Harley-Davidson, Inc.
US ˙ NYSE ˙ US4128221086

SecurityHOG / Harley-Davidson, Inc.
InstitutionUBS Group AG
Latest Disclosed Ownership2,855,214 shares
Latest Disclosed Value $ 57,732,427
UBS Group AG ownership in HOG / Harley-Davidson, Inc.

On May 5, 2026 - UBS Group AG filed a 13F-HR form disclosing ownership of 2,855,214 shares of Harley-Davidson, Inc. (US:HOG) valued at $57,732,427 USD as of March 31, 2026. The entity filed a previous 13F-HR on January 29, 2026 disclosing 1,240,529 shares of Harley-Davidson, Inc.. This represents a change in shares of 130.16% during the quarter. The current value of the position is $69,238,940 USD.

UBS Group AG has a history of taking positions in derivatives of the underlying security (HOG) in the form of stock options. The firm currently holds call options representing 0 of underlying shares valued at $0 USD and put options representing 15,000 of underlying shares valued at $303,300 USD .

Note: prior versions of this page mistakenly stated that the share values represented the number of options, not the number of underlying shares. For more information on the data backing these reports, please see the SEC document Frequently Asked Questions About Form 13F.

Institutional Ownership: 13F and NPORT Filings

The Security and Class in the table below are shown exactly as filed by the investor. We do our best to track continuity of investments through acquisitions, and this will be reflected in the table as changes in names. In addition to descriptive data, performance of the investment is shown over time. To calculate quarterly performance, we first calculate cost basis of the shares purchased during the quarter, then use that to calculate gross profit. Quarterly return is Gross Profit / Starting Portfolio value.

Note that cost basis is calculated and stored in thousands, so small quarterly changes in shares frequently result in a cost basis of zero.

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Institutional Put/Call Ratios
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In addition to reporting standard equity and debt issues, institutions with more than 100MM assets under management must also disclose their put and call option holdings. Since put options generally indicate negative sentiment, and call options indicate positive sentiment, we can get a sense of the overall institutional sentiment by plotting the ratio of puts to calls. The chart to the right plots the historical put/call ratio for this instrument.

Using Put/Call Ratio as an indicator of investor sentiment overcomes one of the key deficiencies of using total institutional ownership, which is that a significant amount of assets under management are invested passively to track indices. Passively-managed funds do not typically buy options, so the put/call ratio indicator more closely tracks the sentiment of actively-managed funds.

HOG / Harley-Davidson, Inc. Historical Put/Call Ratio
Disclosed Equity Positions (from 13F/NPORT Filings)
File
Date
Effective
Date
Form Security Class ID Avg Price
Paid (Est)
Reported
Shares
ΔShares ΔShares
(%)
Reported
Value
(x1000)
ΔValue
(%)
Alloc
(%)
ΔAlloc ΔAlloc (%) Cost Basis
(x1000)
Unrealized
Gain/Loss
(x1000)
2026-05-05 2026-03-31 13F HARLEY DAVIDSON COM 412822108 2,855,214 1,614,685 130.16 57,732 127.13 0.0087
2026-01-29 2025-12-31 13F HARLEY DAVIDSON COM 412822108 1,240,529 468,813 60.75 25,418 18.06 0.0041
2025-11-13 2025-09-30 13F HARLEY DAVIDSON COM 412822108 771,716 -12,140 -1.55 21,531 16.38 0.0034
2025-08-14 2025-06-30 13F HARLEY DAVIDSON COM 412822108 783,856 -537,613 -40.68 18,499 -44.56 0.0032
2025-05-13 2025-03-31 13F HARLEY DAVIDSON COM 412822108 1,321,469 -513,697 -27.99 33,367 -39.65 0.0061
2025-02-14 2024-12-31 13F HARLEY DAVIDSON COM 412822108 1,835,166 1,671,047 1,018.19 55,294 774.47 0.0102
2024-11-14 2024-09-30 13F HARLEY DAVIDSON COM 412822108 164,119 -66,154 -28.73 6,324 -18.13 0.0014
2024-08-14 2024-06-30 13F HARLEY DAVIDSON COM 412822108 230,273 -2,377 -1.02 7,723 -24.11 0.0019
2024-05-13 2024-03-31 13F HARLEY DAVIDSON COM 412822108 232,650 183,884 377.07 10,176 466.59 0.0025
2024-02-09 2023-12-31 13F HARLEY DAVIDSON COM 412822108 48,766 -316,357 -86.64 1,797 -85.12 0.0005
2023-11-09 2023-09-30 13F HARLEY DAVIDSON COM 412822108 365,123 156,030 74.62 12,071 63.95 0.0042
2023-08-11 2023-06-30 13F HARLEY DAVIDSON COM 412822108 209,093 54,506 35.26 7,362 25.44 0.0025
2023-05-12 2023-03-31 13F HARLEY DAVIDSON COM 412822108 154,587 89,232 136.53 5,870 115.93 0.0021
2023-02-08 2022-12-31 13F HARLEY DAVIDSON COM 412822108 65,355 15,833 31.97 2,719 57.38 0.0010
2022-11-10 2022-09-30 13F HARLEY DAVIDSON COM 412822108 49,522 12,764 34.72 1,727 48.37 0.0008
2022-08-10 2022-06-30 13F HARLEY DAVIDSON COM 412822108 36,758 -4,522 -10.95 1,164 -28.41 0.0005
2022-05-16 2022-03-31 13F HARLEY DAVIDSON COM 412822108 41,280 -246,898 -85.68 1,626 -85.03 0.0005
2022-02-14 2021-12-31 13F HARLEY DAVIDSON COM 412822108 288,178 74,953 35.15 10,862 39.13 0.0031
2021-11-15 2021-09-30 13F HARLEY DAVIDSON COM 412822108 213,225 103,004 93.45 7,807 54.59 0.0025
2021-08-13 2021-06-30 13F HARLEY DAVIDSON COM 412822108 110,221 -4 -0.00 5,050 14.25 0.0016
2021-05-12 2021-03-31 13F HARLEY DAVIDSON COM 412822108 110,225 -3,950 -3.46 4,420 5.46 0.0015
2021-02-11 2020-12-31 13F HARLEY DAVIDSON COM 412822108 114,175 50,087 78.15 4,191 166.43 0.0014
2020-11-12 2020-09-30 13F HARLEY DAVIDSON COM 412822108 64,088 26,215 69.22 1,573 74.58 0.0006
2020-07-31 2020-06-30 13F HARLEY DAVIDSON COM 412822108 37,873 -8,277 -17.93 901 3.09 0.0004
2020-05-01 2020-03-31 13F HARLEY DAVIDSON COM 412822108 46,150 -15,567 -25.22 874 -61.92 0.0004
2020-02-14 2019-12-31 13F HARLEY DAVIDSON COM 412822108 61,717 -5,436 -8.09 2,295 -5.01 0.0008
2019-11-14 2019-09-30 13F HARLEY DAVIDSON COM 412822108 67,153 13,424 24.98 2,416 25.51 0.0009
2019-08-14 2019-06-30 13F HARLEY DAVIDSON COM 412822108 53,729 14,305 36.29 1,925 36.91 0.0007
2019-05-14 2019-03-31 13F HARLEY DAVIDSON COM 412822108 39,424 -119,971 -75.27 1,406 -74.15 0.0006
2019-02-14 2018-12-31 13F HARLEY DAVIDSON COM 412822108 159,395 117,223 277.96 5,439 184.76 0.0025
2018-11-14 2018-09-30 13F HARLEY DAVIDSON COM 412822108 42,172 -2,175 -4.90 1,910 2.30 0.0008
2018-08-14 2018-06-30 13F HARLEY DAVIDSON COM 412822108 44,347 -84,734 -65.64 1,867 -66.27 0.0008
2018-05-15 2018-03-31 13F HARLEY DAVIDSON COM 412822108 129,081 65,172 101.98 5,535 70.20 0.0024
2018-02-14 2017-12-31 13F HARLEY DAVIDSON COM 412822108 63,909 1,513 2.42 3,252 8.11 0.0013
2017-11-14 2017-09-30 13F HARLEY DAVIDSON COM 412822108 62,396 -13,784 -18.09 3,008 -26.92 0.0014
2017-11-14 2017-06-30 13F/A-1 HARLEY DAVIDSON COM 412822108 76,180 -80,430 -51.36 4,116 -56.55 0.0021
2017-08-14 2017-06-30 13F HARLEY DAVIDSON COM 412822108 76,180 4,116
2017-11-14 2017-03-31 13F/A-1 HARLEY DAVIDSON COM 412822108 156,610 62,945 67.20 9,474 73.39 0.0052
2017-05-12 2017-03-31 13F HARLEY DAVIDSON COM 412822108 156,610 62,945 9,474
2017-02-14 2016-12-31 13F HARLEY DAVIDSON COM 412822108 93,665 -13,894 -12.92 5,464 -3.39 0.0030
2016-11-14 2016-09-30 13F HARLEY DAVIDSON COM 412822108 107,559 -74,294 -40.85 5,656 -31.35 0.0034
2016-08-12 2016-06-30 13F HARLEY DAVIDSON COM 412822108 181,853 61,226 50.76 8,239 33.06 0.0052
2016-05-12 2016-03-31 13F HARLEY DAVIDSON COM 412822108 120,627 -20,395 -14.46 6,192 -3.27 0.0041
2016-02-16 2015-12-31 13F HARLEY DAVIDSON COM 412822108 141,022 15,963 12.76 6,401 -6.77 0.0042
2015-11-13 2015-09-30 13F HARLEY DAVIDSON COM 412822108 125,059 7,464 6.35 6,866 3.62 0.0049
2015-08-14 2015-06-30 13F HARLEY DAVIDSON COM 412822108 117,595 -72,025 -37.98 6,626 -42.47 0.0044
2015-05-14 2015-03-31 13F HARLEY DAVIDSON COM 412822108 189,620 8,943 4.95 11,517 -3.29 0.0080
2015-02-17 2014-12-31 13F HARLEY DAVIDSON COM 412822108 180,677 180,677 11,909 0.0083
Disclosed Call Options
File
Date
Effective
Date
Form Security Class ID Opt Avg Share
Price
Shares ΔShares
(%)
Value
(x1000)
ΔValue
(%)
Prior Allocation
(%)
Allocation
(%)
ΔAllocation
(%)
Cost Basis
(x1000)
Profit
(x1000)
Return
(%)
2025-05-13 2025-03-31 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2025-02-14 2024-12-31 13F HARLEY DAVIDSON COM Call 150,000 0.00 4,520 -21.80 n/a n/a n/a
2024-11-14 2024-09-30 13F HARLEY DAVIDSON COM Call 150,000 5,780 n/a n/a n/a
2024-08-14 2024-06-30 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2024-05-13 2024-03-31 13F HARLEY DAVIDSON COM Call 47,400 2,073 n/a n/a n/a
2023-08-11 2023-06-30 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2023-05-12 2023-03-31 13F HARLEY DAVIDSON COM Call 30,000 -84.54 1,139 -85.89 n/a n/a n/a
2023-02-08 2022-12-31 13F HARLEY DAVIDSON COM Call 194,000 155.60 8,070 204.87 n/a n/a n/a
2022-11-10 2022-09-30 13F HARLEY DAVIDSON COM Call 75,900 2,647 n/a n/a n/a
2022-08-10 2022-06-30 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2022-05-16 2022-03-31 13F HARLEY DAVIDSON COM Call 109,000 -84.53 4,295 -83.82 n/a n/a n/a
2022-02-14 2021-12-31 13F HARLEY DAVIDSON COM Call 704,500 -9.67 26,553 -7.00 n/a n/a n/a
2021-11-15 2021-09-30 13F HARLEY DAVIDSON COM Call 779,900 987.73 28,552 769.16 n/a n/a n/a
2021-08-13 2021-06-30 13F HARLEY DAVIDSON COM Call 71,700 3,285 n/a n/a n/a
2020-11-12 2020-09-30 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2020-07-31 2020-06-30 13F HARLEY DAVIDSON COM Call 36,400 -7.85 865 15.64 n/a n/a n/a
2020-05-01 2020-03-31 13F HARLEY DAVIDSON COM Call 39,500 8.52 748 -13.53 n/a n/a n/a
2019-05-14 2019-03-31 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2019-02-14 2018-12-31 13F HARLEY DAVIDSON COM Call 6,500 -13.33 222 -34.71 n/a n/a n/a
2018-11-14 2018-09-30 13F HARLEY DAVIDSON COM Call 7,500 -85.41 340 -84.28 n/a n/a n/a
2018-08-14 2018-06-30 13F HARLEY DAVIDSON COM Call 51,400 585.33 2,163 536.18 n/a n/a n/a
2017-11-14 2017-06-30 13F/A HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2017-11-14 2017-03-31 13F/A HARLEY DAVIDSON COM Call 800 48 n/a n/a n/a
2017-05-12 2017-03-31 13F HARLEY DAVIDSON COM Call 800 48 n/a n/a n/a
2017-02-14 2016-12-31 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2016-11-14 2016-09-30 13F HARLEY DAVIDSON COM Call 10,000 526 n/a n/a n/a
2016-05-12 2016-03-31 13F HARLEY DAVIDSON COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2016-02-16 2015-12-31 13F HARLEY DAVIDSON COM Call 800 -97.21 36 -97.72 n/a n/a n/a
2015-11-13 2015-09-30 13F HARLEY DAVIDSON COM Call 28,700 -3.37 1,576 -5.85 n/a n/a n/a
2015-08-14 2015-06-30 13F HARLEY DAVIDSON COM Call 29,700 64.09 1,674 52.32 n/a n/a n/a
2015-05-14 2015-03-31 13F HARLEY DAVIDSON COM Call 18,100 686.96 1,099 623.03 n/a n/a n/a
2015-02-17 2014-12-31 13F HARLEY DAVIDSON COM Call 2,300 152 n/a n/a n/a
Disclosed Put Options
File
Date
Effective
Date
Form Security Class ID Opt Avg Share Price Shares ΔShares
(%)
Value
(x1000)
ΔValue
(%)
Prior Allocation
(%)
Allocation
(%)
ΔAllocation
(%)
Cost Basis
(x1000)
Profit
(x1000)
Return
(%)
2026-05-05 2026-03-31 13F HARLEY DAVIDSON COM Put 15,000 -35.90 303 -36.74 n/a n/a n/a
2026-01-29 2025-12-31 13F HARLEY DAVIDSON COM Put 23,400 -61.00 479 -71.39 n/a n/a n/a
2025-11-13 2025-09-30 13F HARLEY DAVIDSON COM Put 60,000 -55.62 1,674 -47.52 n/a n/a n/a
2025-08-14 2025-06-30 13F HARLEY DAVIDSON COM Put 135,200 -15.50 3,191 -21.04 n/a n/a n/a
2025-05-13 2025-03-31 13F HARLEY DAVIDSON COM Put 160,000 6.67 4,040 -10.60 n/a n/a n/a
2025-02-14 2024-12-31 13F HARLEY DAVIDSON COM Put 150,000 -9.31 4,520 -29.08 n/a n/a n/a
2024-11-14 2024-09-30 13F HARLEY DAVIDSON COM Put 165,400 6,373 n/a n/a n/a
2024-02-09 2023-12-31 13F HARLEY DAVIDSON COM Put 0 -100.00 0 -100.00 n/a n/a n/a
2023-11-09 2023-09-30 13F HARLEY DAVIDSON COM Put 50,000 0.00 1,653 -6.08 n/a n/a n/a
2023-08-11 2023-06-30 13F HARLEY DAVIDSON COM Put 50,000 -50.00 1,760 -53.65 n/a n/a n/a
2023-05-12 2023-03-31 13F HARLEY DAVIDSON COM Put 100,000 17.65 3,797 7.38 n/a n/a n/a
2023-02-08 2022-12-31 13F HARLEY DAVIDSON COM Put 85,000 -28.87 3,536 -15.16 n/a n/a n/a
2022-11-10 2022-09-30 13F HARLEY DAVIDSON COM Put 119,500 139.00 4,168 163.30 n/a n/a n/a
2022-08-10 2022-06-30 13F HARLEY DAVIDSON COM Put 50,000 -61.24 1,583 -68.86 n/a n/a n/a
2022-05-16 2022-03-31 13F HARLEY DAVIDSON COM Put 129,000 -66.55 5,083 -65.03 n/a n/a n/a
2022-02-14 2021-12-31 13F HARLEY DAVIDSON COM Put 385,700 34.30 14,537 38.26 n/a n/a n/a
2021-11-15 2021-09-30 13F HARLEY DAVIDSON COM Put 287,200 1,048.80 10,514 817.45 n/a n/a n/a
2021-08-13 2021-06-30 13F HARLEY DAVIDSON COM Put 25,000 1,146 n/a n/a n/a
2018-11-14 2018-09-30 13F HARLEY DAVIDSON COM Put 0 -100.00 0 -100.00 n/a n/a n/a
2018-08-14 2018-06-30 13F HARLEY DAVIDSON COM Put 30,000 -31.82 1,262 -33.12 n/a n/a n/a
2018-05-15 2018-03-31 13F HARLEY DAVIDSON COM Put 44,000 46.67 1,887 49.52 n/a n/a n/a
2017-11-14 2017-09-30 13F HARLEY DAVIDSON COM Put 0 -100.00 0 -100.00 n/a n/a n/a
2017-11-14 2017-06-30 13F/A HARLEY DAVIDSON COM Put 200,000 10,804 n/a n/a n/a
2017-08-14 2017-06-30 13F HARLEY DAVIDSON COM Put 200,000 10,804 n/a n/a n/a
2017-11-14 2017-03-31 13F/A HARLEY DAVIDSON COM Put 0 -100.00 0 -100.00 n/a n/a n/a
2017-02-14 2016-12-31 13F HARLEY DAVIDSON COM Put 210,200 -61.25 12,263 -57.02 n/a n/a n/a
2016-11-14 2016-09-30 13F HARLEY DAVIDSON COM Put 542,500 117.00 28,530 151.92 n/a n/a n/a
2016-08-12 2016-06-30 13F HARLEY DAVIDSON COM Put 250,000 -91.80 11,325 -92.76 n/a n/a n/a
2016-05-12 2016-03-31 13F HARLEY DAVIDSON COM Put 3,047,500 1,015,733.33 156,428 1,117,242.86 n/a n/a n/a
2016-02-16 2015-12-31 13F HARLEY DAVIDSON COM Put 300 -97.06 14 -97.50 n/a n/a n/a
2015-11-13 2015-09-30 13F HARLEY DAVIDSON COM Put 10,200 1,940.00 560 1,900.00 n/a n/a n/a
2015-08-14 2015-06-30 13F HARLEY DAVIDSON COM Put 500 -54.55 28 -58.21 n/a n/a n/a
2015-05-14 2015-03-31 13F HARLEY DAVIDSON COM Put 1,100 -15.38 67 -22.09 n/a n/a n/a
2015-02-17 2014-12-31 13F HARLEY DAVIDSON COM Put 1,300 86 n/a n/a n/a
Legend
Shares
The total number of shares held by the institution at the end of the reporting period (the effective date). This is provided in the filing.
Value
The total value of the shares as of the effective date. This is provided in the filing.
Avg. Share Price
The weighted average share price of the shares held by the institution. We use FIFO accounting to determine this price
Class
This is the security class as indicated by the filer. There are a variety of values for this field. Common values include "EC" = equity common, "EP" - equity preferred
Allocation (%)
The percent of the institution's portfolio that this position represents. This is provided in NPORT filings. For 13F filings, we calculate it.
Change in Allocation
The change in allocation from the prior reporting period. This is calculated as current allocation - prior allocation.
Change in Allocation (%)
The percent change in allocation from the prior reporting period. This is calculated as (current allocation - prior allocation) / prior allocation.
Cost Basis
The total cost of the shares held. This is calculated as reported shares * avg. share price
Unrealized Gain/Loss
This is the market value of the position as of the effective date minus the cost basis.