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DADavidson Cuts Harley-Davidson Target to $25, Buy Rating Stands

Yahoo Finance •
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DA Davidson lowered its price target on Harley-Davidson (HOG) to $25 from $30 while maintaining a Buy rating, citing disappointing Q4 results and 2026 guidance. The firm noted management's commitment to a turnaround, including aggressive inventory cleanup. BMO Capital also reduced its HOG target to $24, citing pressure from channel right-sizing and a slower HDFS ramp, while keeping an Outperform rating. HOG reported Q4 revenue of $496 million, beating estimates, as CEO Artie Starrs emphasized deliberate steps to stabilize operations and rebuild dealer confidence. Shares could find support until more detailed updates emerge, reflecting market uncertainty about the turnaround's pace.