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Harley-Davidson - HOG Stock Price Target and Predictions

  • Consensus Rating: Hold
  • Consensus Price Target: $27.88
  • Forecasted Upside: 17.62%
  • Number of Analysts: 9
  • Breakdown:
  • 1 Sell Ratings
  • 6 Hold Ratings
  • 2 Buy Ratings
  • 0 Strong Buy Ratings
$23.70 As of 12/4/2025 04:59 PM ET
▼ -0.73 (-2.99%)

This chart shows the closing price for HOG by one month, three months, or twelve months.

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Analyst Price Target for HOG

Analyst Price Target is $27.88
▲ +17.62% Upside Potential
This price target is based on 9 analysts offering 12 month price targets for Harley-Davidson in the last 3 months. The average price target is $27.88, with a high forecast of $35.00 and a low forecast of $21.00. The average price target represents a 17.62% upside from the last price of $23.70.

This chart shows the closing price for HOG for the last year in relation to the current analyst high, average, and low pricetarget.

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Current Consensus is Hold

The current consensus among 9 polled investment analysts is to hold stock in Harley-Davidson. This rating has held steady since January 2025, when it changed from a Moderate Buy consensus rating.

Past Monthly Recommendations

Move your mouse over past months for details

Read Past Recommendations DescriptionSkip Past Price Target Consensus Chart
  • 0 strong buy ratings
  • 5 buy ratings
  • 2 hold ratings
  • 0 sell ratings
Ratings as of
6/12/2024
  • 0 strong buy ratings
  • 5 buy ratings
  • 2 hold ratings
  • 0 sell ratings
Ratings as of
9/10/2024
  • 0 strong buy ratings
  • 4 buy ratings
  • 4 hold ratings
  • 0 sell ratings
Ratings as of
12/9/2024
  • 0 strong buy ratings
  • 3 buy ratings
  • 5 hold ratings
  • 0 sell ratings
Ratings as of
3/9/2025
  • 1 strong buy ratings
  • 1 buy ratings
  • 5 hold ratings
  • 0 sell ratings
Ratings as of
6/7/2025
  • 0 strong buy ratings
  • 2 buy ratings
  • 6 hold ratings
  • 0 sell ratings
Ratings as of
9/5/2025
  • 0 strong buy ratings
  • 2 buy ratings
  • 4 hold ratings
  • 2 sell ratings
Ratings as of
11/4/2025
  • 0 strong buy ratings
  • 2 buy ratings
  • 6 hold ratings
  • 1 sell ratings
Ratings as of
12/4/2025

Latest Recommendations

  • 0 strong buy ratings
  • 2 buy ratings
  • 6 hold ratings
  • 1 sell ratings

Display Ratings By
DateBrokerageActionRatingPrice TargetDetails
11/26/2025Zacks ResearchUpgradeStrong Sell ➝ Hold
11/25/2025Loop CapitalInitiated CoverageHold$21.00
11/19/2025Morgan StanleyLower TargetUnderweight ➝ Underweight$25.00 ➝ $21.00
11/13/2025UBS GroupLower TargetNeutral ➝ Neutral$28.00 ➝ $27.00
11/10/2025DA DavidsonLower TargetBuy ➝ Buy$34.00 ➝ $30.00
10/31/2025UBS GroupSet TargetNeutral ➝ Neutral$28.00
10/28/2025Zacks ResearchDowngradeHold ➝ Strong Sell
10/27/2025Morgan StanleyDowngradeEqual Weight ➝ Underweight$27.00 ➝ $25.00
10/8/2025Weiss RatingsUpgradeSell (D+) ➝ Hold (C-)
10/2/2025UBS GroupBoost TargetNeutral ➝ Neutral$27.00 ➝ $28.00
9/27/2025Weiss RatingsReiterated RatingSell (D+) ➝ Sell (D+)
8/25/2025Griffin SecuritiesSet Target$34.00
8/25/2025Zacks ResearchUpgradeStrong Sell ➝ Hold
8/25/2025DA DavidsonBoost TargetBuy ➝ Buy$31.00 ➝ $34.00
7/8/2025UBS GroupLower TargetNeutral ➝ Neutral$28.00 ➝ $27.00
6/16/2025CitigroupBoost TargetNeutral ➝ Neutral$24.00 ➝ $27.00
5/14/2025Robert W. BairdBoost TargetNeutral ➝ Neutral$26.00 ➝ $28.00
4/9/2025DA DavidsonReiterated RatingBuy$31.00
4/8/2025DA DavidsonUpgradeStrong-Buy
4/4/2025Robert W. BairdLower TargetNeutral ➝ Neutral$32.00 ➝ $26.00
4/2/2025CitigroupLower TargetNeutral ➝ Neutral$29.00 ➝ $28.00
2/20/2025UBS GroupLower TargetNeutral ➝ Neutral$35.00 ➝ $28.00
2/6/2025CitigroupLower TargetNeutral ➝ Neutral$31.00 ➝ $29.00
2/6/2025Morgan StanleyLower TargetEqual Weight ➝ Equal Weight$33.00 ➝ $31.00
2/4/2025DA DavidsonLower TargetBuy ➝ Buy$39.00 ➝ $31.00
1/30/2025Bank of AmericaLower TargetBuy ➝ Buy$40.00 ➝ $35.00
1/23/2025CitigroupLower TargetNeutral ➝ Neutral$34.00 ➝ $31.00
1/21/2025Morgan StanleyDowngradeOverweight ➝ Equal Weight$40.00 ➝ $33.00
12/31/2024Robert W. BairdLower TargetNeutral$40.00 ➝ $36.00
11/7/2024UBS GroupLower TargetNeutral ➝ Neutral$40.00 ➝ $35.00
10/25/2024CitigroupLower TargetNeutral ➝ Neutral$39.00 ➝ $34.00
10/15/2024Bank of AmericaLower TargetBuy ➝ Buy$50.00 ➝ $45.00
10/2/2024Baird R WDowngradeStrong-Buy ➝ Hold
10/2/2024Robert W. BairdDowngradeOutperform ➝ Neutral$44.00 ➝ $40.00
9/19/2024CitigroupBoost TargetNeutral ➝ Neutral$37.00 ➝ $39.00
8/23/2024UBS GroupBoost TargetNeutral ➝ Neutral$39.00 ➝ $40.00
7/26/2024Robert W. BairdBoost TargetOutperform ➝ Outperform$40.00 ➝ $44.00
7/2/2024Robert W. BairdReiterated RatingOutperform ➝ Outperform$40.00 ➝ $40.00
6/12/2024CitigroupLower TargetNeutral ➝ Neutral$36.00 ➝ $34.00
4/26/2024BMO Capital MarketsLower TargetOutperform ➝ Outperform$50.00 ➝ $45.00
4/23/2024Morgan StanleyInitiated CoverageOverweight ➝ Overweight$50.00 ➝ $50.00
4/11/2024DA DavidsonBoost TargetBuy ➝ Buy$42.00 ➝ $49.00
4/3/2024BMO Capital MarketsBoost TargetOutperform ➝ Outperform$45.00 ➝ $50.00
3/14/2024Bank of AmericaBoost TargetBuy ➝ Buy$50.00 ➝ $55.00
3/5/2024DA DavidsonReiterated RatingBuy ➝ Buy$42.00
2/27/2024CitigroupBoost TargetNeutral ➝ Neutral$36.00 ➝ $37.00
2/16/2024UBS GroupBoost TargetNeutral ➝ Neutral$29.00 ➝ $39.00
12/18/2023CitigroupBoost TargetNeutral ➝ Neutral$33.00 ➝ $36.00
10/27/2023BMO Capital MarketsLower TargetOutperform ➝ Outperform$55.00 ➝ $45.00
10/10/2023CitigroupLower TargetNeutral ➝ Neutral$35.00 ➝ $33.00
9/8/2023CitigroupLower TargetNeutral ➝ Neutral$40.00 ➝ $37.00
7/28/2023Robert W. BairdBoost TargetOutperform$46.00 ➝ $50.00
7/21/2023DA DavidsonUpgradeNeutral ➝ Buy$38.00 ➝ $47.00
7/13/2023UBS GroupLower TargetNeutral$49.00 ➝ $40.00
6/13/2023CitigroupLower TargetNeutral ➝ Neutral$37.00 ➝ $36.00
6/12/20233MReiterated RatingMaintains
5/5/2023DA DavidsonLower Target$42.00 ➝ $38.00
4/19/2023KeyCorpInitiated CoverageSector Weight
4/14/2023CitigroupLower TargetNeutral$52.00 ➝ $41.00
4/13/2023Bank of AmericaLower TargetBuy$65.00 ➝ $55.00
4/6/2023DA DavidsonLower Target$47.00 ➝ $42.00
3/29/2023Robert W. BairdLower TargetOutperform$56.00 ➝ $50.00
3/21/2023Morgan StanleyUpgradeEqual Weight ➝ Overweight$50.00
3/15/2023Jefferies Financial GroupUpgradeUnderperform ➝ Hold$39.00
3/1/2023Morgan StanleyBoost TargetEqual Weight$48.00 ➝ $50.00
2/7/2023Morgan StanleyBoost TargetEqual Weight$43.00 ➝ $48.00
2/6/2023DA DavidsonBoost TargetNeutral$44.00 ➝ $47.00
12/22/2022DA DavidsonBoost TargetNeutral$42.00 ➝ $44.00
11/23/2022CitigroupSet Target$49.00
11/15/2022Jefferies Financial GroupInitiated CoverageUnderperform$39.00
11/7/2022Morgan StanleyBoost TargetEqual Weight$40.00 ➝ $43.00
11/1/2022CitigroupBoost Target$42.00
10/28/2022Robert W. BairdBoost Target$45.00 ➝ $48.00
10/27/2022DA DavidsonBoost Target$36.00 ➝ $42.00
10/24/2022CitigroupInitiated CoverageNeutral ➝ Neutral$40.00
10/14/2022DA DavidsonBoost TargetNeutral$36.00 ➝ $37.00
10/5/2022Robert W. BairdLower TargetOutperform ➝ Outperform$55.00 ➝ $45.00
8/9/2022DA DavidsonBoost Target$36.00
7/20/2022Bank of AmericaLower TargetBuy$70.00 ➝ $60.00
7/14/2022Morgan StanleyLower TargetEqual Weight$44.00 ➝ $40.00
6/30/2022DA DavidsonInitiated CoverageNeutral$35.00
5/20/2022Wolfe ResearchReiterated RatingBuy$45.00
5/17/2022Northcoast ResearchReiterated RatingNeutral
4/28/2022BMO Capital MarketsLower TargetOutperform ➝ Outperform$62.00 ➝ $57.00
4/28/2022Robert W. BairdLower TargetOutperform ➝ Outperform$60.00 ➝ $55.00
2/1/2022Morgan StanleyUpgradeUnderweight ➝ Equal Weight$39.00 ➝ $40.00
12/21/2021Morgan StanleyLower TargetUnderweight$41.00 ➝ $39.00
10/29/2021Royal Bank Of CanadaLower TargetSector Perform$41.00 ➝ $38.00
10/28/2021BMO Capital MarketsBoost TargetOutperform$54.00 ➝ $62.00
9/10/2021Tigress FinancialReiterated RatingBuy$56.00
9/9/2021WedbushLower TargetOutperform$60.00 ➝ $54.00
7/27/2021Edward JonesDowngradeHold ➝ Sell$39.59
7/22/2021Morgan StanleyBoost TargetUnderweight$38.00 ➝ $40.00
7/22/2021Royal Bank Of CanadaLower TargetSector Perform$48.00 ➝ $41.00
7/9/2021Morgan StanleyReiterated RatingSell$38.00
6/11/2021Bank of AmericaReiterated RatingBuy$70.00
5/18/2021Royal Bank Of CanadaBoost TargetHold ➝ Sector Perform$45.00 ➝ $48.00
5/17/2021CitigroupBoost TargetBuy$39.00 ➝ $55.00
5/14/2021Northcoast ResearchBoost TargetPositive ➝ Buy$49.00 ➝ $57.00
4/28/2021Morgan StanleyBoost TargetEqual Weight ➝ Underweight$36.00 ➝ $38.00
4/22/2021Morgan StanleyDowngradeEqual Weight ➝ Underweight$36.00 ➝ $38.00
4/21/2021WedbushBoost Target$43.00 ➝ $55.00
4/21/2021BMO Capital MarketsBoost Target$40.00 ➝ $54.00
4/21/2021Royal Bank Of CanadaBoost Target$35.00 ➝ $45.00
4/14/2021Bank of AmericaInitiated CoverageBuy$55.00
4/14/2021DA DavidsonInitiated CoverageBuy$55.00
4/9/2021Northcoast ResearchUpgradeNeutral ➝ Buy$49.00
3/31/2021Robert W. BairdUpgradeNeutral ➝ Outperform$38.00 ➝ $45.00
2/3/2021CitigroupLower TargetBuy$47.00 ➝ $39.00
2/3/2021BMO Capital MarketsLower TargetOutperform$46.00 ➝ $40.00
2/3/2021Morgan StanleyLower TargetEqual Weight$38.00 ➝ $36.00
2/3/2021DA DavidsonLower TargetBuy$47.00 ➝ $39.00
1/29/2021Northcoast ResearchDowngradeBuy ➝ Neutral
1/19/2021CitigroupBoost TargetBuy$39.00 ➝ $47.00
(Data available from 12/4/2020 forward)

News Sentiment Rating

0.60 (Buy)

Our news sentiment rating is based on the average sentiment of articles about this company published in the media in the last 30 days of headlines and can range from 2 (very positive sentiment) to -2 (very negative sentiment).

News Sentiment Over Time

Move your mouse over past months for details

Skip to Current Sentiment Summary
  • 18 very positive mentions
  • 29 positive mentions
  • 14 negative mentions
  • 5 very negative mentions
Mentions as of
5/8/2025
  • 30 very positive mentions
  • 42 positive mentions
  • 4 negative mentions
  • 1 very negative mentions
Mentions as of
6/7/2025
  • 7 very positive mentions
  • 25 positive mentions
  • 1 negative mentions
  • 2 very negative mentions
Mentions as of
7/7/2025
  • 21 very positive mentions
  • 43 positive mentions
  • 7 negative mentions
  • 1 very negative mentions
Mentions as of
8/6/2025
  • 33 very positive mentions
  • 20 positive mentions
  • 1 negative mentions
  • 0 very negative mentions
Mentions as of
9/5/2025
  • 14 very positive mentions
  • 10 positive mentions
  • 2 negative mentions
  • 1 very negative mentions
Mentions as of
10/5/2025
  • 8 very positive mentions
  • 16 positive mentions
  • 1 negative mentions
  • 1 very negative mentions
Mentions as of
11/4/2025
  • 29 very positive mentions
  • 39 positive mentions
  • 6 negative mentions
  • 1 very negative mentions
Mentions as of
12/4/2025

Current Sentiment

  • 29 very positive mentions
  • 39 positive mentions
  • 6 negative mentions
  • 1 very negative mentions

Recent Stories by Sentiment

Very Negative

Negative

Positive

Very Positive

Harley-Davidson logo
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.
Read More

Today's Range

Now: $23.70
Low: $23.64
High: $24.70

50 Day Range

MA: $25.94
Low: $22.21
High: $28.83

52 Week Range

Now: $23.70
Low: $20.45
High: $34.09

Volume

2,500,221 shs

Average Volume

2,021,051 shs

Market Capitalization

$2.80 billion

P/E Ratio

5.75

Dividend Yield

2.95%

Beta

1.33

Frequently Asked Questions

What sell-side analysts currently cover shares of Harley-Davidson?

The following sell-side analysts have issued research reports on Harley-Davidson in the last year: Bank of America Corporation, Citigroup Inc., DA Davidson, Griffin Securities, Loop Capital, Morgan Stanley, Robert W. Baird, UBS Group AG, Weiss Ratings, and Zacks Research.
View the latest analyst ratings for HOG.

What is the current price target for Harley-Davidson?

0 Wall Street analysts have set twelve-month price targets for Harley-Davidson in the last year. Their average twelve-month price target is $27.88, suggesting a possible upside of 17.6%. Bank of America Corporation has the highest price target set, predicting HOG will reach $35.00 in the next twelve months. Morgan Stanley has the lowest price target set, forecasting a price of $21.00 for Harley-Davidson in the next year.
View the latest price targets for HOG.

What is the current consensus analyst rating for Harley-Davidson?

Harley-Davidson currently has 1 sell rating, 6 hold ratings and 2 buy ratings from Wall Street analysts. The stock has a consensus analyst rating of "Hold." A "hold" rating indicates that analysts believe investors should keep any existing positions they have in HOG, but not buy more shares or sell existing shares.
View the latest ratings for HOG.

What other companies compete with Harley-Davidson?

Other companies that are similar to Harley-Davidson include Goodyear Tire & Rubber, Malibu Boats, PACCAR, Tesla and Brunswick. Learn More about companies similar to Harley-Davidson.

How do I contact Harley-Davidson's investor relations team?

Harley-Davidson's physical mailing address is 3700 W JUNEAU AVE, MILWAUKEE WI, 53208. The company's listed phone number is (414) 342-4680 and its investor relations email address is [email protected]. The official website for Harley-Davidson is www.harley-davidson.com. Learn More about contacing Harley-Davidson investor relations.