Should I buy Harley-Davidson (HOG) stock or is it too late?
⭐ The most reliable of them, either direction: DA Davidson — 57% of its targets hit on this sector (82 calls tested). It aims for $33 (+19 %), call made on August 18, 2026, maturing on August 18, 2027 (10 d ago).
Firm-by-firm track record on Harley-Davidson
| Firm | % right | Gain vs sector | Calls | Aims for |
|---|---|---|---|---|
| Morgan Stanley | 50 % | +10.6 % | 12 | $17 -39% |
| Citigroup | 50 % | +5.6 % | 14 | $27 -3% |
| BMO Capital | 64 % | +5.3 % | 11 | $45 +62% |
| Baird | 14 % | -13.2 % | 7 | $30 +8% |
| B of A Securities | 17 % | -15.7 % | 6 | $32 +15% |
| DA Davidson | 0 % | -22.1 % | 5 | $33 +19% |
| Barclays | 83 % | +18.5 % | 6 | — |
✅ Reasons to believe
- Pays a dividend (3.0% yield), raised for 5 years — regular income on top of potential upside.
⚠️ Reasons to hesitate
- Even the most reliable firm on HOG, Morgan Stanley (50% hit rate, 12 scored calls), only targets $17 (call made on July 28, 2026, maturing on July 28, 2027) (-39%) in its most recent call, and $25 (call made on October 27, 2025, maturing on October 27, 2026) (-10%) in the one coming due soonest. The stock may already have run past its target.
- The consensus is not unanimous: of 7 ratings, 3 are neutral and 2 are sells.
- Limited upside: the median target is only -5% from the current price.
- A 12-month target is not a guaranteed path: the price can fall in the meantime.
- Volatile stock: sharp swings — including steep drops — are part of its profile.
The analyst consensus on HOG
Median target $27 (-5%) · 7 ratings · Hold consensus
⚠️ Information, not investment advice. Past performance does not guarantee future results. Analyst targets on a ~12-month horizon.
Frequently asked questions
Should you invest in Harley-Davidson now?
We won't decide for you. The facts: 29% of analysts rate it a buy, median target $27 (-5%), and Morgan Stanley (most reliable on HOG, 50%) targets $17. Weigh that against valuation and volatility. This is not personalized advice.
Is it too late to invest in Harley-Davidson?
The stated upside is small: the median target ($27) sits just -5% from the price ($28) (most reliable on HOG: Morgan Stanley, 50%). The real question isn't "too late" but the price-to-value gap and risk. Not advice.
Is Harley-Davidson still worth investing in?
It depends on the gap between the price ($28) and its estimated value: analysts target $27 on median (-5%), with 29% buys (most reliable on HOG: Morgan Stanley, 50%). Cross-check with their real reliability on HOG and the cautions above. Information, not advice.
What's the main risk in buying HOG?
Even the most reliable firm on HOG, Morgan Stanley (50% hit rate, 12 scored calls), only targets $17 (call made on July 28, 2026, maturing on July 28, 2027) (-39%) in its most recent call, and $25 (call made on October 27, 2025, maturing on October 27, 2026) (-10%) in the one coming due soonest. The stock may already have run past its target.
→ Go deeper: the full Harley-Davidson profile (consensus, analyst reliability, price target, performance).