Harley-Davidson: Dealership Support Takes Focus (Upgrade)

2025-12-16 13:01:55 ET

Shares of Harley-Davidson ( HOG ) have been a poor performer over the past year, losing about a third of their value. While the market has surged to record highs, shares are now sitting near a 52-week low reached during the peak of tariff fears in April. This underperformance has come even as the company sold much of its financing unit in a transformative transaction and speaks to the fears about the brand’s go-forward relevance. I last covered Harley in October , rating the stock a “ S ell.” Since then, shares have dropped about 24% and now sit below my $23 price target. Given the magnitude of the decline, now is a good time to revisit HOG to see if shares are cheap enough to buy....

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