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Harley-Davidson (HOG) Competitors

Harley-Davidson logo
$25.40 +0.26 (+1.04%)
Closing price 07/13/2026 03:59 PM Eastern
Extended Trading
$25.46 +0.05 (+0.22%)
As of 07/13/2026 07:46 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?

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

Harley-Davidson has a net margin of 5.68% compared to Goodyear Tire & Rubber's net margin of -11.64%. Harley-Davidson's return on equity of 7.03% beat Goodyear Tire & Rubber's return on equity.

Company Net Margins Return on Equity Return on Assets
Goodyear Tire & Rubber-11.64% 0.93% 0.18%
Harley-Davidson 5.68%7.03%2.43%

Goodyear Tire & Rubber presently has a consensus price target of $8.54, indicating a potential upside of 28.66%. Harley-Davidson has a consensus price target of $24.44, indicating a potential downside of 3.77%. Given Goodyear Tire & Rubber's higher possible upside, research analysts clearly believe Goodyear Tire & Rubber is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Goodyear Tire & Rubber
3 Sell rating(s)
4 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.89
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27

In the previous week, Harley-Davidson had 7 more articles in the media than Goodyear Tire & Rubber. MarketBeat recorded 8 mentions for Harley-Davidson and 1 mentions for Goodyear Tire & Rubber. Goodyear Tire & Rubber's average media sentiment score of 1.87 beat Harley-Davidson's score of 0.64 indicating that Goodyear Tire & Rubber is being referred to more favorably in the media.

Company Overall Sentiment
Goodyear Tire & Rubber Very Positive
Harley-Davidson Positive

84.2% of Goodyear Tire & Rubber shares are owned by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are owned by institutional investors. 0.5% of Goodyear Tire & Rubber shares are owned by insiders. Comparatively, 1.0% of Harley-Davidson shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company will outperform the market over the long term.

Goodyear Tire & Rubber has a beta of 1.12, indicating that its share price is 12% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.26, indicating that its share price is 26% more volatile than the broader market.

Harley-Davidson has lower revenue, but higher earnings 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
Goodyear Tire & Rubber$18.28B0.10-$1.72B-$7.24N/A
Harley-Davidson$4.47B0.60$338.74M$1.7614.43

Summary

Harley-Davidson beats Goodyear Tire & Rubber on 14 of the 17 factors compared between the two stocks.

How does Harley-Davidson compare to Malibu Boats?

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

In the previous week, Harley-Davidson had 2 more articles in the media than Malibu Boats. MarketBeat recorded 8 mentions for Harley-Davidson and 6 mentions for Malibu Boats. Harley-Davidson's average media sentiment score of 0.64 beat Malibu Boats' score of 0.10 indicating that Harley-Davidson is being referred to more favorably in the news media.

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

Malibu Boats has a beta of 1.14, indicating that its stock price is 14% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.26, indicating that its stock price is 26% more volatile than the broader market.

Malibu Boats currently has a consensus target price of $31.60, indicating a potential upside of 18.04%. Harley-Davidson has a consensus target price of $24.44, indicating a potential downside of 3.77%. 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
Malibu Boats
1 Sell rating(s)
4 Hold rating(s)
1 Buy rating(s)
0 Strong Buy rating(s)
2.00
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27

91.4% of Malibu Boats shares are owned by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are owned by institutional investors. 1.2% of Malibu Boats 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 endowments, hedge funds and large money managers believe a company will outperform the market over the long term.

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
Malibu Boats$807.56M0.65$14.88M-$0.06N/A
Harley-Davidson$4.47B0.60$338.74M$1.7614.43

Harley-Davidson has a net margin of 5.68% compared to Malibu Boats' net margin of -0.11%. Harley-Davidson's return on equity of 7.03% beat Malibu Boats' return on equity.

Company Net Margins Return on Equity Return on Assets
Malibu Boats-0.11% 3.28% 2.11%
Harley-Davidson 5.68%7.03%2.43%

Summary

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

How does Harley-Davidson compare to PACCAR?

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

In the previous week, PACCAR had 1 more articles in the media than Harley-Davidson. MarketBeat recorded 9 mentions for PACCAR and 8 mentions for Harley-Davidson. PACCAR's average media sentiment score of 1.06 beat Harley-Davidson's score of 0.64 indicating that PACCAR is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
PACCAR
4 Very Positive mention(s)
1 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Harley-Davidson
2 Very Positive mention(s)
3 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

PACCAR has a net margin of 8.91% compared to Harley-Davidson's net margin of 5.68%. PACCAR's return on equity of 12.81% beat Harley-Davidson's return on equity.

Company Net Margins Return on Equity Return on Assets
PACCAR8.91% 12.81% 5.62%
Harley-Davidson 5.68%7.03%2.43%

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

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
PACCAR$28.44B2.30$2.38B$4.7026.44
Harley-Davidson$4.47B0.60$338.74M$1.7614.43

PACCAR has a beta of 0.97, suggesting that its share price is 3% less volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.26, suggesting that its share price is 26% more volatile than the broader market.

PACCAR pays an annual dividend of $1.40 per share and has a dividend yield of 1.1%. Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 3.0%. PACCAR pays out 29.8% of its earnings in the form of a dividend. Harley-Davidson pays out 42.6% 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. PACCAR has raised its dividend for 5 consecutive years and Harley-Davidson has raised its dividend for 5 consecutive years.

PACCAR currently has a consensus target price of $123.82, suggesting a potential downside of 0.36%. Harley-Davidson has a consensus target price of $24.44, suggesting a potential downside of 3.77%. Given PACCAR's stronger consensus rating and higher possible upside, equities research analysts clearly believe PACCAR is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
PACCAR
0 Sell rating(s)
11 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.38
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27

Summary

PACCAR beats Harley-Davidson on 15 of the 18 factors compared between the two stocks.

How does Harley-Davidson compare to Tesla?

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

Tesla has a beta of 1.8, indicating that its stock price is 80% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.26, indicating that its stock price is 26% more volatile than the broader market.

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$94.83B15.63$3.79B$1.09362.17
Harley-Davidson$4.47B0.60$338.74M$1.7614.43

In the previous week, Tesla had 211 more articles in the media than Harley-Davidson. MarketBeat recorded 219 mentions for Tesla and 8 mentions for Harley-Davidson. Tesla's average media sentiment score of 0.65 beat Harley-Davidson's score of 0.64 indicating that Tesla is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Tesla
104 Very Positive mention(s)
31 Positive mention(s)
40 Neutral mention(s)
24 Negative mention(s)
7 Very Negative mention(s)
Positive
Harley-Davidson
2 Very Positive mention(s)
3 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Harley-Davidson has a net margin of 5.68% compared to Tesla's net margin of 3.95%. Harley-Davidson's return on equity of 7.03% beat Tesla's return on equity.

Company Net Margins Return on Equity Return on Assets
Tesla3.95% 4.89% 2.93%
Harley-Davidson 5.68%7.03%2.43%

66.2% of Tesla shares are held by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are held by institutional investors. 19.9% of Tesla shares are held by company insiders. Comparatively, 1.0% of Harley-Davidson shares are held by company 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.

Tesla currently has a consensus target price of $407.58, suggesting a potential upside of 3.25%. Harley-Davidson has a consensus target price of $24.44, suggesting a potential downside of 3.77%. Given Tesla's stronger consensus rating and higher possible upside, 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)
21 Hold rating(s)
21 Buy rating(s)
0 Strong Buy rating(s)
2.37
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27

Summary

Tesla beats Harley-Davidson on 12 of the 17 factors compared between the two stocks.

How does Harley-Davidson compare to Brunswick?

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

Harley-Davidson presently has a consensus price target of $24.44, suggesting a potential downside of 3.77%. Brunswick has a consensus price target of $87.07, suggesting a potential upside of 13.22%. Given Brunswick's stronger consensus rating and higher probable 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)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27
Brunswick
1 Sell rating(s)
7 Hold rating(s)
6 Buy rating(s)
1 Strong Buy rating(s)
2.47

Harley-Davidson has a beta of 1.26, suggesting that its stock price is 26% more volatile than the broader market. Comparatively, Brunswick has a beta of 1.33, suggesting that its stock price is 33% more volatile than the broader market.

In the previous week, Brunswick had 7 more articles in the media than Harley-Davidson. MarketBeat recorded 15 mentions for Brunswick and 8 mentions for Harley-Davidson. Harley-Davidson's average media sentiment score of 0.64 beat Brunswick's score of 0.31 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
2 Very Positive mention(s)
3 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Brunswick
6 Very Positive mention(s)
0 Positive mention(s)
6 Neutral mention(s)
1 Negative mention(s)
2 Very Negative mention(s)
Neutral

Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 3.0%. Brunswick pays an annual dividend of $1.76 per share and has a dividend yield of 2.3%. Harley-Davidson pays out 42.6% 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 net margin of 5.68% compared to Brunswick's net margin of -2.47%. Brunswick's return on equity of 13.30% beat Harley-Davidson's return on equity.

Company Net Margins Return on Equity Return on Assets
Harley-Davidson5.68% 7.03% 2.43%
Brunswick -2.47%13.30%4.09%

85.1% of Harley-Davidson shares are held by institutional investors. Comparatively, 99.3% of Brunswick shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by company insiders. Comparatively, 1.0% of Brunswick shares are held by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company is poised for long-term growth.

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$4.47B0.60$338.74M$1.7614.43
Brunswick$5.36B0.93-$137.30M-$2.10N/A

Summary

Brunswick beats Harley-Davidson on 13 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-DavidsonAUTO IndustryAuto SectorNYSE Exchange
Market Cap$2.65B$70.59B$21.56B$23.46B
Dividend Yield2.98%2.67%2.60%4.02%
P/E Ratio14.4345.2818.4531.08
Price / Sales0.6019.9914.8519.77
Price / Cash4.9326.2111.6918.64
Price / Book0.902.933.064.77
Net Income$338.74M-$498.73M$333.00M$1.06B
7 Day Performance-2.06%-3.24%-0.79%-0.23%
1 Month Performance-0.89%-8.48%-5.04%-0.11%
1 Year Performance3.11%-26.80%-9.19%16.46%

Harley-Davidson Competitors List

Export
CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
HOG
Harley-Davidson
3.6266 of 5 stars		$25.40
+1.0%		$24.44
-3.8%		+3.1%$2.65B$4.47B14.435,500
GT
Goodyear Tire & Rubber
4.1332 of 5 stars		$7.00
+0.9%		$8.54
+22.1%		-40.7%$1.98B$18.28BN/A63,000
MBUU
Malibu Boats
3.3424 of 5 stars		$25.68
-0.7%		$31.60
+23.1%		-23.9%$505.22M$807.56MN/A2,200
PCAR
PACCAR
3.8324 of 5 stars		$124.49
-1.1%		$122.45
-1.6%		+27.8%$65.63B$28.44B26.5325,900
TSLA
Tesla
2.9194 of 5 stars		$402.90
-4.0%		$408.52
+1.4%		+25.9%$1.52T$94.83B371.29134,785

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This page (NYSE:HOG) was last updated on 7/14/2026 by MarketBeat.com Staff.
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