Harley-Davidson (NYSE:HOG) Stock

Harley-Davidson

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.

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Wall Street rose on Wednesday, with all major equity indices advancing as investors assessed the latest batch of corporate earnings and drew optimism from positive labor market data.

Stocks Rebound, Google Eyes Worst Drop In A Year, Gold Shatters Fresh Records: What&#39;s Driving Markets Wednesday?

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Harley-Davidson&#39;s Q4 2024 financial results: revenue of $430.89M, down 34.7% from last year, and EPS of $(0.93) missing analyst consensus of $(0.66). Stock price dropped 4.38%. Outlook for FY25: flat revenue, down 5%, and operating income margin of 7.0%-8.0%.

Harley-Davidson Struggles With Sales Drop In Q4, But New Touring Models Boost Market Share

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Harley-Davidson Inc

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7 analysts have shared their evaluations of Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) during the recent three months, expressing a mix of bullish and bearish perspectives.
The following table provides a quick overview of their recent ratings, highlighting the changing sentiments over the past 30 days and comparing them to the preceding months.
<table>
<thead>
<tr>
<th></th>
<th align="right">Bullish</th>
<th align="right">Somewhat Bullish</th>
<th align="right">Indifferent</th>
<th align="right">Somewhat Bearish</th>
<th align="right">Bearish</th>
</tr>
</thead>
<tbody>
<tr>
<td>Total Ratings</td>
<td align="right">2</td>
<td align="right">0</td>
<td align="right">5</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>Last 30D</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>1M Ago</td>
<td align="right">2</td>
<td align="right">0</td>
<td align="right">4</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>2M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>3M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
</tbody>
</table>
Insights from analysts' 12-month price targets are revealed, presenting an average target of $31.14, a high estimate of $35.00, and a low estimate of $28.00. Observing a downward trend, the current average is 13.5% lower than the prior average price target of $36.00. 
<img src="https://www.benzinga.com/files/images/story/2025/1740089011_0.png" alt="price target chart" />
<h2>Exploring Analyst Ratings: An In-Depth Overview</h2>
A comprehensive examination of how financial experts perceive Harley-Davidson is derived from recent analyst actions. The following is a detailed summary of key analysts, their recent evaluations, and adjustments to ratings and price targets.
<table>
<thead>
<tr>
<th>Analyst</th>
<th>Analyst Firm</th>
<th>Action Taken</th>
<th>Rating</th>
<th>Current Price Target</th>
<th>Prior Price Target</th>
</tr>
</thead>
<tbody>
<tr>
<td>Robin Farley</td>
<td>UBS</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$35.00</td>
</tr>
<tr>
<td>Adam Jonas</td>
<td>Morgan Stanley</td>
<td>Lowers</td>
<td>Equal-Weight</td>
<td>$31.00</td>
<td>$33.00</td>
</tr>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$29.00</td>
<td>$31.00</td>
</tr>
<tr>
<td>Brandon Rolle</td>
<td>DA Davidson</td>
<td>Lowers</td>
<td>Buy</td>
<td>$31.00</td>
<td>$39.00</td>
</tr>
<tr>
<td>Robert Ohmes</td>
<td>B of A Securities</td>
<td>Lowers</td>
<td>Buy</td>
<td>$35.00</td>
<td>$40.00</td>
</tr>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$31.00</td>
<td>$34.00</td>
</tr>
<tr>
<td>Adam Jonas</td>
<td>Morgan Stanley</td>
<td>Lowers</td>
<td>Equal-Weight</td>
<td>$33.00</td>
<td>$40.00</td>
</tr>
</tbody>
</table>
<h3>Key Insights:</h3>
<ul>
<li>Action Taken: Responding to changing market dynamics and company performance, analysts update their recommendations. Whether they 'Maintain', 'Raise', or 'Lower' their stance, it signifies their response to recent developments related to Harley-Davidson. This offers insight into analysts' perspectives on the current state of the company.</li>
<li>Rating: Gaining insights, analysts provide qualitative assessments, ranging from 'Outperform' to 'Underperform'. These ratings reflect expectations for the relative performance of Harley-Davidson compared to the broader market.</li>
<li>Price Targets: Analysts set price targets as an estimate of a stock's future value. Comparing the current and prior price targets provides insight into how analysts' expectations have changed over time. This information can be valuable for investors seeking to understand consensus views on the stock's potential future performance.</li>
</ul>
Analyzing these analyst evaluations alongside relevant financial metrics can provide a comprehensive view of Harley-Davidson's market position. Stay informed and make data-driven decisions with the assistance of our Ratings Table.
<a href="https://www.benzinga.com/quote/HOG/analyst-ratings?utm_source=benzinga-insights&amp;adType=benzinga-insights&amp;ad=analyst-ratings&amp;campaign=wallstreetadvantage">Stay up to date on Harley-Davidson analyst ratings.</a>
<h2>Delving into Harley-Davidson's Background</h2>
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.
<h3>Harley-Davidson: A Financial Overview</h3>
Market Capitalization: Positioned above industry average, the company's market capitalization underscores its superiority in size, indicative of a strong market presence.
Revenue Challenges: Harley-Davidson's revenue growth over 3 months faced difficulties. As of 31 December, 2024, the company experienced a decline of approximately -40.24%. This indicates a decrease in top-line earnings. As compared to competitors, the company encountered difficulties, with a growth rate lower than the average among peers in the Consumer Discretionary sector.
Net Margin: Harley-Davidson's net margin is impressive, surpassing industry averages. With a net margin of -17.0%, the company demonstrates strong profitability and effective cost management.
Return on Equity (ROE): Harley-Davidson's ROE stands out, surpassing industry averages. With an impressive ROE of -3.55%, the company demonstrates effective use of equity capital and strong financial performance.
Return on Assets (ROA): Harley-Davidson's ROA stands out, surpassing industry averages. With an impressive ROA of -0.94%, the company demonstrates effective utilization of assets and strong financial performance.
Debt Management: Harley-Davidson's debt-to-equity ratio stands notably higher than the industry average, reaching 2.2. This indicates a heavier reliance on borrowed funds, raising concerns about financial leverage.
<h2>The Significance of Analyst Ratings Explained</h2>
Analyst ratings serve as essential indicators of stock performance, provided by experts in banking and financial systems. These specialists diligently analyze company financial statements, participate in conference calls, and engage with insiders to generate quarterly ratings for individual stocks.
Some analysts publish their predictions for metrics such as growth estimates, earnings, and revenue to provide additional guidance with their ratings. When using analyst ratings, it is important to keep in mind that stock and sector analysts are also human and are only offering their opinions to investors.
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Analyst Ratings

Expert Outlook: Harley-Davidson Through The Eyes Of 7 Analysts

UBS analyst Robin Farley maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Neutral and lowers the price target from $35 to $28.

Price Target

UBS Maintains Neutral on Harley-Davidson, Lowers Price Target to $28

Morgan Stanley analyst Adam Jonas maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Equal-Weight and lowers the price target from $33 to $31.

Morgan Stanley Maintains Equal-Weight on Harley-Davidson, Lowers Price Target to $31

Citigroup analyst James Hardiman maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Neutral and lowers the price target from $31 to $29.

Citigroup Maintains Neutral on Harley-Davidson, Lowers Price Target to $29

Wall Street rose on Wednesday, with all major equity indices advancing as investors assessed the latest batch of corporate earnings and drew optimism from <a href="https://www.benzinga.com/25/02/43494246/private-employment-rises-by-183000-beats-estimates-in-january-consumer-facing-industries-drove-hiring">positive labor market data.</a>
The S&amp;P 500 gained 0.3% to 6,045 points, while the Dow Jones Industrial Average rose 0.6%, now trading less than 1% below its all-time high.
Alphabet Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/GOOGL#NASDAQ">GOOGL</a>) missed quarterly earnings expectations on its cloud business, triggering a 7% drop, its worst single-day decline in a year. On the upside, Broadcom Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/AVGO#NASDAQ">AVGO</a>) surged 6% after beating estimates, fueling a rally in chip stocks. Nvidia Corp. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/NVDA#NASDAQ">NVDA</a>) also gained 3.4%.
The Russell 2000 outperformed with a 0.9% gain, reflecting strength in smaller-cap stocks.
Fresh labor market data signaled resilience. Private sector employment rose by 183,000 in January according to the ADP report, surpassing expectations of 150,000. The services sector continued expanding,<a href="https://www.benzinga.com/economics/macro-economic-events/25/02/43499292/us-services-growth-slows-in-january-as-tariff-concerns-mount"> as per ISM survey</a>, though at a slightly slower-than-anticipated pace.
Investors piled into Treasuries, sending yields tumbling across the curve. The 30-year yield fell to its lowest level since Dec. 18, 2024, while the iShares 20+ Year Treasury Bond ETF (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/TLT#NASDAQ">TLT</a>) rallied 1.9%.
Gold extended its bull run, surging over 1% to a record $2,870 per ounce, driven by continued central bank buying. Copper jumped 2%. 
In crypto markets, Bitcoin (CRYPTO: <a class="ticker" href="https://www.benzinga.com/quote/btc/usd">BTC</a>) edged down 1.2% to $97,000. 
<h3 class="wp-block-heading">Wednesday&#8217;s Performance In Major US Indices, ETFs</h3>
<figure class="wp-block-table is-style-stripes"> 
<table>
<tbody>
<tr>
<td>Major Indices</td>
<td>Price</td>
<td>1-day %chg</td>
</tr>
<tr>
<td>• Russell 2000</td>
<td>2,310.94</td>
<td>0.9%</td>
</tr>
<tr>
<td>• Dow Jones</td>
<td>44,801.97</td>
<td>0.6%</td>
</tr>
<tr>
<td>• S&amp;P 500</td>
<td>6,054.99</td>
<td>0.3%</td>
</tr>
<tr>
<td>• Nasdaq 100</td>
<td>21,621.68</td>
<td>0.3%</td>
</tr>
</tbody>
</table>
<figcaption class="wp-element-caption">Updated at 2:00 p.m. ET</figcaption></figure>
According to&nbsp;<a href="https://bzresearch.myclickfunnels.com/benzinga-pro-content-webinar-registration/?utm_source=BZprocontent020325&amp;t=be2bearmibe3na1" target="_blank" rel="noreferrer noopener">Benzinga Pro</a>&nbsp;data:
<ul>
<li>The&nbsp;SPDR S&amp;P 500 ETF Trust (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/SPY#NYSE">SPY</a>)&nbsp;rose 0.3% to $602.97.</li>
<li>The&nbsp;SPDR Dow Jones Industrial Average&nbsp;(NYSE:<a class="ticker" href="https://www.benzinga.com/stock/DIA#NYSE">DIA</a>) rose 0.5% to $447.60.</li>
<li>The tech-heavy&nbsp;Invesco QQQ Trust Series&nbsp;(NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/QQQ#NASDAQ">QQQ</a>)&nbsp;inched 0.2% up to $525.63.</li>
<li>The&nbsp;iShares Russell 2000 ETF (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/IWM#NYSE">IWM</a>) rallied 1% to $229.09.</li>
<li>The&nbsp;Real Estate Select Sector SPDR Fund (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/XLRE#NYSE">XLRE</a>) outperformed, up 1.6%; the&nbsp;Communication Services Select Sector SPDR Fund&nbsp;(NYSE:<a class="ticker" href="https://www.benzinga.com/stock/XLC#NYSE">XLC</a>) lagged, down 1.2%.</li>
</ul>
<h3 class="wp-block-heading">Wednesday&#8217;s Stock Movers</h3>
Stocks reacting on earnings reports included: 
<ul>
<li>Amgen Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/AMGN#NASDAQ">AMGN</a>): up 5.9%</li>
<li>Chipotle Mexican Grill Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/CMG#NYSE">CMG</a>): down 2.4%</li>
<li>Mondelez International Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/MDLZ#NASDAQ">MDLZ</a>): up 0.62%</li>
<li>Simon Property Group Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/SPG#NYSE">SPG</a>): 3.55%</li>
<li>Electronic Arts Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/EA#NASDAQ">EA</a>): up 5.7%</li>
<li>Snap Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/SNAP#NASDAQ">SNAP</a>): down 6.55%</li>
<li>IDEX Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/IEX#NYSE">IEX</a>): down 9.61%</li>
<li>Walt Disney Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/DIS#NYSE">DIS</a>): down 1.77%</li>
<li>Uber Technologies Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/UBER#NYSE">UBER</a>): down 7.31%</li>
<li>Fiserv Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/FI#NYSE">FI</a>): up 7.48%</li>
<li>Boston Scientific Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BSX#NYSE">BSX</a>): up 1.87%</li>
<li>Illinois Tool Works Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/ITW#NYSE">ITW</a>): down 0.62%</li>
<li>Emerson Electric Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/EMR#NYSE">EMR</a>): down 2.61%</li>
<li>T. Rowe Price Group Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/TROW#NASDAQ">TROW</a>): down 3.91%</li>
<li>Cencora Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/COR#NYSE">COR</a>): up 0.83%</li>
<li>CDW Corp. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/CDW#NASDAQ">CDW</a>): up 4.54%</li>
<li>Ares Management Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/ARES#NYSE">ARES</a>): down 2.51%</li>
<li>Bunge Global SA (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BG#NYSE">BG</a>): down 5.05%</li>
<li>Johnson Controls International (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/JCI#NYSE">JCI</a>): up 12.49%</li>
<li>Old Dominion Freight Line Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ODFL#NASDAQ">ODFL</a>): up 5.60%</li>
<li>Stanley Black &amp; Decker Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/SWK#NYSE">SWK</a>): down 1.43%</li>
<li>Ares Capital Corp. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ARCC#NASDAQ">ARCC</a>): down 3.26%</li>
<li>Criteo SA (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/CRTO#NASDAQ">CRTO</a>): up 17.73%</li>
<li>Timken Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/TKR#NYSE">TKR</a>): up 2.86%</li>
<li>Performance Food Group Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/PFGC#NYSE">PFGC</a>): down 1.91%</li>
<li>New York Times Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/NYT#NYSE">NYT</a>): down 11.56%</li>
<li>Griffon Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GFF#NYSE">GFF</a>): up 9.00%</li>
<li>Harley-Davidson Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>): down 0.63%</li>
<li>Capri Holdings Ltd. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/CPRI#NYSE">CPRI</a>): down 13.94%</li>
<li>Azenta Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/AZTA#NASDAQ">AZTA</a>): up 1.04%</li>
<li>Vishay Intertechnology Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/VSH#NYSE">VSH</a>): up 8.65%</li>
<li>Spire Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/SR#NYSE">SR</a>): up 0.82%</li>
</ul>
Large-cap stocks slated to report earnings after the close are Ford Motor Co. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/F#NYSE">F</a>), McKesson Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/MCK#NYSE">MCK</a>) Qualcomm Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/QCOM#NASDAQ">QCOM</a>), Molina Healthcare Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/MOH#NYSE">MOH</a>), O&#8217;Reilly Automotive Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ORLY#NASDAQ">ORLY</a>), MetLife Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/MET#NYSE">MET</a>), Cognizant Technology Solutions (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/CTSH#NASDAQ">CTSH</a>), Corteva Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/CTVA#NYSE">CTVA</a>), Allstate Corp. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/ALL#NYSE">ALL</a>), Skyworks Solutions Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/SWKS#NASDAQ">SWKS</a>), Aflac Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/AFL#NYSE">AFL</a>), Align Technology Inc. (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ALGN#NASDAQ">ALGN</a>). 
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Stocks Rebound, Google Eyes Worst Drop In A Year, Gold Shatters Fresh Records: What's Driving Markets Wednesday?

Harley-Davidson Inc&nbsp;(NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) reported fourth-quarter 2024 financial results. It clocked HDMC and LiveWire&#8217;s&nbsp;combined <a target="_blank" href="https://www.benzinga.com/pressreleases/25/02/n43490389/harley-davidson-delivers-fourth-quarter-and-full-year-financial-results-and-2025-outlook" rel="noreferrer noopener">revenue of $430.89 million</a>.
Consolidated revenue declined by 34.7% to $687.61 million.
The analyst consensus estimate was $464.88 million. Harley-Davidson&#8217;s EPS loss of 93 cents missed the <a href="https://www.benzinga.com/calendars/earnings" target="_blank" rel="noreferrer noopener">analyst consensus of 66 cents</a>.
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The consolidated revenue decline was driven primarily by HDMC&#8217;s 47% revenue fall, which was partially offset by HDFS&#8217;s 4% revenue increase.
The stock price slid after the print.
Global retail motorcycle sales declined 15%, and North American&nbsp;retail performance was down&nbsp;13%. The bulk of the declines were in the large cruiser category, which includes the&nbsp;Softail motorcycle.
In EMEA, retail sales declined by 7%, driven by weakness in&nbsp;Germany&nbsp;and the surrounding region. The 26% decline in APAC was driven by weakness in&nbsp;Japan&nbsp;and&nbsp;China, partially offset by growth in&nbsp;Australia&nbsp;and&nbsp;New Zealand.&nbsp;Latin America&nbsp;sales decreased by 7%, driven by Brazil and Mexico&#8217;s decline.
Operating loss in HDMC was $214 million versus a loss of $44 million Y/Y.
Consolidated operating loss for the quarter was $193.35 million versus $21.15 million Y/Y.
Harley-Davidson generated $1.06 billion in operating cash flow during the year and held cash of $1.16 billion at year-end.
CEO Jochen Zeitz flagged a significant impact from continued cyclical headwinds for discretionary products, including the high interest rate environment affecting consumer confidence. Launching its new Street Glide and Road Glide touring motorcycles contributed to nearly 5% growth in the U.S. Touring segment and drove the company&#8217;s market share to 74.5% in fiscal 2024.
FY25 Outlook: Harley-Davidson expects <a target="_blank" href="https://www.benzinga.com/calendars/guidance" rel="noreferrer noopener">HDMC&nbsp;revenue growth</a> to be flat, down 5%, and operating income margin outlook&nbsp;to be 7.0%-8.0%.
Harley-Davidson&nbsp;expects&nbsp;a capital investment of $225 million-$250 million.
Price Action: HOG stock is down by 4.38% at $25.65 at last check Tuesday.
Also Read:
<ul>
<li><a href="https://www.benzinga.com/news/earnings/25/01/43345721/sirius-xm-q4-earnings-beats-estimates-ceo-highlights-focus-on-in-car-subscriptions-ad-supported-growth" target="_blank" rel="noreferrer noopener">Sirius XM Q4 Earnings Beats Estimates, CEO Highlights Focus On In-Car Subscriptions, Ad-Supported Growth</a></li>
</ul>
Image via Harley Davidson

Harley-Davidson shares are trading lower following a Q4 earnings miss.

Harley-Davidson Sees Full-Year HDMC Revenue Flat To Down 5%, Operating Income Margin 7.0%-8.0%, Sees Full-Year Diluted EPS Flat To Down 5%

Harley-Davidson Q4 HDMC Revenue $420.489M

Earnings Misses

Harley-Davidson Q4 2024 GAAP EPS $(0.93) Misses $(0.67) Estimate

AMSC

AOSL

APPS

ARAY

ASGN

ASYS

BARK

BLBD

BSBR

CENT

CENTA

CNMD

CNXN

COHR

CPAY

CSGS

DGII

DLHC

ENSG

EQNR

EZPW

FORM

GEOS

HOLX

ITUB

KMPR

LFVN

LSAK

LUCK

LVWR

MSTR

MTRX

MUSA

NOTV

NTGR

NVST

NWSA

PAHC

Earnings Scheduled For February 5, 2025

DA Davidson analyst Brandon Rolle maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Buy and lowers the price target from $39 to $31.

DA Davidson Maintains Buy on Harley-Davidson, Lowers Price Target to $31

This whale alert can help traders discover the next big trading opportunities.
Whales are entities with large sums of money and we track their transactions here at Benzinga on our options activity scanner.
Traders often look for circumstances when the market estimation of an option diverges away from its normal worth. Abnormal amounts of trading activity could push option prices to hyperbolic or underperforming levels. 
Here's the list of options activity happening in today's session: 
<table>
<thead>
<tr>
<th>Symbol</th>
<th>PUT/CALL</th>
<th>Trade Type</th>
<th>Sentiment</th>
<th>Exp. Date</th>
<th>Strike Price</th>
<th>Total Trade Price</th>
<th>Open Interest</th>
<th>Volume</th>
</tr>
</thead>
<tbody>
<tr>
<td>TSLA</td>
<td>CALL</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>01/31/25</td>
<td>$420.00</td>
<td>$73.6K</td>
<td>19.0K</td>
<td>155.6K</td>
</tr>
<tr>
<td>LAZR</td>
<td>CALL</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>01/16/26</td>
<td>$3.00</td>
<td>$35.4K</td>
<td>67</td>
<td>3.0K</td>
</tr>
<tr>
<td>GM</td>
<td>PUT</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>02/21/25</td>
<td>$50.00</td>
<td>$51.6K</td>
<td>4.3K</td>
<td>2.9K</td>
</tr>
<tr>
<td>NKE</td>
<td>CALL</td>
<td>TRADE</td>
<td>NEUTRAL</td>
<td>05/16/25</td>
<td>$100.00</td>
<td>$66.2K</td>
<td>1.3K</td>
<td>2.3K</td>
</tr>
<tr>
<td>BABA</td>
<td>CALL</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>04/17/25</td>
<td>$120.00</td>
<td>$193.2K</td>
<td>9.0K</td>
<td>1.8K</td>
</tr>
<tr>
<td>PDD</td>
<td>CALL</td>
<td>TRADE</td>
<td>BEARISH</td>
<td>02/07/25</td>
<td>$114.00</td>
<td>$51.2K</td>
<td>331</td>
<td>468</td>
</tr>
<tr>
<td>AMZN</td>
<td>CALL</td>
<td>TRADE</td>
<td>BEARISH</td>
<td>07/18/25</td>
<td>$360.00</td>
<td>$25.5K</td>
<td>401</td>
<td>401</td>
</tr>
<tr>
<td>HOG</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>08/15/25</td>
<td>$25.00</td>
<td>$51.8K</td>
<td>81</td>
<td>280</td>
</tr>
<tr>
<td>ABNB</td>
<td>CALL</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>02/21/25</td>
<td>$134.00</td>
<td>$50.0K</td>
<td>100</td>
<td>259</td>
</tr>
<tr>
<td>RIVN</td>
<td>CALL</td>
<td>TRADE</td>
<td>NEUTRAL</td>
<td>12/19/25</td>
<td>$20.00</td>
<td>$28.6K</td>
<td>8.0K</td>
<td>183</td>
</tr>
</tbody>
</table>

<h2>Explanation</h2>
These bullet-by-bullet explanations have been constructed using the accompanying table. 
• For TSLA (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/TSLA#NASDAQ">TSLA</a>), we notice a call option sweep that happens to be bullish, is expiring today. Parties traded 410 contract(s) at a $420.00 strike. This particular call needed to be split into 23 different trades to become filled. The total cost received by the writing party (or parties) was $73.6K, with a price of $183.0 per contract. There were 19083 open contracts at this strike prior to today, and today 155641 contract(s) were bought and sold. 
• Regarding LAZR (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/LAZR#NASDAQ">LAZR</a>), we observe a call option trade with bullish sentiment. It expires in 350 day(s) on January 16, 2026. Parties traded 100 contract(s) at a $3.00 strike. The total cost received by the writing party (or parties) was $35.4K, with a price of $354.0 per contract. There were 67 open contracts at this strike prior to today, and today 3052 contract(s) were bought and sold. 
• For GM (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GM#NYSE">GM</a>), we notice a put option trade that happens to be bullish, expiring in 21 day(s) on February 21, 2025. This event was a transfer of 501 contract(s) at a $50.00 strike. The total cost received by the writing party (or parties) was $51.6K, with a price of $103.0 per contract. There were 4345 open contracts at this strike prior to today, and today 2953 contract(s) were bought and sold. 
• For NKE (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/NKE#NYSE">NKE</a>), we notice a call option trade that happens to be neutral, expiring in 105 day(s) on May 16, 2025. This event was a transfer of 1250 contract(s) at a $100.00 strike. The total cost received by the writing party (or parties) was $66.2K, with a price of $53.0 per contract. There were 1379 open contracts at this strike prior to today, and today 2363 contract(s) were bought and sold. 
• For BABA (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BABA#NYSE">BABA</a>), we notice a call option trade that happens to be bullish, expiring in 76 day(s) on April 17, 2025. This event was a transfer of 600 contract(s) at a $120.00 strike. The total cost received by the writing party (or parties) was $193.2K, with a price of $322.0 per contract. There were 9033 open contracts at this strike prior to today, and today 1842 contract(s) were bought and sold. 
• For PDD (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/PDD#NASDAQ">PDD</a>), we notice a call option trade that happens to be bearish, expiring in 7 day(s) on February 7, 2025. This event was a transfer of 200 contract(s) at a $114.00 strike. The total cost received by the writing party (or parties) was $51.2K, with a price of $256.0 per contract. There were 331 open contracts at this strike prior to today, and today 468 contract(s) were bought and sold. 
• For AMZN (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/AMZN#NASDAQ">AMZN</a>), we notice a call option trade that happens to be bearish, expiring in 168 day(s) on July 18, 2025. This event was a transfer of 399 contract(s) at a $360.00 strike. The total cost received by the writing party (or parties) was $25.5K, with a price of $64.0 per contract. There were 401 open contracts at this strike prior to today, and today 401 contract(s) were bought and sold. 
• Regarding HOG (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>), we observe a put option sweep with bullish sentiment. It expires in 196 day(s) on August 15, 2025. Parties traded 280 contract(s) at a $25.00 strike. This particular put needed to be split into 23 different trades to become filled. The total cost received by the writing party (or parties) was $51.8K, with a price of $185.0 per contract. There were 81 open contracts at this strike prior to today, and today 280 contract(s) were bought and sold. 
• Regarding ABNB (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ABNB#NASDAQ">ABNB</a>), we observe a call option trade with bullish sentiment. It expires in 21 day(s) on February 21, 2025. Parties traded 73 contract(s) at a $134.00 strike. The total cost received by the writing party (or parties) was $50.0K, with a price of $685.0 per contract. There were 100 open contracts at this strike prior to today, and today 259 contract(s) were bought and sold. 
• Regarding RIVN (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/RIVN#NASDAQ">RIVN</a>), we observe a call option trade with neutral sentiment. It expires in 322 day(s) on December 19, 2025. Parties traded 180 contract(s) at a $20.00 strike. The total cost received by the writing party (or parties) was $28.6K, with a price of $159.0 per contract. There were 8023 open contracts at this strike prior to today, and today 183 contract(s) were bought and sold. 
Options Alert Terminology 
 - Call Contracts: The right to buy shares as indicated in the contract. 
 - Put Contracts: The right to sell shares as indicated in the contract. 
 - Expiration Date: When the contract expires. One must act on the contract by this date if one wants to use it. 
 - Premium/Option Price: The price of the contract. 
For more information, visit our <a href="https://pro.benzinga.com/blog/how-to-understand-option-alerts/">Guide to Understanding Options Alerts</a> or read <a href="https://www.benzinga.com/markets/options">more news on unusual options activity</a>. 
This article was generated by Benzinga's automated content engine and reviewed by an editor.

Options

AMZN

BABA

LAZR

Citigourp Global Markets 2% Protected Notes Linked To The Djia

RIVN

TSLA

10 Consumer Discretionary Stocks With Whale Alerts In Today's Session

4 analysts have shared their evaluations of Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) during the recent three months, expressing a mix of bullish and bearish perspectives.
The table below offers a condensed view of their recent ratings, showcasing the changing sentiments over the past 30 days and comparing them to the preceding months.
<table>
<thead>
<tr>
<th></th>
<th align="right">Bullish</th>
<th align="right">Somewhat Bullish</th>
<th align="right">Indifferent</th>
<th align="right">Somewhat Bearish</th>
<th align="right">Bearish</th>
</tr>
</thead>
<tbody>
<tr>
<td>Total Ratings</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">3</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>Last 30D</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>1M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">2</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>2M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>3M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
</tbody>
</table>
Analysts have set 12-month price targets for Harley-Davidson, revealing an average target of $33.5, a high estimate of $35.00, and a low estimate of $31.00. Observing a downward trend, the current average is 12.99% lower than the prior average price target of $38.50. 
<img src="https://www.benzinga.com/files/images/story/2025/1738260050_0.png" alt="price target chart" />
<h2>Investigating Analyst Ratings: An Elaborate Study</h2>
The analysis of recent analyst actions sheds light on the perception of Harley-Davidson by financial experts. The following summary presents key analysts, their recent evaluations, and adjustments to ratings and price targets.
<table>
<thead>
<tr>
<th>Analyst</th>
<th>Analyst Firm</th>
<th>Action Taken</th>
<th>Rating</th>
<th>Current Price Target</th>
<th>Prior Price Target</th>
</tr>
</thead>
<tbody>
<tr>
<td>Robert Ohmes</td>
<td>B of A Securities</td>
<td>Lowers</td>
<td>Buy</td>
<td>$35.00</td>
<td>$40.00</td>
</tr>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$31.00</td>
<td>$34.00</td>
</tr>
<tr>
<td>Adam Jonas</td>
<td>Morgan Stanley</td>
<td>Lowers</td>
<td>Equal-Weight</td>
<td>$33.00</td>
<td>$40.00</td>
</tr>
<tr>
<td>Robin Farley</td>
<td>UBS</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$35.00</td>
<td>$40.00</td>
</tr>
</tbody>
</table>
<h3>Key Insights:</h3>
<ul>
<li>Action Taken: Analysts frequently update their recommendations based on evolving market conditions and company performance. Whether they 'Maintain', 'Raise' or 'Lower' their stance, it reflects their reaction to recent developments related to Harley-Davidson. This information provides a snapshot of how analysts perceive the current state of the company.</li>
<li>Rating: Analysts assign qualitative assessments to stocks, ranging from 'Outperform' to 'Underperform'. These ratings convey the analysts' expectations for the relative performance of Harley-Davidson compared to the broader market.</li>
<li>Price Targets: Analysts explore the dynamics of price targets, providing estimates for the future value of Harley-Davidson's stock. This examination reveals shifts in analysts' expectations over time.</li>
</ul>
Understanding these analyst evaluations alongside key financial indicators can offer valuable insights into Harley-Davidson's market standing. Stay informed and make well-considered decisions with our Ratings Table.
<a href="https://www.benzinga.com/quote/HOG/analyst-ratings?utm_source=Benzinga Insights">Stay up to date on Harley-Davidson analyst ratings.</a>
<h2>Unveiling the Story Behind Harley-Davidson</h2>
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 38% of the heavyweight domestic market in 2023.
<h3>Harley-Davidson: Financial Performance Dissected</h3>
Market Capitalization Analysis: With an elevated market capitalization, the company stands out above industry averages, showcasing substantial size and market acknowledgment.
Decline in Revenue: Over the 3 months period, Harley-Davidson faced challenges, resulting in a decline of approximately -25.72% in revenue growth as of 30 September, 2024. This signifies a reduction in the company's top-line earnings. In comparison to its industry peers, the company trails behind with a growth rate lower than the average among peers in the Consumer Discretionary sector.
Net Margin: Harley-Davidson's net margin excels beyond industry benchmarks, reaching 10.35%. This signifies efficient cost management and strong financial health.
Return on Equity (ROE): Harley-Davidson's financial strength is reflected in its exceptional ROE, which exceeds industry averages. With a remarkable ROE of 3.47%, the company showcases efficient use of equity capital and strong financial health.
Return on Assets (ROA): Harley-Davidson's financial strength is reflected in its exceptional ROA, which exceeds industry averages. With a remarkable ROA of 0.92%, the company showcases efficient use of assets and strong financial health.
Debt Management: The company faces challenges in debt management with a debt-to-equity ratio higher than the industry average. With a ratio of 2.29, caution is advised due to increased financial risk.
<h2>Understanding the Relevance of Analyst Ratings</h2>
Analysts work in banking and financial systems and typically specialize in reporting for stocks or defined sectors. Analysts may attend company conference calls and meetings, research company financial statements, and communicate with insiders to publish "analyst ratings" for stocks. Analysts typically rate each stock once per quarter.
Some analysts publish their predictions for metrics such as growth estimates, earnings, and revenue to provide additional guidance with their ratings. When using analyst ratings, it is important to keep in mind that stock and sector analysts are also human and are only offering their opinions to investors.
Which Stocks Are Analysts Recommending Now?
Benzinga Edge gives you instant access to all major analyst upgrades, downgrades, and price targets. Sort by accuracy, upside potential, and more. <a href="https://www.benzinga.com/premium/ideas/benzinga-edge-checkout/?t=be8be9arja3be22bz21&amp;utm_source=benzinga-insights">Click here to stay ahead of the market</a>.
This article was generated by Benzinga's automated content engine and reviewed by an editor.

What Analysts Are Saying About Harley-Davidson Stock

B of A Securities analyst Robert Ohmes maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Buy and lowers the price target from $40 to $35.

B of A Securities Maintains Buy on Harley-Davidson, Lowers Price Target to $35

Financial giants have made a conspicuous bearish move on Harley-Davidson. Our analysis of options history for Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) revealed 12 unusual trades.
Delving into the details, we found 0% of traders were bullish, while 91% showed bearish tendencies. Out of all the trades we spotted, 8 were puts, with a value of $526,870, and 4 were calls, valued at $239,437.
<h3>Predicted Price Range</h3>
Taking into account the Volume and Open Interest on these contracts, it appears that whales have been targeting a price range from $26.0 to $34.0 for Harley-Davidson over the last 3 months. 
<h3>Volume &amp; Open Interest Trends</h3>
Assessing the volume and open interest is a strategic step in options trading. These metrics shed light on the liquidity and investor interest in Harley-Davidson's options at specified strike prices. The forthcoming data visualizes the fluctuation in volume and open interest for both calls and puts, linked to Harley-Davidson's substantial trades, within a strike price spectrum from $26.0 to $34.0 over the preceding 30 days.
<h3>Harley-Davidson 30-Day Option Volume &amp; Interest Snapshot</h3>
<img src="https://www.benzinga.com/files/images/story/2025/1737742540_0.png" alt="Options Call Chart" />
<h3>Noteworthy Options Activity:</h3>

<table>
<thead>
<tr>
<th>Symbol</th>
<th>PUT/CALL</th>
<th>Trade Type</th>
<th>Sentiment</th>
<th>Exp. Date</th>
<th>Ask</th>
<th>Bid</th>
<th>Price</th>
<th>Strike Price</th>
<th>Total Trade Price</th>
<th>Open Interest</th>
<th>Volume</th>
</tr>
</thead>
<tbody>
<tr>
<td>HOG</td>
<td>PUT</td>
<td>TRADE</td>
<td>BEARISH</td>
<td>02/07/25</td>
<td>$0.7</td>
<td>$0.65</td>
<td>$0.7</td>
<td>$27.00</td>
<td>$127.1K</td>
<td>4.9K</td>
<td>2.4K</td>
</tr>
<tr>
<td>HOG</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BEARISH</td>
<td>02/28/25</td>
<td>$6.0</td>
<td>$5.7</td>
<td>$6.0</td>
<td>$34.00</td>
<td>$120.0K</td>
<td>200</td>
<td>200</td>
</tr>
<tr>
<td>HOG</td>
<td>CALL</td>
<td>SWEEP</td>
<td>BEARISH</td>
<td>02/07/25</td>
<td>$2.0</td>
<td>$1.95</td>
<td>$2.0</td>
<td>$27.00</td>
<td>$100.2K</td>
<td>1</td>
<td>581</td>
</tr>
<tr>
<td>HOG</td>
<td>CALL</td>
<td>SWEEP</td>
<td>BEARISH</td>
<td>02/07/25</td>
<td>$2.05</td>
<td>$1.95</td>
<td>$1.95</td>
<td>$27.00</td>
<td>$73.7K</td>
<td>1</td>
<td>960</td>
</tr>
<tr>
<td>HOG</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BEARISH</td>
<td>02/07/25</td>
<td>$5.9</td>
<td>$5.6</td>
<td>$5.9</td>
<td>$34.00</td>
<td>$59.0K</td>
<td>100</td>
<td>100</td>
</tr>
</tbody>
</table>

<h3>About Harley-Davidson</h3>
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 38% of the heavyweight domestic market in 2023.
After a thorough review of the options trading surrounding Harley-Davidson, we move to examine the company in more detail. This includes an assessment of its current market status and performance.
<h3>Current Position of Harley-Davidson</h3>
<ul>
<li>With a trading volume of 605,055, the price of HOG is down by -1.15%, reaching $28.4.</li>
<li>Current RSI values indicate that the stock is may be approaching oversold.</li>
<li>Next earnings report is scheduled for 12 days from now.</li>
</ul>
<h3>What Analysts Are Saying About Harley-Davidson</h3>
2 market experts have recently issued ratings for this stock, with a consensus target price of $32.0.
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&#x2A; An analyst from Citigroup has decided to maintain their Neutral rating on Harley-Davidson, which currently sits at a price target of $31. 
&#x2A; Reflecting concerns, an analyst from Morgan Stanley lowers its rating to Equal-Weight with a new price target of $33.
Options trading presents higher risks and potential rewards. Astute traders manage these risks by continually educating themselves, adapting their strategies, monitoring multiple indicators, and keeping a close eye on market movements. Stay informed about the latest Harley-Davidson options trades with real-time alerts from <a href="https://benzinga.grsm.io/register174">Benzinga Pro</a>.

Market Whales and Their Recent Bets on HOG Options

Citigroup analyst James Hardiman maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Neutral and lowers the price target from $34 to $31.

Citigroup Maintains Neutral on Harley-Davidson, Lowers Price Target to $31

Morgan Stanley analyst Adam Jonas downgrades Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) from Overweight to Equal-Weight and lowers the price target from $40 to $33.

Downgrades

Morgan Stanley Downgrades Harley-Davidson to Equal-Weight, Lowers Price Target to $33

WIIM

ARMK

BALY

CENN

CVCO

DECK

DENN

EXPE

GMBL

GOLF

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Shares of companies within the broader consumer discretionary sector are trading higher following softer-than-expected December inflation data.

Following this change, Root's new title will be "Chief Financial Officer and President, Commercial."
Root will assume his new responsibilities effective January 27, 2025, reporting to CEO Jochen Zeitz. In this expanded role, Root will assume oversight of global commercial operations while retaining his existing leadership of the finance organization.

Management

Harley-Davidson Promotes Jonathan Root To President, Commercial; Root To Continue To Serve As Company's CFO

Dividends

Press Releases

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Harley-Davidson announces promotion of Jonathan Root to President, Commercial

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General

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Harley-Davidson, Inc. To Report Fourth Quarter and Year-End 2024 Results on February 5, 2025

HARLEY-DAVIDSON INTRODUCES NEW STREET GLIDE® ULTRA, PAN AMERICA® 1250 ST AND SIX REFRESHED CRUISER MODELS FOR 2025 MOTORCYCLE LINE-UP

Harley-Davidson Delivers Fourth Quarter and Full Year Financial Results and 2025 Outlook

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