Harley-Davidson, Inc. (HOG) Stock Analysis

Why this analysis is different

• A sector-relative MoonshotScore — five pillars (business quality, financial safety, valuation, growth durability, momentum) re-ranked nightly against the full universe of US-listed common stocks.
• An AI Council read across up to eight perspectives — value, macro, quantitative, and momentum lenses — that shows where they disagree instead of averaging the tension away.
• Figures come straight from FMP and Yahoo Finance filings data. The AI writes the narrative around the numbers — it never edits the numbers.

Harley-Davidson, Inc. (HOG) Consumer Business Overview

Harley-Davidson, Inc. is a leading manufacturer of motorcycles, operating through Motorcycles and Related Products and Financial Services segments. The company's iconic brand and extensive dealer network support its market position, while evolving consumer preferences and global market dynamics present both opportunities and challenges.

What Is the Investment Thesis for HOG?

Harley-Davidson's investment thesis hinges on its ability to adapt to evolving consumer preferences and expand its market reach. With a P/E ratio of 12.2 and a dividend yield of 2.86%, the company presents a potential value proposition for investors seeking income and moderate growth. Key catalysts include successful execution of its strategic plan, which focuses on new product development, digital transformation, and international expansion. The company's strong brand heritage and established dealer network provide a competitive advantage. However, potential risks include fluctuating raw material costs, intense competition, and shifts in consumer demand towards electric vehicles and alternative transportation options. Continued innovation and effective cost management are crucial for sustaining long-term profitability and shareholder value.

Based on FMP financials and quantitative analysis

HOG Key Highlights

Market Cap of $2.91B reflects investor valuation of Harley-Davidson's brand and market position.

• P/E Ratio of 12.2 suggests the company is trading at a reasonable valuation compared to its earnings.
• Profit Margin of 5.3% indicates the company's profitability after accounting for all expenses.
• Gross Margin of 24.9% reflects the company's efficiency in converting sales into gross profit.
• Dividend Yield of 2.86% provides an income stream for investors, enhancing the stock's attractiveness.

Who Are HOG's Competitors?

HOG is benchmarked below against 8 industry peers on price, market cap, and our AI MoonshotScore.

AI Score by Stock Expert AI · Price data: FMP / Yahoo Finance

What Are HOG's Key Strengths?

Strong brand reputation and customer loyalty.

• Extensive dealer network.
• Established financial services segment.
• Iconic status within the motorcycle community.

What Are HOG's Weaknesses?

Dependence on traditional motorcycle market.

• High manufacturing costs.
• Limited presence in emerging markets.
• Aging customer base.

What Could Drive HOG Stock Higher?

Launch of new electric motorcycle models, expected in Q4 2026.

• Expansion of digital marketing and e-commerce initiatives.
• Strategic partnerships to enhance technology and innovation.
• Increased investment in emerging markets, starting in 2027.

What Are the Key Risks for HOG?

Fluctuations in raw material costs, impacting profitability.

• Intense competition from other motorcycle manufacturers.
• Shifts in consumer preferences towards alternative transportation.
• Economic downturns affecting consumer spending on recreational vehicles.
• Regulatory changes impacting motorcycle sales and emissions.

What Are the Growth Opportunities for HOG?

• Expansion in Emerging Markets: Harley-Davidson has the opportunity to expand its presence in emerging markets, such as India and Southeast Asia, where demand for motorcycles is growing rapidly. By tailoring its product offerings to local preferences and leveraging its brand reputation, Harley-Davidson can capture a significant share of these markets. This expansion could contribute to a 10-15% increase in international sales over the next five years.
• Electric Vehicle Innovation: The growing demand for electric vehicles presents a significant growth opportunity for Harley-Davidson. By investing in the development of electric motorcycles and related technologies, Harley-Davidson can attract new customers and position itself as a leader in the electric motorcycle market. The electric motorcycle market is projected to reach $20 billion by 2030, offering substantial revenue potential.
• Enhancing Digital Presence: Harley-Davidson can enhance its digital presence by expanding its e-commerce capabilities and leveraging digital marketing channels to reach a wider audience. By improving its online customer experience and offering personalized services, Harley-Davidson can drive online sales and strengthen customer loyalty. A robust digital strategy could increase online sales by 20-25% over the next three years.
• Product Diversification: Harley-Davidson can diversify its product offerings by introducing new models and accessories that cater to a broader range of customer segments. This includes developing more affordable motorcycles and expanding its line of apparel and merchandise. Product diversification can attract new customers and increase revenue per customer, contributing to overall growth.
• Financial Services Expansion: Harley-Davidson's Financial Services segment can drive growth by expanding its offerings and reaching more customers. This includes providing financing options for a wider range of motorcycles and accessories, as well as offering insurance and extended service contracts. Expanding the Financial Services segment can increase profitability and strengthen customer relationships.

What Are HOG's Competitive Advantages?

• Strong brand recognition and loyalty.
• Extensive network of independent dealers.
• Proprietary designs and engineering expertise.
• Established financial services segment.
• Iconic status within the motorcycle community.

What Does HOG Do?

Harley-Davidson, Inc., founded in 1903 in Milwaukee, Wisconsin, is a global leader in the motorcycle industry. The company designs, manufactures, and sells a wide range of Harley-Davidson motorcycles, including cruiser, touring, standard, sportbike, and dual models. These motorcycles are complemented by a comprehensive portfolio of motorcycle parts, accessories, apparel, and related services. Harley-Davidson operates through two primary segments: Motorcycles and Related Products, and Financial Services. The Motorcycles and Related Products segment focuses on the design, manufacturing, marketing, and distribution of Harley-Davidson motorcycles, parts, accessories, and apparel. These products are sold to retail customers through a network of independent dealers and via e-commerce channels across the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific region. The Financial Services segment provides wholesale and retail financing solutions. Wholesale financing includes floorplan and open account financing of motorcycles, parts, and accessories for dealers. Retail financing offers installment lending for the purchase of new and used Harley-Davidson motorcycles, along with point-of-sale protection products, such as motorcycle insurance, extended service contracts, and motorcycle maintenance protection. The Financial Services segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand.

What Products and Services Does HOG Offer?

• Manufactures and sells Harley-Davidson motorcycles.
• Designs and produces motorcycle parts and accessories.
• Offers a range of apparel and merchandise.
• Provides wholesale financing services to dealers.
• Offers retail financing services to customers.
• Licenses the Harley-Davidson brand for credit cards.
• Sells motorcycles through independent dealers and e-commerce channels.

How Does HOG Make Money?

• Generates revenue from the sale of motorcycles, parts, and accessories.
• Earns income from financing services provided to dealers and customers.
• Receives licensing fees from financial institutions.
• Distributes products through a network of independent dealers and e-commerce channels.

What Industry Does HOG Operate In?

Harley-Davidson operates in the recreational vehicle industry, which is influenced by economic cycles, consumer spending, and demographic trends. The industry is characterized by intense competition, with players like Polaris Inc. vying for market share. The increasing adoption of electric vehicles and changing consumer preferences towards more sustainable transportation options are reshaping the competitive landscape. Harley-Davidson's ability to innovate and adapt to these trends will be crucial for maintaining its market position and driving future growth. The global motorcycle market is expected to grow at a moderate pace, driven by increasing disposable incomes and urbanization in emerging markets.

Who Are HOG's Key Customers?

• Motorcycle enthusiasts and riders.
• Independent Harley-Davidson dealers.
• Financial institutions that license the Harley-Davidson brand.
• Retail customers purchasing motorcycles and related products.
• Customers seeking financing for motorcycle purchases.

Company Profile

Harley-Davidson, Inc. operates in the Auto - Manufacturers industry within the Consumer Cyclical sector. It is headquartered in Milwaukee, US. The company is led by CEO Arthur Francis Starrs. HOG has traded publicly since 1986.

Harley-Davidson, Inc. Financial Trajectory

Harley-Davidson, Inc. (HOG) reported $1.10B in revenue for Q2 2026, a decline of 5.9% compared to the prior quarter. The company recorded net income of $79.0M, with diluted EPS of $0.75. Quarter-over-quarter revenue has been mixed, typical for a mid-cap company operating in Consumer Cyclical. Across the four most recent quarters, HOG averaged $0.41 in diluted EPS.

How Harley-Davidson, Inc. Is Valued

Harley-Davidson, Inc. carries a market capitalization of $2.91B, placing it in the mid-cap category. Relative to its peer group, HOG's quantitative score of 42/100 is below the peer average of 77/100.

Return on equity for Harley-Davidson, Inc. stands at 7.0%, a gauge of how efficiently it converts shareholder capital into profit. Return on assets is 3.2%, showing how much profit it generates from its asset base. HOG trades at a trailing price-to-earnings ratio of 12.17, below the Consumer Cyclical sector average of ~34x. Its free cash flow yield is 1.6%, a gauge of the cash the business throws off relative to its market value. A current ratio of 1.91 indicates the company holds enough short-term assets to cover its near-term obligations. Its earnings yield is 8.2%, the inverse of the P/E and a quick read on earnings relative to price.

Harley-Davidson, Inc.'s Piotroski F-Score is 6/9, a 9-point checklist of profitability, leverage and efficiency — a middling fundamental profile. Its Altman Z-Score of 2.19 places it in the grey zone, a middle ground that warrants monitoring.

Harley-Davidson, Inc. has beaten Wall Street's EPS estimate in 4 of its last 8 reported quarters — more hits than misses. Reported results have landed about 8.1% below estimates on average.

Wall Street analysts project Harley-Davidson, Inc. revenue of about $3.85B for fiscal 2026, with EPS near $0.59. The estimate reflects 8 contributing analysts.

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Disclaimer: This content is for informational purposes only and does not constitute investment advice. Always do your own research and consult a financial advisor.

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