Harley-Davidson (HOG) Stock Price, News & Analysis

Company Overview

Harley-Davidson, Inc. (NYSE:HOG) is an iconic American motorcycle manufacturer renowned for its heavyweight motorcycles designed for cruising on highways and touring long distances. The company’s core business activities encompass the design, manufacturing and marketing of a diversified range of motorcycles, including Grand American Touring, Softail, Sportster, Pan America adventure-touring and LiveWire electric models. In addition to its motorcycle segment, Harley-Davidson generates revenue through the sale of motorcycle parts, accessories, general merchandise and clothing under its Harley-Davidson Genuine Motor Parts & Accessories and Harley-Davidson MotorClothes brands.

Complementing its product portfolio, Harley-Davidson provides financing services through Harley-Davidson Financial Services (HDFS), offering wholesale financing, retail financing and insurance programs to customers and dealers. This integrated financial platform supports dealer inventory management and consumer lending, facilitating motorcycle purchases while bolstering the company’s aftermarket parts and service revenue streams. Harley-Davidson also selectively licenses its trademarks for branded products and collaborates with third-party manufacturers to extend its lifestyle brand beyond the core motorcycle business.

Founded in 1903 in Milwaukee, Wisconsin by William S. Harley and Arthur Davidson, Harley-Davidson has cultivated a storied heritage and a passionate global community known as the Harley Owners Group (H.O.G.). Over more than a century, the company has weathered economic cycles, world wars and shifts in consumer tastes by continually evolving its product lineup, expanding into new segments such as adventure-touring and electric motorcycles, and reinforcing its commitment to quality engineering and distinctive American styling.

Today, Harley-Davidson serves customers in more than 100 countries via a network of over 1,400 independent dealerships. Under the leadership of President and Chief Executive Officer Jochen Zeitz, the company has emphasized strategic growth initiatives, including the “Hardwire” plan focused on product innovation, operational efficiency and brand strengthening. Harley-Davidson remains committed to deepening its engagement with core riders while attracting new, younger and more diverse customers worldwide.

Key Stats

• Today's Range: $25.42 to $25.78
• 50-Day Range: $22.26 to $26.00
• 52-Week Range: $20.45 to $39.93
• Volume: 945,486 shs
• Average Volume: 1.95 million shs
• Market Capitalization: $3.10 billion
• P/E Ratio: 9.52
• Dividend Yield: 2.82%
• Price Target: $30.00
• Consensus Rating: Hold

Harley-Davidson Stock Analysis - MarketRank™

Harley-Davidson scored higher than 92% of companies evaluated by MarketBeat, and ranked 19th out of 261 stocks in the auto/tires/trucks sector. Scores are calculated by averaging available category scores, with extra weight given to analysis and valuation.

Analyst's Opinion

• Score: 2.2 / 5
• Analyst Rating: Hold

Consensus Rating

Harley-Davidson has received a consensus rating of Hold. The company's average rating score is 2.43, and is based on 1 buy rating, 5 hold ratings, and no sell ratings.

Amount of Analyst Coverage

Harley-Davidson has only been the subject of 3 research reports in the past 90 days.

Earnings and Valuation

• Score: 4.4 / 5
• Proj. Earnings Growth: 28.78%

Earnings Growth

Earnings for Harley-Davidson are expected to grow by 28.78% in the coming year, from $3.44 to $4.43 per share.

Price to Earnings Ratio vs. the Market

The P/E ratio of Harley-Davidson is 9.52, which means that it is trading at a less expensive P/E ratio than the market average P/E ratio of about 25.53.

Price to Earnings Ratio vs. Sector

The P/E ratio of Harley-Davidson is 9.52, which means that it is trading at a less expensive P/E ratio than the Auto/Tires/Trucks sector average P/E ratio of about 23.81.

Price to Earnings Growth Ratio

Harley-Davidson has a PEG Ratio of 0.51. PEG Ratios below 1 indicate that a company could be undervalued.

Price to Book Value per Share Ratio

Harley-Davidson has a P/B Ratio of 1.03. P/B Ratios below 3 indicates that a company is reasonably valued with respect to its assets and liabilities.

Short Interest

• Score: 3.0 / 5
• Short Interest Level: Healthy

Percentage of Shares Shorted

10.50% of the float of Harley-Davidson has been sold short.

Short Interest Ratio / Days to Cover

Harley-Davidson has a short interest ratio ("days to cover") of 6.

Change versus previous month

Short interest in Harley-Davidson has recently decreased by 10.66%, indicating that investor sentiment is improving significantly.

Dividend

• Score: 3.3 / 5
• Dividend Strength: Strong

Dividend Yield

Harley-Davidson pays a meaningful dividend of 2.83%, higher than the bottom 25% of all stocks that pay dividends.

Dividend Growth

Harley-Davidson has been increasing its dividend for 5 years.

Dividend Coverage

The dividend payout ratio of Harley-Davidson is 26.87%. This payout ratio is at a healthy, sustainable level, below 75%.

Dividend Sustainability

Based on earnings estimates, Harley-Davidson will have a dividend payout ratio of 16.25% next year. This indicates that Harley-Davidson will be able to sustain or increase its dividend.

Sustainability and ESG

• Score: 0.0 / 5
• Environmental Score: -5.90

Percentage of Shares Shorted

10.50% of the float of Harley-Davidson has been sold short.

Short Interest Ratio / Days to Cover

Harley-Davidson has a short interest ratio ("days to cover") of 6.

Change versus previous month

Short interest in Harley-Davidson has recently decreased by 10.66%, indicating that investor sentiment is improving significantly.

News and Social Media

• Score: 1.8 / 5
• News Sentiment: 0.19

News Sentiment

Harley-Davidson has a news sentiment score of 0.19. This score is calculated as an average of sentiment of articles about the company over the last seven days and ranges from 2 (good news) to -2 (bad news). This is a lower news sentiment than the 0.54 average news sentiment score of Auto/Tires/Trucks companies.

News Coverage This Week

MarketBeat has tracked 15 news articles for Harley-Davidson this week, compared to 12 articles on an average week.

Search Interest

Only 6 people have searched for HOG on MarketBeat in the last 30 days. This is a decrease of -25% compared to the previous 30 days.

MarketBeat Follows

Only 2 people have added Harley-Davidson to their MarketBeat watchlist in the last 30 days. This is a decrease of -80% compared to the previous 30 days.

Company Ownership

• Score: 1.7 / 5
• Insider Trading: N/A

Insider Buying vs. Insider Selling

In the past three months, Harley-Davidson insiders have not sold or bought any company stock.

Percentage Held by Insiders

Only 0.93% of the stock of Harley-Davidson is held by insiders.

Percentage Held by Institutions

85.10% of the stock of Harley-Davidson is held by institutions. High institutional ownership can be a signal of strong market trust in this company.

HOG Stock Analysis - Frequently Asked Questions

How have HOG shares performed this year?

Harley-Davidson's stock was trading at $30.13 at the beginning of 2025. Since then, HOG shares have decreased by 15.3% and is now trading at $25.51.

How were Harley-Davidson's earnings last quarter?

Harley-Davidson, Inc. (NYSE:HOG) announced its quarterly earnings data on Thursday, May, 1st. The company reported $1.07 EPS for the quarter, topping the consensus estimate of $0.80 by $0.27. The company's revenue was down 23.2% compared to the same quarter last year.
Read the conference call transcript.

Is Harley-Davidson buying back stock?

Harley-Davidson's board approved a stock repurchase program on Thursday, July 25th 2024, which authorizes the company to repurchase $1,000,000,000 in shares, according to EventVestor. This means that the company could reacquire up to 19.4% of its stock through open market purchases. Stock buyback programs are generally a sign that the company's management believes its shares are undervalued.

Does Harley-Davidson have any subsidiaries?

Harley-Davidson subsidiaries include these companies: StaCyc, MV Agusta Group, Buell Distribution Company LLC, Buell Motorcycle Company LLC, Eaglemark Savings Bank, Harley-Davidson Africa (Pty) Limited, Harley-Davidson Asia Pacific LLC, and others.

How do I buy shares of Harley-Davidson?

Shares of HOG stock can be purchased through any online brokerage account. Popular online brokerages with access to the U.S. stock market include Charles Schwab, E*TRADE, Fidelity, and Vanguard Brokerage Services.

What other stocks do shareholders of Harley-Davidson own?

Based on aggregate information from My MarketBeat watchlists, some other companies that Harley-Davidson investors own include Meta Platforms (META), Tesla (TSLA), NVIDIA (NVDA), Advanced Micro Devices (AMD), Intel (INTC), Exxon Mobil (XOM) and Chevron (CVX).

Company Calendar

• Last Earnings: 5/01/2025
• Record date for 6/18 Dividend: 6/02/2025
• Ex-Dividend for 6/18 Dividend: 6/02/2025
• Dividend Payable: 6/18/2025
• Today: 7/04/2025
• Next Earnings (Estimated): 7/24/2025
• Fiscal Year End: 12/31/2025

Industry, Sector and Symbol

• Stock Exchange: NYSE
• Sector: Auto/Tires/Trucks
• Industry: AUTO - DOMESTIC
• Sub-Industry: Motorcycle Manufacturers
• Current Symbol: NYSE:HOG
• CIK: 793952
• Web: www.harley-davidson.com
• Phone: (414) 342-4680
• Fax: 414-343-4089
• Employees: 5,900
• Year Founded: 1903

Price Target and Rating

• Average Stock Price Target: $30.00
• High Stock Price Target: $35.00
• Low Stock Price Target: $27.00
• Potential Upside/Downside: +17.6%
• Consensus Rating: Hold
• Rating Score (0-4): 2.43
• Research Coverage: 7 Analysts

Profitability

• EPS (Trailing Twelve Months): $2.68
• Trailing P/E Ratio: 9.52
• Forward P/E Ratio: 7.42
• P/E Growth: 0.51
• Net Income: $455.36 million
• Net Margins: 7.82%
• Pretax Margin: 8.95%
• Return on Equity: 10.72%
• Return on Assets: 2.83%

Debt

• Debt-to-Equity Ratio: 1.56
• Current Ratio: 1.56
• Quick Ratio: 1.36

Sales & Book Value

• Annual Sales: $5.19 billion
• Price / Sales: 0.60
• Cash Flow: $5.52 per share
• Price / Cash Flow: 4.62
• Book Value: $24.81 per share
• Price / Book: 1.03

Miscellaneous

• Outstanding Shares: 121,490,000
• Free Float: 120,358,000
• Market Cap: $3.10 billion
• Optionable: Optionable
• Beta: 1.30