HOG Harley-Davidson, Inc.

NYSE
$27.59

Harley-Davidson, Inc. (HOG) Insider Activity

What the officers, directors and large holders did with their own shares. Only open-market purchases and sales count toward the totals — grants, option exercises and shares withheld for tax are compensation mechanics, not decisions, and they're listed separately below.

30D 90D 6M 1Y
Insider signal Bullish Insiders bought more than they sold over this window — uncommon at any size.
Cluster activity 0 buyers in the last 30 days 3 buyers in the last 90 days 1 seller in the last 90 days
Insiders buying
5
6 transactions
Insiders selling
5
10 transactions
Purchases
$1.9M
79,275 shares
Sales
$804.7K
35,665 shares
Net activity
$1.0M
purchases less sales

How much of that selling was preplanned? 29% planned / 71% discretionary

10b5-1 plan sales $234.7K 6 transactions · 9,334 shares
Discretionary sales $570.0K 4 transactions · 26,331 shares

Largest single sale: $267.0K.

Where they traded

Buy Sell Dot area is proportional to transaction value.

Last open-market purchase: August 11, 2026 , by Littleton Gayle .

Recent open-market activity

Date Insider Role Action Shares Price Value Held after
Root Jonathan R CFO and CCO Sell 10b5-1 1,554 $27.46 $42.7K 26,292 −5.6% of holding
Littleton Gayle CLO, CCO, CAO & Corp Sec Buy 7,500 $26.38 $197.9K 7,500
Starrs Artie President & CEO Buy 10,000 $25.89 $258.9K 25,000
Root Jonathan R CFO and CCO Sell 10b5-1 1,554 $24.88 $38.7K 27,846 −5.3% of holding
NOVA DANIEL J Director Buy 40,000 $24.57 $982.7K 47,605
Root Jonathan R CFO and CCO Sell 10b5-1 1,554 $24.44 $38.0K 29,400 −5% of holding
Root Jonathan R CFO and CCO Sell 10b5-1 1,554 $23.87 $37.1K 30,954 −4.8% of holding
Root Jonathan R CFO and CCO Sell 10b5-1 1,554 $24.21 $37.6K 32,508 −4.6% of holding
Krause Paul J Chief Legal Officer Sell 10b5-1 1,564 $26.00 $40.7K 30,012 −5% of holding
Do Charles Sr. Vice President, HDFSI Sell 4,241 $18.10 $76.7K 183 −95.9% of holding
Starrs Artie President & CEO Buy 15,000 $19.10 $286.5K 15,000
Flees Lori Ann Director Buy 4,000 $18.89 $75.5K 11,208
Masood Rafeh Director Buy 2,775 $18.00 $50.0K 7,480
FARLEY JR JAMES D Director Sell 6,454 $18.71 $120.8K 16,205 −28.5% of holding
Mansfield Luke Christopher Chief Commercial Officer Sell 11,500 $23.21 $267.0K 12,055 −48.8% of holding
Do Charles Sr. Vice President, HDFSI Sell 4,136 $25.51 $105.5K 183 −95.8% of holding

Form 4s are due within two business days of a transaction, so this is close to real time — unlike the quarterly 13F data on the Institutional tab. A single large sale often reflects a prearranged 10b5-1 plan rather than a fresh view, so read a pattern of sales rather than any one of them.