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 ($2.4m this quarter). Holder counts are more reliable. Shares outstanding: 121.6m as of 2025-07-30, 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 ≈ $23.61. Options: 17 managers hold calls ($59.1m notional), 20 hold puts ($69.0m).
Trends to Q2 2025
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 |
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 2023 | 160 | 211 |
| Q4 2023 | 156 | 200 |
| Q1 2024 | 175 | 188 |
| Q2 2024 | 174 | 193 |
| Q3 2024 | 187 | 187 |
| Q4 2024 | 135 | 237 |
| Q1 2025 | 175 | 191 |
| Q2 2025 | 177 | 193 |
Calls vs puts
Options held, notional value, last 4 quarters. P/C = puts ÷ calls
Numbers
| Quarter | Calls | Puts | P/C |
|---|---|---|---|
| Q3 2024 | $70.1m | $74.8m | 1.07 |
| Q4 2024 | $50.8m | $63.1m | 1.24 |
| Q1 2025 | $42.1m | $75.8m | 1.80 |
| Q2 2025 | $59.1m | $69.0m | 1.17 |
Biggest buyers
| DONALD SMITH & CO., INC. | Added | +2.1m |
| ROYAL BANK OF CANADA | Added | +1.3m |
| MILLENNIUM MANAGEMENT LLC | Added | +1.3m |
| BANK OF AMERICA CORP /DE/ | Added | +664.8k |
| Bank of New York Mellon Corp | Added | +426.8k |
| Verition Fund Management LLC | Added | +313.9k |
| Pine Valley Investments Ltd Liability Co | Added | +312.9k |
| Quinn Opportunity Partners LLC | New | +307.7k |
| CITIGROUP INC | Added | +282.8k |
| Walleye Capital LLC | Added | +248.8k |
Biggest sellers
| H PARTNERS MANAGEMENT, LLC | Reduced | -3.3m |
| Boston Partners | Reduced | -2.4m |
| CITADEL ADVISORS LLC | Reduced | -1.4m |
| Brickwood Asset Management LLP | Sold out | -1.1m |
| BlackRock, Inc. | Reduced | -666.7k |
| UBS Group AG | Reduced | -537.6k |
| VANGUARD GROUP INC | Reduced | -475.4k |
| MORGAN STANLEY | Reduced | -438.6k |
| HRT FINANCIAL LP | Reduced | -380.5k |
| ARROWSTREET CAPITAL, LIMITED PARTNERSHIP | Sold out | -336.2k |
Biggest calls
| CITADEL ADVISORS LLC | Reduced | $14.0m592.2k shares |
| WOLVERINE TRADING, LLC | Added | $7.0m295.2k shares |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Added | $6.9m292.5k shares |
| SIMPLEX TRADING, LLC | Added | $4.8m205.3k shares |
| JANE STREET GROUP, LLC | Added | $4.4m188.2k shares |
| IMC-Chicago, LLC | Added | $4.4m186.4k shares |
| GROUP ONE TRADING LLC | Added | $3.5m149.4k shares |
| NOMURA HOLDINGS INC | New | $2.4m100.0k shares |
| PEAK6 LLC | Added | $2.4m99.6k shares |
| Squarepoint Ops LLC | Reduced | $2.1m87.4k shares |
Biggest puts
| CITADEL ADVISORS LLC | Reduced | $11.1m471.6k shares |
| JANE STREET GROUP, LLC | Reduced | $9.6m406.1k shares |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP | Added | $7.6m321.0k shares |
| PEAK6 LLC | Added | $6.0m253.2k shares |
| NOMURA HOLDINGS INC | Reduced | $5.3m225.0k shares |
| Crawford Fund Management, LLC | Added | $5.2m221.5k shares |
| SIMPLEX TRADING, LLC | Added | $4.4m185.0k shares |
| UBS Group AG | Reduced | $3.2m135.2k shares |
| WOLVERINE TRADING, LLC | Added | $2.7m114.1k shares |
| IMC-Chicago, LLC | Reduced | $2.5m107.9k 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 in Q2 2025
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 |
|---|---|---|---|---|---|
| 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 | — |
| Q1 2025 | 0 | — | 1 | $88.3k | — |
| Q2 2025 | 0 | — | 0 | — | — |
None reported in Q2 2025.
Holders, Q2 2025
| Manager | Shares | Change |
|---|---|---|
| VANGUARD GROUP INC 0.00% of their portfolio | 12.1m $284.9m | Reduced -475.4k |
| BlackRock, Inc. 0.00% of their portfolio | 10.4m $246.4m | Reduced -666.7k |
| H PARTNERS MANAGEMENT, LLC 57.16% of their portfolio | 8.0m $188.8m | Reduced -3.3m |
| Beutel, Goodman & Co Ltd. 0.99% of their portfolio | 7.3m $173.4m | Reduced -227.8k |
| DIMENSIONAL FUND ADVISORS LP 0.04% of their portfolio | 6.6m $155.0m | Reduced -67.8k |
| FMR LLC 0.01% of their portfolio | 6.0m $141.2m | Reduced -136.4k |
| DONALD SMITH & CO., INC. 3.07% of their portfolio | 5.5m $130.2m | Added +2.1m |
| LSV ASSET MANAGEMENT 0.29% of their portfolio | 5.3m $124.2m | Reduced -107.4k |
| Boston Partners 0.10% of their portfolio | 3.9m $92.9m | Reduced -2.4m |
| AMERICAN CENTURY COMPANIES INC 0.05% of their portfolio | 3.9m $91.7m | Added +117.7k |
| STATE STREET CORP 0.00% of their portfolio | 3.8m $88.7m | Added +64.1k |
| MILLENNIUM MANAGEMENT LLC 0.05% of their portfolio | 2.6m $61.2m | Added +1.3m |
| GEODE CAPITAL MANAGEMENT, LLC 0.00% of their portfolio | 2.1m $48.9m | Reduced -57.8k |
| Bank of New York Mellon Corp 0.01% of their portfolio | 1.8m $43.4m | Added +426.8k |
| ROYAL BANK OF CANADA 0.00% of their portfolio | 1.5m $35.9m | Added +1.3m |
| MORGAN STANLEY 0.00% of their portfolio | 1.3m $30.4m | Reduced -438.6k |
| BANK OF AMERICA CORP /DE/ 0.00% of their portfolio | 1.3m $30.3m | Added +664.8k |
| CHARLES SCHWAB INVESTMENT MANAGEMENT INC 0.01% of their portfolio | 1.2m $29.4m | Reduced -18.2k |
| Pacer Advisors, Inc. 0.07% of their portfolio | 1.2m $27.9m | Reduced -292.3k |
| NORTHERN TRUST CORP 0.00% of their portfolio | 1.0m $24.2m | Reduced -10.8k |
| NORGES BANK 0.00% of their portfolio | 915.5k $21.6m | Reduced -169.8k |
| UBS Group AG 0.00% of their portfolio | 783.9k $18.5m | Reduced -537.6k |
| CITADEL ADVISORS LLC 0.01% of their portfolio | 719.5k $17.0m | Reduced -1.4m |
| Verition Fund Management LLC 0.09% of their portfolio | 681.9k $16.1m | Added +313.9k |
| RAYMOND JAMES FINANCIAL INC 0.01% of their portfolio | 665.8k $15.7m | Reduced -7.6k |
| Pine Valley Investments Ltd Liability Co 0.88% of their portfolio | 634.1k $15.0m | Added +312.9k |
| UBS AM, a distinct business unit of UBS ASSET MANAGEMENT AMERICAS LLC 0.00% of their portfolio | 569.6k $13.4m | Added +117.9k |
| HOTCHKIS & WILEY CAPITAL MANAGEMENT LLC 0.04% of their portfolio | 518.4k $12.2m | Added +30.0k |
| GOLDMAN SACHS GROUP INC 0.00% of their portfolio | 478.6k $11.3m | Added +208.5k |
| Invesco Ltd. 0.00% of their portfolio | 468.6k $11.1m | Reduced -289.1k |
| BANK OF MONTREAL /CAN/ 0.00% of their portfolio | 396.6k $9.4m | Reduced -9.0k |
| JANE STREET GROUP, LLC 0.01% of their portfolio | 364.2k $8.6m | Reduced -279.4k |
| CAPITAL FUND MANAGEMENT S.A. 0.09% of their portfolio | 354.5k $8.4m | Added +82.5k |
| CITIGROUP INC 0.01% of their portfolio | 351.0k $8.3m | Added +282.8k |
| JPMORGAN CHASE & CO 0.00% of their portfolio | 350.5k $8.3m | Reduced -37.0k |
| Nuveen, LLC 0.00% of their portfolio | 324.3k $7.7m | Reduced -54.5k |
| RHUMBLINE ADVISERS 0.01% of their portfolio | 315.6k $7.4m | Reduced -16.8k |
| Quinn Opportunity Partners LLC 0.62% of their portfolio | 307.7k $7.3m | New |
| Quantinno Capital Management LP 0.03% of their portfolio | 301.2k $7.1m | Added +135.4k |
| BNP PARIBAS FINANCIAL MARKETS 0.01% of their portfolio | 299.7k $7.1m | Added +192.3k |
| FIRST TRUST ADVISORS LP 0.01% of their portfolio | 298.8k $7.1m | Reduced -173.4k |
| Edgestream Partners, L.P. 0.19% of their portfolio | 295.3k $7.0m | Added +156.2k |
| AMERIPRISE FINANCIAL INC 0.00% of their portfolio | 283.4k $6.7m | Reduced -15.4k |
| Walleye Capital LLC 0.06% of their portfolio | 276.2k $6.5m | Added +248.8k |
| PRINCIPAL FINANCIAL GROUP INC 0.00% of their portfolio | 248.0k $5.9m | Reduced -16.2k |
| Kiltearn Partners LLP 1.18% of their portfolio | 247.8k $5.8m | Reduced -18.0k |
| D. E. Shaw & Co., Inc. 0.01% of their portfolio | 245.2k $5.8m | Added +83.6k |
| Gotham Asset Management, LLC 0.03% of their portfolio | 244.7k $5.8m | Added +117.9k |
| AQR CAPITAL MANAGEMENT LLC 0.00% of their portfolio | 238.4k $5.6m | Added +137.5k |
| Swiss National Bank 0.00% of their portfolio | 224.4k $5.3m | Reduced -9.9k |
| JUPITER ASSET MANAGEMENT LTD 0.04% of their portfolio | 208.6k $4.9m | Unchanged |
| Man Group plc 0.01% of their portfolio | 204.5k $4.8m | Added +58.4k |
| California Public Employees Retirement System 0.00% of their portfolio | 204.2k $4.8m | Added +21.9k |
| Holocene Advisors, LP 0.01% of their portfolio | 201.2k $4.7m | Added +19.8k |
| Legal & General Group Plc 0.00% of their portfolio | 200.2k $4.7m | Reduced -56.3k |
| ExodusPoint Capital Management, LP 0.06% of their portfolio | 196.8k $4.6m | Added +132.4k |
| Aquatic Capital Management LLC 0.09% of their portfolio | 178.4k $4.2m | Added +169.1k |
| Universal- Beteiligungs- und Servicegesellschaft mbH 0.01% of their portfolio | 169.7k $4.0m | Reduced -5.1k |
| ALLIANCEBERNSTEIN L.P. 0.00% of their portfolio | 165.9k $3.9m | Added +26.2k |
| Artisan Partners Limited Partnership 0.01% of their portfolio | 156.2k $3.7m | Reduced -6.6k |
| STATE BOARD OF ADMINISTRATION OF FLORIDA RETIREMENT SYSTEM 0.01% of their portfolio | 148.8k $3.5m | Added +1.3k |
| VICTORY CAPITAL MANAGEMENT INC 0.00% of their portfolio | 147.8k $3.5m | Added +4.7k |
| Redwood Investment Management, LLC 0.36% of their portfolio | 143.1k $3.4m | Reduced -3.0k |
| PRUDENTIAL FINANCIAL INC 0.00% of their portfolio | 142.8k $3.4m | Reduced -12.5k |
| BARCLAYS PLC 0.00% of their portfolio | 137.2k $3.2m | Added +44.0k |
| SEI INVESTMENTS CO 0.00% of their portfolio | 135.0k $3.2m | Added +19.3k |
| Retirement Systems of Alabama 0.01% of their portfolio | 133.6k $3.2m | Reduced -5.8k |
| CANADA LIFE ASSURANCE Co 0.00% of their portfolio | 121.8k $2.9m | Reduced -8.7k |
| Crossmark Global Holdings, Inc. 0.05% of their portfolio | 120.7k $2.8m | Added +25.0k |
| NEW YORK STATE TEACHERS RETIREMENT SYSTEM 0.01% of their portfolio | 120.6k $2.8m | Reduced -1.0k |
| CALIFORNIA STATE TEACHERS RETIREMENT SYSTEM 0.00% of their portfolio | 114.8k $2.7m | Unchanged |
| New Age Alpha Advisors, LLC 0.11% of their portfolio | 103.6k $2.4m | Reduced -333 |
| DIVERSIFIED TRUST CO 0.05% of their portfolio | 100.4k $2.4m | Reduced -161 |
| Hudson Bay Capital Management LP 0.02% of their portfolio | 100.1k $2.4m | New |
| Campbell & CO Investment Adviser LLC 0.15% of their portfolio | 99.5k $2.3m | New |
| Brevan Howard Capital Management LP 0.02% of their portfolio | 93.2k $2.2m | New |
| Engineers Gate Manager LP 0.03% of their portfolio | 91.2k $2.2m | New |
| SIMPLEX TRADING, LLC 0.06% of their portfolio | 90.7k $2.1m | Reduced -10.5k |
| SUSQUEHANNA INTERNATIONAL GROUP, LLP 0.00% of their portfolio | 88.8k $2.1m | Reduced -125.6k |
| Twelve Points Wealth Management LLC 0.52% of their portfolio | 81.3k $1.9m | Added +10.0k |
| MANUFACTURERS LIFE INSURANCE COMPANY, THE 0.00% of their portfolio | 81.1k $1.9m | Reduced -9.2k |
| PRICE T ROWE ASSOCIATES INC /MD/ 0.00% of their portfolio | 80.7k $1.9m | Added +1.9k |
| NISA INVESTMENT ADVISORS, LLC 0.01% of their portfolio | 80.0k $1.9m | Added +5.8k |
| State of New Jersey Common Pension Fund D 0.01% of their portfolio | 76.1k $1.8m | Added +3.0k |
| Schonfeld Strategic Advisors LLC 0.01% of their portfolio | 72.8k $1.7m | New |
| NEW YORK STATE COMMON RETIREMENT FUND 0.00% of their portfolio | 71.4k $1.7m | Reduced -3.0k |
| FRANKLIN RESOURCES INC 0.00% of their portfolio | 71.3k $1.7m | Reduced -4.3k |
| Walleye Trading LLC 0.04% of their portfolio | 71.3k $1.7m | Added +9.3k |
| CAXTON ASSOCIATES LLP 0.04% of their portfolio | 67.9k $1.6m | Added +5.5k |
| PEAK6 LLC 0.03% of their portfolio | 65.1k $1.5m | Added +38.0k |
| HRT FINANCIAL LP 0.01% of their portfolio | 61.0k $1.4m | Reduced -380.5k |
| MACQUARIE GROUP LTD 0.00% of their portfolio | 59.7k $1.4m | Reduced -639 |
| MetLife Investment Management, LLC 0.01% of their portfolio | 58.9k $1.4m | Reduced -4.7k |
| Villanova Investment Management Co LLC 1.42% of their portfolio | 57.9k $1.4m | Added +37.6k |
| Skylands Capital, LLC 0.20% of their portfolio | 57.5k $1.4m | Added +14.3k |
| Quantbot Technologies LP 0.03% of their portfolio | 54.8k $1.3m | Reduced -47.7k |
| MUTUAL OF AMERICA CAPITAL MANAGEMENT LLC 0.01% of their portfolio | 54.4k $1.3m | Reduced -4.6k |
| WINTON GROUP Ltd 0.06% of their portfolio | 53.8k $1.3m | Added +10.7k |
| BANCO BILBAO VIZCAYA ARGENTARIA, S.A. 0.01% of their portfolio | 52.9k $1.2m | Added +9.3k |
| Treasurer of the State of North Carolina 0.00% of their portfolio | 52.1k $1.2m | Reduced -320 |