You’ve seen the leather jackets and heard that unmistakable potato-potato rumble at every stoplight from Milwaukee to Manila. But when you trade the open road for the New York Stock Exchange, things get a bit more technical. If you’re looking to own a piece of this American icon, you’re looking for the harley davidson stock symbol, which is simply HOG.
It’s one of those rare cases where a ticker symbol perfectly captures the soul of the product. Originally, "hog" was just a nickname for the big, brawny bikes used by racing teams in the 1920s. Today, it’s the heartbeat of a multi-billion dollar corporation.
Why the Harley Davidson Stock Symbol Is HOG (And Why It Matters)
Honestly, Harley didn't always trade under this cheeky ticker. Back in the day, the company went by HDI. They made the switch to HOG in 2006, and it was a stroke of branding genius. It’s memorable. It’s visceral. It tells you exactly what’s in the box.
But don’t let the cool name distract you from the numbers. As of mid-January 2026, Harley-Davidson Inc. is navigating some pretty choppy waters. The stock is currently trading around $20.49, which is quite a distance from its 52-week high of $31.25.
Why the slide?
- Macro Headwinds: High interest rates and sticky inflation have made "discretionary" purchases—like a $25,000 CVO Road Glide—a tough sell for the average Joe.
- Inventory Levels: Management has been working overtime to trim dealer inventories, which were down 13% toward the end of 2025.
- The Tariff Ghost: New or increased tariffs in 2025 took a $27 million bite out of their third-quarter earnings alone.
It’s a classic tug-of-war between a legendary brand and a difficult economy.
The Spinoff Strategy: LVWR vs. HOG
If you’re digging into the harley davidson stock symbol, you’ll likely stumble across another one: LVWR. This is LiveWire Group, Harley’s electric motorcycle spinoff.
In 2022, CEO Jochen Zeitz decided to carve out the electric division to let it run like a tech startup. It was a bold move. Maybe too bold? LiveWire (LVWR) is currently trading at a fraction of its debut price, sitting around $3.00 a share.
The financials there are... well, they're "brave." We’re talking about a net loss margin of over -300% in recent quarters. For every dollar of revenue, they’re spending three. While the S2 Del Mar is a fantastic piece of engineering, the stock market hasn't quite fallen in love with the "electric Harley" dream yet.
HOG still owns a massive majority stake in LiveWire, so when you buy the main symbol, you’re still betting on the electric future, whether you like it or not.
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Dividends and the "Income Investor" Play
Here is the thing about Harley: it’s a cash cow. Despite the stock price volatility, the company is remarkably consistent with its payouts.
As of January 2026, HOG offers a forward dividend yield of approximately 3.51%. They’ve been paying out $0.18 per share quarterly. If you’re the type of investor who likes "getting paid to wait," this is usually the part of the story you care about.
The payout ratio is surprisingly low—around 17.57%. This suggests that even if the economy hits a pothole, Harley has plenty of room to keep those checks coming. They aren't overextending themselves just to keep the yield high.
What Analysts Are Saying Right Now
The Wall Street crowd is currently in "wait and see" mode.
Citigroup recently lowered their price target for HOG from $28 down to $23. They’re keeping a Neutral rating. Basically, they think the brand is great, but the current economic climate is a buzzkill.
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On the flip side, some analysts see a massive upside. The median price target among 18 major analysts is $28.00. If the stock is at $20 and change today, that’s a potential 30% jump if things break the right way.
Recent Leadership Shifts
There’s been some movement in the C-suite lately. Artie Starrs, the President and CEO of the Motor Company side, is pushing for "capital-efficient growth." What does that mean in plain English? It means they’re trying to make more money by selling fewer, more expensive bikes to more affluent riders. It’s a gamble. You risk alienating the old-school grease monkeys, but the profit margins on a limited-edition "Icons" bike are massive compared to a base-model Sportster.
Actionable Insights for the HOG Watcher
If you're looking at the harley davidson stock symbol HOG as a potential addition to your portfolio, you need to look past the chrome.
- Monitor the Fed: Harley is a "recreational vehicle" stock. When interest rates go down, HOG usually goes up. People finance these bikes. Cheap loans equal more sales.
- Watch the HDFS Transition: Harley-Davidson Financial Services is undergoing a massive transformation. They’ve been selling off loan receivables to firms like KKR and PIMCO to "de-risk" the balance sheet. A leaner HDFS is good for the stock's long-term health.
- The Q4 Earnings Hook: The next big catalyst is the Q4 2025 earnings report, estimated for February 4, 2026. This will be the first real look at how the 2026 model year launches are being received by dealers.
- Share Repurchases: The company recently announced a $200 million Accelerated Share Repurchase agreement with Goldman Sachs. When a company buys back its own stock, it usually signals they think the shares are undervalued.
Investing in Harley-Davidson isn't just about motorcycles. It's a play on American manufacturing, global trade policy, and the survival of a 120-year-old brand in a world that’s slowly turning electric. It’s messy, it’s loud, and it’s definitely not for the faint of heart.
To move forward with your research, check the HOG investor relations page for the specific transcript of the upcoming February earnings call. This will give you the direct pulse on whether those dealer inventory reductions are actually translating into higher net income or if the "soft demand" they noted in late 2025 is becoming a permanent trend. You should also cross-reference the LVWR performance if you’re worried about the electric spinoff’s losses dragging down the parent company’s consolidated earnings.