DA Davidson Lowers its Price Target on Harley-Davidson, Inc. (HOG) to $25 and Maintains a Buy Rating

Harley-Davidson, Inc. (NYSE:HOG) is among the 12 Best Consumer Stocks to Buy According to Wall Street.

On February 12, 2026, DA Davidson lowered its price target on Harley-Davidson, Inc. (NYSE:HOG) to $25 from $30 and maintained a Buy rating. The firm said fourth-quarter results and fiscal 2026 guidance came in well below expectations, but noted management’s clear commitment to making 2026 a turnaround year, including what it described as “laying down the hammer” on inventory cleanup.

On February 11, 2026, BMO Capital analyst Tristan Thomas-Martin also reduced his price target on Harley-Davidson, Inc. (NYSE:HOG) to $24 from $30 and kept an Outperform rating. He said the initial 2026 guidance disappointed due to pressure from “reset” actions such as channel right-sizing, a slower HDFS ramp, and efforts to strengthen the dealer network. BMO added that reversing prior strategic moves appears reasonable and that shares could find support until more detailed updates are provided.

Harley-Davidson, Inc. (NYSE:HOG) reported fourth-quarter revenue of $496 million on February 10, 2026, above the $479.83 million consensus estimate. CEO Artie Starrs said the company is taking deliberate steps to stabilize operations, rebuild dealer confidence, and align wholesale shipments with retail demand. He acknowledged near-term results reflect these changes but expressed confidence in the reset and the company’s long-term earnings and cash-flow potential.

Harley-Davidson, Inc. (NYSE:HOG) manufactures and sells motorcycles globally through its Motor Company, LiveWire, and Financial Services segments.

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