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JPMorgan Chase & Co. Increases Stake in Harley-Davidson
Institutional investor adds 88,100 shares to its Harley-Davidson holdings
Mar. 28, 2026 at 8:59am
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JPMorgan Chase & Co. increased its stake in Harley-Davidson, Inc. (NYSE:HOG) by 25.1% in the third quarter, according to the company's latest SEC filing. The institutional investor now owns 438,568 shares of the motorcycle manufacturer's stock, worth approximately $12.2 million.
Why it matters
Harley-Davidson has faced challenges in recent years as it navigates a shifting motorcycle market. This investment by a major institutional player like JPMorgan Chase suggests confidence in the company's long-term prospects.
The details
According to the filing, JPMorgan Chase & Co. purchased an additional 88,100 shares of Harley-Davidson stock during the third quarter, bringing its total position to 438,568 shares. This represents about 0.37% of the company's outstanding shares. The investment comes as Harley-Davidson has worked to modernize its product lineup and expand its appeal to younger riders.
- JPMorgan Chase & Co. disclosed the increased stake in a filing on March 28, 2026.
- The additional 88,100 shares were purchased during the third quarter of 2025.
The players
JPMorgan Chase & Co.
A major American multinational investment bank and financial services company.
Harley-Davidson, Inc.
A renowned American motorcycle manufacturer best known for its heavyweight cruiser and touring bikes.
What’s next
Investors will be watching to see if other major institutional investors follow JPMorgan Chase's lead and increase their stakes in Harley-Davidson as the company continues its efforts to modernize and expand its customer base.
The takeaway
This investment by a prominent Wall Street firm like JPMorgan Chase suggests that some institutional investors see long-term value in Harley-Davidson despite the company's recent struggles. It's a vote of confidence in the motorcycle maker's turnaround efforts.
