Harley-Davidson (HOG)

• Market cap: $3.36B
• 1 day: -1.93%
• 5 days: 1.03%
• 1 month: -8.39%
• 3 months: -19.52%
• 6 months: -28.34%
• Year to date: -10.23%
• 1 year: -29.64%
• 5 years: -24.92%
• 10 years: -57.65%
• Sector: Consumer Discretionary
• Industry: Motorcycles, Bicycles & Parts

About: Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring segments, 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.

Employees: 6,400

Fund manager confidence

Based on 2024 Q4 regulatory filings by fund managers ($100M+ AUM)

2.0% more ownership

Funds ownership: 88.25% [Q3] → 90.25% (+2.0%) [Q4]

6% less funds holding

Funds holding: 415 [Q3] → 391 (-24) [Q4]

13% less first-time investments, than exits

New positions opened: 61 | Existing positions closed: 70

20% less call options, than puts

Call options by funds: $50.8M | Put options by funds: $63.1M

23% less capital invested

Capital invested by funds: $4.47B [Q3] → $3.47B (-$1.01B) [Q4]

42% less repeat investments, than reductions

Existing positions increased: 91 | Existing positions reduced: 158

75% less funds holding in top 10

Funds holding in top 10: 4 [Q3] → 1 (-3) [Q4]

Research analyst outlook

5 Wall Street Analysts provided 1 year price targets over the past 3 months

• Low target: $28 6% upside
• Avg. target: $31 17% upside
• High target: $35 32% upside

5 analyst ratings

• positive: 2 40%
• neutral: 3 60%
• negative: 0 0%

UBS Robin Farley 80% 1-year accuracy 8 / 10 met price target	6% upside $28	Neutral Maintained	20 Feb 2025
Morgan Stanley Adam Jonas 56% 1-year accuracy 30 / 54 met price target	17% upside $31	Equal-Weight Maintained	6 Feb 2025
Citigroup James Hardiman 52% 1-year accuracy 13 / 25 met price target	10% upside $29	Neutral Maintained	6 Feb 2025
DA Davidson Brandon Rolle 23% 1-year accuracy 3 / 13 met price target	17% upside $31	Buy Maintained	4 Feb 2025
B of A Securities Robert Ohmes 76% 1-year accuracy 16 / 21 met price target	32% upside $35	Buy Maintained	30 Jan 2025