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Harley-Davidson (HOG) Competitors

Harley-Davidson logo
$27.80 +0.84 (+3.12%)
Closing price 09/11/2026 03:58 PM Eastern
Extended Trading
$27.84 +0.04 (+0.15%)
As of 09/11/2026 07:37 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, PCAR, TSLA, BC, and GM

Should you buy Harley-Davidson stock or one of its competitors? Harley-Davidson's main competitors and comparable companies include Goodyear Tire & Rubber (GT), PACCAR (PCAR), Tesla (TSLA), Brunswick (BC), and General Motors (GM). 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 superior investment? We will compare the two businesses based on the strength of their media sentiment, institutional ownership, valuation, risk, analyst recommendations, earnings, dividends and profitability.

84.2% of Goodyear Tire & Rubber shares are held by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are held by institutional investors. 0.5% of Goodyear Tire & Rubber 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, large money managers and endowments believe a company will outperform the market over the long term.

Goodyear Tire & Rubber has a beta of 1.1, meaning that its stock price is 10% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.29, meaning that its stock price is 29% 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%

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 0.60 beat Goodyear Tire & Rubber'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
Goodyear Tire & Rubber
1 Very Positive mention(s)
0 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
1 Very Negative mention(s)
Neutral
Harley-Davidson
1 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Goodyear Tire & Rubber currently has a consensus target price of $8.26, indicating a potential upside of 53.82%. Harley-Davidson has a consensus target price of $27.44, indicating a potential downside of 1.28%. Given Goodyear Tire & Rubber's higher possible upside, research analysts plainly 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

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$18.28B0.08-$1.72B-$8.83N/A
Harley-Davidson$4.47B0.65$338.74M$1.6317.06

Summary

Harley-Davidson beats Goodyear Tire & Rubber on 14 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 better business? We will contrast the two businesses based on the strength of their profitability, media sentiment, valuation, risk, earnings, dividends, analyst recommendations and institutional ownership.

In the previous week, PACCAR had 11 more articles in the media than Harley-Davidson. MarketBeat recorded 16 mentions for PACCAR and 5 mentions for Harley-Davidson. PACCAR's average media sentiment score of 1.25 beat Harley-Davidson's score of 0.60 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
1 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive
PACCAR
12 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, 64.9% of PACCAR shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by insiders. Comparatively, 2.0% of PACCAR shares are held by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a stock will outperform the market over the long term.

Harley-Davidson has a beta of 1.29, meaning that its stock price is 29% more volatile than the broader market. Comparatively, PACCAR has a beta of 0.96, meaning that its stock price is 4% less volatile than the broader market.

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$4.47B0.65$338.74M$1.6317.06
PACCAR$27.82B2.32$2.38B$4.7625.78

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.

Harley-Davidson presently has a consensus price target of $27.44, suggesting a potential downside of 1.28%. PACCAR has a consensus price target of $133.91, suggesting a potential upside of 9.11%. Given PACCAR's higher possible upside, analysts plainly 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)
3 Buy rating(s)
0 Strong Buy rating(s)
2.21

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%

Summary

PACCAR beats Harley-Davidson on 13 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 business? We will contrast the two businesses based on the strength of their institutional ownership, media sentiment, risk, profitability, analyst recommendations, valuation, earnings and dividends.

Tesla presently has a consensus target price of $401.74, indicating a potential upside of 9.93%. Harley-Davidson has a consensus target price of $27.44, indicating a potential downside of 1.28%. Given Tesla's stronger consensus rating and higher probable upside, research analysts plainly 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)
18 Hold rating(s)
22 Buy rating(s)
1 Strong Buy rating(s)
2.44
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33

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$103.62B13.93$3.79B$1.08338.37
Harley-Davidson$4.47B0.65$338.74M$1.6317.06

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%

Tesla has a beta of 1.84, indicating that its stock price is 84% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.29, indicating that its stock price is 29% more volatile than the broader market.

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

In the previous week, Tesla had 295 more articles in the media than Harley-Davidson. MarketBeat recorded 300 mentions for Tesla and 5 mentions for Harley-Davidson. Tesla's average media sentiment score of 0.66 beat Harley-Davidson's score of 0.60 indicating that Tesla is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Tesla
139 Very Positive mention(s)
47 Positive mention(s)
58 Neutral mention(s)
35 Negative mention(s)
19 Very Negative mention(s)
Positive
Harley-Davidson
1 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Tesla beats Harley-Davidson on 11 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 stock? We will compare the two companies based on the strength of their institutional ownership, earnings, media sentiment, analyst recommendations, valuation, profitability, dividends and risk.

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$4.47B0.65$338.74M$1.6317.06
Brunswick$5.63B0.81-$137.30M-$1.31N/A

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 2.5%. 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 currently has a consensus target price of $27.44, indicating a potential downside of 1.28%. Brunswick has a consensus target price of $88.00, indicating a potential upside of 24.51%. 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)
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 a beta of 1.29, suggesting that its stock price is 29% more volatile than the broader market. Comparatively, Brunswick has a beta of 1.34, suggesting that its stock price is 34% more volatile than the broader market.

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 company insiders. Comparatively, 1.0% of Brunswick shares are owned by company 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.

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%

In the previous week, Harley-Davidson and Harley-Davidson both had 5 articles in the media. Brunswick's average media sentiment score of 1.11 beat Harley-Davidson's score of 0.60 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
1 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive
Brunswick
3 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Summary

Brunswick beats Harley-Davidson on 13 of the 18 factors compared between the two stocks.

How does Harley-Davidson compare to General Motors?

General Motors (NYSE:GM) 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 valuation, earnings, risk, dividends, media sentiment, institutional ownership, analyst recommendations and profitability.

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

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
General Motors$185.53B0.40$2.70B$1.9843.20
Harley-Davidson$4.47B0.65$338.74M$1.6317.06

92.7% of General Motors shares are owned by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are owned by institutional investors. 0.4% of General Motors shares are owned by insiders. Comparatively, 1.0% of Harley-Davidson shares are owned by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company is poised for long-term growth.

General Motors has a beta of 1.32, meaning that its stock price is 32% more volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.29, meaning that its stock price is 29% more volatile than the broader market.

General Motors pays an annual dividend of $0.72 per share and has a dividend yield of 0.8%. Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 2.7%. General Motors pays out 36.4% of its earnings in the form of a dividend. Harley-Davidson pays out 46.0% 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. General Motors has increased its dividend for 3 consecutive years and Harley-Davidson has increased its dividend for 5 consecutive years. Harley-Davidson is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

In the previous week, General Motors had 25 more articles in the media than Harley-Davidson. MarketBeat recorded 30 mentions for General Motors and 5 mentions for Harley-Davidson. General Motors' average media sentiment score of 0.60 beat Harley-Davidson's score of 0.60 indicating that General Motors is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
General Motors
14 Very Positive mention(s)
2 Positive mention(s)
10 Neutral mention(s)
1 Negative mention(s)
1 Very Negative mention(s)
Positive
Harley-Davidson
1 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
2 Negative mention(s)
0 Very Negative mention(s)
Positive

General Motors presently has a consensus price target of $101.41, suggesting a potential upside of 18.55%. Harley-Davidson has a consensus price target of $27.44, suggesting a potential downside of 1.28%. Given General Motors' stronger consensus rating and higher possible upside, research analysts plainly believe General Motors is more favorable than Harley-Davidson.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
General Motors
1 Sell rating(s)
3 Hold rating(s)
18 Buy rating(s)
1 Strong Buy rating(s)
2.83
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
4 Buy rating(s)
1 Strong Buy rating(s)
2.33

Harley-Davidson has a net margin of 4.78% compared to General Motors' net margin of 1.05%. General Motors' return on equity of 18.18% beat Harley-Davidson's return on equity.

Company Net Margins Return on Equity Return on Assets
General Motors1.05% 18.18% 4.17%
Harley-Davidson 4.78%6.28%2.45%

Summary

General Motors 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$2.81B$44.60B$12.56B$23.20B
Dividend Yield2.78%2.83%56.79%3.56%
P/E Ratio17.0611.7245.6928.71
Price / Sales0.6526.3391.4894.63
Price / Cash5.2911.3628.6133.82
Price / Book0.992.194.084.74
Net Income$338.74M$1.24B$445.67M$1.07B
7 Day Performance-1.73%-1.66%-2.30%-2.00%
1 Month Performance6.89%-0.12%-3.95%-2.68%
1 Year Performance-7.14%-21.49%-6.12%10.45%

Harley-Davidson Competitors List

Export
CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
HOG
Harley-Davidson
4.619 of 5 stars		$27.80
+3.1%		$27.44
-1.3%		-9.4%$2.81B$4.47B17.067,200
GT
Goodyear Tire & Rubber
2.7458 of 5 stars		$5.85
-6.4%		$8.26
+41.2%		-37.3%$1.68B$17.69BN/A63,000
PCAR
PACCAR
4.255 of 5 stars		$122.50
-1.8%		$132.30
+8.0%		+20.6%$64.48B$28.44B25.7425,900
TSLA
Tesla
3.377 of 5 stars		$368.16
+4.0%		$401.74
+9.1%		-0.9%$1.45T$94.83B340.89134,785
BC
Brunswick
4.2168 of 5 stars		$71.90
-3.4%		$88.00
+22.4%		+6.1%$4.66B$5.36BN/A14,000

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This page (NYSE:HOG) was last updated on 9/12/2026 by MarketBeat.com Staff.
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