HOG insider buying and SEC filings, explained
Harley-Davidson, Inc. · CIK 793952
Tracked: Forms 3/4/5, 8-K, NT · All filings on sec.gov
Insider activity in the last 12 months
Bought
$1.9M
Insiders who bought
5
Sold (not marked 10b5-1)
$570K
Planned sales (10b5-1)
$273K
Insider purchases and sales, last 12 months
| Traded | Type | What was filed | Source |
|---|---|---|---|
| Oct 1, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,559 shares at $24.43 ($38K), marked as a 10b5-1 plan trade. Holdings down 6% to 24,733 shares. | SEC filing Filed Oct 5, 2026, 4:35 PM ET |
| Sep 1, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,554 shares at $27.46 ($43K), marked as a 10b5-1 plan trade. Holdings down 6% to 26,292 shares. | SEC filing Filed Sep 2, 2026 |
| Aug 11, 2026 | Purchase (code P) | Gayle Littleton (CLO, CCO, CAO & Corp Sec) bought 7,500 shares at $26.38 ($198K), reported as a purchase (code P). New position of 7,500 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Aug 13, 2026 |
| Aug 10, 2026 | Purchase (code P) | Artie Starrs (CEO and Director) bought 10,000 shares at about $25.89 ($259K), reported as a purchase (code P). Holdings up 67% to 25,000 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Aug 11, 2026 |
| Aug 3, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,554 shares at about $24.88 ($39K), marked as a 10b5-1 plan trade. Holdings down 5% to 27,846 shares. | SEC filing Filed Aug 5, 2026 |
| Jul 31, 2026 | Purchase (code P) | Daniel J. Nova (Director) bought 40,000 shares at about $24.57 ($983K), reported as a purchase (code P). Holdings up 526% to 47,605 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Aug 3, 2026 |
| Jul 1, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,554 shares at $24.44 ($38K), marked as a 10b5-1 plan trade. Holdings down 5% to 29,400 shares. | SEC filing Filed Jul 6, 2026 |
| Jun 1, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,554 shares at $23.87 ($37K), marked as a 10b5-1 plan trade. Holdings down 5% to 30,954 shares. | SEC filing Filed Jun 3, 2026 |
| May 19, 2026 | Planned (10b5-1) | Jonathan R Root (CFO) sold 1,554 shares at $24.21 ($38K), marked as a 10b5-1 plan trade. Holdings down 5% to 32,508 shares. | SEC filing Filed May 21, 2026 |
| May 11, 2026 | Planned (10b5-1) | Paul J Krause (Chief Legal Officer) sold 1,564 shares at $26.00 ($41K), marked as a 10b5-1 plan trade. Holdings down 5% to 30,012 shares. | SEC filing Filed May 13, 2026 |
| Mar 12, 2026 | Sale | Charles Do (Sr. Vice President, HDFSI) sold 4,241 shares at $18.10 ($77K). Holdings down 96% to 183 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 16, 2026 |
| Mar 9, 2026 | Purchase (code P) | Lori Ann Flees (Director) bought 4,000 shares at $18.89 ($76K), reported as a purchase (code P). Holdings up 55% to 11,208 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 9, 2026 |
| Mar 9, 2026 | Purchase (code P) | Artie Starrs (CEO and Director) bought 15,000 shares at $19.10 ($287K), reported as a purchase (code P). New position of 15,000 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 9, 2026 |
| Feb 27, 2026 | Purchase (code P) | Rafeh Masood (Director) bought 2,775 shares at $18.00 ($50K), reported as a purchase (code P). Holdings up 59% to 7,480 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Mar 2, 2026 |
| Feb 25, 2026 | Sale | James D. Farley Jr. (Director) sold 6,454 shares at about $18.71 ($121K). Holdings down 28% to 16,205 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Feb 26, 2026 |
| Nov 20, 2025 | Sale | Luke Christopher Mansfield (Chief Commercial Officer) sold 11,500 shares at about $23.21 ($267K). Holdings down 49% to 12,055 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Nov 24, 2025 |
| Nov 7, 2025 | Sale | Charles Do (Sr. Vice President, HDFSI) sold 4,136 shares at $25.51 ($106K). Holdings down 96% to 183 shares. Not marked as a 10b5-1 plan trade. | SEC filing Filed Nov 12, 2025 |
42 routine transactions (such as grants, option exercises or tax withholding) are not listed.
Cluster buys
3 insiders bought in 30 days
$1.4M in purchases since Jul 31, 2026 · Purchases traded Jul 31, 2026 to Aug 11, 2026 · Closed
| Insider | Value | Traded | Source |
|---|---|---|---|
| Daniel J. Nova (Director) | $983K | Jul 31, 2026 | SEC filing |
| Artie Starrs (CEO) | $259K | Aug 10, 2026 | SEC filing |
| Gayle Littleton (CLO, CCO, CAO & Corp Sec) | $198K | Aug 11, 2026 | SEC filing |
3 insiders bought in 30 days
$412K in purchases since Feb 27, 2026 · Purchases traded Feb 27, 2026 to Mar 9, 2026 · Closed
| Insider | Value | Traded | Source |
|---|---|---|---|
| Rafeh Masood (Director) | $50K | Feb 27, 2026 | SEC filing |
| Artie Starrs (CEO) | $287K | Mar 9, 2026 | SEC filing |
| Lori Ann Flees (Director) | $76K | Mar 9, 2026 | SEC filing |
Red flags
No red flags in the last 12 months.
Key events
No key events in the last 12 months.
8-K filings, last 12 months
No 8-K filings in the last 12 months.
Red flags are objective triggers only: the item or form filed, never an opinion.
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