Harley-Davidson (HOG): are the analysts right?

Harley-Davidson · Consumer Discretionary · ref. ETF XLY · 70 calls · price $24.48
What the company does: Harley-Davidson, Inc. fabrique et vend des motocyclettes aux États-Unis et à l'international.
📈 1-year price
$25.89+5.2% over range
Jul 8, 25low $17.19 · high $31.03Jul 7, 26
📏 Click 2 points (left → right) to measure the change · click again to clear.
SellBuy
Sell
0% recommend buying · 4 analysts
⚠️ The stock trades above the median target: it has beaten expectations. The “Sell” reflects conviction on the company, but the remaining quantified upside is low/negative.

🎯 Analyst price target on HOG

High target · 2 analysts$26+6.2%
Median target · 4 analysts$22.5-8.1%
Low target · 1 analyst$15-38.7%
Current price$24.48

🗳️ The analyst consensus

Analyst breakdown · 4 (6 months)
Strong Buy0%
Buy0%
Hold50%
Sell50%
Strong Sell0%

💰 Harley-Davidson dividend

3.05%annual yield
📈 Steady dividend5 yrs of consecutive dividend increases
That's ~$0.74 per share per year.

✅ Historical analyst reliability on HOG

Most reliable analysts on HOG (% profitable · 365j · ≥2 calls)
BMO Capital 64% +5.3% 11
Citigroup 42% +5.5% 12
B of A Securities 0% -24.0% 4
Baird 0% -28.9% 3
DA Davidson 0% -34.1% 3

📊 What $1,000 invested in Harley-Davidson would be worth

In short — $1,000 invested in Harley-Davidson 10 years ago would be worth $539 today, i.e. -6%/yr on average. Best year: 2016 (+29%), worst: 2018 (-33%). Price performance, excluding dividends.

If I'd invested $1,000 in Harley-Davidson

InvestmentWorth todayGain
1 years ago$812-19%
3 years ago$588-41%
5 years ago$666-33%
10 years ago$539-46%
since inception (1986)$102,644+10164%

Return by year (Harley-Davidson)

YearReturn$1,000 invested at year start
2026 (YTD)+19%$1,194 (+19%)
2025-32%$812 (-19%)
2024-18%$664 (-34%)
2023-11%$588 (-41%)
2022+10%$649 (-35%)
2021+3%$666 (-33%)
2020-1%$658 (-34%)
2019+9%$717 (-28%)
2018-33%$481 (-52%)
2017-13%$419 (-58%)
2016+29%$539 (-46%)
⚠️ Past performance, not predictive nor advice. Prices in $, excluding dividends. Yahoo Finance data.

🔎 Detailed analyses

👥 Analysts & forecasts📊 Returns & performance💰 Dividend
📈 Fundamentals, technical momentum and live news will show here on the final site (loaded live from the same origin as the API).

📋 All analyst calls on HOG

▼ Underweight · 🎯$15
Price at call : $23.85 — upside -37%
Today : $24.48 — upside -39%
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
in progress (365j)
matures : May 19, 27
UBS
May 11, 26
■ Neutral neutral · not a buy · 🎯$26
Price at call : $25.33 — gap to target +3%
Today : $24.48 — gap to target +6%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : May 11, 27
Citigroup
May 7, 26
■ Neutral neutral · not a buy · 🎯$26
Price at call : $25.42 — gap to target +2%
Today : $24.48 — gap to target +6%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : May 7, 27
Wells Fargo
May 6, 26
▼ Underweight · 🎯$19
Price at call : $23.84 — upside -20%
Today : $24.48 — upside -22%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 48.5% · +6.5% (326 calls)
in progress (365j)
matures : May 6, 27
Wells Fargo
Mar 11, 26
▼ Underweight · 🎯$15
Price at call : $18.2 — upside -18%
Today : $24.48 — upside -39%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 48.5% · +6.5% (326 calls)
in progress (365j)
matures : Mar 11, 27
UBS
Mar 4, 26
■ Neutral neutral · not a buy · 🎯$19
Price at call : $19.08 — gap to target -0%
Today : $24.48 — gap to target -22%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Mar 4, 27
Citigroup
Jan 14, 26
■ Neutral neutral · not a buy · 🎯$23
Price at call : $21.07 — gap to target +9%
Today : $24.48 — gap to target -6%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Jan 14, 27
Loop Capital
Nov 25, 25
■ Hold neutral · not a buy · 🎯$21
Price at call : $24.2 — gap to target -13%
Today : $24.48 — gap to target -14%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 60% · +9.8% (45 calls)
in progress (365j)
matures : Nov 25, 26
▼ Underweight · 🎯$21
Price at call : $22.27 — upside -6%
Today : $24.48 — upside -14%
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
in progress (365j)
matures : Nov 19, 26
UBS
Nov 13, 25
■ Neutral neutral · not a buy · 🎯$27
Price at call : $24.71 — gap to target +9%
Today : $24.48 — gap to target +10%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Nov 13, 26
DA Davidson
Nov 10, 25
▲ Buy · 🎯$30
Price at call : $25.33 — upside +18%
Today : $24.48 — upside +23%
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 41.2% · -5.8% (80 calls)
in progress (365j)
matures : Nov 10, 26
▼ Underweight · 🎯$25
Price at call : $26.98 — upside -7%
Today : $24.48 — upside +2%
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
in progress (365j)
matures : Oct 27, 26
DA Davidson
Aug 25, 25
▲ Buy · 🎯$34
Price at call : $28.72 — upside +18%
Today : $24.48 — upside +39%
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 41.2% · -5.8% (80 calls)
in progress (365j)
matures : Aug 25, 26
UBS
Jul 8, 25
■ Neutral neutral · not a buy · 🎯$27
Price at call : $24.69 — gap to target +9%
Today : $24.48 — gap to target +10%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Jul 8, 26
Citigroup
Jun 16, 25
■ Neutral neutral · not a buy · 🎯$27
Price at call : $23.44 — gap to target +15%
Today : $24.48 — gap to target +10%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Jun 16, 26
Baird
May 14, 25
■ Neutral neutral · not a buy · 🎯$28
Price at call : $24.92 — gap to target +12%
Today : $24.48 — gap to target +14%
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
in progress (365j)
matures : May 14, 26
▲ Buy · 🎯$32
Price at call : $23.78 — upside +35%
Today : $24.48 — upside +31%
Expected +35% · Actual -2% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (4 calls matureds) · 📊 on Cons. disc. : 46.8% · +1.2% (308 calls)
-2.4%
stock -2% · XLY +18%
Citigroup
Apr 17, 25
■ Neutral neutral · not a buy · 🎯$23
Price at call : $22.04 — gap to target +4%
Today : $24.48 — gap to target -6%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Apr 17, 26
Baird
Apr 4, 25
■ Neutral neutral · not a buy · 🎯$26
Price at call : $22.98 — gap to target +13%
Today : $24.48 — gap to target +6%
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
in progress (365j)
matures : Apr 4, 26
Citigroup
Apr 2, 25
■ Neutral neutral · not a buy · 🎯$28
Price at call : $23.01 — gap to target +22%
Today : $24.48 — gap to target +14%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Apr 2, 26
UBS
Feb 20, 25
■ Neutral neutral · not a buy · 🎯$28
Price at call : $26.42 — gap to target +6%
Today : $24.48 — gap to target +14%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Feb 20, 26
■ Equal-Weight neutral · not a buy · 🎯$31
Price at call : $26.72 — gap to target +16%
Today : $24.48 — gap to target +27%
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
in progress (365j)
matures : Feb 6, 26
Citigroup
Feb 6, 25
■ Neutral neutral · not a buy · 🎯$29
Price at call : $26.72 — gap to target +9%
Today : $24.48 — gap to target +18%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Feb 6, 26
DA Davidson
Feb 4, 25
▲ Buy · 🎯$31
Price at call : $26.4 — upside +17%
Today : $24.48 — upside +27%
Expected +17% · Actual -24% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 41.2% · -5.8% (80 calls)
-23.9%
stock -24% · XLY +3%
▲ Buy · 🎯$35
Price at call : $27.06 — upside +29%
Today : $24.48 — upside +43%
Expected +29% · Actual -28% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (4 calls matureds) · 📊 on Cons. disc. : 46.8% · +1.2% (308 calls)
-27.7%
stock -28% · XLY +5%
Citigroup
Jan 23, 25
■ Neutral neutral · not a buy · 🎯$31
Price at call : $28.73 — gap to target +8%
Today : $24.48 — gap to target +27%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Jan 23, 26
■ Equal-Weight neutral · not a buy · 🎯$33
Price at call : $28.84 — gap to target +14%
Today : $24.48 — gap to target +35%
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
in progress (365j)
matures : Jan 21, 26
UBS
Nov 7, 24
■ Neutral neutral · not a buy · 🎯$35
Price at call : $32.92 — gap to target +6%
Today : $24.48 — gap to target +43%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Nov 7, 25
Citigroup
Oct 25, 24
■ Neutral neutral · not a buy · 🎯$34
Price at call : $32.86 — gap to target +3%
Today : $24.48 — gap to target +39%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Oct 25, 25
▲ Buy · 🎯$45
Price at call : $36.51 — upside +23%
Today : $24.48 — upside +84%
Expected +23% · Actual -27% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (4 calls matureds) · 📊 on Cons. disc. : 46.8% · +1.2% (308 calls)
-26.6%
stock -27% · XLY +17%
Baird
Oct 2, 24
■ Neutral neutral · not a buy · 🎯$40
Price at call : $36.46 — gap to target +10%
Today : $24.48 — gap to target +63%
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
in progress (365j)
matures : Oct 2, 25
Citigroup
Sep 19, 24
■ Neutral neutral · not a buy · 🎯$39
Price at call : $38.58 — gap to target +1%
Today : $24.48 — gap to target +59%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Sep 19, 25
UBS
Aug 23, 24
■ Neutral neutral · not a buy · 🎯$40
Price at call : $38.1 — gap to target +5%
Today : $24.48 — gap to target +63%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Aug 23, 25
Baird
Jul 26, 24
▲ Outperform · 🎯$44
Price at call : $36.83 — upside +19%
Today : $24.48 — upside +80%
Expected +19% · Actual -36% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
-36.0%
stock -36% · XLY +24%
Baird
Jul 2, 24
▲ Outperform · 🎯$40
Price at call : $31.97 — upside +25%
Today : $24.48 — upside +63%
Expected +25% · Actual -20% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
-20.5%
stock -20% · XLY +18%
Citigroup
Jun 12, 24
■ Neutral neutral · not a buy · 🎯$34
Price at call : $33.59 — gap to target +1%
Today : $24.48 — gap to target +39%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Jun 12, 25
BMO Capital
Apr 26, 24
▲ Outperform · 🎯$45
Price at call : $35.24 — upside +28%
Today : $24.48 — upside +84%
Expected +28% · Actual -33% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
-33.5%
stock -33% · XLY +10%
▲ Overweight · 🎯$51
Price at call : $35.24 — upside +45%
Today : $24.48 — upside +108%
Expected +45% · Actual -33% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (1 call matured) · 📊 on Cons. disc. : 47% · +2.9% (413 calls)
-33.5%
stock -33% · XLY +10%
DA Davidson
Apr 11, 24
▲ Buy · 🎯$49
Price at call : $40.6 — upside +21%
Today : $24.48 — upside +100%
Expected +21% · Actual -44% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 41.2% · -5.8% (80 calls)
-44.5%
stock -44% · XLY +5%
BMO Capital
Apr 3, 24
▲ Outperform · 🎯$50
Price at call : $42.15 — upside +19%
Today : $24.48 — upside +104%
Expected +19% · Actual -45% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
-45.5%
stock -45% · XLY +3%
▲ Buy · 🎯$55
Price at call : $40.51 — upside +36%
Today : $24.48 — upside +125%
Expected +36% · Actual -39% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (4 calls matureds) · 📊 on Cons. disc. : 46.8% · +1.2% (308 calls)
-39.4%
stock -39% · XLY +9%
DA Davidson
Mar 5, 24
▲ Buy · 🎯$42
Price at call : $38.6 — upside +9%
Today : $24.48 — upside +72%
Expected +9% · Actual -34% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 41.2% · -5.8% (80 calls)
-34.0%
stock -34% · XLY +15%
Citigroup
Feb 27, 24
■ Neutral neutral · not a buy · 🎯$37
Price at call : $36.4 — gap to target +2%
Today : $24.48 — gap to target +51%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Feb 26, 25
UBS
Feb 16, 24
■ Neutral neutral · not a buy · 🎯$39
Price at call : $37.57 — gap to target +4%
Today : $24.48 — gap to target +59%
🎯 on HOG : no call matured yet · 📊 on Cons. disc. : 43.2% · +1.5% (206 calls)
in progress (365j)
matures : Feb 15, 25
Baird
Feb 9, 24
▲ Outperform · 🎯$40
Price at call : $36.85 — upside +9%
Today : $24.48 — upside +63%
Expected +9% · Actual -30% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 0% (3 calls matureds) · 📊 on Cons. disc. : 30.2% · -10.6% (222 calls)
-30.1%
stock -30% · XLY +26%
Citigroup
Dec 18, 23
■ Neutral neutral · not a buy · 🎯$36
Price at call : $35.23 — gap to target +2%
Today : $24.48 — gap to target +47%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Dec 17, 24
BMO Capital
Oct 27, 23
▲ Outperform · 🎯$45
Price at call : $25.88 — upside +74%
Today : $24.48 — upside +84%
Expected +74% · Actual +27% · Reason (≥ +15%) : ✓ Yes
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
+27.0%
stock +27% · XLY +33%
Citigroup
Oct 10, 23
■ Neutral neutral · not a buy · 🎯$33
Price at call : $30.82 — gap to target +7%
Today : $24.48 — gap to target +35%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Oct 9, 24
Citigroup
Sep 8, 23
■ Neutral neutral · not a buy · 🎯$37
Price at call : $32.56 — gap to target +14%
Today : $24.48 — gap to target +51%
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
in progress (365j)
matures : Sep 7, 24
BMO Capital
Jul 31, 23
▲ Outperform · 🎯$55
Price at call : $38.61 — upside +42%
Today : $24.48 — upside +125%
Expected +42% · Actual -1% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
-0.6%
stock -1% · XLY +6%
BMO Capital
Apr 28, 22
▲ Outperform · 🎯$57
Price at call : $37.06 — upside +54%
Today : $24.48 — upside +133%
Expected +54% · Actual +0% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
+0.1%
stock +0% · XLY -14%
Citigroup
Feb 3, 21
▲ Buy · 🎯$39
Price at call : $32.06 — upside +22%
Today : $24.48 — upside +59%
Expected +22% · Actual +12% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
+11.5%
stock +12% · XLY +8%
BMO Capital
Feb 3, 21
▲ Outperform · 🎯$40
Price at call : $32.06 — upside +25%
Today : $24.48 — upside +63%
Expected +25% · Actual +12% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
+11.5%
stock +12% · XLY +8%
BMO Capital
Oct 29, 20
▲ Outperform · 🎯$46
Price at call : $32.88 — upside +40%
Today : $24.48 — upside +88%
Expected +40% · Actual +21% · Reason (≥ +15%) : ✓ Yes
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
+21.1%
stock +21% · XLY +43%
BMO Capital
Jul 14, 20
▲ Outperform · 🎯$33
Price at call : $27.36 — upside +21%
Today : $24.48 — upside +35%
Expected +21% · Actual +63% · Reason (≥ +15%) : ✓ Yes
🎯 on HOG : 64% (11 calls matureds) · 📊 on Cons. disc. : 35.5% · -8.8% (121 calls)
+62.6%
stock +63% · XLY +36%
Citigroup
Jul 6, 20
▲ Buy · 🎯$33
Price at call : $25.17 — upside +31%
Today : $24.48 — upside +35%
Expected +31% · Actual +82% · Reason (≥ +15%) : ✓ Yes
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
+82.0%
stock +82% · XLY +37%
Citigroup
Oct 30, 18
▲ Buy · 🎯$45
Price at call : $38.22 — upside +18%
Today : $24.48 — upside +84%
Expected +18% · Actual +2% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
+1.8%
stock +2% · XLY +15%
Citigroup
Aug 8, 18
▲ Buy · 🎯$53
Price at call : $43.66 — upside +21%
Today : $24.48 — upside +117%
Expected +21% · Actual -21% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
-21.3%
stock -21% · XLY +5%
Citigroup
Feb 6, 18
▲ Buy · 🎯$55
Price at call : $48.62 — upside +13%
Today : $24.48 — upside +125%
Expected +13% · Actual -25% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
-25.1%
stock -25% · XLY +4%
Citigroup
Aug 30, 16
▲ Buy · 🎯$62
Price at call : $52.75 — upside +18%
Today : $24.48 — upside +153%
Expected +18% · Actual -11% · Reason (≥ +15%) : ✗ No
🎯 on HOG : 42% (12 calls matureds) · 📊 on Cons. disc. : 34.2% · -5.9% (313 calls)
-10.5%
stock -11% · XLY +10%
JPI AI Analyst AI assistant · JPI Invest
Answers based on the tool’s data · not financial advice · full version (free)