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HOG 
Harley-Davidson Inc (HOG)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
11/13/2025: 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 $28.56
1 Year Target Price $28.56
| 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 11/13/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 2.93B USD | Price to earnings Ratio 5.91 | 1Y Target Price 28.56 |
Price to earnings Ratio 5.91 | 1Y Target Price 28.56 | ||
Volume (30-day avg) 16 | Beta 1.33 | 52 Weeks Range 20.18 - 34.33 | Updated Date 11/14/2025 |
52 Weeks Range 20.18 - 34.33 | Updated Date 11/14/2025 | ||
Dividends yield (FY) 2.87% | Basic EPS (TTM) 4.18 |
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 2025-10-23 | When Before Market | Estimate 1.69 | Actual 3.1 |
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 5.91 | Forward PE 8.06 | Enterprise Value 6370369621 | Price to Sales(TTM) 0.63 |
Enterprise Value 6370369621 | Price to Sales(TTM) 0.63 | ||
Enterprise Value to Revenue 1.37 | Enterprise Value to EBITDA 7.67 | Shares Outstanding 118141863 | Shares Floating 109086289 |
Shares Outstanding 118141863 | Shares Floating 109086289 | ||
Percent Insiders 0.97 | Percent Institutions 97.49 |
Upturn AI SWOT
Harley-Davidson Inc
Company Overview
History and Background
Harley-Davidson Inc. was founded in 1903 in Milwaukee, Wisconsin. It evolved from a small machine shop into one of the world's leading motorcycle manufacturers, known for its iconic designs and loyal customer base. Significant milestones include surviving the Great Depression, contributing to the war effort, and navigating various economic cycles and competitive pressures. Through restructurings and re-focusing, it has remained a major player, adapting to changing market demands with new models and strategic initiatives.
Core Business Areas
- Motorcycles and Related Products: Designs, manufactures, and sells heavyweight motorcycles, parts, accessories, apparel, and other merchandise under the Harley-Davidson brand.
- Financial Services: Provides wholesale and retail financing and insurance services, primarily to Harley-Davidson dealers and retail customers.
Leadership and Structure
The leadership team typically includes a Chief Executive Officer (CEO), Chief Financial Officer (CFO), and other senior executives responsible for different functional areas. The organizational structure is usually hierarchical, with various departments reporting to senior management.
Top Products and Market Share
Key Offerings
- Touring Motorcycles (e.g., Road Glide, Street Glide): These are designed for long-distance riding. Market share is significant within the touring motorcycle segment but varies by model and region. Competitors include Indian Motorcycle (owned by Polaris), Honda, and BMW. Revenue data is not publicly broken down by specific model.
- Cruiser Motorcycles (e.g., Softail, Sportster): Harley-Davidson's cruisers are known for their iconic styling. Similar to the touring segment, market share varies, and competitors include Indian Motorcycle, Yamaha, and Kawasaki. Revenue data is not publicly broken down by specific model.
- LiveWire Electric Motorcycles: Harley-Davidson's entry into the electric motorcycle market. Market share within the electric motorcycle segment is still developing. Competitors include Zero Motorcycles and Energica. Revenue data is not publicly broken down by specific model.
Market Dynamics
Industry Overview
The motorcycle industry is characterized by fluctuating demand influenced by economic conditions, fuel prices, and consumer preferences. Growing interest in electric vehicles is reshaping the market. The industry is highly competitive, with several established brands and emerging players.
Positioning
Harley-Davidson is positioned as a premium brand, known for its heritage, styling, and loyal customer base. It has a strong brand image but faces challenges in attracting younger riders and competing with more affordable alternatives.
Total Addressable Market (TAM)
The global motorcycle market is expected to reach USD 124.36 billion by 2030. Harley-Davidson's positioning targets the higher end of this market.
Upturn SWOT Analysis
Strengths
- Strong Brand Recognition
- Loyal Customer Base
- Extensive Dealer Network
- Iconic Designs
- Strong aftermarket ecosystem
Weaknesses
- Aging Customer Base
- High Price Point
- Dependence on Heavyweight Motorcycles
- Inconsistent Quality Control
- High Debt levels
Opportunities
- Expansion into Emerging Markets
- Development of Electric Motorcycles
- Product Diversification (e.g., apparel, accessories)
- Strategic Partnerships
- Growth in the used motorcycle market
Threats
- Intense Competition
- Changing Consumer Preferences
- Economic Downturns
- Increasing Environmental Regulations
- Supply Chain Disruptions
Competitors and Market Share
Key Competitors
- PII
- YAMHF
- BMW.DE
Competitive Landscape
Harley-Davidson faces competition from companies offering similar cruiser and touring motorcycles. Its advantages include brand recognition and customer loyalty. Its disadvantages include higher price points and a focus on a specific segment of the market.
Growth Trajectory and Initiatives
Historical Growth: Discuss Harley-Davidson Inc's growth trends over the past years.
Future Projections: Provide projections for Harley-Davidson Inc's future growth based on analyst estimates.
Recent Initiatives: Highlight recent strategic initiatives undertaken by Harley-Davidson Inc.
Summary
Harley-Davidson boasts a powerful brand and devoted following, ensuring a solid market position. However, its dependence on an aging customer base and high price point present ongoing challenges. Successfully diversifying into electric vehicles and appealing to younger riders are crucial for sustained growth. Monitoring economic trends and competitive pressures is also vital.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company reports, industry analysis, financial news sources.
Disclaimers:
This analysis is based on publicly available information and is for informational purposes only. It does not constitute investment advice.
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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