Harley-Davidson CEO buys 10,000 company shares

HARLEY-DAVIDSON, INC.

Rhea-AI Filing Summary

HARLEY-DAVIDSON, INC. President & CEO Artie Starrs purchased 10,000 shares of common stock in an open-market or private transaction at a weighted average price of $25.8941 per share, with individual trades ranging from $25.82 to $25.95. Following this purchase, Starrs directly owns 25,000 shares of Harley-Davidson common stock.

Insider Trade Summary

Net Buyer: 10,000 shares

Net Buy 1 txn

Insider Starrs Artie

Role President & CEO

Bought 10,000 shs ($259K)

Type	Security	Shares	Price	Value
Purchase	Common Stock F1	10,000	$25.8941	$259K

Holdings After Transaction: Common Stock — 25,000 shares (Direct)

Footnotes (1)

1. F1. The reported price in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $25.82 to $25.95 per share. The Reporting Person undertakes to provide to the issuer, any security holder of the issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares purchased at each separate price within the range set forth in this footnote.

Key Figures

Shares purchased: 10,000 shares Weighted average purchase price: $25.8941 per share Purchase price range: $25.82–$25.95 per share +1 more

4 metrics

Shares purchased 10,000 shares Common stock acquired by Artie Starrs on 2026-08-10

Weighted average purchase price $25.8941 per share Price for the 10,000-share common stock purchase

Purchase price range $25.82–$25.95 per share Range of prices across multiple purchase transactions

Shares owned after transaction 25,000 shares Direct Harley-Davidson common stock holdings of Artie Starrs after purchase

Key Terms

weighted average price, open market or private transaction, Reporting Person

3 terms

weighted average price financial

"The reported price in Column 4 is a weighted average price."

Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.

open market or private transaction financial

"transaction code description: Purchase in open market or private transaction"

Reporting Person regulatory

"The Reporting Person undertakes to provide to the issuer, any security holder..."

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What insider transaction did HARLEY-DAVIDSON (HOG) CEO Artie Starrs report?

Artie Starrs reported purchasing 10,000 shares of Harley-Davidson common stock in an open-market or private transaction at a weighted average price of $25.8941 per share, with trades between $25.82 and $25.95.

At what prices did the HARLEY-DAVIDSON (HOG) CEO buy his shares?

The CEO’s 10,000-share purchase was executed at a weighted average price of $25.8941 per share, with multiple trades occurring in a price range from $25.82 to $25.95 per share.

How many HARLEY-DAVIDSON (HOG) shares does Artie Starrs now own?

After the reported transaction, Artie Starrs directly owns 25,000 shares of Harley-Davidson common stock. This figure reflects his holdings immediately following the 10,000-share open-market or private purchase.

Was the HARLEY-DAVIDSON (HOG) CEO trade a purchase or a sale?

The transaction was a purchase. Artie Starrs acquired 10,000 shares of Harley-Davidson common stock in an open-market or private transaction, increasing his direct holdings to 25,000 shares.

Did the HARLEY-DAVIDSON (HOG) CEO’s Form 4 mention a Rule 10b5-1 plan?

The filing indicates the Rule 10b5-1 checkbox is not affirmed. The transaction is described as a purchase in an open market or private transaction, with no plan-based trading language noted in the provided information.

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

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Available on EDGAR 08/11/2026 - 04:20 PM Accepted by SEC EDGAR 08/11/2026 - 04:20 PM Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED 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).

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^*

Starrs Artie

(Last) (First) (Middle)

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)

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	President & CEO

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
08/10/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form 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)
			Code	V	Amount	(A) or (D)	Price
Common Stock	08/10/2026		P		10,000	A	$25.8941(1)	25,000	D

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)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. The reported price in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $25.82 to $25.95 per share. The Reporting Person undertakes to provide to the issuer, any security holder of the issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares purchased at each separate price within the range set forth in this footnote.

Remarks:

	/s/ Mai Der Shaw, as Power of Attorney	08/11/2026
	** Signature of Reporting Person	Date
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)