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Harley-Davidson

Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring segments, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 37% of the heavyweight domestic market in 2024.

Harley-Davidson Inc

Hoge Finance

H100 GROUP AB by H100 GROUP AB

HOGY MEDICAL CO LTD by Hogy Medical Co. Ltd.

Hogy Medical Co Ltd

In the latest quarter, 5 analysts provided ratings for Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>), showcasing a mix of bullish and bearish perspectives.
The following table encapsulates their recent ratings, offering a glimpse into the evolving sentiments over the past 30 days and comparing them to the preceding months.
<table>
<thead>
<tr>
<th></th>
<th align="right">Bullish</th>
<th align="right">Somewhat Bullish</th>
<th align="right">Indifferent</th>
<th align="right">Somewhat Bearish</th>
<th align="right">Bearish</th>
</tr>
</thead>
<tbody>
<tr>
<td>Total Ratings</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">4</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>Last 30D</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>1M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>2M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>3M Ago</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">2</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
</tbody>
</table>
The 12-month price targets, analyzed by analysts, offer insights with an average target of $28.0, a high estimate of $31.00, and a low estimate of $26.00. Observing a 0.9% increase, the current average has risen from the previous average price target of $27.75. 
<img src="https://www.benzinga.com/files/images/story/2025/1750082446_0.png" alt="price target chart" />
<h2>Decoding Analyst Ratings: A Detailed Look</h2>
The standing of Harley-Davidson among financial experts is revealed through an in-depth exploration of recent analyst actions. The summary below outlines key analysts, their recent evaluations, and adjustments to ratings and price targets.
<table>
<thead>
<tr>
<th>Analyst</th>
<th>Analyst Firm</th>
<th>Action Taken</th>
<th>Rating</th>
<th>Current Price Target</th>
<th>Prior Price Target</th>
</tr>
</thead>
<tbody>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Raises</td>
<td>Neutral</td>
<td>$27.00</td>
<td>$24.00</td>
</tr>
<tr>
<td>Craig Kennison</td>
<td>Baird</td>
<td>Raises</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$26.00</td>
</tr>
<tr>
<td>Brandon Rolle</td>
<td>DA Davidson</td>
<td>Announces</td>
<td>Buy</td>
<td>$31.00</td>
<td>-</td>
</tr>
<tr>
<td>Craig Kennison</td>
<td>Baird</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$26.00</td>
<td>$32.00</td>
</tr>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$29.00</td>
</tr>
</tbody>
</table>
<h3>Key Insights:</h3>
<ul>
<li>Action Taken: Analysts respond to changes in market conditions and company performance, frequently updating their recommendations. Whether they 'Maintain', 'Raise' or 'Lower' their stance, it reflects their reaction to recent developments related to Harley-Davidson. This information offers a snapshot of how analysts perceive the current state of the company.</li>
<li>Rating: Unveiling insights, analysts deliver qualitative insights into stock performance, from 'Outperform' to 'Underperform'. These ratings convey expectations for the relative performance of Harley-Davidson compared to the broader market.</li>
<li>Price Targets: Gaining insights, analysts provide estimates for the future value of Harley-Davidson's stock. This comparison reveals trends in analysts' expectations over time.</li>
</ul>
Understanding these analyst evaluations alongside key financial indicators can offer valuable insights into Harley-Davidson's market standing. Stay informed and make well-considered decisions with our Ratings Table.
<a href="https://www.benzinga.com/quote/HOG/analyst-ratings?adType=benzinga-insights&amp;ad=analyst-ratings&amp;campaign=wallstreetadvantage">Stay up to date on Harley-Davidson analyst ratings.</a>
<h2>Unveiling the Story Behind Harley-Davidson</h2>
Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring segments, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 37% of the heavyweight domestic market in 2024.
<h3>Harley-Davidson: A Financial Overview</h3>
Market Capitalization Analysis: With an elevated market capitalization, the company stands out above industry averages, showcasing substantial size and market acknowledgment.
Revenue Growth: Harley-Davidson's revenue growth over a period of 3M has faced challenges. As of 31 March, 2025, the company experienced a revenue decline of approximately -23.15%. This indicates a decrease in the company's top-line earnings. As compared to competitors, the company surpassed expectations with a growth rate higher than the average among peers in the Consumer Discretionary sector.
Net Margin: Harley-Davidson's financial strength is reflected in its exceptional net margin, which exceeds industry averages. With a remarkable net margin of 10.01%, the company showcases strong profitability and effective cost management.
Return on Equity (ROE): Harley-Davidson's ROE surpasses industry standards, highlighting the company's exceptional financial performance. With an impressive 4.19% ROE, the company effectively utilizes shareholder equity capital.
Return on Assets (ROA): The company's ROA is a standout performer, exceeding industry averages. With an impressive ROA of 1.1%, the company showcases effective utilization of assets.
Debt Management: With a high debt-to-equity ratio of 2.31, Harley-Davidson faces challenges in effectively managing its debt levels, indicating potential financial strain.
<h2>Analyst Ratings: What Are They?</h2>
Benzinga tracks 150 analyst firms and reports on their stock expectations. Analysts typically arrive at their conclusions by predicting how much money a company will make in the future, usually the upcoming five years, and how risky or predictable that company's revenue streams are.
Analysts attend company conference calls and meetings, research company financial statements, and communicate with insiders to publish their ratings on stocks. Analysts typically rate each stock once per quarter or whenever the company has a major update.
Some analysts will also offer forecasts for metrics like growth estimates, earnings, and revenue to provide further guidance on stocks. Investors who use analyst ratings should note that this specialized advice comes from humans and may be subject to error.
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This article was generated by Benzinga's automated content engine and reviewed by an editor.

Analyst Ratings

Harley-Davidson Stock: A Deep Dive Into Analyst Perspectives (5 Ratings)

Citigroup analyst James Hardiman maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Neutral and raises the price target from $24 to $27.

News

Price Target

Citigroup Maintains Neutral on Harley-Davidson, Raises Price Target to $27

Analysts' ratings for Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) over the last quarter vary from bullish to bearish, as provided by 5 analysts.
In the table below, you'll find a summary of their recent ratings, revealing the shifting sentiments over the past 30 days and comparing them to the previous months.
<table>
<thead>
<tr>
<th></th>
<th align="right">Bullish</th>
<th align="right">Somewhat Bullish</th>
<th align="right">Indifferent</th>
<th align="right">Somewhat Bearish</th>
<th align="right">Bearish</th>
</tr>
</thead>
<tbody>
<tr>
<td>Total Ratings</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">4</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>Last 30D</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>1M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>2M Ago</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">2</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
<tr>
<td>3M Ago</td>
<td align="right">0</td>
<td align="right">0</td>
<td align="right">1</td>
<td align="right">0</td>
<td align="right">0</td>
</tr>
</tbody>
</table>
The 12-month price targets assessed by analysts reveal further insights, featuring an average target of $28.2, a high estimate of $31.00, and a low estimate of $26.00. Observing a downward trend, the current average is 7.54% lower than the prior average price target of $30.50. 
<img src="https://www.benzinga.com/files/images/story/2025/1747231253_0_1.png" alt="price target chart" />
<h2>Interpreting Analyst Ratings: A Closer Look</h2>
A comprehensive examination of how financial experts perceive Harley-Davidson is derived from recent analyst actions. The following is a detailed summary of key analysts, their recent evaluations, and adjustments to ratings and price targets.
<table>
<thead>
<tr>
<th>Analyst</th>
<th>Analyst Firm</th>
<th>Action Taken</th>
<th>Rating</th>
<th>Current Price Target</th>
<th>Prior Price Target</th>
</tr>
</thead>
<tbody>
<tr>
<td>Craig Kennison</td>
<td>Baird</td>
<td>Raises</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$26.00</td>
</tr>
<tr>
<td>Brandon Rolle</td>
<td>DA Davidson</td>
<td>Announces</td>
<td>Buy</td>
<td>$31.00</td>
<td>-</td>
</tr>
<tr>
<td>Craig Kennison</td>
<td>Baird</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$26.00</td>
<td>$32.00</td>
</tr>
<tr>
<td>James Hardiman</td>
<td>Citigroup</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$29.00</td>
</tr>
<tr>
<td>Robin Farley</td>
<td>UBS</td>
<td>Lowers</td>
<td>Neutral</td>
<td>$28.00</td>
<td>$35.00</td>
</tr>
</tbody>
</table>
<h3>Key Insights:</h3>
<ul>
<li>Action Taken: Responding to changing market dynamics and company performance, analysts update their recommendations. Whether they 'Maintain', 'Raise', or 'Lower' their stance, it signifies their response to recent developments related to Harley-Davidson. This offers insight into analysts' perspectives on the current state of the company.</li>
<li>Rating: Analysts unravel qualitative evaluations for stocks, ranging from 'Outperform' to 'Underperform'. These ratings offer insights into expectations for the relative performance of Harley-Davidson compared to the broader market.</li>
<li>Price Targets: Analysts explore the dynamics of price targets, providing estimates for the future value of Harley-Davidson's stock. This examination reveals shifts in analysts' expectations over time.</li>
</ul>
Considering these analyst evaluations in conjunction with other financial indicators can offer a comprehensive understanding of Harley-Davidson's market position. Stay informed and make well-informed decisions with our Ratings Table.
<a href="https://www.benzinga.com/quote/HOG/analyst-ratings?adType=benzinga-insights&amp;ad=analyst-ratings&amp;campaign=wallstreetadvantage">Stay up to date on Harley-Davidson analyst ratings.</a>
<h2>Get to Know Harley-Davidson Better</h2>
Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring segments, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 37% of the heavyweight domestic market in 2024.
<h3>Key Indicators: Harley-Davidson's Financial Health</h3>
Market Capitalization: Positioned above industry average, the company's market capitalization underscores its superiority in size, indicative of a strong market presence.
Decline in Revenue: Over the 3M period, Harley-Davidson faced challenges, resulting in a decline of approximately -23.15% in revenue growth as of 31 March, 2025. This signifies a reduction in the company's top-line earnings. In comparison to its industry peers, the company stands out with a growth rate higher than the average among peers in the Consumer Discretionary sector.
Net Margin: The company's net margin is a standout performer, exceeding industry averages. With an impressive net margin of 10.01%, the company showcases strong profitability and effective cost control.
Return on Equity (ROE): Harley-Davidson's ROE excels beyond industry benchmarks, reaching 4.19%. This signifies robust financial management and efficient use of shareholder equity capital.
Return on Assets (ROA): Harley-Davidson's financial strength is reflected in its exceptional ROA, which exceeds industry averages. With a remarkable ROA of 1.1%, the company showcases efficient use of assets and strong financial health.
Debt Management: Harley-Davidson's debt-to-equity ratio is below industry norms, indicating a sound financial structure with a ratio of 2.31.
<h2>Analyst Ratings: Simplified</h2>
Analyst ratings serve as essential indicators of stock performance, provided by experts in banking and financial systems. These specialists diligently analyze company financial statements, participate in conference calls, and engage with insiders to generate quarterly ratings for individual stocks.
Analysts may enhance their evaluations by incorporating forecasts for metrics like growth estimates, earnings, and revenue, delivering additional guidance to investors. It is vital to acknowledge that, although experts in stocks and sectors, analysts are human and express their opinions when providing insights.
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Where Harley-Davidson Stands With Analysts

Baird analyst Craig Kennison maintains Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) with a Neutral and raises the price target from $26 to $28.

Baird Maintains Neutral on Harley-Davidson, Raises Price Target to $28

During its first quarter 2025 earnings presentation and in its most recent quarterly report on Form 10-Q, Harley-Davidson, Inc. (the "Company") estimated that incremental tariffs on products between China and the U.S. would cost the Company $75-$100 million in 2025.
 &nbsp;
Following the Joint Statement on U.S.-China Economic and Trade Meeting in Geneva issued today, the Company now expects a $45 million reduction in those tariffs for a total estimated cost of $30-$55 million in incremental tariffs on products between China and the U.S. in 2025. The Company's new expectation assumes that the incremental tariffs on products between China and the U.S. will be 30% from May 12, 2025 through August 12, 2025 and revert to 145% after the 90-day pause. If the tariff level remains at 30% for the remainder of 2025, we expect a $65 million reduction in the original incremental tariff estimate for a total estimated cost of $10-$35 million in incremental tariffs in 2025. If that $65 million reduction occurs, then the Company estimates the total impact of incremental tariffs worldwide would range from $65-$110 million in 2025.
 &nbsp;
Additionally, the Company now confirms that the HDFS transaction announced on the Company's first quarter 2025 earnings call is continuing to progress with multiple interested parties. The Company now expects to provide details of a transaction during its second quarter 2025 earnings presentation as it targets a transaction close in the third quarter of 2025, subject to Board approval.

Macro Economic Events

Politics

Global

Economics

General

Harley-Davidson Estimates $75M-$100M Cost From China-U.S. Tariffs; Expects $45M Reduction In Tariff Costs; Tariffs Expected At 30% Until August 12, 2025; Potential $65M Reduction If Tariffs Stay At 30%; HDFS Transaction Progressing With Multiple Interested Parties

This whale alert can help traders discover the next big trading opportunities.
Whales are entities with large sums of money and we track their transactions here at Benzinga on our options activity scanner.
Traders often look for circumstances when the market estimation of an option diverges away from its normal worth. Abnormal amounts of trading activity could push option prices to hyperbolic or underperforming levels. 
Below are some instances of options activity happening in the Consumer Discretionary sector: 
<table>
<thead>
<tr>
<th>Symbol</th>
<th>PUT/CALL</th>
<th>Trade Type</th>
<th>Sentiment</th>
<th>Exp. Date</th>
<th>Strike Price</th>
<th>Total Trade Price</th>
<th>Open Interest</th>
<th>Volume</th>
</tr>
</thead>
<tbody>
<tr>
<td>TSLA</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>05/09/25</td>
<td>$275.00</td>
<td>$39.6K</td>
<td>10.2K</td>
<td>37.4K</td>
</tr>
<tr>
<td>GME</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>01/16/26</td>
<td>$105.00</td>
<td>$181.5K</td>
<td>62</td>
<td>1.5K</td>
</tr>
<tr>
<td>JD</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BEARISH</td>
<td>09/19/25</td>
<td>$36.00</td>
<td>$72.0K</td>
<td>925</td>
<td>977</td>
</tr>
<tr>
<td>PTON</td>
<td>CALL</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>05/16/25</td>
<td>$7.50</td>
<td>$26.5K</td>
<td>962</td>
<td>687</td>
</tr>
<tr>
<td>HOG</td>
<td>PUT</td>
<td>TRADE</td>
<td>NEUTRAL</td>
<td>06/20/25</td>
<td>$30.00</td>
<td>$103.5K</td>
<td>176</td>
<td>150</td>
</tr>
<tr>
<td>BIRK</td>
<td>PUT</td>
<td>SWEEP</td>
<td>BULLISH</td>
<td>10/17/25</td>
<td>$50.00</td>
<td>$35.4K</td>
<td>65</td>
<td>79</td>
</tr>
<tr>
<td>DHI</td>
<td>PUT</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>03/20/26</td>
<td>$120.00</td>
<td>$27.7K</td>
<td>17</td>
<td>21</td>
</tr>
<tr>
<td>MOD</td>
<td>CALL</td>
<td>TRADE</td>
<td>BULLISH</td>
<td>01/16/26</td>
<td>$110.00</td>
<td>$27.0K</td>
<td>48</td>
<td>20</td>
</tr>
<tr>
<td>BKNG</td>
<td>CALL</td>
<td>TRADE</td>
<td>BEARISH</td>
<td>06/20/25</td>
<td>$5050.00</td>
<td>$30.7K</td>
<td>46</td>
<td>1</td>
</tr>
</tbody>
</table>

<h2>Explanation</h2>
These bullet-by-bullet explanations have been constructed using the accompanying table. 
• Regarding TSLA (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/TSLA#NASDAQ">TSLA</a>), we observe a put option sweep with bullish sentiment. It expires in 2 day(s) on May 9, 2025. Parties traded 72 contract(s) at a $275.00 strike. This particular put needed to be split into 5 different trades to become filled. The total cost received by the writing party (or parties) was $39.6K, with a price of $550.0 per contract. There were 10201 open contracts at this strike prior to today, and today 37418 contract(s) were bought and sold. 
• For GME (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GME#NYSE">GME</a>), we notice a put option sweep that happens to be bullish, expiring in 254 day(s) on January 16, 2026. This event was a transfer of 23 contract(s) at a $105.00 strike. This particular put needed to be split into 3 different trades to become filled. The total cost received by the writing party (or parties) was $181.5K, with a price of $7895.0 per contract. There were 62 open contracts at this strike prior to today, and today 1570 contract(s) were bought and sold. 
• For JD (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/JD#NASDAQ">JD</a>), we notice a put option sweep that happens to be bearish, expiring in 135 day(s) on September 19, 2025. This event was a transfer of 144 contract(s) at a $36.00 strike. This particular put needed to be split into 15 different trades to become filled. The total cost received by the writing party (or parties) was $72.0K, with a price of $500.0 per contract. There were 925 open contracts at this strike prior to today, and today 977 contract(s) were bought and sold. 
• Regarding PTON (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/PTON#NASDAQ">PTON</a>), we observe a call option sweep with bullish sentiment. It expires in 9 day(s) on May 16, 2025. Parties traded 500 contract(s) at a $7.50 strike. This particular call needed to be split into 7 different trades to become filled. The total cost received by the writing party (or parties) was $26.5K, with a price of $53.0 per contract. There were 962 open contracts at this strike prior to today, and today 687 contract(s) were bought and sold. 
• For HOG (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>), we notice a put option trade that happens to be neutral, expiring in 44 day(s) on June 20, 2025. This event was a transfer of 150 contract(s) at a $30.00 strike. The total cost received by the writing party (or parties) was $103.5K, with a price of $690.0 per contract. There were 176 open contracts at this strike prior to today, and today 150 contract(s) were bought and sold. 
• For BIRK (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BIRK#NYSE">BIRK</a>), we notice a put option sweep that happens to be bullish, expiring in 163 day(s) on October 17, 2025. This event was a transfer of 77 contract(s) at a $50.00 strike. This particular put needed to be split into 11 different trades to become filled. The total cost received by the writing party (or parties) was $35.4K, with a price of $460.0 per contract. There were 65 open contracts at this strike prior to today, and today 79 contract(s) were bought and sold. 
• For DHI (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/DHI#NYSE">DHI</a>), we notice a put option trade that happens to be bullish, expiring in 317 day(s) on March 20, 2026. This event was a transfer of 21 contract(s) at a $120.00 strike. The total cost received by the writing party (or parties) was $27.7K, with a price of $1320.0 per contract. There were 17 open contracts at this strike prior to today, and today 21 contract(s) were bought and sold. 
• For MOD (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/MOD#NYSE">MOD</a>), we notice a call option trade that happens to be bullish, expiring in 254 day(s) on January 16, 2026. This event was a transfer of 20 contract(s) at a $110.00 strike. The total cost received by the writing party (or parties) was $27.0K, with a price of $1350.0 per contract. There were 48 open contracts at this strike prior to today, and today 20 contract(s) were bought and sold. 
• For BKNG (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/BKNG#NASDAQ">BKNG</a>), we notice a call option trade that happens to be bearish, expiring in 44 day(s) on June 20, 2025. This event was a transfer of 1 contract(s) at a $5050.00 strike. The total cost received by the writing party (or parties) was $30.7K, with a price of $30700.0 per contract. There were 46 open contracts at this strike prior to today, and today 1 contract(s) were bought and sold. 
Options Alert Terminology 
 - Call Contracts: The right to buy shares as indicated in the contract. 
 - Put Contracts: The right to sell shares as indicated in the contract. 
 - Expiration Date: When the contract expires. One must act on the contract by this date if one wants to use it. 
 - Premium/Option Price: The price of the contract. 
For more information, visit our <a href="https://pro.benzinga.com/blog/how-to-understand-option-alerts/">Guide to Understanding Options Alerts</a> or read <a href="https://www.benzinga.com/markets/options">more news on unusual options activity</a>. 
This article was generated by Benzinga's automated content engine and reviewed by an editor.

Options

BIRK

BKNG

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TSLA

9 Consumer Discretionary Stocks With Whale Alerts In Today's Session

Reports Follow Separate Recommendation from Leading Independent Proxy Advisory Firm ISS to Vote "FOR ALL" Harley-Davidson Nominees
Glass Lewis and Egan-Jones Reports Fail to Recognize Harley-Davidson's Progress Under Hardwire Strategic Plan and the Board's Strong Governance and Effective Oversight
Glass Lewis Report Says H Partners' Campaign "Introduces Incremental Uncertainty" and Lacks "Any Substantive Course of Action"
Harley-Davidson Urges Shareholders to Vote "FOR ALL" Director Nominees Using the WHITE Proxy Card TODAY
MILWAUKEE, May 7, 2025 /PRNewswire/ --&nbsp;Harley-Davidson, Inc. (the "Company" or "Harley-Davidson") (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) today issued the following statement in response to the Glass, Lewis &amp; Co. ("Glass Lewis") and Egan-Jones Ratings Company ("Egan-Jones") reports regarding the election of Directors to Harley-Davidson's Board of Directors in connection with the Company's 2025 Annual Meeting of Shareholders scheduled to be held on May 14, 2025.

Management

Harley-Davidson Issues Comment Strongly Disagreeing With Glass Lewis' And Egan-Jones' Recommendations; Glass Lewis And Egan-Jones Reports Fail To Recognize Harley-Davidson's Progress Under Hardwire Strategic Plan And The Board's Strong Governance And Effective Oversight

Highlights the Board's Critical Skills and Experience Needed to Choose the Company's Next CEO and Drive Future Growth
Details How H Partners' Disingenuous Attacks on the Company's Strategy and Governance are Putting Shareholder Value at Risk
Urges Shareholders to Vote "FOR ALL" Harley-Davidson Director Nominees on the WHITE Proxy Card TODAY
MILWAUKEE, May 5, 2025 /PRNewswire/ -- Harley-Davidson, Inc. (the "Company" or "Harley-Davidson") (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) Monday sent a <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4420068-1&amp;h=3274074551&amp;u=https%3A%2F%2Fcdn.prod.website-files.com%2F6800145d6ecd04adaedb9964%2F6818eda3b7ee71daa2601879_Harley-Davidson%2520Shareholder%2520Letter%25203.pdf&amp;a=letter+to+shareholders">letter to shareholders</a> in connection with the Company's 2025 Annual Meeting of Shareholders scheduled to be held on May 14, 2025.
The letter highlights:
<ul>
<li>In the face of one of the most challenging operating environments in Harley-Davidson's 120+-year history, the Company has outperformed its peers.</li>
<li>Each of Harley-Davidson's Director nominees is passionate about preserving Harley-Davidson's legacy and committed to supporting a successful leadership transition in line with governance best practices.
<ul>
<li>We believe the Directors targeted by H Partners are critical in choosing the next CEO to lead the Company, as they collectively bring deep institutional knowledge of Harley-Davidson, leadership experience with iconic brands, extensive expertise in manufacturing and engineering and track records of successful business transformation.</li>
</ul>
</li>
<li>After three years with their own representative on the Board – during which time H Partners fully supported the current CEO, endorsed the Hardwire strategic plan and voted in favor of all Directors standing for reelection – H Partners has launched what we view to be a misleading campaign that puts shareholder value and the Company's long-term strategy and thoughtful succession plan all at risk.
<ul>
<li>H Partners' recent U-turn is not about protecting shareholders' interests, it's about getting their own way – seeking to gain control of an American icon after their preferred CEO candidate did not receive even bare majority support.</li>
</ul>
</li>
</ul>

Harley-Davidson Defends Strategy, Calls For Shareholder Support Amid H Partners' Criticism

Harley-Davidson Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) shares are <a href="https://www.benzinga.com/movers">trading higher on Thursday</a> after the first-quarter FY25 earnings.
The company reported a <a href="https://www.benzinga.com/pressreleases/25/05/n45129700/harley-davidson-delivers-first-quarter-financial-results">first-quarter 2025 sales decline </a>of 23% year-on-year to $1.33 billion, beat the analyst consensus estimate of $1.1 estimate.
Global motorcycle retail sales down 21% year-over-year, driven by a volatile&nbsp;macroeconomic environment and overall consumer uncertainty.
Revenue from the Motorcycles and Related Products segment (HDMC) decreased 27% to $1.08 billion, driven primarily by the planned decrease in wholesale shipments and unfavorable foreign currency.
First-quarter global motorcycle shipments decreased by 33%, reflecting the softer-than-expected demand environment.
Also Read: <a href="https://www.benzinga.com/25/05/45134589/why-is-chocolate-maker-hersheys-stock-sliding-today">Why Is Chocolate Maker Hershey&#8217;s Stock Sliding Today?</a>
Harley-Davidson&#8217;s earnings per share of $1.07<a href="https://www.benzinga.com/earnings"> beat the consensus</a> of 79 cents.
Revenue from Motorcycles fell 29%, Parts &amp; Accessories dropped 14%, Apparel dropped 11%, and Licensing plunged 66%.
The gross profit margin in HDMC contracted 210 basis points Y/Y to 29.1%.
Consolidated operating income declined 39%. Operating income from HDMC plunged 51% Y/Y to $116 million.
Harley-Davidson generated $142 million in cash from operating activities in he quarter. It held cash and equivalents of $1.9 billion as of March 31.
Harley-Davidson CEO Jochen Zeitz said &#8220;retail sales in the U.S. came in softer than anticipated.&#8221; 
The company remains focused on the &#8220;tariff environment&#8221; through cost productivity measures, supply chain mitigation, tight operating expense control and reducing dealer inventory.
Outlook: Due to the uncertain global tariff situation and macroeconomic conditions, the company has withdrawn full year 2025 financial outlook from&nbsp;February 5, 2025.
Price Action:&nbsp;HOG&nbsp;shares traded higher by 4.77% at $23.48 at last check on Thursday.
Read Next: 
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<li><a href="https://www.benzinga.com/tech/25/04/45113606/li-autos-next-evs-to-feature-cleaner-cabin-materials">Li Auto&#8217;s Next EVs To Feature Cleaner Cabin Materials</a></li>
</ul>
Image: Shutterstock

Movers

Why Is Motorcycle Manufacturer Harley-Davidson's Stock Rising Today?

Guidance

During Conference Call, Harley-Davidson CFO Reportedly Says Expect 2025 Impact From Tariffs To Be Between $130M-$175M

Earnings

Earnings Beats

Harley-Davidson Q1 EPS $1.07 Beats $0.79 Estimate, Sales $1.33B Beat $1.10B Estimate

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Earnings Scheduled For May 1, 2025

During times of turbulence and uncertainty in the markets, many investors turn to dividend-yielding stocks. These are often companies that have high free cash flows and reward shareholders with a<a href="https://www.benzinga.com/yield-investments"> high dividend payout</a>.
Benzinga readers can review the latest analyst takes on their favorite stocks by visiting <a href="https://www.benzinga.com/analyst-stock-ratings">Analyst Stock Ratings</a> page. Traders can sort through Benzinga's extensive database of analyst ratings, including <a href="https://www.benzinga.com/analyst-ratings/analyst-color/22/09/28888638/exclusive-study-finds-benzinga-analyst-ratings-data-yields-market-beating-strategie">by analyst accuracy</a>.
Below are the ratings of the most accurate analysts for three high-yielding stocks in the consumer discretionary sector.
<h3 class="wp-block-heading">Starbucks Corporation (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/SBUX#NASDAQ">SBUX</a>)</h3>
<ul>
<li>Dividend Yield: 2.88%</li>
<li>Guggenheim analyst Gregory Francfort maintained a Neutral rating and cut the price target from $95 to $83 on April 29, 2025. This analyst has an accuracy rate of 68%.</li>
<li>UBS analyst Dennis Geiger maintained a Neutral rating and lowered the price target from $105 to $90 on April 28, 2025. This analyst has an accuracy rate of 66%.</li>
<li>Recent News: Starbucks reported weaker-than-expected second-quarter financial results after the closing bell on Tuesday.</li>
<li>Benzinga Pro&#8217;s real-time newsfeed alerted to latest SBUX <a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430">news</a>. </li>
</ul>
<figure class="wp-block-image size-full is-resized"><a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430"><img loading="lazy" decoding="async" width="913" height="840" src="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045502/image-228.png" alt="" class="wp-image-894387" style="width:543px;height:auto" srcset="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045502/image-228.png 913w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045502/image-228-300x276.png 300w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045502/image-228-768x707.png 768w" sizes="(max-width: 913px) 100vw, 913px" /></a></figure>
<h3 class="wp-block-heading">Penske Automotive Group, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/PAG#NYSE">PAG</a>)</h3>
<ul>
<li>Dividend Yield: 2.82%</li>
<li>Citigroup analyst Michael Ward initiated coverage on the stock with a Buy rating and a price target of $185 on April 23, 2025. This analyst has an accuracy rate of 76%.</li>
<li>JP Morgan analyst Rajat Gupta maintained an Underweight rating and cut the price from $165 to $140 on March 27, 2025. This analyst has an accuracy rate of 73%.</li>
<li>Recent News: Penske Automotive Group will release financial results for the first quarter on Wednesday, April 30.</li>
<li>Benzinga Pro's real-time newsfeed alerted to latest PAG <a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430">news </a></li>
</ul>
<figure class="wp-block-image size-full is-resized"><a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430"><img loading="lazy" decoding="async" width="916" height="832" src="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045538/image-229.png" alt="" class="wp-image-894390" style="width:582px;height:auto" srcset="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045538/image-229.png 916w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045538/image-229-300x272.png 300w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045538/image-229-768x698.png 768w" sizes="(max-width: 916px) 100vw, 916px" /></a></figure>
<h3 class="wp-block-heading">Harley-Davidson, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>)</h3>
<ul>
<li>Dividend Yield: 3.11%</li>
<li>Citigroup analyst James Hardiman maintained a Neutral rating and cut the price target from $29 to $28 on April 2, 2025. This analyst has an accuracy rate of 61%.</li>
<li>UBS analyst Robin Farley maintained a Neutral rating and slashed the price target from $35 to $28 on Feb. 20, 2025. This analyst has an accuracy rate of 79%.</li>
<li>Recent News: Harley-Davidson will release its first quarter financial results before the opening bell on Thursday, May 1.</li>
<li>Benzinga Pro&#8217;s real-time newsfeed alerted to<a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430"> latest HOG new</a>s </li>
</ul>
<figure class="wp-block-image size-full is-resized"><a href="https://www.benzinga.com/pro/register?utm_adType=bzprocontent&amp;utm_campaign=14daytrial&amp;utm_ad=0430"><img loading="lazy" decoding="async" width="912" height="837" src="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045614/image-230.png" alt="" class="wp-image-894391" style="width:555px;height:auto" srcset="https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045614/image-230.png 912w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045614/image-230-300x275.png 300w,https://editorial-assets.benzinga.com/wp-content/uploads/2025/04/30045614/image-230-768x705.png 768w" sizes="(max-width: 912px) 100vw, 912px" /></a></figure>
<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"> 
<div class="wp-block-embed__wrapper">
<iframe loading="lazy" title="How to Find Dividend Stocks: Scan, Analyze, and Capture with Benzinga Pro" width="500" height="281" src="https://www.youtube.com/embed/pVF0O2lsEH4?start=1&#038;feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div>
</figure>
Read More: 
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<li><a href="https://www.benzinga.com/25/04/45064976/top-3-industrials-stocks-which-could-rescue-your-portfolio-in-q2">Top 3 Industrials Stocks Which Could Rescue Your Portfolio In Q2</a></li>
</ul>
Photo via Shutterstock

Dividends

Pre-Market Outlook

Markets

Trading Ideas

SBUX

Wall Street's Most Accurate Analysts Weigh In On 3 Consumer Stocks Delivering High-Dividend Yields

<a href="https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Sets-the-Record-Straight-on-H-Partners-Disingenuous-and-Harmful-Claims/default.aspx">https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Sets-the-Record-Straight-on-H-Partners-Disingenuous-and-Harmful-Claims/default.aspx</a>

'Harley-Davidson Sets the Record Straight on H Partners' Disingenuous and Harmful Claims'- Harley Davidson

On CNBC's &#8220;Mad Money Lightning Round,&#8221; Jim Cramer recommended buying Reddit, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/RDDT#NYSE">RDDT</a>), calling it a <a href="https://www.benzinga.com/quote/RDDT/earnings">&#8220;very good&#8221; stock.</a>
On the earnings front, Reddit will release its first-quarter financial results after market close on Thursday, May 1. Analysts expect the company to report quarterly earnings at 2 cents per share on revenue of $370.12 million.
Cramer said he likes Brookfield Asset Management Ltd. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BAM#NYSE">BAM</a>) and added, &#8220;Those guys are real good.&#8221;
Supporting his view, B of A Securities analyst Craig Siegenthaler upgraded Brookfield Asset Management from Neutral to Buy on April 10 and maintained a price target of $65.
OneMain Holdings, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/OMF#NYSE">OMF</a>) is &#8220;too risky,&#8221; Cramer said. &#8220;I want you to get out of that right now.&#8221;
OneMain Holdings will report its first-quarter results before the market opens on Tuesday, April 29.
When asked about Harley-Davidson, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>), he said, &#8220;It doesn't have the sales that I really like, but I think you can bounce from here.&#8221;
Harley-Davidson will release its first-quarter financial results before the opening bell on Thursday, May 1.
Price Action:
<ul>
<li>Reddit shares gained 4.7% to settle at $112.25 on Thursday.</li>
<li>Brookfield Asset Management shares gained 3.6% to close at $52.43 during the session.</li>
<li>OneMain shares climbed 4.5% to settle at $48.69 on Thursday.</li>
<li>Harley-Davidson shares gained 2.6% to close at $23.69 during the session.</li>
</ul>
Read Next: 
<ul>
<li><a href="https://www.benzinga.com/25/04/44977071/wall-streets-most-accurate-analysts-weigh-in-on-3-materials-stocks-with-over-7-dividend-yields">Wall Street&#8217;s Most Accurate Analysts Weigh In On 3 Materials Stocks With Over 7% Dividend Yields</a></li>
</ul>
Photo: Shutterstock

Long Ideas

Media

RDDT

Jim Cramer: OneMain Is 'Too Risky,' Recommends Buying Reddit

Highlights the Shareholder Value Destruction, Weak Execution, and Poor Governance Under CEO &amp; Chairman Jochen Zeitz, Presiding Director Thomas Linebarger, and Long-Tenured Director Sara Levinson
Details H Partners' Proposed Solution to Renew Harley-Davidson for the Benefit of Shareholders, Employees, Dealers, and Riders
Visit <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.FreeTheEagle.com&amp;esheet=54242770&amp;newsitemid=20250423194151&amp;lan=en-US&amp;anchor=www.FreeTheEagle.com&amp;index=1&amp;md5=1850af40bd76a6fcb03f723716837e1e">www.FreeTheEagle.com</a> to Download the Presentation and Learn How Shareholders Can Vote WITHHOLD by Waiting for H Partners' BLUE Proxy Card
H Partners Management, LLC ("H Partners" or "we"), one of the largest shareholders of Harley-Davidson, Inc. (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>) ("Harley-Davidson" or the "Company"), which beneficially owns approximately 9.1% of the outstanding shares of the Company, today issued a <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fhpartners.s3.us-west-1.amazonaws.com%2FFree%2Bthe%2BEagle%2B-%2BThe%2BUrgent%2BNeed%2Bfor%2BLeadership%2BChange%2Bat%2BHarley-Davidson.pdf&amp;esheet=54242770&amp;newsitemid=20250423194151&amp;lan=en-US&amp;anchor=presentation&amp;index=2&amp;md5=3bea4c0108fbc6f5c853f0523d70a3cd">presentation</a> highlighting the urgent need for leadership change at Harley-Davidson based on the role long-tenured incumbent directors – CEO and Chairman Jochen Zeitz, Presiding Director Thomas Linebarger and 29-year director Sara Levinson – have played in the Company's shareholder value destruction, cultural depletion, and failure to hold management accountable for consistent underperformance. The presentation follows H Partners' launch of its campaign to urge shareholders to hold Zeitz, Linebarger, and Levinson responsible by voting "WITHHOLD" on each at the Company's 2025 Annual Meeting of Shareholders (the "Annual Meeting") on May 14, 2025.

H Partners Releases Presentation Outlining Urgent Need For Leadership Change At Harley-Davidson; Details H Partners' Proposed Solution To Renew Harley-Davidson For The Benefit Of Shareholders, Employees, Dealers, And Riders

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Select Sector SPDR-Consumer Discretionary

XPOF

Shares of companies in the broader consumer discretionary sector are trading higher after President Trump indicated tariffs against China will be lowered and trade tensions may de-escalate. Tariff concerns have weighed on the sector this year due to their expected impact on consumer spending.

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Shares of companies in the broader consumer discretionary sector are trading higher amid Treasury Secretary Scott Bessent's remarks about trade de-escalation with China, which may relieve potential cost pressures for the consumer and lead to an uptick in spending.

Keybanc analyst Noah Zatzkin analyzed the Leisure &amp; Performance Brands ahead of the first-quarter earnings.
The analyst remains cautious ahead of the first-quarter FY25 earnings, citing continued weakness in consumer demand across retail and leisure markets. 
Recent channel checks from February and March revealed sluggish conditions, prompting widespread estimate and price target reductions across the leisure sector. 
Also Read: <a href="https://www.benzinga.com/trading-ideas/dividends/25/04/44863342/retail-giant-costco-raises-dividend-by-12">Retail Giant Costco Raises Dividend By 12%</a>
Concerns have intensified due to recent tariff policy uncertainty, which is expected to further dampen demand, especially for big-ticket discretionary items, said the analyst.
To account for this shifting landscape, the analyst reassessed risk related to tariffs, liquidity, leverage, and covenant exposure across the sector. 
While the situation remains fluid, current policies are expected to directly affect earnings and dampen overall demand. 
Most companies issued cautious and conservative first-quarter guidance, anticipating a slow start to the year.
Expecting many firms to revise or withdraw forward guidance due to ongoing macroeconomic uncertainty and tariff concerns, Zatzkin adds.
Estimates for the following stocks were revised downward: Brunswick Corp (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/BC#NYSE">BC</a>), Acushnet Holdings Corp (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GOLF#NYSE">GOLF</a>), Garmin Ltd (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GRMN#NYSE">GRMN</a>), Harley-Davidson Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>), Topgolf Callaway Brands Corp (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/MODG#NYSE">MODG</a>), OneWater Marine Inc (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/ONEW#NASDAQ">ONEW</a>), and Polaris Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/PII#NYSE">PII</a>).
Price forecasts were also trimmed for names like Camping World Holdings Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/CWH#NYSE">CWH</a>), GOLF, Patrick Industries Inc (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/PATK#NASDAQ">PATK</a>), Thor Industries Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/THO#NYSE">THO</a>), and Winnebago Industries Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/WGO#NYSE">WGO</a>).
Meanwhile, Yeti Holdings Inc (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/YETI#NYSE">YETI</a>) received an upgrade from Underweight to Sector Weight despite tariff risks, as lowered estimates are now better aligned with current market conditions.
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</ul>
Image: Shutterstock

Analyst Color

GRMN

MODG

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PATK

YETI

Retail Slowdown, Tariffs Jolt Leisure Stocks: Analyst Revises Estimates For Topgolf, Harley-Davidson And More

<a href="https://in.benzinga.com/general/entertainment/25/03/44319045/jeff-bezos-is-genius-who-helped-benefit-himself-and-the-world-with-amazon-vc-says-the-beneficiary-is-the-consumer">Jeff Bezos</a> is quietly placing a big bet on the future of electric vehicles through a <a href="https://www.benzinga.com/25/04/44671636/nvidia-applied-materials-provide-115m-fund-to-digital-engineering-startup-rescale">startup </a>called Slate Auto, according to <a href="https://techcrunch.com/2025/04/08/inside-the-ev-startup-secretly-backed-by-jeff-bezos/">TechCrunch</a>.
The secretive company has raised at least $111 million in a Series A round to fund the creation of a two-seat electric pickup truck priced around $25,000, according to a<a href="https://www.sec.gov/Archives/edgar/data/1979776/000182224723000002/xslFormDX01/primary_doc.xml"> public filing</a>.
<h2 class="wp-block-heading">How Slate Auto Quietly Got Its Start Inside Re:Build Manufacturing</h2>
Slate Auto launched in 2022 inside Re:Build Manufacturing, a company connected to Bezos' network. It has been flying under the radar, quietly hiring hundreds of employees, many of whom have worked at Ford (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/F#NYSE">F</a>), General Motors (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/GM#NYSE">GM</a>), Stellantis (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/STLA#NYSE">STLA</a>), and Harley-Davidson (NYSE:<a class="ticker" href="https://www.benzinga.com/stock/HOG#NYSE">HOG</a>). Slate has also attracted other marquee investors, including Mark Walter, controlling owner of the Los Angeles Dodgers, and Thomas Tull, an early investor in Re:Build Manufacturing, TechCrunch reported.
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The company's mission is ambitious. The anonymous sources cited by TechCrunch say Slate leaders often point to the Ford Model T and Volkswagen Beetle as inspiration, hoping to build a vehicle that could become a "first car" for many buyers.
Slate also aims to sell a line of accessories and apparel to go with the small margins of its low-cost truck, a strategy that will be familiar to Harley-Davidson and Jeep-maker Stellantis veterans, many of whom have now taken up residence in Slate's executive ranks.
Christine Barman, Slate's CEO, and a longtime Chrysler veteran, is leading the company with a steady hand. In an interview with<a href="https://www.youtube.com/watch?v=suWI0mnXMk8&amp;ab_channel=careergirls"> Career Girls</a>, Barman reflected on her career path, saying, "I love the fact that I can take something from a concept and see it all the way through to production and then see it on the road."
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<h2 class="wp-block-heading">The Big Money Behind Slate Auto's $111 Million Fundraise</h2>
Slate's Series A fundraising included investments from Bezos' family office, overseen by Melinda Lewison, who is listed as a director in company filings. According to<a href="https://techcrunch.com/2025/04/08/inside-the-ev-startup-secretly-backed-by-jeff-bezos/"> TechCrunch</a>, the company has authorized hundreds of millions of preferred and common shares, hinting at even larger funding rounds ahead. Although specific amounts invested by Bezos have not been disclosed, documents show his direct participation with other wealthy individuals.
Slate plans to start production as soon as late 2026 at a facility near Indianapolis, according to<a href="https://www.linkedin.com/jobs/view/network-engineer-at-slate-4170199472/"> employment ads</a> and an<a href="https://uwalumni.com/news/the-electric-revolution-the-uw-now-livestream-looks-at-the-future-of-evs/"> interview with Executive Chairman Rodney Copes</a>. It remains unclear whether the company will build a new factory or repurpose an existing one.
The startup has also discreetly shown a proof-of-concept vehicle to investors at a rented design studio in Long Beach, California. With a marketing slogan already patented — "WE BUILT IT. YOU MAKE IT." — Slate points to an emphasis on customer personalization and aftermarket upgrades.
The timing is bold. The EV industry has cooled after years of explosive development, with many startups going bust and others hemorrhaging billions to stay alive. Instead of cloning Tesla's high-end-first model, Slate is inverting that script and aiming for the affordable market from the start.
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<h2 class="wp-block-heading">Slate Auto Is Tapping Into Amazon's Talent Playbook</h2>
Slate's DNA is intertwined with deep Amazon ties. In addition to Bezos' investment, the project is backed by former Amazon (NASDAQ:<a class="ticker" href="https://www.benzinga.com/stock/AMZN#NASDAQ">AMZN</a>) executives, such as Diego Piacentini, according to<a href="https://viewdifferent.io/portfolio/re-car/"> his site</a>. Slate's e-commerce and digital teams are largely comprised of Amazon expats, and this only deepens the connection.
Instead of adopting the brashness typical of many buzzy EV start-ups, Slate is taking a more grounded approach. Re:Build Manufacturing's chief executive officer, Miles Arnone, is seen as Slate's founder. However, Slate is run by Barman, who has kept a low profile, focusing on developing a product that might silently disrupt the game.
Armed with deep pockets, top-tier automotive talent, and a different playbook, Slate Auto could be the stealth giant that revolutionizes the electric vehicle market.
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Bezos Bets Big: Slate Auto Quietly Raises $111M Series A To Build $25K EV Truck, Eyes 2026 Launch In Indianapolis

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