BMO Capital analyst Tristan Thomas-Martin lowered the firm’s price target on Harley-Davidson (HOG) to $24 from $30 and keeps an Outperform rating on the shares. The company’s initial 2026 guidance came in well below expectations due to pressure from “reset” actions, including ongoing channel right-sizing, a slower HDFS ramp, and steps to strengthen the dealer network, the analyst tells investors in a research note. Reversing past strategic actions makes sense, and shares will have some air cover until more specifics are revealed, BMO added.
Claim 55% Off TipRanks
- Unlock hedge fund-level data and powerful investing tools for smarter, sharper decisions
- Discover top-performing stock ideas and upgrade to a portfolio of market leaders with Smart Investor Picks
Published first on TheFly – the ultimate source for real-time, market-moving breaking financial news. Try Now>>
Read More on HOG:
- Harley-Davidson price target lowered to $22 from $28 at Baird
- Balanced Risk-Reward Keeps Harley-Davidson at Hold Amid Restructuring Upside and Underwhelming 2026 Guidance
- Harley-Davidson Earnings Call Signals Painful Reset
- Harley-Davidson sees $75M-$105M of new or increased tariff costs in 2026
- Morning Movers: Fiserv and Spotify jump following fourth quarter results