HOG - Why Harley-Davidson's Stock Jumped 15.3% Higher in April
Shares of Harley-Davidson (NYSE: HOG) jumped 15.3% in April, according to data provided by S&P Global Market Intelligence, though it wasn't nearly enough to make up for the 38% skid the motorcycle maker went into in March.
The iconic big bike manufacturer is suffering from a multiyear decline in sales that has been blamed on its core, middle-aged customer aging out of the market. Younger consumers aren't looking to buy the heavy, chrome-laden motorcycles Harley produces, even when they are in the market for a bike.
Instead, smaller, lighter-weight bikes and scooters seem to be the style preferred by today's rider.