JPMorgan Chase & Co. Increases Stake in Harley-Davidson

Institutional investor boosts ownership of motorcycle manufacturer's stock by 25.1% in Q3

Published on Mar. 6, 2026

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JPMorgan Chase & Co. grew its stake in shares of Harley-Davidson, Inc. (NYSE:HOG) by 25.1% in the 3rd quarter, according to the company's recent 13F filing with the Securities and Exchange Commission (SEC). The institutional investor now owns 438,568 shares of the company's stock, worth approximately $12.2 million.

Why it matters

As one of the largest institutional investors in Harley-Davidson, JPMorgan Chase's increased stake signals confidence in the motorcycle manufacturer's long-term prospects, despite recent challenges facing the industry.

The details

JPMorgan Chase & Co. acquired an additional 88,100 shares of Harley-Davidson stock during the 3rd quarter, bringing its total ownership to approximately 0.36% of the company's outstanding shares. This move comes as Harley-Davidson has faced headwinds, including declining sales and a shift in consumer preferences towards smaller, more fuel-efficient bikes.

  • JPMorgan Chase & Co. disclosed its increased stake in Harley-Davidson in a 13F filing for the 3rd quarter of 2026.

The players

JPMorgan Chase & Co.

A multinational investment bank and financial services company headquartered in New York City.

Harley-Davidson, Inc.

An American motorcycle manufacturer known for its heavyweight cruiser and touring bikes.

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What they’re saying

“We must continue to monitor Harley-Davidson's performance and strategic initiatives as the company navigates a changing industry landscape.”

— Analyst (MarketBeat)

What’s next

Investors will be closely watching Harley-Davidson's upcoming earnings report and any updates on the company's efforts to adapt to evolving consumer preferences in the motorcycle market.

The takeaway

JPMorgan Chase's increased stake in Harley-Davidson reflects the institutional investor's long-term confidence in the iconic American motorcycle brand, despite the company's recent challenges. As Harley-Davidson works to reinvent itself, the support of major investors like JPMorgan Chase could be crucial to its future success.