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  4. [Form 4] HARLEY-DAVIDSON, INC. Insider Trading Activity

Harley-Davidson CFO sells 1,554 shares at $27.46

Harley-Davidson’s CFO and CCO reported a small Rule 10b5-1 planned sale while retaining sizable direct and 401(k) holdings in HOG stock.

Filing Impact
(Neutral)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

HARLEY-DAVIDSON, INC. (HOG) executive Jonathan R. Root, CFO and CCO, reported selling 1,554 shares of common stock on September 1, 2026 at $27.46 per share in an open-market transaction. The sale was made under a Rule 10b5-1(c) trading plan adopted on February 17, 2026.

After this sale, Root directly holds 26,292 shares of Harley-Davidson common stock and has an additional 15,177.5382 shares held indirectly through a 401(k) plan, with that plan balance reflecting the most current available data.

Positive

  • None.

Negative

  • None.
Insider Root Jonathan R
Role CFO and CCO
Sold 1,554 shs ($43K)
Type Security Shares Price Value
Sale Common Stock F1 1,554 $27.46 $43K
holding Common Stock F2 -- -- --
Holdings After Transaction: Common Stock — 26,292 shares (Direct); Common Stock — 15,177.5382 shares (Indirect, By 401(k))
Footnotes (2)
  1. F1. This sale reported in this Form 4 was effected pursuant to a Rule 10b5-1(c) trading plan adopted by the Reporting Person on February 17, 2026.
  2. F2. Balance reflects the most current data available with regard to holdings in the 401(k) Plan.
Shares sold 1,554 shares Common stock sale on September 1, 2026 by CFO and CCO Jonathan R. Root
Sale price per share $27.46 per share Price for the 1,554 Harley-Davidson common shares sold on September 1, 2026
Direct holdings after transaction 26,292 shares Direct Harley-Davidson common stock held by Jonathan R. Root following the sale
Indirect 401(k) holdings 15,177.5382 shares Harley-Davidson common stock held indirectly through a 401(k) Plan, most current data
Rule 10b5-1 plan adoption date February 17, 2026 Date Jonathan R. Root adopted the trading plan used for the September 1, 2026 sale
Rule 10b5-1(c) trading plan regulatory
"This sale reported in this Form 4 was effected pursuant to a Rule 10b5-1(c) trading plan"
A Rule 10b5-1(c) trading plan is a legally defined, pre-set schedule that lets company insiders automatically buy or sell stock at specified times or under set formulas when they are not in possession of undisclosed, sensitive information. Think of it like an automatic payment plan for trades: because the instructions are written in advance, trades under the plan help protect insiders from allegations of trading on secret information and give investors clearer expectations about when insiders will transact, which can affect liquidity and perceived transparency.
open market or private transaction financial
"Sale in open market or private transaction"
401(k) Plan financial
"Balance reflects the most current data available with regard to holdings in the 401(k) Plan"
A 401(k) plan is a workplace retirement account that lets employees set aside part of their pay into a tax-advantaged savings pot, often with employers adding matching contributions — like a workplace piggy bank for future income. It matters to investors because the amount people save and how employers fund these plans influence consumer spending, corporate payroll costs and the flow of money into financial markets, which can affect stock prices and company valuations.

FAQ

What insider transaction did Harley-Davidson (HOG) report for Jonathan R. Root?
Jonathan R. Root, Harley-Davidson’s CFO and CCO, reported selling 1,554 shares of common stock on September 1, 2026 in an open-market transaction, according to the Form 4 filing.

At what price were the Harley-Davidson (HOG) shares sold by the CFO?
The reported sale by Jonathan R. Root involved 1,554 shares of Harley-Davidson common stock at a price of $27.46 per share, executed on September 1, 2026.

How many Harley-Davidson (HOG) shares does the CFO hold after the reported sale?
After the sale, Jonathan R. Root directly holds 26,292 shares of Harley-Davidson common stock and has an additional 15,177.5382 shares held indirectly through a 401(k) plan.

Was the Harley-Davidson (HOG) insider sale made under a Rule 10b5-1 plan?
Yes. The filing states that the 1,554-share sale by Jonathan R. Root on September 1, 2026 was effected pursuant to a Rule 10b5-1(c) trading plan adopted on February 17, 2026.

What indirect Harley-Davidson (HOG) holdings does the CFO report?
Jonathan R. Root reports 15,177.5382 shares of Harley-Davidson common stock held indirectly via a 401(k) Plan, with the balance described as reflecting the most current data available for the plan.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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SEC Form 4
FORM 4UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940
OMB APPROVAL
OMB Number:3235-0287
Estimated average burden
hours per response:0.5
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
X
Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.
1. Name and Address of Reporting Person*
Root Jonathan R
(Last)(First)(Middle)
HARLEY-DAVIDSON, INC.
3700 WEST JUNEAU AVENUE
(Street)
MILWAUKEE WISCONSIN 53208
(City)(State)(Zip)
UNITED STATES
(Country)		2. Issuer Name and Ticker or Trading Symbol
HARLEY-DAVIDSON, INC. [ HOG ] 		5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
Director10% Owner
XOfficer (give title below)Other (specify below)
CFO and CCO
2a. Foreign Trading Symbol
3. Date of Earliest Transaction (Month/Day/Year)
09/01/2026		6. Individual or Joint/Group Filing (Check Applicable Line)
XForm filed by One Reporting Person
Form filed by More than One Reporting Person
4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year)2A. Deemed Execution Date, if any (Month/Day/Year)3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeVAmount(A) or (D)Price
Common Stock09/01/2026S(1)1,554D$27.4626,292D
Common Stock15,177.5382(2)IBy 401(k)
Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year)3A. Deemed Execution Date, if any (Month/Day/Year)4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year)7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares
Explanation of Responses:
1. This sale reported in this Form 4 was effected pursuant to a Rule 10b5-1(c) trading plan adopted by the Reporting Person on February 17, 2026.
2. Balance reflects the most current data available with regard to holdings in the 401(k) Plan.
Remarks:
/s/ Mai Der Shaw, as Power of Attorney09/02/2026
** Signature of Reporting PersonDate
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)

Source: View Original Filing on SEC EDGAR