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 ($3.7m this quarter). Holder counts are more reliable. Shares outstanding: 124.5m as of 2025-01-31, 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 ≈ $30.14. Options: 15 managers hold calls ($50.8m notional), 19 hold puts ($63.1m).
Trends to Q4 2024
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 |
Buyers vs sellers
Managers adding to or starting a position, vs cutting or selling out
Numbers
| Quarter | Bought or added | Cut or sold out |
|---|---|---|
| Q1 2023 | 200 | 192 |
| Q2 2023 | 162 | 217 |
| Q3 2023 | 160 | 211 |
| Q4 2023 | 156 | 200 |
| Q1 2024 | 175 | 188 |
| Q2 2024 | 174 | 193 |
| Q3 2024 | 187 | 187 |
| Q4 2024 | 135 | 237 |
Calls vs puts
Options held, notional value, last 4 quarters. P/C = puts ÷ calls
Numbers
| Quarter | Calls | Puts | P/C |
|---|---|---|---|
| Q1 2024 | $91.9m | $90.8m | 0.99 |
| Q2 2024 | $63.4m | $45.3m | 0.71 |
| Q3 2024 | $70.1m | $74.8m | 1.07 |
| Q4 2024 | $50.8m | $63.1m | 1.24 |
Biggest buyers
| CITADEL ADVISORS LLC | Added | +1.9m |
| DONALD SMITH & CO., INC. | New | +1.7m |
| UBS Group AG | Added | +1.7m |
| Pacer Advisors, Inc. | Added | +1.3m |
| CITIGROUP INC | Added | +447.2k |
| AMERICAN CENTURY COMPANIES INC | Added | +435.2k |
| DIMENSIONAL FUND ADVISORS LP | Added | +332.9k |
| UBS AM, a distinct business unit of UBS ASSET MANAGEMENT AMERICAS LLC | Added | +240.4k |
| JANE STREET GROUP, LLC | Added | +186.4k |
| MORGAN STANLEY | Added | +180.5k |
Biggest sellers
| JUPITER ASSET MANAGEMENT LTD | Reduced | -2.2m |
| ARROWSTREET CAPITAL, LIMITED PARTNERSHIP | Reduced | -1.1m |
| Boston Partners | Reduced | -971.0k |
| JPMORGAN CHASE & CO | Reduced | -719.6k |
| FMR LLC | Reduced | -710.7k |
| NORGES BANK | Reduced | -704.2k |
| MILLENNIUM MANAGEMENT LLC | Sold out | -654.6k |
| Qube Research & Technologies Ltd | Reduced | -557.0k |
| VANGUARD GROUP INC | Reduced | -368.4k |
| PRAGMA GESTAO DE PATRIMONIO LTD | Sold out | -360.0k |
Biggest calls
| CITADEL ADVISORS LLC | Added | $13.4m443.8k shares |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Reduced | $8.7m289.2k shares |
| Squarepoint Ops LLC | Added | $5.8m191.0k shares |
| UBS Group AG | Unchanged | $4.5m150.0k shares |
| SIMPLEX TRADING, LLC | Reduced | $3.5m117.5k shares |
| WOLVERINE TRADING, LLC | Reduced | $3.1m104.6k shares |
| Walleye Capital LLC | Reduced | $2.9m96.9k shares |
| GROUP ONE TRADING LLC | Reduced | $2.3m77.8k shares |
| JANE STREET GROUP, LLC | Reduced | $2.0m66.3k shares |
| IMC-Chicago, LLC | Reduced | $1.9m63.6k shares |
Biggest puts
| CITADEL ADVISORS LLC | Added | $12.2m404.5k shares |
| CITIGROUP INC | Unchanged | $8.1m270.0k shares |
| JANE STREET GROUP, LLC | Added | $8.0m264.8k shares |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Reduced | $5.8m193.9k shares |
| UBS Group AG | Reduced | $4.5m150.0k shares |
| Balyasny Asset Management L.P. | Added | $3.8m125.0k shares |
| Crawford Fund Management, LLC | Added | $3.7m121.5k shares |
| D. E. Shaw & Co., Inc. | Unchanged | $3.0m100.0k shares |
| SIMPLEX TRADING, LLC | Reduced | $2.8m93.7k shares |
| Walleye Trading LLC | Added | $2.4m79.4k 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)
Insider purchases and sales in Q4 2024
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 |
|---|---|---|---|---|---|
| Q1 2023 | 0 | — | 1 | $112.3k | — |
| Q2 2023 | 0 | — | 0 | — | — |
| Q3 2023 | 1 | $50.0k | 0 | — | — |
| Q4 2023 | 0 | — | 0 | — | — |
| Q1 2024 | 0 | — | 0 | — | — |
| Q2 2024 | 0 | — | 0 | — | — |
| Q3 2024 | 0 | — | 0 | — | — |
| Q4 2024 | 0 | — | 1 | $138.0k | — |
| Date | Insider | Trade | Value |
|---|---|---|---|
| 2024-10-30 | Sylvester Maryrose Director | Sold | $138.0k4.3k 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, Q4 2024
| Manager | Shares | Change |
|---|---|---|
| VANGUARD GROUP INC 0.01% of their portfolio | 12.7m $383.5m | Reduced -368.4k |
| H PARTNERS MANAGEMENT, LLC 52.82% of their portfolio | 11.3m $340.5m | Unchanged |
| BlackRock, Inc. 0.01% of their portfolio | 10.7m $320.9m | Added +73.1k |
| FMR LLC 0.01% of their portfolio | 7.7m $231.5m | Reduced -710.7k |
| Beutel, Goodman & Co Ltd. 1.24% of their portfolio | 7.6m $227.8m | Reduced -26.0k |
| DIMENSIONAL FUND ADVISORS LP 0.05% of their portfolio | 6.8m $205.9m | Added +332.9k |
| Boston Partners 0.23% of their portfolio | 6.4m $193.1m | Reduced -971.0k |
| LSV ASSET MANAGEMENT 0.38% of their portfolio | 5.5m $165.7m | Added +19.5k |
| Pacer Advisors, Inc. 0.36% of their portfolio | 5.5m $164.8m | Added +1.3m |
| STATE STREET CORP 0.00% of their portfolio | 3.8m $115.3m | Added +31.3k |
| AMERICAN CENTURY COMPANIES INC 0.06% of their portfolio | 3.5m $105.4m | Added +435.2k |
| CITADEL ADVISORS LLC 0.07% of their portfolio | 2.7m $81.0m | Added +1.9m |
| MORGAN STANLEY 0.00% of their portfolio | 2.1m $62.3m | Added +180.5k |
| GEODE CAPITAL MANAGEMENT, LLC 0.00% of their portfolio | 2.0m $61.0m | Reduced -62.2k |
| UBS Group AG 0.01% of their portfolio | 1.8m $55.3m | Added +1.7m |
| DONALD SMITH & CO., INC. 1.20% of their portfolio | 1.7m $50.4m | New |
| BROWN ADVISORY INC 0.06% of their portfolio | 1.6m $47.3m | Added +71.5k |
| Bank of New York Mellon Corp 0.01% of their portfolio | 1.5m $44.3m | Added +157.9k |
| CHARLES SCHWAB INVESTMENT MANAGEMENT INC 0.01% of their portfolio | 1.3m $38.3m | Reduced -25.8k |
| NORTHERN TRUST CORP 0.00% of their portfolio | 1.1m $32.0m | Added +177.7k |
| Brickwood Asset Management LLP 22.02% of their portfolio | 922.1k $27.8m | First filing |
| FIRST TRUST ADVISORS LP 0.02% of their portfolio | 726.9k $21.9m | Reduced -58.4k |
| Invesco Ltd. 0.00% of their portfolio | 707.0k $21.3m | Added +79.4k |
| UBS AM, a distinct business unit of UBS ASSET MANAGEMENT AMERICAS LLC 0.00% of their portfolio | 631.0k $19.0m | Added +240.4k |
| RAYMOND JAMES FINANCIAL INC 0.01% of their portfolio | 624.0k $18.8m | First filing |
| CITIGROUP INC 0.01% of their portfolio | 493.0k $14.9m | Added +447.2k |
| Brandywine Global Investment Management, LLC 0.10% of their portfolio | 455.0k $13.7m | Reduced -33.7k |
| BANK OF MONTREAL /CAN/ 0.01% of their portfolio | 443.5k $13.4m | Reduced -24.0k |
| Nuveen Asset Management, LLC 0.00% of their portfolio | 430.0k $13.0m | Reduced -35.5k |
| BANK OF AMERICA CORP /DE/ 0.00% of their portfolio | 387.4k $11.7m | Reduced -346.9k |
| HOTCHKIS & WILEY CAPITAL MANAGEMENT LLC 0.04% of their portfolio | 382.8k $11.5m | Reduced -11.9k |
| NORGES BANK 0.00% of their portfolio | 365.4k $11.0m | Reduced -704.2k |
| GOLDMAN SACHS GROUP INC 0.00% of their portfolio | 351.0k $10.6m | Reduced -135.1k |
| JPMORGAN CHASE & CO 0.00% of their portfolio | 347.3k $10.5m | Reduced -719.6k |
| RHUMBLINE ADVISERS 0.01% of their portfolio | 339.1k $10.2m | Reduced -10.0k |
| Kiltearn Partners LLP 1.54% of their portfolio | 309.7k $9.3m | Reduced -32.7k |
| RENAISSANCE TECHNOLOGIES LLC 0.01% of their portfolio | 307.2k $9.3m | Reduced -37.2k |
| PRINCIPAL FINANCIAL GROUP INC 0.00% of their portfolio | 263.0k $7.9m | Reduced -11.7k |
| D. E. Shaw & Co., Inc. 0.01% of their portfolio | 259.4k $7.8m | Reduced -35.9k |
| Legal & General Group Plc 0.00% of their portfolio | 256.3k $7.7m | Reduced -5.4k |
| Swiss National Bank 0.00% of their portfolio | 246.0k $7.4m | Reduced -3.6k |
| JANE STREET GROUP, LLC 0.01% of their portfolio | 225.3k $6.8m | Added +186.4k |
| Man Group plc 0.02% of their portfolio | 218.1k $6.6m | Reduced -52.9k |
| PRUDENTIAL FINANCIAL INC 0.01% of their portfolio | 216.6k $7.3m | Reduced -27.1k |
| JUPITER ASSET MANAGEMENT LTD 0.06% of their portfolio | 210.7k $6.3m | Reduced -2.2m |
| AMERIPRISE FINANCIAL INC 0.00% of their portfolio | 201.1k $6.1m | Added +2.0k |
| California Public Employees Retirement System 0.00% of their portfolio | 198.2k $6.0m | Reduced -18.9k |
| ROYAL BANK OF CANADA 0.00% of their portfolio | 192.7k $5.8m | Added +67.2k |
| Universal- Beteiligungs- und Servicegesellschaft mbH 0.01% of their portfolio | 175.7k $5.3m | First filing |
| VAN ECK ASSOCIATES CORP 0.01% of their portfolio | 169.8k $5.1m | Reduced -5.7k |
| Artisan Partners Limited Partnership 0.01% of their portfolio | 163.9k $4.9m | Reduced -27.8k |
| BNP PARIBAS FINANCIAL MARKETS 0.00% of their portfolio | 158.5k $4.8m | Reduced -150.3k |
| BARCLAYS PLC 0.00% of their portfolio | 152.4k $4.6m | Reduced -130.5k |
| AQR CAPITAL MANAGEMENT LLC 0.01% of their portfolio | 151.5k $4.5m | Reduced -26.5k |
| STATE BOARD OF ADMINISTRATION OF FLORIDA RETIREMENT SYSTEM 0.01% of their portfolio | 147.5k $4.4m | Reduced -11.0k |
| Aquatic Capital Management LLC 0.12% of their portfolio | 144.5k $4.4m | Added +94.1k |
| ALLIANCEBERNSTEIN L.P. 0.00% of their portfolio | 142.6k $4.3m | Reduced -27.5k |
| Retirement Systems of Alabama 0.02% of their portfolio | 139.3k $4.2m | Reduced -4.6k |
| NEW YORK STATE TEACHERS RETIREMENT SYSTEM 0.01% of their portfolio | 132.7k $4.0m | Reduced -19.4k |
| CANADA LIFE ASSURANCE Co 0.01% of their portfolio | 132.7k $4.0m | Reduced -2.6k |
| Gotham Asset Management, LLC 0.04% of their portfolio | 130.6k $3.9m | Reduced -5.2k |
| Corebridge Financial, Inc. 0.02% of their portfolio | 129.7k $3.9m | Reduced -10.4k |
| Quantbot Technologies LP 0.14% of their portfolio | 129.6k $3.9m | Reduced -42.7k |
| Redwood Investment Management, LLC 0.36% of their portfolio | 122.3k $3.7m | New |
| NATIXIS 0.02% of their portfolio | 122.0k $3.7m | New |
| Bastion Asset Management Inc. 2.49% of their portfolio | 118.9k $3.8m | First filing |
| CALIFORNIA STATE TEACHERS RETIREMENT SYSTEM 0.00% of their portfolio | 116.5k $3.5m | Reduced -5.3k |
| ALGERT GLOBAL LLC 0.08% of their portfolio | 107.4k $3.2m | Reduced -219.9k |
| DIVERSIFIED TRUST CO 0.07% of their portfolio | 100.3k $3.0m | Reduced -155 |
| Banco BTG Pactual S.A. 0.69% of their portfolio | 100.0k $2.9m | Reduced -314.7k |
| Illinois Municipal Retirement Fund 0.04% of their portfolio | 99.5k $3.0m | Added +19.5k |
| New Age Alpha Advisors, LLC 0.12% of their portfolio | 95.0k $2.9m | New |
| SEI INVESTMENTS CO 0.00% of their portfolio | 94.7k $2.8m | Reduced -3.3k |
| Verition Fund Management LLC 0.01% of their portfolio | 93.6k $2.8m | Reduced -4.3k |
| MANUFACTURERS LIFE INSURANCE COMPANY, THE 0.00% of their portfolio | 92.6k $2.8m | Reduced -4.8k |
| CAPITAL FUND MANAGEMENT S.A. 0.03% of their portfolio | 88.9k $2.7m | Added +3.1k |
| STATE OF WISCONSIN INVESTMENT BOARD 0.01% of their portfolio | 84.3k $2.5m | Reduced -26.6k |
| PRICE T ROWE ASSOCIATES INC /MD/ 0.00% of their portfolio | 76.2k $2.3m | Added +5.2k |
| CLARK ESTATES INC/NY 0.44% of their portfolio | 75.8k $2.3m | Reduced -9.2k |
| Crossmark Global Holdings, Inc. 0.04% of their portfolio | 75.2k $2.3m | Added +1.1k |
| NISA INVESTMENT ADVISORS, LLC 0.01% of their portfolio | 74.7k $2.3m | Reduced -4.7k |
| Alaska Permanent Fund Corp 0.03% of their portfolio | 73.7k $2.2m | Unchanged |
| FRANKLIN RESOURCES INC 0.00% of their portfolio | 73.5k $2.2m | Reduced -3.3k |
| NEW YORK STATE COMMON RETIREMENT FUND 0.00% of their portfolio | 73.4k $2.2m | Reduced -7.4k |
| Qube Research & Technologies Ltd 0.00% of their portfolio | 70.2k $2.1m | Reduced -557.0k |
| Holocene Advisors, LP 0.01% of their portfolio | 66.9k $2.0m | New |
| PINEBRIDGE INVESTMENTS, L.P. 0.01% of their portfolio | 65.1k $2.0m | Added +19.5k |
| MetLife Investment Management, LLC 0.01% of their portfolio | 64.7k $1.9m | Added +3.4k |
| WEDGE CAPITAL MANAGEMENT L L P/NC 0.03% of their portfolio | 64.4k $1.9m | Added +6.2k |
| State of New Jersey Common Pension Fund D 0.01% of their portfolio | 64.2k $1.9m | Added +12.1k |
| HUSSMAN STRATEGIC ADVISORS, INC. 0.56% of their portfolio | 63.0k $1.9m | New |
| ENVESTNET ASSET MANAGEMENT INC 0.00% of their portfolio | 60.8k $1.8m | Reduced -1.8k |
| MUTUAL OF AMERICA CAPITAL MANAGEMENT LLC 0.02% of their portfolio | 60.5k $1.8m | Reduced -3.5k |
| MACQUARIE GROUP LTD 0.00% of their portfolio | 59.7k $1.8m | Unchanged |
| Teza Capital Management LLC 0.26% of their portfolio | 57.5k $1.7m | Reduced -14.5k |
| Crestline Management, L.P. 0.06% of their portfolio | 56.9k $1.7m | Added +38.7k |
| VOYA INVESTMENT MANAGEMENT LLC 0.00% of their portfolio | 56.8k $1.7m | Added +9.9k |
| Cetera Investment Advisers 0.00% of their portfolio | 56.0k $1.7m | Reduced -14.3k |
| AMALGAMATED BANK 0.01% of their portfolio | 54.8k $1.7m | Reduced -1.9k |
| JANUS HENDERSON GROUP PLC 0.00% of their portfolio | 54.8k $1.6m | Unchanged |