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Harley-Davidson (HOG) Competitors

Harley-Davidson logo
$24.50 -0.04 (-0.15%)
Closing price 07/31/2026 03:59 PM Eastern
Extended Trading
$24.54 +0.04 (+0.17%)
As of 07/31/2026 07:34 PM Eastern
Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Massive. Learn more.
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HOG vs. GT, MBUU, PCAR, TSLA, and BC

Should you buy Harley-Davidson stock or one of its competitors? MarketBeat compares Harley-Davidson with other companies and stocks that may be similar based on industry, sector, market capitalization, business model, investor interest, or shared news coverage. Companies and stocks commonly compared with Harley-Davidson include Goodyear Tire & Rubber (GT), Malibu Boats (MBUU), PACCAR (PCAR), Tesla (TSLA), and Brunswick (BC).

How does Harley-Davidson compare to Goodyear Tire & Rubber?

Harley-Davidson (NYSE:HOG) and Goodyear Tire & Rubber (NASDAQ:GT) are both consumer discretionary companies, but which is the better business? We will contrast the two companies based on the strength of their profitability, institutional ownership, media sentiment, earnings, risk, analyst recommendations, dividends and valuation.

Harley-Davidson has a net margin of 4.78% compared to Goodyear Tire & Rubber's net margin of -11.64%. Harley-Davidson's return on equity of 6.28% beat Goodyear Tire & Rubber's return on equity.

Company Net Margins Return on Equity Return on Assets
Harley-Davidson4.78% 6.28% 2.45%
Goodyear Tire & Rubber -11.64%0.93%0.18%

Harley-Davidson has higher earnings, but lower revenue than Goodyear Tire & Rubber. Goodyear Tire & Rubber is trading at a lower price-to-earnings ratio than Harley-Davidson, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Harley-Davidson$4.47B0.58$338.74M$1.6315.03
Goodyear Tire & Rubber$18.28B0.11-$1.72B-$7.24N/A

Harley-Davidson has a beta of 1.27, suggesting that its stock price is 27% more volatile than the broader market. Comparatively, Goodyear Tire & Rubber has a beta of 1.12, suggesting that its stock price is 12% more volatile than the broader market.

Harley-Davidson currently has a consensus target price of $26.11, indicating a potential upside of 6.56%. Goodyear Tire & Rubber has a consensus target price of $8.54, indicating a potential upside of 22.92%. Given Goodyear Tire & Rubber's higher possible upside, analysts plainly believe Goodyear Tire & Rubber is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33
Goodyear Tire & Rubber
2 Sell rating(s)
5 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
2.00

In the previous week, Harley-Davidson and Harley-Davidson both had 7 articles in the media. Harley-Davidson's average media sentiment score of 0.96 beat Goodyear Tire & Rubber's score of 0.78 indicating that Harley-Davidson is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Harley-Davidson
5 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Goodyear Tire & Rubber
4 Very Positive mention(s)
0 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

85.1% of Harley-Davidson shares are held by institutional investors. Comparatively, 84.2% of Goodyear Tire & Rubber shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by company insiders. Comparatively, 0.5% of Goodyear Tire & Rubber shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock is poised for long-term growth.

Summary

Harley-Davidson beats Goodyear Tire & Rubber on 14 of the 16 factors compared between the two stocks.

How does Harley-Davidson compare to Malibu Boats?

Harley-Davidson (NYSE:HOG) and Malibu Boats (NASDAQ:MBUU) are both consumer discretionary companies, but which is the superior stock? We will compare the two businesses based on the strength of their profitability, risk, institutional ownership, valuation, media sentiment, earnings, analyst recommendations and dividends.

Harley-Davidson has a net margin of 4.78% compared to Malibu Boats' net margin of -0.11%. Harley-Davidson's return on equity of 6.28% beat Malibu Boats' return on equity.

Company Net Margins Return on Equity Return on Assets
Harley-Davidson4.78% 6.28% 2.45%
Malibu Boats -0.11%3.28%2.11%

Harley-Davidson currently has a consensus price target of $26.11, indicating a potential upside of 6.56%. Malibu Boats has a consensus price target of $31.60, indicating a potential upside of 14.62%. Given Malibu Boats' higher probable upside, analysts plainly believe Malibu Boats is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33
Malibu Boats
1 Sell rating(s)
4 Hold rating(s)
1 Buy rating(s)
0 Strong Buy rating(s)
2.00

Harley-Davidson has higher revenue and earnings than Malibu Boats. Malibu Boats is trading at a lower price-to-earnings ratio than Harley-Davidson, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Harley-Davidson$4.47B0.58$338.74M$1.6315.03
Malibu Boats$807.56M0.67$14.88M-$0.06N/A

In the previous week, Harley-Davidson had 5 more articles in the media than Malibu Boats. MarketBeat recorded 7 mentions for Harley-Davidson and 2 mentions for Malibu Boats. Harley-Davidson's average media sentiment score of 0.96 beat Malibu Boats' score of 0.67 indicating that Harley-Davidson is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Harley-Davidson
5 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Malibu Boats
1 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

85.1% of Harley-Davidson shares are held by institutional investors. Comparatively, 91.4% of Malibu Boats shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by company insiders. Comparatively, 1.2% of Malibu Boats shares are held by company insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company is poised for long-term growth.

Harley-Davidson has a beta of 1.27, meaning that its share price is 27% more volatile than the broader market. Comparatively, Malibu Boats has a beta of 1.13, meaning that its share price is 13% more volatile than the broader market.

Summary

Harley-Davidson beats Malibu Boats on 13 of the 17 factors compared between the two stocks.

How does Harley-Davidson compare to PACCAR?

Harley-Davidson (NYSE:HOG) and PACCAR (NASDAQ:PCAR) are related companies, but which is the superior stock? We will contrast the two businesses based on the strength of their media sentiment, institutional ownership, profitability, dividends, valuation, earnings, risk and analyst recommendations.

PACCAR has a net margin of 9.00% compared to Harley-Davidson's net margin of 4.78%. PACCAR's return on equity of 12.73% beat Harley-Davidson's return on equity.

Company Net Margins Return on Equity Return on Assets
Harley-Davidson4.78% 6.28% 2.45%
PACCAR 9.00%12.73%5.69%

Harley-Davidson has a beta of 1.27, meaning that its share price is 27% more volatile than the broader market. Comparatively, PACCAR has a beta of 0.97, meaning that its share price is 3% less volatile than the broader market.

85.1% of Harley-Davidson shares are held by institutional investors. Comparatively, 64.9% of PACCAR shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by company insiders. Comparatively, 2.0% of PACCAR shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company will outperform the market over the long term.

In the previous week, PACCAR had 31 more articles in the media than Harley-Davidson. MarketBeat recorded 38 mentions for PACCAR and 7 mentions for Harley-Davidson. PACCAR's average media sentiment score of 0.97 beat Harley-Davidson's score of 0.96 indicating that PACCAR is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Harley-Davidson
5 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
PACCAR
19 Very Positive mention(s)
5 Positive mention(s)
10 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

PACCAR has higher revenue and earnings than Harley-Davidson. Harley-Davidson is trading at a lower price-to-earnings ratio than PACCAR, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Harley-Davidson$4.47B0.58$338.74M$1.6315.03
PACCAR$28.44B2.46$2.38B$4.7627.87

Harley-Davidson currently has a consensus target price of $26.11, suggesting a potential upside of 6.56%. PACCAR has a consensus target price of $131.70, suggesting a potential downside of 0.74%. Given Harley-Davidson's stronger consensus rating and higher probable upside, equities analysts clearly believe Harley-Davidson is more favorable than PACCAR.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33
PACCAR
0 Sell rating(s)
11 Hold rating(s)
3 Buy rating(s)
0 Strong Buy rating(s)
2.21

Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 3.1%. PACCAR pays an annual dividend of $1.40 per share and has a dividend yield of 1.1%. Harley-Davidson pays out 46.0% of its earnings in the form of a dividend. PACCAR pays out 29.4% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Harley-Davidson has increased its dividend for 5 consecutive years and PACCAR has increased its dividend for 5 consecutive years.

Summary

PACCAR beats Harley-Davidson on 12 of the 19 factors compared between the two stocks.

How does Harley-Davidson compare to Tesla?

Tesla (NASDAQ:TSLA) and Harley-Davidson (NYSE:HOG) are both consumer discretionary companies, but which is the superior stock? We will compare the two companies based on the strength of their earnings, institutional ownership, dividends, media sentiment, risk, valuation, profitability and analyst recommendations.

Tesla currently has a consensus target price of $402.24, indicating a potential upside of 29.26%. Harley-Davidson has a consensus target price of $26.11, indicating a potential upside of 6.56%. Given Tesla's stronger consensus rating and higher probable upside, equities analysts clearly believe Tesla is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Tesla
4 Sell rating(s)
19 Hold rating(s)
21 Buy rating(s)
1 Strong Buy rating(s)
2.42
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33

In the previous week, Tesla had 253 more articles in the media than Harley-Davidson. MarketBeat recorded 260 mentions for Tesla and 7 mentions for Harley-Davidson. Harley-Davidson's average media sentiment score of 0.96 beat Tesla's score of 0.39 indicating that Harley-Davidson is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Tesla
91 Very Positive mention(s)
40 Positive mention(s)
49 Neutral mention(s)
56 Negative mention(s)
24 Very Negative mention(s)
Neutral
Harley-Davidson
5 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Tesla has a beta of 1.83, suggesting that its share price is 83% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.27, suggesting that its share price is 27% more volatile than the broader market.

Harley-Davidson has a net margin of 4.78% compared to Tesla's net margin of 3.67%. Harley-Davidson's return on equity of 6.28% beat Tesla's return on equity.

Company Net Margins Return on Equity Return on Assets
Tesla3.67% 3.82% 2.27%
Harley-Davidson 4.78%6.28%2.45%

66.2% of Tesla shares are owned by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are owned by institutional investors. 19.9% of Tesla shares are owned by company insiders. Comparatively, 1.0% of Harley-Davidson shares are owned by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Tesla has higher revenue and earnings than Harley-Davidson. Harley-Davidson is trading at a lower price-to-earnings ratio than Tesla, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Tesla$94.83B12.96$3.79B$1.08288.15
Harley-Davidson$4.47B0.58$338.74M$1.6315.03

Summary

Tesla beats Harley-Davidson on 10 of the 16 factors compared between the two stocks.

How does Harley-Davidson compare to Brunswick?

Harley-Davidson (NYSE:HOG) and Brunswick (NYSE:BC) are both mid-cap consumer discretionary companies, but which is the better business? We will compare the two companies based on the strength of their earnings, risk, institutional ownership, profitability, valuation, analyst recommendations, media sentiment and dividends.

Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 3.1%. Brunswick pays an annual dividend of $1.76 per share and has a dividend yield of 2.2%. Harley-Davidson pays out 46.0% of its earnings in the form of a dividend. Brunswick pays out -83.8% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Harley-Davidson has increased its dividend for 5 consecutive years and Brunswick has increased its dividend for 13 consecutive years.

Harley-Davidson has a beta of 1.27, meaning that its stock price is 27% more volatile than the broader market. Comparatively, Brunswick has a beta of 1.33, meaning that its stock price is 33% more volatile than the broader market.

Harley-Davidson presently has a consensus price target of $26.11, suggesting a potential upside of 6.56%. Brunswick has a consensus price target of $87.57, suggesting a potential upside of 10.51%. Given Brunswick's stronger consensus rating and higher possible upside, analysts plainly believe Brunswick is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33
Brunswick
1 Sell rating(s)
7 Hold rating(s)
6 Buy rating(s)
1 Strong Buy rating(s)
2.47

Harley-Davidson has a net margin of 4.78% compared to Brunswick's net margin of -1.53%. Brunswick's return on equity of 15.28% beat Harley-Davidson's return on equity.

Company Net Margins Return on Equity Return on Assets
Harley-Davidson4.78% 6.28% 2.45%
Brunswick -1.53%15.28%4.60%

85.1% of Harley-Davidson shares are owned by institutional investors. Comparatively, 99.3% of Brunswick shares are owned by institutional investors. 1.0% of Harley-Davidson shares are owned by insiders. Comparatively, 1.0% of Brunswick shares are owned by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company will outperform the market over the long term.

Harley-Davidson has higher earnings, but lower revenue than Brunswick. Brunswick is trading at a lower price-to-earnings ratio than Harley-Davidson, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Harley-Davidson$4.47B0.58$338.74M$1.6315.03
Brunswick$5.36B0.96-$137.30M-$2.10N/A

In the previous week, Brunswick had 18 more articles in the media than Harley-Davidson. MarketBeat recorded 25 mentions for Brunswick and 7 mentions for Harley-Davidson. Brunswick's average media sentiment score of 1.00 beat Harley-Davidson's score of 0.96 indicating that Brunswick is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Harley-Davidson
5 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Brunswick
14 Very Positive mention(s)
0 Positive mention(s)
8 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Brunswick beats Harley-Davidson on 14 of the 19 factors compared between the two stocks.

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New MarketBeat Followers Over Time

This chart shows the number of new MarketBeat users adding HOG and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period.
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Media Sentiment Over Time

This chart shows the average media sentiment of NYSE and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.
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HOG vs. The Competition

Export
MetricHarley-DavidsonAutomobiles IndustryConsumer Discretionary SectorNYSE Exchange
Market Cap$2.58B$41.18B$13.06B$23.66B
Dividend Yield3.06%2.89%53.33%4.21%
P/E Ratio15.039.5947.4931.00
Price / Sales0.5824.9591.2081.85
Price / Cash4.8211.6718.9318.73
Price / Book0.872.294.514.76
Net Income$338.74M$1.24B$444.15M$1.07B
7 Day Performance-1.08%0.84%1.51%-0.34%
1 Month Performance-2.09%-0.93%0.50%-0.53%
1 Year Performance1.84%-16.87%3.28%19.19%

Harley-Davidson Competitors List

Export
CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
HOG
Harley-Davidson
4.1719 of 5 stars		$24.50
-0.2%		$26.11
+6.6%		+1.8%$2.58B$4.47B15.035,500
GT
Goodyear Tire & Rubber
3.443 of 5 stars		$7.37
+3.6%		$8.54
+16.0%		-31.1%$2.12B$18.28BN/A63,000
MBUU
Malibu Boats
1.9868 of 5 stars		$28.49
+0.5%		$31.60
+10.9%		-15.0%$559.50M$807.56MN/A2,200
PCAR
PACCAR
3.7817 of 5 stars		$138.62
+3.9%		$124.50
-10.2%		+37.5%$72.95B$27.78B29.4925,900
TSLA
Tesla
4.6907 of 5 stars		$306.89
-0.8%		$402.24
+31.1%		+2.8%$1.15T$103.62B284.16134,785

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This page (NYSE:HOG) was last updated on 8/3/2026 by MarketBeat.com Staff.
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