Is Harley-Davidson, Inc. (HOG) a Buy, Sell, or Hold?
NYSE : HOG
Harley-Davidson, Inc.
$26.53 USD
-$0.28 (-1.04%)
- Volume
- 441.68K
- Average Volume
- 2.85M
- Market Capitalization
- $2.79B
- P/E Ratio
- 14.81
- Dividend Yield
- 2.74%
- Price Target
- $25.50
- Year High
- $31.25
- Year Low
- $17.09
- Day High
- —
- Day Low
- —
- Payout Ratio
- $0.37
- Current Ratio
- $1.91
Industry, Sector & symbol
| Stock Exchange | NYSE |
| CEO | Arthur Francis Starrs |
| Industry | Auto - Recreational Vehicles |
| Sector | Consumer Cyclical |
| Current Symbol | HOG |
| CUSIP | 412822108 |
| CIK | 0000793952 |
| Web | https://www.harley-davidson.com |
| Phone | 414 342 4680 |
| Currency | USD |
| Employees | 5500 |
| Country | US |
Liquidity
| Debt-to-Equity Ratio | 0.72 |
| Payout Ratio | 0.37 |
| Current Ratio | 1.91 |
| Quick Ratio | 1.66 |
| Cash Ratio | 0.73 |
Sales & Book Value
| Annual Sales | $4.47B |
| Price / Sales | 0.65 |
| Cash Flow | 0.40 |
| Price / Cash Flow | 64.33 |
| Price / Book | 0.96 |
Price Target and Rating
| Average Stock Price Forecast | $25.50 |
| High Stock Price Forecast | $30.00 |
| Low Stock Price Forecast | $15.00 |
| Forecast Upside/Downside | 4.04% |
| Consensus Rating | Buy |
| Rating Score(0-5) | 4 |
| Research Coverage | 35 Analysts |
Profitability
| EPS (Most Recent Fiscal Year) | $2.78 |
| Trailing P/E Ratio | 14.81 |
| PEG Ratio | -0.45 |
| P/E Growth | -0.45 |
| Net Income | $338.74M |
| Net Margin | 5.34% |
| Pretax Margin | 7.48% |
| Return on Equity | 7.04% |
| Return on Assets | 3.18% |
Financials Score
| AltmanZ Score | 2.26 |
| Piotroski Score | 7.00 |
| Working Capital | 2.26B |
| Total Assets | 7.25B |
| Ebit | 352.02M |
| Market Cap | 2.82B |
| Total Liabilities | 4.17B |
Poll Results
About Harley-Davidson, Inc. (NYSE:HOG) Stock
Harley-Davidson, Inc., publicly traded under the symbol HOG, is fundamentally a manufacturer and seller of motorcycles. The company's operations are divided into two primary divisions: Motorcycle Products and Related Offerings, and Financial Services. The Motorcycle Products and Related Offerings segment focuses on the design, production, and worldwide distribution of Harley-Davidson motorcycles, encompassing various styles such as cruiser, touring, standard, sportbike, and dual models. This division also supplies motorcycle components, aftermarket accessories, branded apparel, and associated services. Its products are distributed to retail customers through a broad network of independent dealers and via e-commerce channels throughout the United States, Canada, Latin America, Europe, the M ... iddle East, Africa, and the Asia-Pacific region. The Financial Services segment provides extensive financing solutions. These include wholesale financing options for dealerships, such as floorplan and open account arrangements for motorcycles, parts, and accessories inventory. It also offers retail financing directly to consumers, primarily through installment loans for purchasing both new and pre-owned Harley-Davidson motorcycles. Additionally, this segment markets various point-of-sale protection products, including motorcycle insurance, extended service contracts, and maintenance protection plans. Furthermore, it licenses third-party financial institutions to issue co-branded credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is headquartered in Milwaukee, Wisconsin.
Earnings Preview: Harley-Davidson (HOG) Q2 Earnings Expected to Decline
2026-07-16 11:01:09
Harley-Davidson (HOG) doesn't possess the right combination of the two key ingredients for a likely earnings beat in its upcoming report. Get prepared with the key expectations.
Harley-Davidson, Inc. To Report Second Quarter 2026 Results on July 23, 2026
2026-07-07 18:00:00
Webcast Conference Call Scheduled for 8 a.m. CT MILWAUKEE, July 7, 2026 /PRNewswire/ -- Harley-Davidson, Inc. (NYSE: HOG) will release its second quarter 2026 financial results before market hours on Thursday, July 23, 2026.
Harley-Davidson: The Margin Reset Could Rip The Bear Case Apart
2026-06-20 07:45:36
HOG is priced like the margin collapse is permanent, yet Q1 retail sales rose 8% and dealer inventory fell 22%, signaling demand may have stopped bleeding. The 2027 reset is the first catalyst: less discounting, $150M+ cost cuts, U.S.-built Revolution Max, and fuller York production can lift HDMC EBITDA to over $350M. My base case is $32 in 12-18 months and $48 in 2-3 years, with greater upside if Harley turns dealers into rider factories and rebuilds cultural demand.
2026-06-11 16:43:47
Indian posted an ad mocking CEO Artie Starrs -- a move that has fueled speculation about a broader anti-Harley social media campaign.
Harley-Davidson to bring Revolution Max production back to US
2026-06-09 10:08:08
Harley-Davidson said on Tuesday it is bringing production of the Revolution Max engine platform for North America back to the U.S.
Harley‑Davidson Announces Return of Revolution® Max Production to U.S. Facilities
2026-06-09 09:15:00
Move supports Back to the Bricks strategy and leans into Company's American manufacturing footprint MILWAUKEE, June 9, 2026 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson" or the "Company") (NYSE: HOG) today announced that it is bringing production of the Revolution® Max platform for North America back to the United States as part of the Company's Back to the Bricks strategy. The move brings machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, supporting skilled union jobs and strengthening the Company's American manufacturing footprint.
Why is this Wealth Manager Buying 1 Million Shares of Harley Davidson?
2026-06-08 15:32:05
Pine Valley acquired 1,133,505 shares of Harley-Davidson, with an estimated transaction value of $22.22 million based on quarterly average pricing. The quarter-end value of the position increased by $22.61 million, reflecting both share additions and stock price movement.
Harley-Davidson under fire from Robby Starbuck over alleged 'woke' leadership
2026-06-05 15:22:01
Conservative activist Robby Starbuck warns Harley-Davidson's recent executive hires risk alienating American riders fed up with wokeness and DEI.
Frequently Asked Questions
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What is the current Harley-Davidson, Inc. (HOG) stock price?
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Harley-Davidson, Inc.(NYSE:HOG) stock price is $26.53 in the last trading session. During the trading session, HOG stock reached the peak price of $31.25 while $17.09 was the lowest point it dropped to. The percentage change in HOG stock occurred in the recent session was --1.04% while the dollar amount for the price change in HOG stock was -$0.28.
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HOG's industry and sector of operation?
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The NYSE listed HOG is part of Auto - Recreational Vehicles industry that operates in the broader Consumer Cyclical sector.
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Who are the executives of HOG?
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Andy Benka | Vice President of Product Management & Chief of Staff
Arthur Francis Starrs | Chief Executive Officer, President & Director
Bryan Niketh | Chief Operating Officer
Paul J. Krause | Advisor
Ray Drea | Chief Stylist -
How many employees does HOG have?
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Number of HOG employees currently stands at 5500. HOG operates from 3700 West Juneau Avenue, Milwaukee, WI 53208, US.
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Link for HOG official website?
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Official Website of HOG is: https://www.harley-davidson.com
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How do I contact HOG?
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HOG could be contacted at phone #414 342 4680 and can also be accessed through its website. HOG operates from 3700 West Juneau Avenue, Milwaukee, WI 53208, US.
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How many shares of HOG are traded daily?
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The average number of HOG shares traded daily for last 3 months was 2.85M.
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What is the market cap of HOG currently?
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The market value of HOG currently stands at $2.79B with its latest stock price at $26.53