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Harley-Davidson Inc (HOG)



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Upturn Advisory Summary
08/14/2025: HOG (1-star) has a low Upturn Star Rating. Not recommended to BUY.
1 Year Target Price $29
1 Year Target Price $29
4 | Strong Buy |
2 | Buy |
9 | Hold |
1 | Sell |
0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -29.73% | Avg. Invested days 25 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating ![]() ![]() | Upturn Advisory Performance ![]() | Stock Returns Performance ![]() |
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Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 3.35B USD | Price to earnings Ratio 13.44 | 1Y Target Price 29 |
Price to earnings Ratio 13.44 | 1Y Target Price 29 | ||
Volume (30-day avg) 16 | Beta 1.3 | 52 Weeks Range 20.30 - 39.16 | Updated Date 08/15/2025 |
52 Weeks Range 20.30 - 39.16 | Updated Date 08/15/2025 | ||
Dividends yield (FY) 2.57% | Basic EPS (TTM) 2.05 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-07-23 | When Before Market | Estimate 1 | Actual 0.88 |
Profitability
Profit Margin 5.43% | Operating Margin (TTM) 9.78% |
Management Effectiveness
Return on Assets (TTM) 1.24% | Return on Equity (TTM) 6.95% |
Valuation
Trailing PE 13.44 | Forward PE 9.87 | Enterprise Value 8658781847 | Price to Sales(TTM) 0.75 |
Enterprise Value 8658781847 | Price to Sales(TTM) 0.75 | ||
Enterprise Value to Revenue 1.94 | Enterprise Value to EBITDA 18.66 | Shares Outstanding 121553000 | Shares Floating 109184836 |
Shares Outstanding 121553000 | Shares Floating 109184836 | ||
Percent Insiders 0.94 | Percent Institutions 95.04 |
Upturn AI SWOT
Harley-Davidson Inc

Company Overview
History and Background
Harley-Davidson Inc. was founded in 1903 in Milwaukee, Wisconsin, by William S. Harley and Arthur Davidson. Initially producing motorized bicycles, it evolved into a leading motorcycle manufacturer, playing a crucial role in both World Wars. It faced near bankruptcy in the 1980s but rebounded through strategic management and brand repositioning.
Core Business Areas
- Motorcycles and Related Products: Designs, manufactures, and sells a range of motorcycles, motorcycle parts, accessories, and apparel. This is the core revenue generator.
- Financial Services: Provides wholesale and retail financing services, primarily to Harley-Davidson dealers and customers.
Leadership and Structure
CEO: Joachim (Jochen) Zeitz. Organizational structure includes product development, manufacturing, sales and marketing, and financial services divisions.
Top Products and Market Share
Key Offerings
- Cruiser Motorcycles (e.g., Softail, Touring): Traditional Harley-Davidson motorcycles, known for their iconic design and powerful engines. Competitors include Indian Motorcycle (Polaris Industries), Honda, and Yamaha. Harley-Davidson has historically held a significant market share in the heavyweight cruiser segment but faces increasing competition.
- Grand American Touring (e.g., Road Glide, Street Glide): Touring motorcycles designed for long-distance riding. Competitors include Indian Motorcycle, BMW, and Honda. High margin product with dedicated consumer base. Number of bikes sold in 2023 was 58,000 generating approximately $980 million in revenue.
- Parts and Accessories: Aftermarket parts and accessories to customize Harley-Davidson motorcycles. Competitors are aftermarket brands such as Drag Specialties and Vance & Hines. Revenue approximately $470 million in 2023
Market Dynamics
Industry Overview
The motorcycle industry is segmented by motorcycle type (cruiser, touring, sport, etc.) and geography. It's subject to economic cycles and consumer preferences. Growing electric motorcycle market is a new segment. Demographic shifts in buyers is a changing factor.
Positioning
Harley-Davidson is positioned as a premium brand with a strong heritage and loyal customer base. It's focused on lifestyle and brand experience, differentiating itself through iconic designs and community-building events.
Total Addressable Market (TAM)
The global motorcycle market is estimated to be over $100 billion. Harley-Davidson is addressing this TAM by expanding its product line, including electric motorcycles (LiveWire) and smaller displacement models for emerging markets.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Loyal customer base
- Established dealer network
- Iconic designs
Weaknesses
- Aging customer base
- High price point
- Dependence on North American market
- Slow to adapt to electric motorcycle market
Opportunities
- Expanding into emerging markets
- Developing electric motorcycles
- Offering new product lines (e.g., adventure touring)
- Leveraging digital marketing and e-commerce
Threats
- Increased competition from other motorcycle manufacturers
- Changing consumer preferences
- Economic downturns
- Tariffs and trade barriers
Competitors and Market Share
Key Competitors
- PII
- HMC
- YAMHF
Competitive Landscape
Harley-Davidson has a strong brand and loyal customer base but faces competition from companies with more diverse product lines and a stronger presence in emerging markets. Electric motorcycles are also a growing competitive area.
Major Acquisitions
Stacyc, Inc
- Year: 2019
- Acquisition Price (USD millions): 16
- Strategic Rationale: Acquisition of an electric bike manufacturer for kids, to attract younger customers and promote early adoption.
Growth Trajectory and Initiatives
Historical Growth: Harley-Davidson's growth has been cyclical, influenced by economic conditions and product cycles. In recent years, growth has been modest.
Future Projections: Analysts project moderate revenue growth driven by new product launches and international expansion. Electric motorcycles are expected to contribute to future growth.
Recent Initiatives: The 'Hardwire' strategic plan focuses on profitable growth, brand strength, and improved financial performance. This includes streamlining operations and investing in electric motorcycles.
Summary
Harley-Davidson maintains a strong brand, but struggles with an aging customer base. The company is working on international expansion and electric motorcycle development to drive future growth. It faces challenges related to economic conditions, competitive pressures, and adapting to changing consumer preferences. Recent initiatives show commitment to improving performance and expanding market reach.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Harley-Davidson Investor Relations
- SEC Filings (10-K, 10-Q)
- Industry Reports
- Analyst Estimates
- Company Press Releases
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market conditions are subject to change, and past performance is not indicative of future results. Market share estimates are approximate.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Harley-Davidson Inc
Exchange NYSE | Headquaters Milwaukee, WI, United States | ||
IPO Launch date 1987-11-05 | Chairman, President & CEO Mr. Jochen Zeitz | ||
Sector Consumer Cyclical | Industry Recreational Vehicles | Full time employees 5900 | Website https://www.harley-davidson.com |
Full time employees 5900 | Website https://www.harley-davidson.com |
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.

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