Harley-Davidson (NYSE:HOG) CEO Purchases $258,900.00 in Stock

Posted by Brian Himes on Aug 14th, 2026

Harley-Davidson, Inc. (NYSE:HOG – Get Free Report) CEO Artie Starrs bought 10,000 shares of Harley-Davidson stock in a transaction on Monday, August 10th. The stock was purchased at an average price of $25.89 per share, for a total transaction of $258,900.00. Following the completion of the acquisition, the chief executive officer owned 25,000 shares in the company, valued at $647,250. This represents a 66.67% increase in their position. The transaction was disclosed in a filing with the SEC, which is available through this hyperlink.

Harley-Davidson Price Performance

Harley-Davidson stock opened at $27.92 on Friday. The stock has a market capitalization of $2.91 billion, a P/E ratio of 17.13, a P/E/G ratio of 17.62 and a beta of 1.27. Harley-Davidson, Inc. has a 12-month low of $17.09 and a 12-month high of $31.25. The company has a debt-to-equity ratio of 0.36, a current ratio of 1.90 and a quick ratio of 1.70. The firm’s 50-day moving average is $25.64 and its two-hundred day moving average is $22.85.

Harley-Davidson (NYSE:HOG – Get Free Report) last posted its quarterly earnings data on Thursday, July 23rd. The company reported $0.75 earnings per share for the quarter, beating analysts’ consensus estimates of $0.65 by $0.10. Harley-Davidson had a net margin of 4.78% and a return on equity of 6.28%. The business had revenue of $1.23 billion during the quarter, compared to analyst estimates of $1.17 billion. During the same quarter in the previous year, the business posted $0.88 earnings per share. The company’s revenue was down 5.9% on a year-over-year basis. Equities analysts predict that Harley-Davidson, Inc. will post 0.51 earnings per share for the current year.

Harley-Davidson Announces Dividend

The firm also recently declared a quarterly dividend, which was paid on Thursday, June 25th. Shareholders of record on Monday, June 8th were paid a dividend of $0.1875 per share. This represents a $0.75 dividend on an annualized basis and a dividend yield of 2.7%. The ex-dividend date of this dividend was Monday, June 8th. Harley-Davidson’s dividend payout ratio is currently 46.01%.

Analyst Upgrades and Downgrades

Several research firms recently commented on HOG. Robert W. Baird upped their target price on Harley-Davidson from $28.00 to $30.00 and gave the company a “neutral” rating in a research note on Friday, July 24th. UBS Group raised their price target on Harley-Davidson from $19.00 to $26.00 and gave the stock a “neutral” rating in a research note on Monday, May 11th. Zacks Research upgraded Harley-Davidson from a “strong sell” rating to a “hold” rating in a report on Monday, April 27th. DA Davidson upped their price objective on shares of Harley-Davidson from $25.00 to $30.00 and gave the company a “buy” rating in a research note on Monday, July 6th. Finally, Morgan Stanley increased their price objective on shares of Harley-Davidson from $15.00 to $17.00 and gave the stock an “underweight” rating in a report on Tuesday, July 28th. One investment analyst has rated the stock with a Strong Buy rating, four have assigned a Buy rating, five have assigned a Hold rating and two have assigned a Sell rating to the company’s stock. According to MarketBeat, the stock currently has a consensus rating of “Hold” and a consensus price target of $26.11.

Read Our Latest Stock Report on HOG

Institutional Trading of Harley-Davidson

A number of institutional investors and hedge funds have recently made changes to their positions in HOG. Aberdeen Wealth Management LLC purchased a new position in shares of Harley-Davidson in the 2nd quarter worth $29,000. Pinnacle Holdings LLC purchased a new stake in Harley-Davidson during the fourth quarter valued at about $30,000. Fifth Third Bancorp increased its stake in Harley-Davidson by 48.9% during the fourth quarter. Fifth Third Bancorp now owns 1,764 shares of the company’s stock worth $36,000 after acquiring an additional 579 shares during the last quarter. Versant Capital Management Inc increased its stake in Harley-Davidson by 858.2% during the second quarter. Versant Capital Management Inc now owns 1,629 shares of the company’s stock worth $40,000 after acquiring an additional 1,459 shares during the last quarter. Finally, Geneos Wealth Management Inc. raised its holdings in shares of Harley-Davidson by 153.8% in the 1st quarter. Geneos Wealth Management Inc. now owns 2,109 shares of the company’s stock worth $53,000 after purchasing an additional 1,278 shares during the period. 85.10% of the stock is currently owned by institutional investors and hedge funds.

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.