock. BMO Capital Markets restated an “outperform” rating and issued a $24.00 target price on shares of Harley-Davidson in a research report on Wednesday, February 11th. DA Davidson decreased their target price on shares of Harley-Davidson from $30.00 to $25.00 and set a “buy” rating for the company in a research report on Thursday, February 12th. UBS Group upped their target price on shares of Harley-Davidson from $19.00 to $26.00 and gave the stock a “neutral” rating in a research report on Monday, May 11th. Robert W. Baird set a $28.00 target price on shares of Harley-Davidson in a research report on Wednesday, May 6th. Finally, Argus upgraded shares of Harley-Davidson to a “strong-buy” rating in a research report on Tuesday, February 17th. One analyst has rated the stock with a Strong Buy rating, two have given a Buy rating, five have issued a Hold rating and two have assigned a Sell rating to the stock. According to data from MarketBeat.com, the company has a consensus rating of “Hold” and a consensus price target of $24.22.

Read Our Latest Report on Harley-Davidson

Key Headlines Impacting Harley-Davidson

Here are the key news stories impacting Harley-Davidson this week:

Positive Sentiment: Harley-Davidson announced a quarterly cash dividend of $0.1875 per share, reinforcing the stock’s income appeal and signaling management confidence in cash generation. Article Title
Positive Sentiment: Zacks Research raised estimates for some later periods, including Q2 2027, Q3 2027 and Q4 2026, suggesting a somewhat better outlook farther out. Article Title
Neutral Sentiment: Harley-Davidson CFO Jonathan Root sold 1,554 shares under a pre-arranged 10b5-1 plan, which is routine insider activity but can still attract investor attention. Article Title
Negative Sentiment: Zacks Research cut earnings forecasts for several key periods, including FY2026, Q2 2026, Q3 2026, Q1 2027, FY2027, Q1 2028 and FY2028, highlighting weaker expected earnings momentum. Article Title

Harley-Davidson Trading Up 2.5%

The firm has a market capitalization of $2.50 billion, a price-to-earnings ratio of 13.52, a price-to-earnings-growth ratio of 14.27 and a beta of 1.27. The firm’s 50 day moving average is $21.97 and its 200 day moving average is $21.64. The company has a quick ratio of 1.66, a current ratio of 1.91 and a debt-to-equity ratio of 0.37.

Harley-Davidson (NYSE:HOG – Get Free Report) last released its earnings results on Tuesday, May 5th. The company reported $0.22 EPS for the quarter, missing the consensus estimate of $0.34 by ($0.12). Harley-Davidson had a net margin of 5.68% and a return on equity of 7.03%. The business had revenue of $1.17 billion for the quarter, compared to analyst estimates of $1.01 billion. During the same period in the prior year, the company earned $1.07 earnings per share. The firm’s revenue for the quarter was down 11.7% on a year-over-year basis. Equities analysts forecast that Harley-Davidson, Inc. will post 0.38 earnings per share for the current year.

Harley-Davidson Announces Dividend

The company also recently declared a quarterly dividend, which will be paid on Thursday, June 25th. Stockholders of record on Monday, June 8th will be issued a dividend of $0.1875 per share. The ex-dividend date is Monday, June 8th. This represents a $0.75 dividend on an annualized basis and a dividend yield of 3.2%. Harley-Davidson’s payout ratio is currently 42.61%.

Institutional Investors Weigh In On Harley-Davidson

Large investors have recently made changes to their positions in the company. Vanguard Group Inc. increased its stake in shares of Harley-Davidson by 7.3% during the 3rd quarter. Vanguard Group Inc. now owns 12,958,561 shares of the company’s stock worth $361,544,000 after purchasing an additional 886,998 shares during the last quarter. WINTON GROUP Ltd boosted its holdings in shares of Harley-Davidson by 449.9% during the 3rd quarter. WINTON GROUP Ltd now owns 295,687 shares of the company’s stock worth $8,250,000 after buying an additional 241,918 shares during the period. Mitsubishi UFJ Trust & Banking Corp boosted its holdings in shares of Harley-Davidson by 615.5% during the 3rd quarter. Mitsubishi UFJ Trust & Banking Corp now owns 61,465 shares of the company’s stock worth $1,715,000 after buying an additional 52,875 shares during the period. Algert Global LLC bought a new stake in shares of Harley-Davidson during the 3rd quarter worth $17,246,000. Finally, SG Americas Securities LLC boosted its holdings in shares of Harley-Davidson by 1,277.0% during the 4th quarter. SG Americas Securities LLC now owns 1,094,119 shares of the company’s stock worth $22,418,000 after buying an additional 1,014,660 shares during the period. Institutional investors and hedge funds own 85.10% of the company’s stock.

Harley-Davidson Company Profile

(Get Free Report)

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.