Harley-Davidson (NYSE:HOG) director James D. Farley Jr. executed a sale of company stock on February 25, 2026, disposing of 6,454 shares of common stock, according to a Form 4 filed with the Securities and Exchange Commission. The shares moved at prices between $18.700 and $18.725 per share, producing an average price of $18.714 and a total transaction value of $120,780.
The sale occurred as Harley-Davidson shares were trading near their 52-week low of $18.65, with the stock down roughly 34 percent over the prior six months. Independent analysis from InvestingPro referenced in the filing indicates that at current levels the stock appears undervalued on a price-to-earnings basis, with a reported P/E ratio of 6.51.
Following the disposition, Farley retains direct ownership of 16,205.41 shares of Harley-Davidson common stock.
For investors seeking additional valuation context, the filing references a Pro Research Report that covers valuation and proprietary guidance tools across more than 1,400 U.S. equities.
Recent company performance and corporate developments
Harley-Davidson reported results for the fourth quarter of 2025 that fell short of expectations on the profit line. The company posted diluted earnings per share of -2.44, compared with a consensus forecast of -1.06. Revenue for the quarter came in at $496 million, modestly ahead of the anticipated $486.61 million.
In addition to the quarterly report, Harley-Davidson announced a recall encompassing 9,401 Sportster S motorcycles due to a potential safety issue involving the upper triple clamp. The recall affects Sportster S models from model years 2021 through 2026.
The company also declared a quarterly cash dividend of $0.1875 per share, with a scheduled payment in March 2026.
Analyst responses
Following publication of the financial results and accompanying guidance, DA Davidson lowered its price target for Harley-Davidson to $25.00 while retaining a Buy rating. Similarly, BMO Capital reduced its price target to $24.00 and kept an Outperform rating, citing pressures related to reset actions. These adjustments by equity analysts were disclosed in the company reporting and underscore the market reaction to recent developments.
Collectively, the insider sale, the quarterly earnings miss, the motorcycle recall, the declared dividend and the analyst price-target revisions paint a multifaceted picture of the current state of Harley-Davidson. The combination of operational challenges and market valuation signals will likely remain points of focus for investors and industry watchers in the near term.