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Harley-Davidson (HOG) Competitors

Harley-Davidson logo
$25.67 +0.98 (+3.97%)
Closing price 06/23/2026 03:58 PM Eastern
Extended Trading
$25.66 -0.02 (-0.06%)
As of 06/23/2026 07:49 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 auto/tires/trucks companies, but which is the superior investment? We will contrast the two companies based on the strength of their earnings, media sentiment, dividends, profitability, institutional ownership, analyst recommendations, risk and valuation.

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$4.47B0.60$338.74M$1.7614.59
Goodyear Tire & Rubber$18.28B0.09-$1.72B-$7.24N/A

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

Harley-Davidson currently has a consensus target price of $24.22, suggesting a potential downside of 5.64%. Goodyear Tire & Rubber has a consensus target price of $8.54, suggesting a potential upside of 44.79%. Given Goodyear Tire & Rubber's higher possible upside, analysts clearly 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)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27
Goodyear Tire & Rubber
3 Sell rating(s)
4 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.89

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
Harley-Davidson5.68% 7.03% 2.43%
Goodyear Tire & Rubber -11.64%0.93%0.18%

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

In the previous week, Harley-Davidson had 7 more articles in the media than Goodyear Tire & Rubber. MarketBeat recorded 7 mentions for Harley-Davidson and 0 mentions for Goodyear Tire & Rubber. Harley-Davidson's average media sentiment score of 0.41 beat Goodyear Tire & Rubber's score of 0.00 indicating that Harley-Davidson is being referred to more favorably in the media.

Company Overall Sentiment
Harley-Davidson Neutral
Goodyear Tire & Rubber Neutral

Summary

Harley-Davidson beats Goodyear Tire & Rubber on 15 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 stock? We will contrast the two businesses based on the strength of their media sentiment, earnings, profitability, risk, analyst recommendations, valuation, institutional ownership and dividends.

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%

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$807.56M0.64$14.88M-$0.06N/A
Harley-Davidson$4.47B0.60$338.74M$1.7614.59

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

In the previous week, Harley-Davidson had 6 more articles in the media than Malibu Boats. MarketBeat recorded 7 mentions for Harley-Davidson and 1 mentions for Malibu Boats. Malibu Boats' average media sentiment score of 1.04 beat Harley-Davidson's score of 0.41 indicating that Malibu Boats is being referred to more favorably in the media.

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

Malibu Boats currently has a consensus price target of $31.00, indicating a potential upside of 18.68%. Harley-Davidson has a consensus price target of $24.22, indicating a potential downside of 5.64%. Given Malibu Boats' stronger consensus rating and higher possible upside, equities research 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)
3 Hold rating(s)
1 Buy rating(s)
1 Strong Buy rating(s)
2.33
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27

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.

Summary

Harley-Davidson beats Malibu Boats on 10 of the 16 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 stock? We will compare the two companies based on the strength of their media sentiment, analyst recommendations, profitability, earnings, valuation, dividends, institutional ownership and risk.

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%

PACCAR pays an annual dividend of $1.40 per share and has a dividend yield of 1.2%. Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 2.9%. 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.

64.9% of PACCAR shares are owned by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are owned by institutional investors. 2.0% of PACCAR 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 company is poised for long-term growth.

PACCAR currently has a consensus target price of $122.00, indicating a potential upside of 4.47%. Harley-Davidson has a consensus target price of $24.22, indicating a potential downside of 5.64%. Given PACCAR's stronger consensus rating and higher probable upside, equities research analysts plainly 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

In the previous week, Harley-Davidson had 5 more articles in the media than PACCAR. MarketBeat recorded 7 mentions for Harley-Davidson and 2 mentions for PACCAR. PACCAR's average media sentiment score of 1.00 beat Harley-Davidson's score of 0.41 indicating that PACCAR is being referred to more favorably in the media.

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

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$27.78B2.21$2.38B$4.7024.85
Harley-Davidson$4.47B0.60$338.74M$1.7614.59

PACCAR has a beta of 0.98, meaning that its share price is 2% less volatile than the broader market. Comparatively, Harley-Davidson has a beta of 1.26, meaning that its share price is 26% more volatile than the broader market.

Summary

PACCAR beats Harley-Davidson on 14 of the 18 factors compared between the two stocks.

How does Harley-Davidson compare to Tesla?

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

In the previous week, Tesla had 259 more articles in the media than Harley-Davidson. MarketBeat recorded 266 mentions for Tesla and 7 mentions for Harley-Davidson. Tesla's average media sentiment score of 0.80 beat Harley-Davidson's score of 0.41 indicating that Tesla 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)
2 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Tesla
164 Very Positive mention(s)
26 Positive mention(s)
39 Neutral mention(s)
28 Negative mention(s)
7 Very Negative mention(s)
Positive

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$4.47B0.60$338.74M$1.7614.59
Tesla$97.88B14.64$3.79B$1.09350.10

Harley-Davidson currently has a consensus price target of $24.22, suggesting a potential downside of 5.64%. Tesla has a consensus price target of $405.06, suggesting a potential upside of 6.15%. 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
Harley-Davidson
2 Sell rating(s)
5 Hold rating(s)
3 Buy rating(s)
1 Strong Buy rating(s)
2.27
Tesla
5 Sell rating(s)
19 Hold rating(s)
21 Buy rating(s)
0 Strong Buy rating(s)
2.36

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
Harley-Davidson5.68% 7.03% 2.43%
Tesla 3.95%4.89%2.93%

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

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

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 compare the two businesses based on the strength of their valuation, analyst recommendations, media sentiment, profitability, institutional ownership, risk, dividends and earnings.

Harley-Davidson pays an annual dividend of $0.75 per share and has a dividend yield of 2.9%. Brunswick pays an annual dividend of $1.76 per share and has a dividend yield of 2.2%. 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 raised its dividend for 5 consecutive years and Brunswick has raised its dividend for 13 consecutive years.

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$1.7614.59
Brunswick$5.36B0.98-$137.30M-$2.10N/A

Harley-Davidson currently has a consensus target price of $24.22, suggesting a potential downside of 5.64%. Brunswick has a consensus target price of $87.00, suggesting a potential upside of 7.21%. 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)
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

In the previous week, Harley-Davidson had 1 more articles in the media than Brunswick. MarketBeat recorded 7 mentions for Harley-Davidson and 6 mentions for Brunswick. Brunswick's average media sentiment score of 1.21 beat Harley-Davidson's score of 0.41 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)
2 Positive mention(s)
4 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Brunswick
4 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

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

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 insiders. Comparatively, 1.0% of Brunswick 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.

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%

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$2.60B$70.08B$21.52B$23.26B
Dividend Yield3.04%2.67%2.49%4.07%
P/E Ratio14.5948.8419.0331.08
Price / Sales0.6024.4516.3421.83
Price / Cash4.8523.4311.3524.45
Price / Book0.912.943.294.64
Net Income$338.74M-$498.73M$337.98M$1.07B
7 Day Performance0.91%-2.03%-2.70%0.15%
1 Month Performance7.92%-5.17%-2.90%0.18%
1 Year Performance8.87%-22.90%-0.82%23.21%

Harley-Davidson Competitors List

Export
CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
HOG
Harley-Davidson
3.7075 of 5 stars		$25.67
+4.0%		$24.22
-5.6%		+9.0%$2.60B$4.47B14.595,500
GT
Goodyear Tire & Rubber
2.7844 of 5 stars		$6.32
-4.2%		$8.54
+35.3%		-41.9%$1.82B$18.28BN/A63,000
MBUU
Malibu Boats
3.2677 of 5 stars		$27.83
+0.5%		$31.00
+11.4%		-19.4%$544.03M$807.56MN/A2,200
PCAR
PACCAR
3.869 of 5 stars		$121.32
+0.5%		$122.00
+0.6%		+27.3%$63.97B$28.44B25.8625,900
TSLA
Tesla
3.5168 of 5 stars		$404.85
-1.5%		$404.37
-0.1%		+9.4%$1.53T$94.83B372.90134,785

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This page (NYSE:HOG) was last updated on 6/24/2026 by MarketBeat.com Staff.
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