Harley-Davidson Inc. (HOG) saw a price decline of 3.04%, hitting a 20-day low, as broader market conditions weighed on investor sentiment.
This decline occurs amid significant leadership restructuring at Harley-Davidson, including the appointment of Jonathan Root as Chief Financial and Commercial Officer and Bryan Niketh as Chief Operating Officer. These changes aim to enhance operational efficiency and dealer relations, but the stock's performance suggests sector rotation as the market experiences broader weakness, with the Nasdaq-100 down 1.73% and the S&P 500 down 1.05%.
The leadership changes may take time to positively impact the company's performance, and investors will be watching closely to see how these strategic moves translate into improved market positioning and financial results.
Wall Street analysts forecast HOG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for HOG is 32.67 USD with a low forecast of 32.00 USD and a high forecast of 34.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
4 Analyst Rating
Wall Street analysts forecast HOG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for HOG is 32.67 USD with a low forecast of 32.00 USD and a high forecast of 34.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
3 Buy
1 Hold
0 Sell
Strong Buy
Current: 19.880
Low
32.00
Averages
32.67
High
34.00
Current: 19.880
Low
32.00
Averages
32.67
High
34.00
Morgan Stanley
Underweight
downgrade
$21 -> $18
2026-01-16
Reason
Morgan Stanley
Price Target
$21 -> $18
AI Analysis
2026-01-16
downgrade
Underweight
Reason
Morgan Stanley lowered the firm's price target on Harley-Davidson to $18 from $21 and keeps an Underweight rating on the shares. Gaming, lodging and leisure fundamentals were "muted" in 2025, with select areas of acceleration skewed to companies serving older, wealthier consumers, the analyst tells investors in a 2026 look ahead note on the group. For 2026, the firm expects "more of the same fundamentally," with the added wrinkle of rates boosting goods over services, the analyst added.
Loop Capital
Hold
initiated
$21
2025-11-25
Reason
Loop Capital
Price Target
$21
2025-11-25
initiated
Hold
Reason
Loop Capital initiated coverage of Harley-Davidson with a Hold rating and $21 price target.
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UBS
Neutral
downgrade
$28 -> $27
2025-11-13
Reason
UBS
Price Target
$28 -> $27
2025-11-13
downgrade
Neutral
Reason
UBS lowered the firm's price target on Harley-Davidson to $27 from $28 and keeps a Neutral rating on the shares.
DA Davidson
Buy
downgrade
$34 -> $30
2025-11-10
Reason
DA Davidson
Price Target
$34 -> $30
2025-11-10
downgrade
Buy
Reason
DA Davidson lowered the firm's price target on Harley-Davidson to $30 from $34 and keeps a Buy rating on the shares after its Q3 earnings beat. Inventory reduction actions have been put in place by new CEO Artie Starrs, and the firm views these actions - along with the sequential rate of U.S. retail demand improving - as a positive for the company looking ahead, the analyst tells investors in a research note. Starrs is clearly showing welcomed focus on dealer health and rebuilding trust amongst the network, the firm added.
About HOG
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company operates through three segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). The HDMC segment designs, manufactures and sells Harley-Davidson motorcycles. The HDMC segment also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. The HDMC segment conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa, Asia Pacific, and Latin America. The LiveWire segment sells electric motorcycles, electric balance bikes for kids, 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.
