Artie Starrs, President & CEO of Harley-Davidson Inc HOG, recently increased his stake in the iconic motorcycle manufacturer. According to an SEC Filing dated 2026-08-10, the insider purchased 10,000 shares of the company at a price of $25.89 per share. Following this transaction, Artie Starrs now owns a total of 25,000 shares of Harley-Davidson Inc directly.
This recent purchase is part of a broader pattern of insider activity at Harley-Davidson. Over the past year, Artie Starrs has purchased 25,000 shares in total and sold 0 shares, indicating a consistent accumulation of the company's stock by the insider. This latest buy signals confidence in the company's future prospects from its top executive.
Insider Transaction Trends at Harley-Davidson
The insider transaction history for Harley-Davidson Inc reveals a mixed picture over the past year. There have been 5 insider buys in total, which includes the recent purchase by Artie Starrs. Meanwhile, there have been 9 insider sells over the same timeframe. While the number of sells exceeds the number of buys, the insider's recent purchase is notable because it comes from the company's President & CEO, a position that typically carries significant insight into the company's strategic direction and operational performance.
Insider buying can often be interpreted as a positive signal, as insiders are generally considered to have superior knowledge of their company's financial health and future prospects. When a top executive like Artie Starrs chooses to invest personal capital into the company's stock, it may suggest that the insider believes the shares are undervalued or that the company is poised for growth. Conversely, insider selling can sometimes raise concerns, though it is important to note that insiders may sell for a variety of personal financial reasons unrelated to their outlook on the company.
The insider trend image above illustrates the recent buying and selling activity by insiders at Harley-Davidson. As the chart shows, the insider's purchase on 2026-08-10 stands out as a significant transaction, particularly given the insider's role as President & CEO.
Company Overview: Harley-Davidson Inc
Harley-Davidson Inc is an American icon in the motorcycle industry, designing, manufacturing, and selling heavyweight motorcycles, as well as motorcycle parts, accessories, and related merchandise. The company operates through two primary segments: Motorcycles and Related Products, and Financial Services. The Motorcycles segment includes the sale of motorcycles, parts, accessories, and general merchandise, while the Financial Services segment provides wholesale and retail financing, insurance, and other financial services to dealers and customers. Harley-Davidson has a rich history dating back to 1903 and has built a loyal customer base through its distinctive brand, strong dealer network, and community-focused events. The company has been navigating a changing market landscape, focusing on new product launches, international expansion, and initiatives to attract a younger and more diverse rider demographic.
Valuation and GF Value Analysis
Shares of Harley-Davidson Inc were trading for $25.89 apiece on the day of Artie Starrs's recent buy. This gives the stock a market cap of approximately $2.78 billion. At this price, the stock's valuation metrics present an interesting picture for investors.
The price-earnings ratio stands at 16.39, which is lower than the industry median of 18.115. This suggests that the stock may be trading at a discount relative to its industry peers on an earnings basis. However, the price-earnings ratio is higher than the company's own historical median, indicating that the stock is not as cheap as it has been in the past on this metric.
To provide a more comprehensive valuation assessment, GuruFocus calculates a GF Value for the company. The GF Value is GuruFocus's estimate of the fair value of a stock, based on a combination of three key factors:
- Historical multiples (price-earnings ratio, price-sales ratio, price-book ratio, and price-to-free cash flow) that the stock has traded at.
- A GuruFocus adjustment factor based on the company's past returns and growth.
- Future estimates of business performance from Morningstar analysts.
With a price of $25.89 and a GuruFocus Value of $26.98, Harley-Davidson Inc has a price-to-GF-Value ratio of 0.96. This means the stock is Fairly Valued based on its GF Value. The stock is trading just slightly below its intrinsic value estimate, suggesting that it is neither significantly undervalued nor overvalued at its current price.
The GF Value image above provides a visual representation of the stock's valuation relative to its intrinsic value estimate. As the chart indicates, the stock is trading near its fair value, which aligns with the price-to-GF-Value ratio of 0.96.
Guru Ownership and Market Sentiment
In addition to insider activity, GuruFocus tracks the 13F filings of prominent institutional investors, known as "gurus." Currently, 8 gurus hold shares of Harley-Davidson Inc HOG, with 6 adding to their positions and 6 trimming in recent quarters. This premium guru 13F ownership data is tracked by GuruFocus and is not available on Simply Wall St or Morningstar.
The fact that a majority of gurus are adding to their positions, despite the mixed insider activity, suggests that institutional investors may see value in the stock at its current price. This combination of insider buying and guru accumulation can be a compelling signal for value-oriented investors.
Conclusion
The recent purchase of 10,000 shares by President & CEO Artie Starrs is a notable insider transaction that demonstrates confidence in Harley-Davidson's future. While the stock is currently trading at a price that GuruFocus considers Fairly Valued, the insider's decision to increase his stake, coupled with the fact that several gurus are also adding to their positions, may indicate that the market is beginning to recognize the company's potential. Investors should consider these signals alongside their own analysis of the company's fundamentals and the broader market environment.
As always, insider transactions are just one piece of the puzzle. While the insider's purchase is a positive sign, it is essential to conduct thorough research and consider all available information before making investment decisions. The combination of insider buying, guru activity, and a fair valuation suggests that Harley-Davidson Inc may be worth a closer look for investors seeking exposure to the motorcycle industry.
This stock alert was generated using automated technology and GuruFocus financial data to provide readers with timely and accurate market reporting. This content was reviewed by GuruFocus editorial team prior to publication. Please send any questions or comments about this story to [email protected].
