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Harley-Davidson (HOG): analyst forecast and price target
Analyst consensus
Moderate Buy5 Buy3 Hold2 Sell
Ratings of 10 analysts in the last 3 months12-month forecast
Based on 10 price targets given in the last 3 months, the average target is $28.33, the highest $33.00, the lowest $17.00. The average is +5.9% from the last price of $26.76.
Analyst ratings 11
| Analyst | Firm | Price target | Rating | Upside | Action | Date | Move vs SPY | |
|---|---|---|---|---|---|---|---|---|
| AI DeepSeek Auto - ManufacturersDeepSeek V3.2-Speciale | TipRanks - DeepSeek | $28.00 → $29.00+3.6% | Hold | +8.4% | Reiterated | 17.10.26on TipRanks Oct 16 23:06 | — | |
| James Hardiman★★★★★★★★★★#2055 · hits 47% · avg +7.0% | Citi | $31.00 → $33.00+6.5% | Buy | +23.3% | Upgrade | 05.10.26on TipRanks 05:15 | +6.0%next day +2.3% · 5 days +4.1% | ↗ |
| AI xAi Auto - ManufacturersxAI Grok-4 | TipRanks - xAI | $30.00 → $29.00−3.3% | Hold | +8.4% | Reiterated | 17.09.26on TipRanks Sep 16 23:05 | — | |
| AI OpenAI Auto - ManufacturersOpenAI 5.2 | TipRanks - OpenAI | $29.00 → $28.00−3.4% | Hold | +4.6% | Reiterated | 17.09.26on TipRanks Sep 16 23:05 | — | |
| AI Anthropic Auto - ManufacturersAnthropic Opus-4.6 | TipRanks - Anthropic | $27.00 | Hold | +0.9% | Reiterated | 17.09.26on TipRanks Sep 16 23:05 | — | |
| AI Google Auto - ManufacturersGemini 3.1Pro | TipRanks - Google | $30.00 → $29.00−3.3% | Hold | +8.4% | Reiterated | 17.09.26on TipRanks Sep 16 23:05 | — | |
| AI PerPlexity Auto - ManufacturersPerPlexity SonarPro | TipRanks - PerPlexity | $29.00 | Hold | +8.4% | Reiterated | 17.09.26on TipRanks Sep 16 23:05 | — | |
| Robin M. Farley★★★★★★★★★★#644 · hits 62% · avg +18.6% | UBS | $26.00 → $28.00+7.7% | Hold | +4.6% | Reiterated | 02.09.26on TipRanks 07:40 | +2.0%next day −1.6% · 5 days −2.1% | ↗ |
| Griffin Bryan★★★★★★★★★★#7859 · hits 50% · avg +2.5% | D.A. Davidson | $30.00 → $33.00+10.0% | Buy | +23.3% | Reiterated | 17.08.26on TipRanks 08:22 | −2.2%next day +1.4% · 5 days +5.9% | ↗ |
| Stephen Grambling★★★★★★★★★★#1824 · hits 59% · avg +5.0% | Morgan Stanley | $15.00 → $17.00+13.3% | Sell | −36.5% | Assigned | 28.07.26on TipRanks 07:10 | +1.8%next day −0.3% · 5 days +0.7% | ↗ |
| Craig Kennison★★★★★★★★★★#10563 · hits 43% · avg −1.0% | Robert W. Baird | $28.00 → $30.00+7.1% | Hold | +12.1% | Reiterated | 24.07.26on TipRanks 07:21 | −4.0%next day −2.8% · 5 days −4.8% | ↗ |
| Tristan M. Thomas-Martin★★★★★★★★★★#11114 · hits 40% · avg −3.9% | BMO Capital | $30.00 | Buy | +12.1% | Reiterated | 24.07.26on TipRanks 07:21 | −4.0%next day −2.8% · 5 days −4.8% | ↗ |
| Anthony Bonadio★★★★★★★★★★#2289 · hits 62% · avg +13.4% | Wells Fargo | $19.00 → $20.00+5.3% | Sell | −25.3% | Reiterated | 24.07.26on TipRanks 07:01 | −4.0%next day −2.8% · 5 days −4.8% | ↗ |
| Noah Zatzkin★★★★★★★★★★#11209 · hits 41% · avg −3.6% | KeyBanc | — | Hold | — | Reiterated | 24.07.26on TipRanks 05:11 | −4.0%next day −2.8% · 5 days −4.8% | ↗ |
| Andrew Didora★★★★★★★★★★#3993 · hits 57% · avg +2.5% | Bank of America Securities | $45.00 → $32.00−28.9% | Buy | +19.6% | Reiterated | 21.07.26on TipRanks Jul 24 05:11 | +1.4%next day −2.8% · 5 days −10.1% | ↗ |
| Brandon Rolle★★★★★★★★★★#11535 · hits 43% · avg −6.9% | Loop Capital Markets | $32.00 | Buy | +19.6% | Upgrade | 20.07.26on TipRanks 06:07 | +4.8%next day +1.4% · 5 days −10.5% | ↗ |
| Unknown Analyst | Raymond James | — | Hold | — | Reiterated | 06.05.26on TipRanks 12:35 | −6.4%next day −0.5% · 5 days +6.2% | ↗ |
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The latest rating of each analyst in the last 12 months, as TipRanks lists them. Every rating kept, earlier ones included
Best analysts covering Harley-Davidson
TipRanks picks them by their record on this stock; the figures under the name are their record across all their ratings.
Most accurate
Most profitable
How the average price target moved
The average target of all analysts (their ratings of the 3 months before) on each day, the top analysts’ dashed, against the price; the site keeps this record since 1 October 2026. On 01.10.26: target $28.11 at a price of $24.43 (+15.1%); now: $28.33 at $26.76 (+5.9%).
PriceAverage targetTop analysts’ target
Recommendation trend
Strong BuyBuyHoldSell
| Rating | 05.26 | 06.26 | 07.26 | 08.26 | 09.26 | 10.26 |
|---|---|---|---|---|---|---|
| Strong Buy | 0 | 0 | 0 | 0 | 0 | 0 |
| Buy | 2 | 2 | 7 | 6 | 6 | 2 |
| Hold | 8 | 7 | 9 | 3 | 5 | 2 |
| Sell | 4 | 3 | 6 | 3 | 3 | 0 |
Earnings and sales forecast
Next report: 29.10.26 (Q3 2026, date not confirmed)
Earnings per share
Next quarter’s EPS estimate — $0.47 (from $0.21 to $0.77). Last quarter: $0.75.
Sales
Next quarter’s sales estimate — $1.1B (from $972M to $1.1B). Last quarter: $1.2B.
Best top-analyst consensus in the sector · Consumercyclical
About Harley-Davidson
- CEO: Arthur Francis Starrs
- Employees: 5,500
- 3700 West Juneau Avenue, Milwaukee, WI, 53208, US
- www.harley-davidson.com
Harley-Davidson, Inc., publicly traded under the symbol HOG, is fundamentally a manufacturer and seller of motorcycles. The company's operations are divided into two primary divisions: Motorcycle Products and Related Offerings, and Financial Services. The Motorcycle Products and Related Offerings segment focuses on the design, production, and worldwide distribution of Harley-Davidson motorcycles, encompassing various styles such as cruiser, touring, standard, sportbike, and dual models. This division also supplies motorcycle components, aftermarket accessories, branded apparel, and associated services. Its products are distributed to retail customers through a broad network of independent dealers and via e-commerce channels throughout the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific region. The Financial Services segment provides extensive financing solutions. These include wholesale financing options for dealerships, such as floorplan and open account arrangements for motorcycles, parts, and accessories inventory. It also offers retail financing directly to consumers, primarily through installment loans for purchasing both new and pre-owned Harley-Davidson motorcycles. Additionally, this segment markets various point-of-sale protection products, including motorcycle insurance, extended service contracts, and maintenance protection plans. Furthermore, it licenses third-party financial institutions to issue co-branded credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is headquartered in Milwaukee, Wisconsin.
Data from the stock’s TipRanks forecast page, read 84 min ago. It is read again as soon as a new rating appears and at least every 8 hours. TipRanks ↗