HARLEY DAVIDSON INC HOG
COM · Common Stock · CUSIP 412822108 · ISIN US4128221086
American motorcycle manufacturer
- SectorConsumer discretionary
- IndustryMotorcycles, Bicycles & Parts
- HeadquartersMilwaukee, WI
- Founded1903
- Websiteharley-davidson.com
- FilingsSEC EDGAR
* Summed across managers. Shares that two managers' reports both contain – a subsidiary's holdings that its parent's report includes too, or a sub-adviser's in its client's – are counted once ($18.6m this quarter). Holder counts are more reliable. Shares outstanding: 104.1m as of 2026-07-31, from the company's own SEC filing; the percentage can still exceed 100%: lent-out shares are counted by the lender and the buyer, and some reports overlap without saying so. Implied quarter-end price ≈ $24.45. Options: 19 managers hold calls ($48.3m notional), 20 hold puts ($54.1m).
Trends to Q2 2026
Institutional holders
Managers reporting a position, each quarter
Numbers
| Quarter | Holders |
|---|---|
| Q3 2022 | 415 |
| Q4 2022 | 450 |
| Q1 2023 | 439 |
| Q2 2023 | 432 |
| Q3 2023 | 417 |
| Q4 2023 | 422 |
| Q1 2024 | 414 |
| Q2 2024 | 413 |
| Q3 2024 | 422 |
| Q4 2024 | 410 |
| Q1 2025 | 393 |
| Q2 2025 | 398 |
| Q3 2025 | 404 |
| Q4 2025 | 389 |
| Q1 2026 | 400 |
| Q2 2026 | 438 |
Buyers vs sellers
Managers adding to or starting a position, vs cutting or selling out
Numbers
| Quarter | Bought or added | Cut or sold out |
|---|---|---|
| Q3 2024 | 187 | 187 |
| Q4 2024 | 135 | 237 |
| Q1 2025 | 175 | 191 |
| Q2 2025 | 177 | 193 |
| Q3 2025 | 178 | 166 |
| Q4 2025 | 152 | 223 |
| Q1 2026 | 212 | 154 |
| Q2 2026 | 208 | 173 |
Calls vs puts
Options held, notional value, last 4 quarters. P/C = puts ÷ calls
Numbers
| Quarter | Calls | Puts | P/C |
|---|---|---|---|
| Q3 2025 | $84.4m | $91.2m | 1.08 |
| Q4 2025 | $55.8m | $53.3m | 0.96 |
| Q1 2026 | $39.1m | $55.0m | 1.41 |
| Q2 2026 | $48.3m | $54.1m | 1.12 |
Biggest buyers
| FIFTHDELTA Ltd | Added | +2.2m |
| JANE STREET GROUP, LLC | Added | +1.3m |
| D. E. Shaw & Co., Inc. | Added | +1.1m |
| AQR CAPITAL MANAGEMENT LLC | Added | +1.0m |
| GOLDMAN SACHS GROUP INC | Added | +867.9k |
| GEODE CAPITAL MANAGEMENT, LLC | Added | +710.3k |
| Invesco Ltd. | Added | +706.0k |
| Trexquant Investment LP | Added | +645.2k |
| RVW Wealth, LLC | New | +604.1k |
| AMERICAN CENTURY COMPANIES INC | Added | +594.8k |
Biggest sellers
| CITADEL ADVISORS LLC | Reduced | -1.5m |
| TWO SIGMA INVESTMENTS, LP | Reduced | -1.2m |
| Bank of New York Mellon Corp | Reduced | -951.6k |
| Pine Valley Investments Ltd Liability Co | Reduced | -951.0k |
| Pacer Advisors, Inc. | Reduced | -919.6k |
| UBS Group AG | Reduced | -909.2k |
| DONALD SMITH & CO., INC. | Reduced | -737.8k |
| MARSHALL WACE, LLP | Sold out | -704.0k |
| MILLENNIUM MANAGEMENT LLC | Reduced | -693.9k |
| VOLORIDGE INVESTMENT MANAGEMENT, LLC | Sold out | -484.6k |
Biggest calls
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Added | $12.6m514.0k shares |
| Pine Valley Investments Ltd Liability Co | Reduced | $9.0m367.6k shares |
| CITADEL ADVISORS LLC | Added | $7.8m318.3k shares |
| IMC-Chicago, LLC | Reduced | $4.9m198.9k shares |
| MAGARIAN CAPITAL MANAGEMENT, LLC | First filing | $4.2m170.0k shares |
| JANE STREET GROUP, LLC | Added | $2.2m89.0k shares |
| Point72 Asset Management, L.P. | Added | $1.5m61.5k shares |
| SIMPLEX TRADING, LLC | Added | $995.5k40.7k shares |
| GROUP ONE TRADING LLC | Added | $949.0k38.8k shares |
| Squarepoint Ops LLC | Reduced | $914.8k37.4k shares |
Biggest puts
| CITADEL ADVISORS LLC | Reduced | $14.0m573.7k shares |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Reduced | $13.2m540.0k shares |
| D. E. Shaw & Co., Inc. | Reduced | $5.5m226.9k shares |
| IMC-Chicago, LLC | Added | $4.1m169.4k shares |
| JANE STREET GROUP, LLC | Added | $3.2m130.8k shares |
| SIMPLEX TRADING, LLC | Reduced | $2.7m110.4k shares |
| PEAK6 LLC | Reduced | $2.2m90.1k shares |
| GROUP ONE TRADING LLC | Reduced | $1.4m55.8k shares |
| CAPITAL FUND MANAGEMENT S.A. | Reduced | $1.3m52.8k shares |
| Walleye Trading LLC | Unchanged | $1.2m50.7k shares |
Options at notional value: the value of the shares the contracts control, as filers report them, not what the options cost. Not included in the holders, shares or buying above.
Major shareholders (over 5%)
Anyone who owns more than 5% of a class of the company's shares has to say so: on Schedule 13D if they may try to influence or control the company, on 13G if they're a passive investor, and update it as the stake changes. Each holder's latest filing, from 19 Dec 2024 on; percentages are of the share class, as the holder worked them out.
| Holder | Stake |
|---|---|
| BlackRock, Inc. 13G · institution filed 2026-04-24 | 9.4% |
| DONALD SMITH & CO., INC. 13G · institution -0.2 pts · filed 2026-08-11 | 8.8% |
| DIMENSIONAL FUND ADVISORS LP 13G · institution new · filed 2025-01-23 | 5.4% |
| VANGUARD PORTFOLIO MANAGEMENT LLC 13G · institution new · filed 2026-07-31 | 5.4% |
| VANGUARD CAPITAL MANAGEMENT LLC 13G · institution new · filed 2026-04-30 | 5.3% |
| AMERICAN CENTURY INVESTMENT MANAGEMENT INC 13G · institution new · filed 2026-08-14 | 5.1% |
Fell to 5% or below in the last year: FMR LLC (0.0%, 2026-05-06), VANGUARD GROUP INC (0.0%, 2026-03-27; now reported by VANGUARD PORTFOLIO MANAGEMENT LLC), Beutel, Goodman & Co Ltd. (4.7%, 2026-02-04), H PARTNERS MANAGEMENT, LLC (4.7%, 2025-11-14)
Insider purchases and sales since 1 Apr 2026
Shares bought or sold by the company's own officers, directors and 10% owners, in the open market or privately, as they reported to the SEC on Form 4 (due within two business days of the trade). Grants, option exercises, shares withheld for tax and gifts aren't included.
Officers and directors buying vs selling
Number of people, by quarter (10% owners not included)
Numbers
| Quarter | Buying | Bought | Selling | Sold | Sold under a plan |
|---|---|---|---|---|---|
| Q4 2024 | 0 | — | 1 | $138.0k | — |
| Q1 2025 | 0 | — | 1 | $88.3k | — |
| Q2 2025 | 0 | — | 0 | — | — |
| Q3 2025 | 1 | $49.8k | 0 | — | — |
| Q4 2025 | 0 | — | 2 | $372.4k | — |
| Q1 2026 | 3 | $412.0k | 2 | $197.5k | — |
| Q2 2026 | 0 | — | 2 | $115.4k | $115.4k |
| Q3 2026 | 3 | $1.4m | 1 | $119.3k | $119.3k |
| Date | Insider | Trade | Value |
|---|---|---|---|
| 2026-09-01 | Root Jonathan R CFO and CCO | Sold plan | $42.7k1.6k shares |
| 2026-08-11 | Littleton Gayle CLO, CCO, CAO & Corp Sec | Bought | $197.8k7.5k shares |
| 2026-08-10 | Starrs Artie President & CEO, director | Bought | $258.9k10.0k shares |
| 2026-08-03 | Root Jonathan R CFO and CCO | Sold plan | $38.7k1.6k shares |
| 2026-07-31 | NOVA DANIEL J Director | Bought | $982.8k40.0k shares |
| 2026-07-01 | Root Jonathan R CFO and CCO | Sold plan | $38.0k1.6k shares |
| 2026-06-01 | Root Jonathan R CFO and CCO | Sold plan | $37.1k1.6k shares |
| 2026-05-19 | Root Jonathan R CFO and CCO | Sold plan | $37.6k1.6k shares |
| 2026-05-11 | Krause Paul J Chief Legal Officer | Sold plan | $40.7k1.6k shares |
Their holding: how much the trade added to or took from the insider's holding (direct, or the trust or fund named). The same trade is sometimes reported by more than one insider, such as a fund and the director who represents it; totals count it once. A value is left blank where the reported price is far from the market price (usually a typo).
Holders, Q2 2026
| Manager | Shares | Change |
|---|---|---|
| BlackRock, Inc. 0.00% of their portfolio | 10.2m $249.4m | Reduced -409.8k |
| DONALD SMITH & CO., INC. 4.02% of their portfolio | 9.3m $227.0m | Reduced -737.8k |
| DIMENSIONAL FUND ADVISORS LP 0.03% of their portfolio | 6.0m $146.0m | Added +123.4k |
| VANGUARD PORTFOLIO MANAGEMENT LLC 0.01% of their portfolio | 5.6m $137.6m | Added +341.5k |
| AMERICAN CENTURY COMPANIES INC 0.06% of their portfolio | 5.4m $130.9m | Added +594.8k |
| LSV ASSET MANAGEMENT 0.23% of their portfolio | 5.1m $124.3m | Reduced -93.0k |
| VANGUARD CAPITAL MANAGEMENT LLC 0.00% of their portfolio | 4.7m $116.1m | Reduced -313.9k |
| FIFTHDELTA Ltd 12.54% of their portfolio | 4.4m $106.9m | Added +2.2m |
| STATE STREET CORP 0.00% of their portfolio | 4.2m $103.6m | Added +440.9k |
| GEODE CAPITAL MANAGEMENT, LLC 0.00% of their portfolio | 3.0m $73.3m | Added +710.3k |
| AQR CAPITAL MANAGEMENT LLC 0.02% of their portfolio | 2.6m $63.8m | Added +1.0m |
| D. E. Shaw & Co., Inc. 0.03% of their portfolio | 2.3m $55.6m | Added +1.1m |
| JANE STREET GROUP, LLC 0.03% of their portfolio | 2.1m $51.5m | Added +1.3m |
| GATE CITY CAPITAL MANAGEMENT, LLC 12.51% of their portfolio | 2.0m $48.3m | Reduced -296.4k |
| UBS Group AG 0.01% of their portfolio | 1.9m $47.6m | Reduced -909.2k |
| TWO SIGMA INVESTMENTS, LP 0.03% of their portfolio | 1.9m $45.5m | Reduced -1.2m |
| BANK OF AMERICA CORP /DE/ 0.00% of their portfolio | 1.8m $45.1m | Added +107.0k |
| MORGAN STANLEY 0.00% of their portfolio | 1.8m $44.9m | Reduced -53.8k |
| THIRD AVENUE MANAGEMENT LLC 5.79% of their portfolio | 1.5m $36.2m | Added +18.2k |
| Invesco Ltd. 0.00% of their portfolio | 1.4m $33.8m | Added +706.0k |
| AEGIS FINANCIAL CORP 5.29% of their portfolio | 1.4m $33.5m | Unchanged |
| NORTHERN TRUST CORP 0.00% of their portfolio | 1.4m $33.4m | Added +341.9k |
| Gotham Asset Management, LLC 0.08% of their portfolio | 1.3m $32.6m | Added +153.9k |
| Pine Valley Investments Ltd Liability Co 1.38% of their portfolio | 1.3m $32.5m | Reduced -951.0k |
| CHARLES SCHWAB INVESTMENT MANAGEMENT INC 0.00% of their portfolio | 1.3m $30.6m | Added +234.1k |
| Trexquant Investment LP 0.18% of their portfolio | 1.2m $29.5m | Added +645.2k |
| MAGARIAN CAPITAL MANAGEMENT, LLC 9.12% of their portfolio | 1.2m $28.5m | First filing |
| Bank of New York Mellon Corp 0.00% of their portfolio | 1.2m $28.3m | Reduced -951.6k |
| GOLDMAN SACHS GROUP INC 0.00% of their portfolio | 1.1m $27.5m | Added +867.9k |
| Quantinno Capital Management LP 0.02% of their portfolio | 759.9k $18.6m | Added +325.9k |
| BRIDGEWAY CAPITAL MANAGEMENT, LLC 0.30% of their portfolio | 702.1k $17.2m | Added +4.0k |
| VANGUARD FIDUCIARY TRUST CO 0.00% of their portfolio | 696.6k $17.0m | Reduced -34.8k |
| Empowered Funds, LLC 0.09% of their portfolio | 669.3k $16.4m | Added +204.2k |
| FIRST TRUST ADVISORS LP 0.01% of their portfolio | 643.0k $15.7m | Reduced -3.0k |
| MILLENNIUM MANAGEMENT LLC 0.01% of their portfolio | 616.8k $15.1m | Reduced -693.9k |
| RVW Wealth, LLC 0.97% of their portfolio | 604.1k $14.8m | New |
| HOTCHKIS & WILEY CAPITAL MANAGEMENT LLC 0.03% of their portfolio | 436.4k $10.7m | Reduced -42.8k |
| JPMORGAN CHASE & CO 0.00% of their portfolio | 434.1k $10.6m | Added +59.7k |
| UBS AM, a distinct business unit of UBS ASSET MANAGEMENT AMERICAS LLC 0.00% of their portfolio | 373.4k $9.1m | Reduced -33.5k |
| ALGERT GLOBAL LLC 0.11% of their portfolio | 366.6k $9.0m | Reduced -245.2k |
| Nuveen, LLC 0.00% of their portfolio | 359.2k $8.8m | Added +104.1k |
| CAPITAL FUND MANAGEMENT S.A. 0.06% of their portfolio | 333.2k $8.1m | Added +111.1k |
| RHUMBLINE ADVISERS 0.01% of their portfolio | 329.2k $8.1m | Added +13.6k |
| ALLIANCEBERNSTEIN L.P. 0.00% of their portfolio | 320.5k $6.5m | Added +193.4k |
| TOWLE & CO 2.31% of their portfolio | 278.9k $6.8m | New |
| SEI INVESTMENTS CO 0.01% of their portfolio | 278.7k $6.8m | Added +50.7k |
| PDT Partners, LLC 0.34% of their portfolio | 267.5k $6.5m | Reduced -88.8k |
| BESSEMER GROUP INC 0.01% of their portfolio | 264.0k $6.5m | Added +261.1k |
| JACOBS LEVY EQUITY MANAGEMENT, INC 0.02% of their portfolio | 262.8k $6.4m | Reduced -95.5k |
| FRANKLIN RESOURCES INC 0.00% of their portfolio | 253.8k $6.2m | Added +195.3k |
| VICTORY CAPITAL MANAGEMENT INC 0.00% of their portfolio | 245.6k $6.0m | Reduced -41.9k |
| Man Group plc 0.01% of their portfolio | 244.3k $6.0m | Reduced -16.5k |
| PRINCIPAL FINANCIAL GROUP INC 0.00% of their portfolio | 240.1k $5.9m | Reduced -23.6k |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP 0.00% of their portfolio | 222.3k $5.4m | Reduced -410.0k |
| Swiss National Bank 0.00% of their portfolio | 218.9k $5.4m | Reduced -3.2k |
| Connor, Clark & Lunn Investment Management Ltd. 0.01% of their portfolio | 212.8k $5.2m | Reduced -213.7k |
| Universal- Beteiligungs- und Servicegesellschaft mbH 0.01% of their portfolio | 212.1k $5.2m | Reduced -7.4k |
| JUPITER ASSET MANAGEMENT LTD 0.02% of their portfolio | 204.9k $5.0m | Reduced -411.2k |
| Russell Investments Group, Ltd. 0.00% of their portfolio | 202.0k $4.9m | Reduced -10.9k |
| BNP PARIBAS ASSET MANAGEMENT Holding S.A. 0.00% of their portfolio | 200.9k $4.9m | Reduced -1.1k |
| CAXTON ASSOCIATES LLP 0.09% of their portfolio | 197.8k $4.8m | Added +150.5k |
| Holowesko Partners Ltd. 1.16% of their portfolio | 188.0k $4.6m | New |
| BARCLAYS PLC 0.00% of their portfolio | 184.9k $4.5m | Reduced -85.4k |
| Squarepoint Ops LLC 0.01% of their portfolio | 184.9k $4.5m | Reduced -310.1k |
| ROYAL BANK OF CANADA 0.00% of their portfolio | 177.1k $4.3m | Reduced -52.2k |
| STATE OF WISCONSIN INVESTMENT BOARD 0.01% of their portfolio | 164.1k $4.0m | Added +20.6k |
| AMERIPRISE FINANCIAL INC 0.00% of their portfolio | 160.5k $3.9m | Reduced -27.1k |
| CITIGROUP INC 0.00% of their portfolio | 157.7k $3.9m | Reduced -40.9k |
| Robinson Value Management, Ltd. 2.06% of their portfolio | 157.1k $3.8m | Reduced -1.9k |
| Legal & General Group Plc 0.00% of their portfolio | 154.6k $3.8m | Reduced -3.5k |
| PRICE T ROWE ASSOCIATES INC /MD/ 0.00% of their portfolio | 148.7k $3.6m | Added +44.8k |
| Holocene Advisors, LP 0.01% of their portfolio | 145.6k $3.6m | Reduced -125.6k |
| Jump Financial, LLC 0.03% of their portfolio | 140.5k $3.4m | New |
| ACADIAN ASSET MANAGEMENT LLC 0.00% of their portfolio | 137.3k $3.4m | Added +96.6k |
| SG Americas Securities, LLC 0.00% of their portfolio | 134.1k $3.3m | Added +6.0k |
| Walleye Capital LLC 0.02% of their portfolio | 133.3k $3.3m | Reduced -316.8k |
| CALIFORNIA STATE TEACHERS RETIREMENT SYSTEM 0.00% of their portfolio | 129.3k $3.2m | Added +5.5k |
| Bridgewater Associates, LP 0.01% of their portfolio | 128.6k $3.1m | Added +41.8k |
| VIRGINIA RETIREMENT SYSTEMS ET Al 0.02% of their portfolio | 117.7k $2.9m | New |
| MONEY CONCEPTS CAPITAL CORP 0.13% of their portfolio | 117.4k $2.9m | Added +4.6k |
| WELLS FARGO & COMPANY/MN 0.00% of their portfolio | 114.7k $2.8m | Added +90.1k |
| DEUTSCHE BANK AG\ 0.00% of their portfolio | 112.9k $2.8m | Added +99.8k |
| MetLife Investment Management, LLC 0.01% of their portfolio | 110.4k $2.7m | Added +52.4k |
| Schonfeld Strategic Advisors LLC 0.01% of their portfolio | 109.9k $2.7m | Reduced -121.5k |
| Retirement Systems of Alabama 0.01% of their portfolio | 108.9k $2.7m | Reduced -36.0k |
| Engineers Gate Manager LP 0.03% of their portfolio | 99.0k $2.4m | Added +73.9k |
| VANGUARD ASSET MANAGEMENT, Ltd 0.00% of their portfolio | 97.5k $2.4m | Unchanged |
| MANUFACTURERS LIFE INSURANCE COMPANY, THE 0.00% of their portfolio | 93.9k $2.3m | Added +15.0k |
| NISA INVESTMENT ADVISORS, LLC 0.01% of their portfolio | 93.8k $2.3m | Added +10.1k |
| Redwood Investment Management, LLC 0.22% of their portfolio | 90.9k $2.2m | New |
| VARCOV Co. 0.81% of their portfolio | 87.7k $2.1m | Reduced -4.4k |
| NEW YORK STATE TEACHERS RETIREMENT SYSTEM 0.00% of their portfolio | 84.6k $2.1m | Added +446 |
| JCP Investment Management, LLC 1.09% of their portfolio | 83.0k $2.0m | New |
| CANADA LIFE ASSURANCE Co 0.00% of their portfolio | 81.2k $2.0m | Added +1.8k |
| Aquatic Capital Management LLC 0.06% of their portfolio | 75.2k $1.8m | New |
| XTX Topco Ltd 0.02% of their portfolio | 75.1k $1.8m | Added +47.7k |
| TUDOR INVESTMENT CORP ET AL 0.01% of their portfolio | 75.1k $1.8m | New |
| FMR LLC 0.00% of their portfolio | 70.3k $1.7m | Added +19.3k |
| BAILARD, INC. 0.03% of their portfolio | 68.1k $1.7m | Added +14.2k |
| Twelve Points Wealth Management LLC 0.33% of their portfolio | 67.6k $1.7m | Reduced -1.4k |