Harley-Davidson, Inc. (HOG)

Harley-Davidson's stock has experienced fluctuations in the past six months. The stock price decreased by -23.60% over the past year, reaching a 52-week low in early February 2026. In November 2025, the company reported third-quarter earnings that surpassed analyst expectations, but the stock still dropped. A debt deal with KKR and PIMCO in Q3 2025 initially boosted the share price, but these gains were later lost, and short interest in HOG increased significantly.

Demand for Harley-Davidson products exhibits seasonality, with stronger performance typically observed during the summer months. Historically, a 'Buy Date of June 25 and a Sell Date of September 30 has resulted in a geometric average return of 0.19% above the benchmark rate of the S&P 500 Total Return Index over the past 20 years'. The fourth quarter is expected to be softer, indicating that motorcycle demand peaks in warmer months and declines in colder periods.

Harley-Davidson, Inc. (HOG) is an American motorcycle manufacturer established in 1903, operating in the Consumer Discretionary sector. The company's business is divided into three segments: Harley-Davidson Motor Company, which designs, manufactures, and sells on-road motorcycles, parts, accessories, and apparel; LiveWire, which focuses on electric motorcycles and related products; and Harley-Davidson Financial Services (HDFS), which provides financing and insurance products.

Harley-Davidson has a worldwide customer base with sales across the United States, Canada, Europe/Middle East/Africa, Asia Pacific, and Latin America. The company has manufacturing facilities in York, Pennsylvania; Menomonee Falls, Wisconsin; Tomahawk, Wisconsin; Manaus, Brazil; and Rayong, Thailand.

Harley-Davidson is an iconic American brand with a loyal following, but it faces challenges due to an aging customer base and declining sales. The company is working to broaden its appeal, promote diversity, and enhance Milwaukee's profile as a moto-culture destination.

The ownership of Harley-Davidson (HOG) stock is distributed among institutional, retail, and individual investors. Institutional investors own approximately 55.40% of the company's stock, insiders own 0.77%, and public companies and individual investors own 43.83%. Major institutional owners include Vanguard Group Inc., BlackRock, Inc., Beutel, Goodman & Co Ltd., Donald Smith & Co., Inc., and Dimensional Fund Advisors LP.