Harley-Davidson Inc. ($HOG) Stock Forecast: Down 5.2% Today

What is Harley-Davidson Inc.?

Harley-Davidson (HOG) is a well-known American motorcycle manufacturer with a strong market presence. The stock recently saw a significant downward trend.

Why is Harley-Davidson Inc. going down?

HOG stock is down 5.2% on Mar 11, 2026 15:15

• First Brands' decision to sell its unit manufacturing parts for Harley-Davidson for $50 million may have hinted at potential supply chain challenges, impacting investor confidence.
• Despite a quarterly earnings per share miss and revenue decrease, WINTON GROUP Ltd. increased its stake in Harley-Davidson, although this was overshadowed by broader market concerns.
• The temporary 24-hour closure of US dealerships, a standard holiday practice, might have increased uncertainty among investors about the company's operational stability and future performance.
• Downgrades from Wall Street Zen and Citigroup Inc., coupled with insider selling, likely contributed to the pessimistic sentiment surrounding Harley-Davidson, triggering the bearish market movement.

HOG Price Chart

HOG Technical Analysis

HOG News

First Brands to sell unit making Harley parts for $50 million

First Brands is planning to sell a unit that manufactures parts for Harley-Davidson for $50 million. This transaction was reported by Steven Church of Bloomberg. The article provides details regarding this sale within the Manufacturing & Logistics sector.

https://www.crainscleveland.com/manufacturing-logistics/ccl-first-brands-sells-harley-unit-20260310/

Harley-Davidson, Inc. $HOG Shares Purchased by WINTON GROUP Ltd

WINTON GROUP Ltd significantly increased its stake in Harley-Davidson, Inc. (NYSE:HOG) by 449.9% in the third quarter, now owning 295,687 shares valued at $8.25 million. Harley-Davidson reported a quarterly EPS miss but beat revenue estimates, while also announcing an increase in its quarterly dividend to $0.1875 per share, yielding approximately 3.9%. Other institutional investors also adjusted their holdings, and the stock currently has a "Hold" consensus rating from analysts with an average target price of $22.50.

https://www.marketbeat.com/instant-alerts/filing-harley-davidson-inc-hog-shares-purchased-by-winton-group-ltd-2026-03-09/

Harley-Davidson to roll out sweeping 24-hour shutdown in weeks with all US dealerships at risk of closure

Harley-Davidson has announced that many of its US dealerships will temporarily close for 24 hours next month, likely for Easter Sunday. This widespread shutdown is in line with businesses closing for major holidays to allow staff a break. While the Easter closure is expected, customers are advised to verify exact opening times with their local dealerships, as these can vary.

https://www.the-sun.com/motors/16040526/harley-davidson-sweeping-shutdown-us-dealerships-risk/

Harley-Davidson (NYSE:HOG) Cut to "Sell" at Wall Street Zen

Wall Street Zen has downgraded Harley-Davidson (NYSE:HOG) from "hold" to "sell" following mixed analyst actions and a significant EPS miss in its latest quarterly results. The company reported a revenue decrease of approximately 9.8% year-over-year, with shares trading around $19.00. Institutional investors hold about 85.1% of the stock, while recent insider transactions show both selling and buying activity.

https://www.marketbeat.com/instant-alerts/harley-davidson-nysehog-cut-to-sell-at-wall-street-zen-2026-03-07/

Citigroup Inc. Cuts Position in Harley-Davidson, Inc. $HOG

Citigroup Inc. significantly reduced its stake in Harley-Davidson, Inc. by 73.3% in the third quarter, selling over 257,000 shares. This move comes despite Harley-Davidson increasing its quarterly dividend, following a substantial earnings per share miss and a decrease in year-over-year revenue. Institutional investors currently hold about 85% of Harley-Davidson's stock, and analysts maintain a "Hold" consensus rating with an average price target of $22.50.

https://www.marketbeat.com/instant-alerts/filing-citigroup-inc-cuts-position-in-harley-davidson-inc-hog-2026-03-07/

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Harley-Davidson Inc. Price History

10.02.2026 - HOG Stock was up 5.3%

• WINTON GROUP Ltd has notably increased its stake in Harley-Davidson, Inc., suggesting optimism in the company's future despite a recent EPS miss, which could have influenced the stock's bullish movement.
• The decision to implement a 24-hour closure of US dealerships for Easter Sunday might have created a feeling of exclusivity and urgency among customers, potentially boosting demand for Harley-Davidson products.
• Following a substantial EPS miss and a decline in revenue, the downgrade of Harley-Davidson to "Sell" by Wall Street Zen could have initially lowered investor confidence. Nevertheless, subsequent bullish movement indicates that other factors like institutional investor actions and dividend increases might have outweighed this negative sentiment.
• The company's announcement of share repurchases under a new trading plan demonstrates a strategic move to enhance shareholder value and confidence in the face of market challenges, potentially indicating a positive long-term outlook for the stock.

30.06.2025 - HOG Stock was up 16.7%

• Despite reporting lower than expected earnings and revenue in Q2, Harley-Davidson saw a significant bullish movement of 13.5%.
• The market reacted positively to the news of the HDFS deal expected to unlock $1.25B in cash, as well as the company's plans for a $500M buyback and $450M debt reduction.
• Investor sentiment was boosted by these strategic financial moves, outweighing the negative impact of the decline in motorcycle sales by 23% due to soft demand.
• The bullish movement indicates that investors are optimistic about Harley-Davidson's ability to navigate challenges and drive future growth through financial restructuring and cash infusion.

04.02.2026 - HOG Stock was up 8.9%

• The rise in Harley-Davidson's stock value today might be due to optimistic investor sentiments triggered by the disclosure of the Investor Relations Director's involvement in Citi's Global Consumer & Retail Conference. This participation reflects the company's transparency and confidence in its future.
• The introduction of the new Revolution Max Cafe Racer concept bike could also have played a role in the stock's upward momentum. This move underscores Harley-Davidson's dedication to innovation and could potentially attract a younger customer base.
• Director Rafeh Masood's purchase of company shares during a period when the stock was near its 52-week low might have boosted investor confidence. This act suggests a belief in the company's long-term growth despite recent financial difficulties.
• Despite the closure of a dealership amid a change in ownership, investors seemed more focused on Harley-Davidson's strategic direction and innovative product launches, overshadowing the dealership issue.

04.10.2025 - HOG Stock was down 8.3%

• Despite surpassing earnings and revenue estimates in Q3, Harley-Davidson (HOG) experienced a strong bearish movement in the stock market.
• The market may have reacted negatively due to concerns about future growth prospects or guidance provided by the company, despite the positive financial results.
• Investors might be focusing on other underlying factors such as rising competition, changing consumer preferences, or macroeconomic conditions impacting the company's stock price.
• While the earnings beat was impressive, it seems that investors are looking for more clarity and assurance regarding the company's long-term sustainability and growth trajectory, leading to the bearish market movement.

23.06.2025 - HOG Stock was up 5.6%

• The upcoming 33rd Annual Biketoberfest® rally in Daytona Beach could be generating excitement and anticipation among motorcycle enthusiasts, potentially boosting interest in Harley-Davidson bikes.
• The rally's events, including biker gatherings, scenic rides, racing, and concerts, may be creating a positive sentiment around the motorcycle industry and specifically towards Harley-Davidson.
• The news of the rally could be driving up demand for Harley-Davidson motorcycles, leading to a bullish movement in the stock price as investors anticipate increased sales and revenue for the company.
• Overall, the positive buzz surrounding the upcoming Biketoberfest® rally could be contributing to the strong bullish movement in Harley-Davidson's stock today.

10.01.2026 - HOG Stock was up 5.1%

• Despite reporting a revenue beat in Q4 CY2025, Harley-Davidson's stock experienced an 11.3% drop due to a significant miss in earnings per share and a sharp decline in operating margin.
• The intentional inventory reductions and financial services transaction impacted the company's financial performance, leading to a wider net loss and a 28% drop in consolidated revenue.
• The market's reaction suggests investors are concerned about the company's ability to address sluggish demand and improve profitability, as highlighted by the strategic reset for 2026 focusing on stabilizing the business and enhancing dealer profitability.
• The substantial miss in earnings and revenue, driven by weak motorcycle sales, has raised doubts about Harley-Davidson's immediate future, despite efforts to introduce a more accessible product portfolio and achieve global dealer inventory reduction targets.

10.01.2026 - HOG Stock was up 2.7%

• The strong bullish movement in Harley-Davidson's stock today can be attributed to the anticipation surrounding its Q4 earnings. Despite analysts predicting a revenue decline and an adjusted loss per share, the market may be optimistic about potential positive surprises.
• The interim trade agreement between India and the US, which grants tariff-free access to Harley-Davidson motorcycles, could have also positively influenced investor sentiment. This deal opens up new opportunities for Harley-Davidson to expand its market reach.
• The recent sale of a Harley-Davidson bike owned by Sonny Barger for a surprisingly low price may have sparked interest and nostalgia among enthusiasts, potentially boosting the brand's visibility and appeal.
• The renaming and change in ownership of Paradise Harley-Davidson to Steelhead Harley-Davidson, amidst a larger trend of dealership changes and closures, could signal strategic restructuring efforts by the company to enhance its market presence and operational efficiency.

12.07.2025 - HOG Stock was up 5.4%

• Despite these challenges, Harley-Davidson's stock saw a strong bullish movement today.
• Market concerns and negative sentiment did not have a noticeable impact on the stock price.
• Investors may be optimistic about potential turnaround strategies or upcoming product launches by the company.
• The bullish movement could also be influenced by general market trends or positive industry developments that overshadow the company-specific issues.

25.01.2026 - HOG Stock was down 5.2%

• The bearish movement in Harley-Davidson's stock today could be attributed to the following factors:
• The decision to end the annual Homecoming festival and shift focus towards other events like the July 4th fireworks might have disappointed investors, leading to a negative sentiment surrounding the stock.
• While the partnership with Summerfest and Milwaukee World Festival, Inc. aims to enhance community experiences and brand visibility, the cancellation of the Homecoming festival could have raised concerns about the company's strategic direction among investors.
• The shift in marketing strategy and event sponsorships, although aimed at promoting the brand, may have created uncertainty about the company's future growth prospects in the eyes of investors.
• The change in leadership with a new CEO taking over could also be a contributing factor as investors may be cautious about the impact of new management decisions on the company's performance and profitability.

11.02.2026 - HOG Stock was down 5.2%

• First Brands' decision to sell its unit manufacturing parts for Harley-Davidson for $50 million may have hinted at potential supply chain challenges, impacting investor confidence.
• Despite a quarterly earnings per share miss and revenue decrease, WINTON GROUP Ltd. increased its stake in Harley-Davidson, although this was overshadowed by broader market concerns.
• The temporary 24-hour closure of US dealerships, a standard holiday practice, might have increased uncertainty among investors about the company's operational stability and future performance.
• Downgrades from Wall Street Zen and Citigroup Inc., coupled with insider selling, likely contributed to the pessimistic sentiment surrounding Harley-Davidson, triggering the bearish market movement.

03.02.2026 - HOG Stock was up 5.4%

• Despite encountering obstacles like a significant EPS miss and a year-over-year revenue decline, Harley-Davidson increased its quarterly dividend, potentially boosting investor confidence and leading to a positive market response.
• The closure of the historic Farrow Harley-Davidson dealership, operational for 114 years, might indicate a strategic shift towards consolidating operations in more profitable locations, which could be viewed favorably by investors.
• The stock of Harley-Davidson underperforming during broader market downturns suggests that the recent positive market response might be a short-term correction rather than a sustained trend.
• Analysts maintaining a "Hold" rating on the stock with a consensus target price of $23.50, despite recent challenges, reflects a cautious market sentiment, with investors likely awaiting further clarity on the company's future strategies before making significant investment decisions.

30.06.2025 - HOG Stock was up 16.3%

• Despite falling short of Q2 earnings and revenue estimates, HOG saw a rise in its stock price, suggesting growing investor confidence.
• Market attention could be shifting towards upcoming growth opportunities, cost-saving strategies, and collaborations, fueling the upward momentum.
• Investor optimism about HOG's resilience and capacity to respond to market shifts may be bolstering the stock price performance, even post the earnings disappointment.