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

Company Overview

Harley-Davidson, Inc. is a renowned American motorcycle manufacturer best known for its heavyweight cruiser and touring bikes. Founded in 1903 in Milwaukee, Wisconsin, the company has built a strong reputation for producing distinctive motorcycles characterized by their signature V-twin engines, chrome finishes and robust frames. Harley-Davidson markets its products globally through a network of franchised dealerships and focuses on delivering an immersive brand experience to its customers, emphasizing lifestyle and community alongside its motorcycles.

In addition to its core motorcycle business, Harley-Davidson offers an extensive range of parts, accessories and apparel under its Genuine Motor Parts & Accessories and MotorClothes lines. These aftermarket products include custom seats, handlebars and performance components that allow riders to personalize their bikes. The company also licenses its brand for use in a variety of consumer products, further extending its reach into apparel, collectibles and lifestyle merchandise.

Over more than a century in operation, Harley-Davidson has expanded its manufacturing footprint beyond the United States, operating production facilities in countries such as Brazil, India, Thailand and Australia to serve regional markets more efficiently. Its global distribution network spans North America, Europe, Asia-Pacific and Latin America, and the company supports an active owner community through events, riding clubs and training programs under the Harley Owners Group (H.O.G.) umbrella.

Leadership at Harley-Davidson is headed by Chairman and Chief Executive Officer Jochen Zeitz, who has guided the company’s strategic emphasis on innovation, electrification and sustainability. In recent years, Harley-Davidson has launched electric models under its LiveWire brand and set goals to reduce environmental impact across its supply chain. Through a blend of heritage, product diversification and community engagement, Harley-Davidson remains a prominent player in the global powersports industry.

Key Stats

• Today's Range: $26.02 to $27.95
• 50-Day Range: $24.09 to $28.46
• 52-Week Range: $17.09 to $31.25
• Volume: 3.61 million shs
• Average Volume: 2.64 million shs
• Market Capitalization: $2.91 billion
• P/E Ratio: 17.13
• Dividend Yield: 2.69%
• Price Target: $26.11
• Consensus Rating: Hold

Harley-Davidson Stock Analysis - MarketRank™

Harley-Davidson scored higher than 90% of companies evaluated by MarketBeat, and ranked 106th out of 488 stocks in the consumer discretionary 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 2.33, and is based on 1 strong buy rating, 4 buy ratings, 5 hold ratings, and 2 sell ratings.

Downside Risk

Harley-Davidson has a consensus price target of $26.11, representing about 6.5% downside from its current price of $27.92.

Amount of Analyst Coverage

Harley-Davidson has been the subject of 7 research reports in the past 90 days, demonstrating strong analyst interest in this stock.

Earnings and Valuation

• Score: 3.8 / 5
• Proj. Earnings Growth: 227.45%

Earnings Growth

Earnings for Harley-Davidson are expected to grow by 227.45% in the coming year, from $0.51 to $1.67 per share.

Price to Earnings Ratio vs. the Market

The P/E ratio of Harley-Davidson is 17.13, which means that it is trading at a less expensive P/E ratio than the market average P/E ratio of about 45.28.

Price to Earnings Ratio vs. Sector

The P/E ratio of Harley-Davidson is 17.13, which means that it is trading at a less expensive P/E ratio than the Consumer Discretionary sector average P/E ratio of about 46.66.

Price to Earnings Growth Ratio

Harley-Davidson has a PEG Ratio of 17.62. PEG Ratios above 1 indicate that a company could be overvalued.

Price to Book Value per Share Ratio

Harley-Davidson has a P/B Ratio of 0.93. P/B Ratios below 1 indicate that a company could be undervalued with respect to its assets and liabilities.

Short Interest

• Score: 1.0 / 5
• Short Interest Level: Bearish

Percentage of Shares Shorted

17.71% 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 5.68.

Change versus previous month

Short interest in Harley-Davidson has recently increased by 6.57%, indicating that investor sentiment is decreasing significantly.

Dividend

• Score: 3.3 / 5
• Dividend Strength: Strong

Dividend Yield

Harley-Davidson pays a meaningful dividend of 2.89%, 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 46.01%. 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 44.91% next year. This indicates that Harley-Davidson will be able to sustain or increase its dividend.

News and Social Media

• Score: 2.8 / 5
• News Sentiment: 0.52

News Sentiment

Harley-Davidson has a news sentiment score of 0.52. 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 0.66 average news sentiment score of Consumer Discretionary companies.

News Coverage This Week

MarketBeat has tracked 21 news articles for Harley-Davidson this week, compared to 8 articles on an average week.

Search Interest

14 people have searched for HOG on MarketBeat in the last 30 days. This is an increase of 100% compared to the previous 30 days.

MarketBeat Follows

Only 1 people have added Harley-Davidson to their MarketBeat watchlist in the last 30 days. This is a decrease of -50% compared to the previous 30 days.

Company Ownership

• Score: 4.3 / 5
• Insider Trading: Acquiring Shares

Cluster Insider Buying

3 insiders have purchased shares of Harley-Davidson in the last three months. Multiple insiders buying is a strong bullish signal.

Net Insider Buying

Over the last three months, insiders have purchased a net $1,325,284.00 in company stock, which represents 0.0456% of the company's market cap.

Insider Buying vs. Insider Selling

In the past three months, Harley-Davidson insiders have bought 1,159.82% more of their company's stock than they have sold. Specifically, they have bought $1,439,550.00 in company stock and sold $114,266.00 in company stock.

Percentage Held by Insiders

0.97% 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.

Company Calendar

• Record date for 6/25 Dividend: 6/08/2026
• Ex-Dividend for 6/25 Dividend: 6/08/2026
• Dividend Payable: 6/25/2026
• Last Earnings: 7/23/2026
• Today: 8/13/2026
• Fiscal Year End: 12/31/2026

Industry, Sector and Symbol

• Stock Exchange: NYSE
• Sector: Consumer Discretionary
• Industry: Automobiles
• Sub-Industry: Motorcycle Manufacturers
• Current Symbol: NYSE:HOG
• CIK: 793952
• Web: www.harley-davidson.com
• Phone: (414) 342-4680
• Fax: 414-343-4089
• Employees: 5,500
• Year Founded: 1903

Price Target and Rating

• Average Price Target for Harley-Davidson: $26.11
• High Price Target: $32.00
• Low Price Target: $17.00
• Potential Upside/Downside: -6.5%
• Consensus Rating: Hold
• Rating Score (0-4): 2.33
• Research Coverage: 12 Analysts

Profitability

• EPS (Trailing Twelve Months): $1.63
• Trailing P/E Ratio: 17.13
• Forward P/E Ratio: 54.74
• P/E Growth: 17.62
• Net Income: $338.74 million
• Net Margins: 4.78%
• Pretax Margin: 6.79%
• Return on Equity: 6.28%
• Return on Assets: 2.45%

Debt

• Debt-to-Equity Ratio: 0.36
• Current Ratio: 1.90
• Quick Ratio: 1.70

Sales & Book Value

• Annual Sales: $4.47 billion
• Price / Sales: 0.65
• Cash Flow: $5.47 per share
• Price / Cash Flow: 5.10
• Book Value: $29.94 per share
• Price / Book: 0.93

Miscellaneous

• Outstanding Shares: 104,070,000
• Free Float: 103,063,000
• Market Cap: $2.91 billion
• Optionable: Optionable
• Beta: 1.27