Harley-Davidson Ownership | Who Owns Harley-Davidson?
Harley-Davidson Ownership Summary
Harley-Davidson is owned by 29.17% institutional investors, 1.08% insiders, and 69.74% retail investors. Vanguard group is the largest institutional shareholder, holding 9.49% of HOG shares. Donald Smith & Co. All Eq Accounts Comp is the top mutual fund, with 8.87% of its assets in Harley-Davidson shares.
HOG Ownership Benchmark
| Type | Name | % Inst | % Insiders | % Retail |
|---|---|---|---|---|
| Stock | Harley-Davidson | 29.17% | 1.08% | 69.74% |
| Sector | Consumer Cyclical Stocks | 249.86% | 15.44% | -165.30% |
| Industry | Recreational Vehicle (RV) Stocks | 57.18% | 18.11% | 24.71% |
Institutional Shareholders
Top Institutional Shareholders by Total Shares
| Holder | Shares | % Holding | Value |
|---|---|---|---|
| Vanguard group | 11.45M | 9.49% | $234.54M |
| Blackrock funding, inc. /de | 10.61M | 9.28% | $214.45M |
| Donald smith | 10.02M | 8.76% | $202.54M |
| Blackrock | 10.94M | 8.04% | $367.05M |
| Dimensional fund advisors lp | 5.84M | 5.11% | $118.18M |
| Lsv asset management | 5.17M | 4.53% | $104.62M |
| American century companies | 4.76M | 4.16% | $96.18M |
| State street | 3.80M | 3.32% | $76.74M |
| Two sigma investments, lp | 3.04M | 2.66% | $61.52M |
| Ubs group | 2.86M | 2.50% | $57.73M |
Top Institutional Shareholders by % of Total Assets
| Holder | Shares | % Assets | Value |
|---|---|---|---|
| Gate city capital management | 2.27M | 17.86% | $45.89M |
| Fifthdelta | 2.13M | 5.94% | $43.07M |
| Third avenue management | 1.46M | 4.80% | $29.58M |
| Aegis financial | 1.37M | 4.77% | $27.68M |
| Donald smith | 10.02M | 3.64% | $202.54M |
| Robinson value management | 158.99K | 1.79% | $3.21M |
| Villanova investment management | 68.53K | 1.42% | $1.39M |
| Pine valley investments ltd liability | 1.14M | 1.09% | $23.46M |
| Factorial partners | 54.40K | 0.80% | $1.10M |
| Thomist capital management, lp | 140.60K | 0.77% | $2.84M |
Top Buyers
| Holder | Shares | % Assets | Change |
|---|---|---|---|
| Gate city capital management | 2.27M | 17.86% | 2.27M |
| Fifthdelta | 2.13M | 5.94% | 1.68M |
| Ubs group | 2.86M | 0.01% | 1.61M |
| Third avenue management | 1.46M | 4.80% | 1.46M |
| Aegis financial | 1.37M | 4.77% | 1.37M |
Top Sellers
| Holder | Shares | % Assets | Change |
|---|---|---|---|
| Beutel, goodman | - | - | -6.38M |
| Fmr | 51.01K | 0.00% | -5.81M |
| Boston partners | - | - | -4.02M |
| H partners management | - | - | -2.50M |
| Vanguard group | 11.45M | 0.00% | -1.51M |
New Positions
| Holder | Shares | % Assets | Change | Value |
|---|---|---|---|---|
| Gate city capital management | 2.27M | 17.86% | 2.27M | $45.89M |
| Third avenue management | 1.46M | 4.80% | 1.46M | $29.58M |
| Aegis financial | 1.37M | 4.77% | 1.37M | $27.68M |
| Norges bank | 1.26M | 0.00% | 1.26M | $25.77M |
| Pine valley investments ltd liability | 1.14M | 1.09% | 1.14M | $23.46M |
Sold Out
| Holder | Change |
|---|---|
| Creekmur asset management | -2.00 |
| Rakuten securities | -2.00 |
| Gps wealth strategies group | -2.00 |
| Accordant advisory group | -4.00 |
| Stone house investment management | -4.00 |
Institutional Ownership Trends
| Date | Holdings | Change % | Shares | Change % | Ownership | Change % | Increased Position | Change % | Decreased Position | Change % |
|---|---|---|---|---|---|---|---|---|---|---|
| Mar 31, 2026 | 219 | -47.23% | 33,346,216 | -69.22% | 29 | 0.32% | 97 | -42.26% | 53 | -65.81% |
| Dec 31, 2025 | 312 | -26.93% | 82,404,341 | -19.88% | 68 | 0.97% | 121 | -36.65% | 117 | -2.50% |
| Sep 30, 2025 | 397 | -2.93% | 102,554,226 | -0.65% | 83 | 1.18% | 176 | - | 114 | -20.28% |
| Jun 30, 2025 | 417 | 0.72% | 106,374,096 | -4.64% | 86 | 1.07% | 180 | -6.25% | 143 | 21.19% |
| Mar 31, 2025 | 410 | -5.31% | 111,798,115 | -3.76% | 90 | 1.07% | 188 | 17.50% | 119 | -28.31% |
Top Mutual Funds Shareholders
| Holder | Shares | % Holding | Change |
|---|---|---|---|
| Donald Smith & Co. All Eq Accounts Comp | 9.92M | 8.87% | 1.10M |
| Pacer US Cash Cows 100 ETF | 5.46M | 4.38% | 8.06K |
| Avantis US Small Cap Value ETF | 4.28M | 4.07% | - |
| iShares Core S&P Mid-Cap ETF | 3.99M | 3.79% | - |
| Vanguard Total Stock Mkt Idx Inv | 3.57M | 3.39% | 10.72K |
| Vanguard US Total Market Shares ETF | 3.82M | 3.08% | 3.06K |
| Vanguard Small Cap Index | 2.58M | 2.45% | -902.00 |
| JHancock Disciplined Value Mid Cap I | 2.83M | 2.33% | - |
| Donald Smith & Co. Md-Cap Val Eq | 2.21M | 2.10% | - |
| Donald Smith & Co. All Cap Val Eq | 2.12M | 2.01% | - |
Recent Insider Transactions
| Date | Name | Role | Activity | Value |
|---|---|---|---|---|
| May 19, 2026 | Root Jonathan R | CFO and CCO | Sell | $37.62K |
| May 11, 2026 | Krause Paul J | Chief Legal Officer | Sell | $40.66K |
| Mar 12, 2026 | Do Charles | Sr. Vice President, HDFSI | Sell | $76.74K |
| Mar 09, 2026 | Flees Lori Ann | - | Buy | $75.55K |
| Mar 09, 2026 | Starrs Artie | President & CEO | Buy | $286.50K |
Insider Transactions Trends
| Date | Buy | Sell |
|---|---|---|
| 2026 Q2 | - | 2 |
| 2026 Q1 | 3 | 2 |
| 2025 Q2 | - | - |
| 2025 Q1 | - | 1 |
| 2024 Q2 | - | - |
HOG Ownership FAQ
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