Harley-Davidson Director Sells Shares
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 19 2026
0mins
Should l Buy HOG?
Source: NASDAQ.COM
- Share Sale Details: On February 25, 2026, Harley-Davidson director James D. Farley, Jr. sold 6,454 shares of common stock valued at approximately $121,000, at a weighted average price of around $18.71 per share, reducing his direct ownership to 16,205 shares, indicating a lack of confidence in the company's future prospects.
- Ownership Change: This transaction represented 28.48% of Farley's direct holdings, decreasing from 22,659 shares, reflecting concerns about the company's current operational status, which may impact investor confidence in Harley-Davidson.
- Financial Performance: Harley-Davidson's motorcycle revenue has declined from $4.89 billion in 2022 to approximately $3.6 billion in 2025, highlighting the pressures the company faces amid market competition and economic uncertainty, potentially leading to further layoffs and strategic shifts.
- Strategic Reset Plan: New CEO Artie Starrs is set to unveil the “WireForward” strategy aimed at balancing the legacy brand with new product categories to attract younger consumers, with details expected in May, which, if successful, could help the company return to growth.
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Analyst Views on HOG
Wall Street analysts forecast HOG stock price to rise
4 Analyst Rating
3 Buy
1 Hold
0 Sell
Strong Buy
Current: 23.490
Low
32.00
Averages
32.67
High
34.00
Current: 23.490
Low
32.00
Averages
32.67
High
34.00
About HOG
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company's segments include Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC segment designs, manufactures and sells Harley-Davidson motorcycles. The HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. The HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. The LiveWire segment sells electric motorcycles, electric balance bikes for kids, electric bikes, parts and accessories and apparel in the United States and certain international markets. The HDFS segment is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson and LiveWire motorcycles.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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