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

Company Overview

Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.

Key Stats

• Today's Range: $28.57 to $29.22
• 50-Day Range: $22.90 to $29.20
• 52-Week Range: $20.45 to $39.93
• Volume: 556,921 shs
• Average Volume: 2.21 million shs
• Market Capitalization: $3.49 billion
• P/E Ratio: 14.88
• Dividend Yield: 2.51%
• Price Target: $30.86
• Consensus Rating: Hold

Harley-Davidson Stock Analysis - MarketRank™

Harley-Davidson scored higher than 87% of companies evaluated by MarketBeat, and ranked 10th out of 85 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: 1.1 / 5
• Analyst Rating: Hold

Consensus Rating

Harley-Davidson has received a consensus rating of Hold. The company's average rating score is 2.25, and is based on 2 buy ratings, 6 hold ratings, and no sell ratings.

Amount of Analyst Coverage

Harley-Davidson has only been the subject of 4 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 14.87, which means that it is trading at a less expensive P/E ratio than the market average P/E ratio of about 28.72.

Price to Earnings Ratio vs. Sector

The P/E ratio of Harley-Davidson is 14.87, 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 17.01.

Price to Earnings Growth Ratio

Harley-Davidson has a PEG Ratio of 0.43. 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 1.05. P/B Ratios below 3 indicates that a company is reasonably valued with respect to its assets and liabilities.

Short Interest

• Score: 2.0 / 5
• Short Interest Level: Bearish

Percentage of Shares Shorted

9.56% 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 4.24%, indicating that investor sentiment is improving.

Dividend

• Score: 3.3 / 5
• Dividend Strength: Strong

Dividend Yield

Harley-Davidson pays a meaningful dividend of 2.51%, 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 37.31%. 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

9.56% 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 4.24%, indicating that investor sentiment is improving.

News and Social Media

• Score: 3.3 / 5
• News Sentiment: 0.86

News Sentiment

Harley-Davidson has a news sentiment score of 0.86. 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 news sentiment score is similar to the average news sentiment of Auto/Tires/Trucks companies.

News Coverage This Week

MarketBeat has tracked 28 news articles for Harley-Davidson this week, compared to 18 articles on an average week.

Search Interest

15 people have searched for HOG on MarketBeat in the last 30 days. This is an increase of 67% compared to the previous 30 days.

MarketBeat Follows

7 people have added Harley-Davidson to their MarketBeat watchlist in the last 30 days. This is an increase of 75% compared to the previous 30 days.

Company Ownership

• Score: 3.3 / 5
• Insider Trading: Acquiring Shares

Insider Buying vs. Insider Selling

In the past three months, Harley-Davidson insiders have bought more of their company's stock than they have sold. Specifically, they have bought $49,756.00 in company stock and sold $0.00 in 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 stock has decreased by 4.8% and is now trading at $28.68.

How were Harley-Davidson's earnings last quarter?

Harley-Davidson, Inc. (NYSE:HOG) issued its earnings results on Wednesday, July, 30th. The company reported $0.88 earnings per share for the quarter, missing the consensus estimate of $0.99 by $0.11. The firm's quarterly revenue was down 19.3% on a year-over-year basis.
Read the conference call transcript.

Is Harley-Davidson buying back stock?

Harley-Davidson's Board of Directors authorized a stock buyback program on Thursday, July 25th 2024, which authorizes the company to repurchase $1,000,000,000 in outstanding 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 usually a sign that the company's leadership believes its stock is undervalued.

Does Harley-Davidson have any subsidiaries?

Harley-Davidson subsidiaries include 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 more.

Who are Harley-Davidson's major shareholders?

Top institutional investors of Harley-Davidson include Beutel Goodman & Co Ltd. (6.05%), Donald Smith & CO. Inc. (4.54%), LSV Asset Management (4.33%) and Boston Partners (3.24%). Insiders that own company stock include ZEITZ JOCHEN, Luke Christopher Mansfield, Maryrose Sylvester, Jonathan R Root and Rafeh Masood.
View institutional ownership trends.

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

• Record date for 6/18 Dividend: 6/02/2025
• Ex-Dividend for 6/18 Dividend: 6/02/2025
• Dividend Payable: 6/18/2025
• Last Earnings: 7/30/2025
• Today: 8/28/2025
• Record date for 9/24 Dividend: 9/10/2025
• Dividend Payable: 9/24/2025
• Next Earnings (Estimated): 10/23/2025
• 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 Price Target for Harley-Davidson: $30.86
• High Price Target: $35.00
• Low Price Target: $27.00
• Potential Upside/Downside: +5.7%
• Consensus Rating: Hold
• Rating Score (0-4): 2.25
• Research Coverage: 8 Analysts

Profitability

• EPS (Trailing Twelve Months): $1.93
• Trailing P/E Ratio: 15.13
• Forward P/E Ratio: 8.49
• P/E Growth: 0.43
• Net Income: $455.36 million
• Net Margins: 5.76%
• Pretax Margin: 6.42%
• Return on Equity: 7.43%
• Return on Assets: 1.97%

Debt

• Debt-to-Equity Ratio: 1.32
• Current Ratio: 1.37
• Quick Ratio: 1.20

Sales & Book Value

• Annual Sales: $5.19 billion
• Price / Sales: 0.68
• Cash Flow: $5.59 per share
• Price / Cash Flow: 5.22
• Book Value: $27.21 per share
• Price / Book: 1.07

Miscellaneous

• Outstanding Shares: 121,550,000
• Free Float: 120,423,000
• Market Cap: $3.55 billion
• Optionable: Optionable
• Beta: 1.29