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:

Marcie Belles

Marcie D. Belles joined Royal Media Group in 1996. Marcie spent 17 years covering auto finance, most recently as managing editor of Auto Finance News. In 2001, Marcie won an award from the Newsletter & Electronic Publishers Foundation for her coverage of GE Capital Corp.’s exit from the auto finance business. She assumed her current position in 2014, running all of Royal Media’s auto finance data and research initiatives. She graduated cum laude from Yeshiva University in New York, and lives in Houston with her husband and two sons.

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