Harley-Davidson (NYSE: HOG) sets modest Rule 10b5-1 stock repurchase plan

Rhea-AI Filing Summary

Harley-Davidson, Inc. filed an update on its stock buyback approach. The company reiterated that it expects to be measured in its share repurchases while it finalizes its strategic plan. It intends to enter a Rule 10b5-1 trading plan on or before March 13, 2026.

The plan will seek to repurchase a modest amount of Harley-Davidson stock over the coming months, with actual activity depending on market conditions. The company plans to provide updated information on its share repurchase approach during its Q1 2026 earnings call.

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UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549 

FORM 8-K 

CURRENT REPORT

Pursuant to Section 13 or 15(d) of the

Securities Exchange Act of 1934

Date of Report (Date of earliest event reported): March 6, 2026

Harley-Davidson, Inc.

(Exact name of registrant as specified in its charter)

Wisconsin

1-9183

39-1382325

(State or other jurisdiction of incorporation)

(Commission      File Number)

(IRS Employer Identification No.)

3700 West Juneau Avenue, Milwaukee, Wisconsin 53208

(Address of principal executive offices, including zip code)

(414) 342-4680

(Registrant’s telephone number, including area code)

Not Applicable

(Former name or former address, if changed since last report)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:

☐ Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

 

☐ Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)

 

☐ Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

 

☐ Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c)

Securities registered pursuant to Section 12(b) of the Act:

Title of each class

Trading Symbol

Name of exchange on which registered

COMMON STOCK, $0.01 par value per share

HOG

New York Stock Exchange

Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).

Emerging growth company ☐

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

Item 8.01 Other Events.

On its Q4 2025 earnings call on February 10, 2026, Harley-Davidson, Inc. (the “Company”) stated that it “expect[s] to be measured in [its] approach to share repurchases while [it] finalize[s] [its] strategic plan.” Consistent with that approach, the Company intends to enter a Rule 10b5-1 trading plan on or before March 13, 2026 seeking to repurchase a modest amount of the Company’s stock over the coming months depending on market conditions. The Company plans to provide updated information on its approach to share repurchases during its Q1 2026 earnings call.

SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

HARLEY-DAVIDSON, INC.

Date: March 6, 2026

/s/ Paul J. Krause

Paul J. Krause

Secretary

2

FAQ

What share repurchase plans did Harley-Davidson (HOG) announce in this 8-K?

Harley-Davidson plans to enter a Rule 10b5-1 trading plan on or before March 13, 2026 to repurchase a modest amount of its stock. The level of repurchases will depend on market conditions and aligns with its measured approach to buybacks.

How does the new repurchase plan align with Harley-Davidson (HOG)’s prior guidance?

On its Q4 2025 earnings call, Harley-Davidson said it expected to be measured in its share repurchases while finalizing its strategic plan. The planned Rule 10b5-1 program reflects that same measured stance toward stock buybacks.

When will Harley-Davidson (HOG) enter its Rule 10b5-1 share repurchase plan?

Harley-Davidson intends to enter the Rule 10b5-1 trading plan on or before March 13, 2026. This timing follows its Q4 2025 earnings call, where it outlined a cautious, strategic approach to repurchasing its common stock.

How large is Harley-Davidson (HOG)’s planned stock repurchase under this program?

The company described its planned stock repurchases as a modest amount under the Rule 10b5-1 trading plan. Actual repurchase volume will depend on market conditions and reflects a measured approach while it finalizes its broader strategic plan.

When will Harley-Davidson (HOG) give more detail on share repurchases?

Harley-Davidson plans to provide updated information on its approach to share repurchases during its Q1 2026 earnings call. That update is expected to follow implementation of the Rule 10b5-1 trading plan targeted on or before March 13, 2026.

What is the role of market conditions in Harley-Davidson (HOG)’s buyback plan?

The company stated that its Rule 10b5-1 plan will seek to repurchase a modest amount of stock over the coming months depending on market conditions. This means actual buyback activity will vary with prevailing trading and pricing environments.

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