Harley-Davidson faces challenges amid leadership changes
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Sep 04 2024
0mins
Should l Buy HOG?
Source: Coinmarketcap
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.
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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: 18.910
Low
32.00
Averages
32.67
High
34.00
Current: 18.910
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 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.
Harley-Davidson Faces Long Road to Recovery Amidst Challenges
- Persistent Underperformance: Harley-Davidson (HOG) shares have lost 52% of their value over the past three years, contrasting sharply with a 75% gain for the S&P 500, indicating a critical need for strategic adjustments to regain growth momentum.
- Frequent Management Changes: Analysts highlight that HOG has seen three CEOs in the past decade, failing to adapt to changing consumer tastes, which has resulted in prolonged performance pressure and a lack of clear earnings visibility.
- Challenging Dealer Relationships: The company's 1,200 Harley-specific dealers have struggled to engage riders effectively, with former CEO management leading to deteriorating dealer economics, poor inventory control, and declining retail sales, indicating that relationship repair will take considerable time.
- Uncertain Future Outlook: While new CEO Artie Starr's initial steps are viewed as “positive,” earnings visibility remains low until a new plan is developed, leading analysts to adopt a cautious stance with an Underweight rating and a $15 price target, suggesting a 17% downside risk.
See More
Myriad Expands Executive Advisory Board to Over 30 Leaders
- Board Expansion: Myriad Venture Partners has expanded its Executive Advisory Board to over 30 senior leaders from Fortune 500 and global enterprises, significantly enhancing the firm's influence in the enterprise AI and B2B software sectors.
- New Members: The new executives include leaders from GSK, Mastercard, Harley-Davidson, Meta, and Oracle, whose extensive experience will help Myriad better meet enterprise demands and accelerate product development.
- Significant Business Outcomes: Since inception, Myriad's enterprise network has facilitated over 900 commercial introductions and 70 proof-of-concept (POC) projects, resulting in 24 commercial contracts, demonstrating its effectiveness in fostering collaboration between startups and large enterprises.
- Strong Investment Growth: Myriad's portfolio companies have raised over $932 million since inception, including $223 million in 2025 alone, indicating robust growth potential in the early-stage enterprise AI sector.
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Harley-Davidson CEO Makes Significant Insider Purchase
- Insider Buying Signal: Harley-Davidson CEO Artie Starrs purchased $286,500 worth of company stock over the past six months at an average cost of $19.10 per share, indicating strong confidence in the company's future and suggesting potential undervaluation.
- Market Trading Dynamics: On Tuesday, Harley-Davidson shares traded as low as $18.97, below Starrs' purchase price, reflecting rising market interest and a 1.5% increase in stock price, which indicates growing investor optimism.
- Price Volatility Analysis: The 52-week price range for Harley-Davidson is $17.11 to $31.25, with the current trading price at $18.93, suggesting the stock is hovering near its low point, potentially providing a buying opportunity while reflecting cautious market sentiment regarding future performance.
- Dividend Yield: Harley-Davidson currently pays an annual dividend of $0.75 per share, distributed quarterly, with the most recent ex-dividend date on March 2, 2026, offering an approximate 4.0% annualized yield that may attract income-seeking investors and enhance the stock's appeal.
See More
Harley-Davidson Reports Revenue Decline Amid Insider Buying
- Insider Buying: CEO Artie Starrs purchased 15,000 shares at $19.10 each, while director Lori Ann Flees bought 4,000 shares at $18.89, indicating executive confidence in the company despite ongoing financial challenges.
- Revenue Decline: Harley-Davidson reported a 28% year-over-year revenue decline in Q4, with a 10% drop in retail and a staggering 59% decrease in its financing segment, highlighting significant competitive pressures in the market.
- Sales Forecast: The company anticipates motorcycle retail sales between 130,000 and 135,000 units for 2026, slightly down from 132,535 in 2025, reflecting uncertainty in market demand.
- Stock Price Movement: Harley-Davidson shares rose 1.4% in premarket trading to $19.03, although Morgan Stanley cautioned that stock prices may struggle to rebound until demand and margins stabilize.
See More
UBS Lowers Harley-Davidson Inc. Target Price from $27 to $19
- Stock Price Adjustment: Harley-Davidson has cut its target price from $27 to $19.
- Market Impact: This adjustment reflects changes in market conditions and company performance expectations.
See More
Harley-Davidson to Present at Citi's 2026 Global Consumer & Retail Conference
- Conference Participation: Harley-Davidson will present at Citi's 2026 Global Consumer & Retail Conference on March 10, 2026, at the JW Marriott Miami Turnberry Resort, showcasing its leadership in the motorcycle industry.
- Investor Engagement: Investor Relations Director Shawn Collins will conduct one-on-one and group sessions to address questions related to the company, aiming to bolster investor confidence in Harley-Davidson's future growth.
- Company Background: Since its founding in 1903, Harley-Davidson has been dedicated to shaping motorcycle culture through innovation and emotion, offering distinctive and customizable motorcycles and related products, solidifying its position as the most desirable motorcycle brand globally.
- Electric Motorcycle Development: Harley-Davidson's controlling interest in LiveWire Group, the first publicly traded all-electric motorcycle company in the U.S., highlights the company's forward-looking strategy to become the most desirable electric motorcycle brand, reflecting its commitment to the electric transportation sector.
See More
Harley-Davidson Faces Long Road to Recovery Amidst Challenges
- Persistent Underperformance: Harley-Davidson (HOG) shares have lost 52% of their value over the past three years, contrasting sharply with a 75% gain for the S&P 500, indicating a critical need for strategic adjustments to regain growth momentum.
- Frequent Management Changes: Analysts highlight that HOG has seen three CEOs in the past decade, failing to adapt to changing consumer tastes, which has resulted in prolonged performance pressure and a lack of clear earnings visibility.
- Challenging Dealer Relationships: The company's 1,200 Harley-specific dealers have struggled to engage riders effectively, with former CEO management leading to deteriorating dealer economics, poor inventory control, and declining retail sales, indicating that relationship repair will take considerable time.
- Uncertain Future Outlook: While new CEO Artie Starr's initial steps are viewed as “positive,” earnings visibility remains low until a new plan is developed, leading analysts to adopt a cautious stance with an Underweight rating and a $15 price target, suggesting a 17% downside risk.
See More
Myriad Expands Executive Advisory Board to Over 30 Leaders
- Board Expansion: Myriad Venture Partners has expanded its Executive Advisory Board to over 30 senior leaders from Fortune 500 and global enterprises, significantly enhancing the firm's influence in the enterprise AI and B2B software sectors.
- New Members: The new executives include leaders from GSK, Mastercard, Harley-Davidson, Meta, and Oracle, whose extensive experience will help Myriad better meet enterprise demands and accelerate product development.
- Significant Business Outcomes: Since inception, Myriad's enterprise network has facilitated over 900 commercial introductions and 70 proof-of-concept (POC) projects, resulting in 24 commercial contracts, demonstrating its effectiveness in fostering collaboration between startups and large enterprises.
- Strong Investment Growth: Myriad's portfolio companies have raised over $932 million since inception, including $223 million in 2025 alone, indicating robust growth potential in the early-stage enterprise AI sector.
See More
Harley-Davidson CEO Makes Significant Insider Purchase
- Insider Buying Signal: Harley-Davidson CEO Artie Starrs purchased $286,500 worth of company stock over the past six months at an average cost of $19.10 per share, indicating strong confidence in the company's future and suggesting potential undervaluation.
- Market Trading Dynamics: On Tuesday, Harley-Davidson shares traded as low as $18.97, below Starrs' purchase price, reflecting rising market interest and a 1.5% increase in stock price, which indicates growing investor optimism.
- Price Volatility Analysis: The 52-week price range for Harley-Davidson is $17.11 to $31.25, with the current trading price at $18.93, suggesting the stock is hovering near its low point, potentially providing a buying opportunity while reflecting cautious market sentiment regarding future performance.
- Dividend Yield: Harley-Davidson currently pays an annual dividend of $0.75 per share, distributed quarterly, with the most recent ex-dividend date on March 2, 2026, offering an approximate 4.0% annualized yield that may attract income-seeking investors and enhance the stock's appeal.
See More
Harley-Davidson Reports Revenue Decline Amid Insider Buying
- Insider Buying: CEO Artie Starrs purchased 15,000 shares at $19.10 each, while director Lori Ann Flees bought 4,000 shares at $18.89, indicating executive confidence in the company despite ongoing financial challenges.
- Revenue Decline: Harley-Davidson reported a 28% year-over-year revenue decline in Q4, with a 10% drop in retail and a staggering 59% decrease in its financing segment, highlighting significant competitive pressures in the market.
- Sales Forecast: The company anticipates motorcycle retail sales between 130,000 and 135,000 units for 2026, slightly down from 132,535 in 2025, reflecting uncertainty in market demand.
- Stock Price Movement: Harley-Davidson shares rose 1.4% in premarket trading to $19.03, although Morgan Stanley cautioned that stock prices may struggle to rebound until demand and margins stabilize.
See More
UBS Lowers Harley-Davidson Inc. Target Price from $27 to $19
- Stock Price Adjustment: Harley-Davidson has cut its target price from $27 to $19.
- Market Impact: This adjustment reflects changes in market conditions and company performance expectations.
See More
Harley-Davidson to Present at Citi's 2026 Global Consumer & Retail Conference
- Conference Participation: Harley-Davidson will present at Citi's 2026 Global Consumer & Retail Conference on March 10, 2026, at the JW Marriott Miami Turnberry Resort, showcasing its leadership in the motorcycle industry.
- Investor Engagement: Investor Relations Director Shawn Collins will conduct one-on-one and group sessions to address questions related to the company, aiming to bolster investor confidence in Harley-Davidson's future growth.
- Company Background: Since its founding in 1903, Harley-Davidson has been dedicated to shaping motorcycle culture through innovation and emotion, offering distinctive and customizable motorcycles and related products, solidifying its position as the most desirable motorcycle brand globally.
- Electric Motorcycle Development: Harley-Davidson's controlling interest in LiveWire Group, the first publicly traded all-electric motorcycle company in the U.S., highlights the company's forward-looking strategy to become the most desirable electric motorcycle brand, reflecting its commitment to the electric transportation sector.
See More
