Harley-Davidson stock skids to 9-year low

Harley-Davidson’s stock continues to dip despite a fresh vehicle lineup and new technology unveiled this week. The stock [ticker: HOG] has dropped below $32 four times this month, a level unseen since October 2010.

In fact, Harley’s stock price has been steadily declining for years and has lost 50% of its value since 2014.

Harley-Davidson faces challenges in the U.S. with a shrinking consumer demographic, and second-quarter U.S. retail motorcycles sales fell 8% year over year to 42,768 units.

Analysts have become more bearish on Harley in recent months, with a low price target of $34 per share, according to MarketBeat.

Harley-Davidson’s stock was trading at $30.83 per share on the New York Stock Exchange at press time, down 3.6%. The company has a market capitalization of $4.8 billion.

Here’s a look at Harley-Davidson’s stock price since 2010:

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