Harley-Davidson (HOG)

• Market cap: $2.73B
• 1 day: -2.09%
• 5 days: -2.82%
• 1 month: -10.81%
• 3 months: -23.58%
• 6 months: -37.90%
• Year to date: -25.11%
• 1 year: -43.47%
• 5 years: 24.24%
• 10 years: -60.45%
• Sector: Consumer Discretionary
• Industry: Recreational Vehicles

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: 5,900

Fund manager confidence

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

3.33% more ownership

Funds ownership: 87.84% [Q3] → 91.16% (+3.33%) [Q4]

10% less first-time investments, than exits

New positions opened: 65 | Existing positions closed: 72

3% less funds holding

Funds holding: 415 [Q3] → 401 (-14) [Q4]

20% less call options, than puts

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

21% less capital invested

Capital invested by funds: $4.45B [Q3] → $3.5B (-$954M) [Q4]

44% less repeat investments, than reductions

Existing positions increased: 90 | Existing positions reduced: 162

50% less funds holding in top 10

Funds holding in top 10: 4 [Q3] → 2 (-2) [Q4]

Research analyst outlook

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

• Low target: $26 18% upside
• Avg. target: $30 35% upside
• High target: $35 59% upside

6 analyst ratings

• positive: 2 33%
• neutral: 4 67%
• negative: 0 0%

DA Davidson Brandon Rolle 0% 1-year accuracy 0 / 11 met price target	41% upside $31	Buy Assumed	9 Apr 2025
Baird Craig Kennison 21% 1-year accuracy 6 / 29 met price target	18% upside $26	Neutral Maintained	4 Apr 2025
Citigroup James Hardiman 17% 1-year accuracy 5 / 29 met price target	27% upside $28	Neutral Maintained	2 Apr 2025
UBS Robin Farley 50% 1-year accuracy 5 / 10 met price target	27% upside $28	Neutral Maintained	20 Feb 2025
Morgan Stanley Adam Jonas 44% 1-year accuracy 19 / 43 met price target	41% upside $31	Equal-Weight Maintained	6 Feb 2025