HARLEY-DAVIDSON, INC.
Harley-Davidson (HOG) shares rose about 5.7% after an SEC Form 4 showed director Daniel Nova bought 40,000 shares on July 31, 2026 at about $24.57 each, near $983,000 total. The filing increased his stake to 47,605 shares. The move followed a Q2 adjusted earnings beat and raised full-year guidance, with analysts lifting price targets.
NOVA DANIEL J purchased 40,000 shares of HARLEY-DAVIDSON, INC. (HOG) at $24.57 ($0.98M total) on 2026-07-31.
Harley-Davidson filed U.S. trademark applications for “RMCR” and “RMXR” on July 29, 2026, covering motorcycles under intent-to-use claims. The filings follow public buzz around a Revolution Max café racer concept shown at events, and cite the 1250cc Revolution Max engine. CEO Artie Starrs previously said feedback was “extraordinary.”
Over the past 7 days, alphai's AI scored 2 news stories mentioning HOG (HARLEY-DAVIDSON, INC.). Coverage has skewed bullish: 2 bullish, 0 neutral, and 0 bearish.
Recent HOG coverage spans financial news, earnings and insider activity.
In the last 30 days, HOG insiders filed 2 SEC Form 4 transactions — 1 purchase ($983K) and 1 sale ($39K). The most active reporter was NOVA DANIEL J with 1 filing. 50% of activity was filed under pre-arranged Rule 10b5-1 plans.
Insider open-market buying plus raised guidance and a Q2 adjusted earnings beat are jointly supportive for near-term sentiment and momentum.
The filing signals insider confidence but is not a fundamental catalyst like earnings or guidance.
The filing is a positive product-readiness signal, but it is not a production or sales confirmation yet.
Trademark filings and CEO commentary add incremental credibility to a potential new Revolution Max model, but there is no confirmed launch or financial impact.
The licensing deal is a brand and distribution expansion that could modestly support apparel revenue and dealer engagement, but it is not quantified here.
alphai scores every news story that mentions HOG with an AI model for sentiment and relevance, and aggregates insider trades from HARLEY-DAVIDSON, INC.'s SEC EDGAR Form 4 filings. Figures refresh continuously.
Harley-Davidson (HOG) shares rose about 5.7% after an SEC Form 4 showed director Daniel Nova bought 40,000 shares on July 31, 2026 at about $24.57 each, near $983,000 total. The filing increased his stake to 47,605 shares. The move followed a Q2 adjusted earnings beat and raised full-year guidance, with analysts lifting price targets.
3 min readNOVA DANIEL J purchased 40,000 shares of HARLEY-DAVIDSON, INC. (HOG) at $24.57 ($0.98M total) on 2026-07-31.
1 min readHarley-Davidson filed U.S. trademark applications for “RMCR” and “RMXR” on July 29, 2026, covering motorcycles under intent-to-use claims. The filings follow public buzz around a Revolution Max café racer concept shown at events, and cite the 1250cc Revolution Max engine. CEO Artie Starrs previously said feedback was “extraordinary.”
4 min readHarley-Davidson filed trademark applications for “RMCR” and “RMXR,” suggesting its Revolution Max Café Racer concept could move toward production. The RMCR would use the 1250cc Revolution Max engine, cited at 150 hp and 94 ft-lbs in the Pan America. CEO Artie Starrs referenced the concept in the first-quarter presentation, according to motorcycle.com.
5 min readHarley-Davidson said it signed Bensussen Deutsch & Associates (BDA) as an official licensee for licensed motorcycle clothing and apparel under its “Back to the Bricks” plan. BDA will design, manufacture, and distribute custom apparel to Harley-Davidson dealers in the US and Canada, with dealer-specific customization. BDA CEO Jay Deutsch and Harley’s Brandon Peters commented on the partnership.
2 min readHarley-Davidson introduced the Deadwood, a factory-built bobber-inspired cruiser with an all-black finish, limited chrome accents, and Denim Black as the only color. Styling includes a solo tuck-and-roll seat, wire-spoke wheels, a chopped windscreen, and no saddlebags. The bike debuts at the Sturgis Motorcycle Rally on Aug 7 and will be sold in the US and Canada.
2 min readHarley-Davidson reported Q2 2026 retail sales of 42,467 motorcycles, up 1% year over year, with North America up 3% and Europe, Middle East and Africa down 9%. Full-year 2026 guidance was raised to 133,500 to 138,500 motorcycles. Group net income fell to about 70 million euros as financial services revenue dropped 55%.
6 min readHarley-Davidson reported Q2 2026 North American retail sales of 29,751 units, up 3% year over year, and raised its full-year global retail guidance to 133,500–138,500 units from 130,000–135,000, according to the company. Global retail rose 1% to about 42,500 units. Dealer inventory fell 17% and operating income rose to $72 million.
5 min readHarley-Davidson India opened its first dealership in Guwahati, with Brahmaputra Harley-Davidson. The 7,612 sq. ft. facility near Sarusajai Stadium offers all 13 Harley-Davidson models plus parts, accessories, and merchandise. Harley-Davidson India said it now has 23 authorized dealerships across India, citing expansion in Tier II cities.
3 min readHarley-Davidson reported 2026 Q2 results. Retail motorcycle sales rose about 1% to 42,500 units, with North America up and EMEA down. HDMC segment revenue increased to $1.104B from $1.044B. Financial services revenue fell 55% to $117M. Consolidated revenue declined to $1.230B. The company raised 2026 guidance for HDMC sales and operating income.
4 min read
