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: