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HOG 
Harley-Davidson Inc (HOG)
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Upturn Advisory Summary
12/05/2025: HOG (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
16 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $27.6
1 Year Target Price $27.6
| 4 | Strong Buy |
| 2 | Buy |
| 9 | Hold |
| 1 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -27.64% | Avg. Invested days 29 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 12/05/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 2.84B USD | Price to earnings Ratio 5.56 | 1Y Target Price 27.6 |
Price to earnings Ratio 5.56 | 1Y Target Price 27.6 | ||
Volume (30-day avg) 16 | Beta 1.33 | 52 Weeks Range 20.18 - 33.24 | Updated Date 12/5/2025 |
52 Weeks Range 20.18 - 33.24 | Updated Date 12/5/2025 | ||
Dividends yield (FY) 3.00% | Basic EPS (TTM) 4.2 |
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 - | When - | Estimate - | Actual - |
Profitability
Profit Margin 10.74% | Operating Margin (TTM) 36.56% |
Management Effectiveness
Return on Assets (TTM) 3.26% | Return on Equity (TTM) 14.12% |
Valuation
Trailing PE 5.56 | Forward PE 7.73 | Enterprise Value 6325475713 | Price to Sales(TTM) 0.61 |
Enterprise Value 6325475713 | Price to Sales(TTM) 0.61 | ||
Enterprise Value to Revenue 1.36 | Enterprise Value to EBITDA 7.62 | Shares Outstanding 118141863 | Shares Floating 117101033 |
Shares Outstanding 118141863 | Shares Floating 117101033 | ||
Percent Insiders 0.97 | Percent Institutions 93.72 |
Upturn AI SWOT
Harley-Davidson Inc
Company Overview
History and Background
Harley-Davidson Inc. was founded in 1903 in Milwaukee, Wisconsin. It has evolved from a small motorcycle manufacturer to a global brand synonymous with American motorcycle culture, experiencing periods of growth, decline, and resurgence over the years.
Core Business Areas
- Motorcycles and Related Products: Designs, manufactures, and sells heavyweight motorcycles, parts, accessories, and related services.
- Financial Services: Provides wholesale and retail financing and insurance programs to Harley-Davidson dealers and customers.
Leadership and Structure
The CEO of Harley-Davidson Inc. is currently Joachim Zeitz. The organizational structure includes functional departments such as engineering, manufacturing, marketing, sales, and finance, along with strategic business units focused on different product lines and geographic markets.
Top Products and Market Share
Key Offerings
- Cruiser Motorcycles: Harley-Davidson's core product, known for their iconic design and powerful engines. Competitors: Indian Motorcycle (owned by Polaris), BMW Motorrad.
- Market Share: Approximately 25% of the US heavyweight motorcycle market (estimate)
- Grand American Touring Motorcycles: Designed for long-distance riding, offering comfort and advanced features. Competitors: Honda, Yamaha, BMW Motorrad.
- Parts, Accessories, and Apparel: A significant revenue stream, including branded merchandise and performance parts. Competitors: Various aftermarket parts suppliers and apparel brands.
Market Dynamics
Industry Overview
The motorcycle industry is competitive, with established players and emerging electric motorcycle manufacturers. Demand is influenced by economic conditions, consumer preferences, and environmental regulations.
Positioning
Harley-Davidson is positioned as a premium brand with a strong heritage and loyal customer base. Its competitive advantages include brand recognition, a vast dealer network, and a distinctive motorcycle design.
Total Addressable Market (TAM)
The global motorcycle market is expected to reach approximately $300 billion by 2027. Harley-Davidson is positioned to capture a segment of this market through its focus on heavyweight motorcycles and expansion into new segments like electric motorcycles.
Upturn SWOT Analysis
Strengths
- Strong brand recognition and loyalty
- Extensive dealer network
- Iconic motorcycle design
- Established financial services division
Weaknesses
- Aging customer base
- Dependence on the US market
- Relatively high prices
- Slower adoption of electric motorcycle technology compared to competitors
Opportunities
- Expanding into emerging markets
- Developing electric motorcycles
- Diversifying product offerings
- Leveraging brand for related products and services
Threats
- Economic downturns
- Changing consumer preferences
- Increased competition from other motorcycle manufacturers
- Environmental regulations
Competitors and Market Share
Key Competitors
- PII
- BMWYY
- KTM.VI
- YAMHF
- HONDA.JP
Competitive Landscape
Harley-Davidson faces competition from established motorcycle manufacturers and emerging electric motorcycle companies. Its competitive advantages include brand recognition and a loyal customer base, while its weaknesses include an aging customer base and slower adoption of electric technology.
Major Acquisitions
StaCyc
- Year: 2019
- Acquisition Price (USD millions): 14
- Strategic Rationale: To enter the electric balance bike market for children.
Growth Trajectory and Initiatives
Historical Growth: Harley-Davidson's growth has been cyclical, with periods of strong growth followed by periods of decline. Recent years have seen efforts to stabilize sales and expand into new markets.
Future Projections: Future growth projections depend on analyst estimates and company guidance. Expansion into electric motorcycles and emerging markets are key growth drivers.
Recent Initiatives: Recent initiatives include the 'Hardwire' strategic plan, focusing on profitable growth, electric motorcycle development, and expanding into new segments.
Summary
Harley-Davidson is a globally recognized motorcycle manufacturer with a strong brand and loyal customer base. The company faces challenges with an aging demographic and increased competition, but is actively addressing these through strategic initiatives like electric motorcycle development and market diversification. While initiatives like Hardwire have shown some success, Harley-Davidson must carefully navigate changing consumer preferences and market dynamics to ensure long-term growth. The company has a lot of brand power and a strong dealership network to build upon but competition will continue to be high.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company reports
- Industry analysis reports
- Financial data providers
- Market research reports
Disclaimers:
This analysis is for informational purposes only and does not constitute financial advice. Market conditions and company performance are subject to change.
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 | CEO, President & Director Mr. Arthur Francis Starrs III | ||
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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