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Harley-Davidson (HOG) Competitors

Harley-Davidson logo
$28.22 +0.59 (+2.14%)
As of 08/21/2026 03:58 PM Eastern

HOG vs. GT, MBUU, PCAR, TSLA, and BC

Should you buy Harley-Davidson stock or one of its competitors? Harley-Davidson's main competitors and comparable companies include Goodyear Tire & Rubber (GT), Malibu Boats (MBUU), PACCAR (PCAR), Tesla (TSLA), and Brunswick (BC). Companies are selected based on similarities in market, industry, and size.

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

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

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$18.28B0.09-$1.72B-$8.83N/A
Harley-Davidson$4.47B0.66$338.74M$1.6317.31

Goodyear Tire & Rubber currently has a consensus price target of $8.26, indicating a potential upside of 38.36%. Harley-Davidson has a consensus price target of $26.78, indicating a potential downside of 5.11%. 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
2 Sell rating(s)
3 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
2.00
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, Goodyear Tire & Rubber had 1 more articles in the media than Harley-Davidson. MarketBeat recorded 6 mentions for Goodyear Tire & Rubber and 5 mentions for Harley-Davidson. Harley-Davidson's average media sentiment score of 1.41 beat Goodyear Tire & Rubber's score of 0.63 indicating that Harley-Davidson is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Goodyear Tire & Rubber
3 Very Positive mention(s)
0 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Harley-Davidson
2 Very Positive mention(s)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
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 endowments, hedge funds and large money managers believe a stock will outperform the market over the long term.

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

Harley-Davidson has a net margin of 4.78% compared to Goodyear Tire & Rubber's net margin of -14.37%. 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
Goodyear Tire & Rubber-14.37% -2.95% -0.50%
Harley-Davidson 4.78%6.28%2.45%

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?

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

In the previous week, Harley-Davidson had 3 more articles in the media than Malibu Boats. MarketBeat recorded 5 mentions for Harley-Davidson and 2 mentions for Malibu Boats. Harley-Davidson's average media sentiment score of 1.41 beat Malibu Boats' score of 0.00 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)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Malibu Boats
0 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral

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$4.47B0.66$338.74M$1.6317.31
Malibu Boats$807.56M0.72$14.88M-$0.06N/A

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

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 presently has a consensus price target of $26.78, suggesting a potential downside of 5.11%. Malibu Boats has a consensus price target of $31.60, suggesting a potential upside of 7.12%. Given Malibu Boats' higher probable upside, analysts clearly 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

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 insiders. Comparatively, 1.2% of Malibu Boats shares are held by 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.

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.

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.

Harley-Davidson currently has a consensus target price of $26.78, suggesting a potential downside of 5.11%. PACCAR has a consensus target price of $131.70, suggesting a potential upside of 0.51%. Given PACCAR's higher probable upside, analysts clearly believe PACCAR 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
PACCAR
0 Sell rating(s)
11 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
2.15

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 pays an annual dividend of $0.75 per share and has a dividend yield of 2.7%. 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.

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$4.47B0.66$338.74M$1.6317.31
PACCAR$28.44B2.42$2.38B$4.7627.53

In the previous week, PACCAR had 36 more articles in the media than Harley-Davidson. MarketBeat recorded 41 mentions for PACCAR and 5 mentions for Harley-Davidson. PACCAR's average media sentiment score of 1.52 beat Harley-Davidson's score of 1.41 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
2 Very Positive mention(s)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
PACCAR
29 Very Positive mention(s)
0 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Very Positive

Summary

PACCAR beats Harley-Davidson on 13 of the 19 factors compared between the two stocks.

How does Harley-Davidson compare to Tesla?

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

85.1% of Harley-Davidson shares are owned by institutional investors. Comparatively, 66.2% of Tesla shares are owned by institutional investors. 1.0% of Harley-Davidson shares are owned by insiders. Comparatively, 19.9% of Tesla shares are owned by 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, Tesla had 213 more articles in the media than Harley-Davidson. MarketBeat recorded 218 mentions for Tesla and 5 mentions for Harley-Davidson. Harley-Davidson's average media sentiment score of 1.41 beat Tesla's score of 0.52 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)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Tesla
84 Very Positive mention(s)
42 Positive mention(s)
52 Neutral mention(s)
27 Negative mention(s)
12 Very Negative mention(s)
Positive

Harley-Davidson currently has a consensus target price of $26.78, indicating a potential downside of 5.11%. Tesla has a consensus target price of $401.74, indicating a potential upside of 10.72%. Given Tesla's stronger consensus rating and higher probable upside, analysts clearly believe Tesla 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
Tesla
4 Sell rating(s)
19 Hold rating(s)
22 Buy rating(s)
1 Strong Buy rating(s)
2.43

Harley-Davidson has a beta of 1.27, suggesting that its stock price is 27% more volatile than the broader market. Comparatively, Tesla has a beta of 1.83, suggesting that its stock price is 83% 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
Harley-Davidson$4.47B0.66$338.74M$1.6317.31
Tesla$94.83B15.11$3.79B$1.08335.98

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
Harley-Davidson4.78% 6.28% 2.45%
Tesla 3.67%3.82%2.27%

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 superior business? We will contrast the two companies based on the strength of their earnings, risk, analyst recommendations, media sentiment, dividends, institutional ownership, valuation and profitability.

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 hedge funds, endowments and large money managers believe a company will outperform the market over the long term.

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%

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

Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 2.7%. 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 -134.4% 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 Brunswick has increased its dividend for 13 consecutive years.

Harley-Davidson presently has a consensus price target of $26.78, indicating a potential downside of 5.11%. Brunswick has a consensus price target of $88.00, indicating a potential upside of 8.67%. Given Brunswick's stronger consensus rating and higher probable upside, analysts clearly 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)
6 Hold rating(s)
6 Buy rating(s)
1 Strong Buy rating(s)
2.50

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$4.47B0.66$338.74M$1.6317.31
Brunswick$5.36B0.98-$137.30M-$1.31N/A

In the previous week, Harley-Davidson and Harley-Davidson both had 5 articles in the media. Harley-Davidson's average media sentiment score of 1.41 beat Brunswick's score of 0.71 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)
1 Positive mention(s)
1 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Brunswick
1 Very Positive mention(s)
1 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Brunswick beats Harley-Davidson on 12 of the 18 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

MetricHarley-DavidsonAutomobiles IndustryConsumer Discretionary SectorNYSE Exchange
Market Cap$2.93B$45.79B$13.23B$24.30B
Dividend Yield2.66%2.86%56.57%3.70%
P/E Ratio17.3111.6146.9630.31
Price / Sales0.6627.9588.8419.95
Price / Cash5.5411.8029.1332.49
Price / Book0.942.793.936.77
Net Income$338.74M$1.24B$445.72M$1.07B
7 Day Performance1.74%1.35%-0.26%-0.65%
1 Month Performance6.18%3.48%2.74%3.38%
1 Year Performance-1.54%-21.76%-1.57%14.90%

Harley-Davidson Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
HOG
Harley-Davidson
4.4234 of 5 stars
$28.22
+2.1%
$26.78
-5.1%
-1.5%$2.93B$4.47B17.315,500
GT
Goodyear Tire & Rubber
2.9801 of 5 stars
$5.93
-2.0%
$8.47
+42.8%
-31.0%$1.71B$18.28BN/A63,000
MBUU
Malibu Boats
1.5028 of 5 stars
$29.33
-0.3%
$31.60
+7.7%
-24.7%$576.04M$807.56MN/A2,200
PCAR
PACCAR
4.5965 of 5 stars
$128.02
-2.2%
$131.70
+2.9%
+29.1%$67.39B$27.82B26.9025,900
TSLA
Tesla
3.8826 of 5 stars
$336.87
-0.7%
$401.74
+19.3%
+6.7%$1.33T$103.62B311.92134,785

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This page (NYSE:HOG) was last updated on 8/23/2026 by MarketBeat.com Staff.
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