Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
Help & Tutorial - Chart
- Upturn Summary
- Highlights
- Revenue
- Valuation
- About
HOG 
Harley-Davidson Inc (HOG)
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- Pass (Skip investing)
Stock price based on last close (see disclosures)
- ALL
- 1Y
- 1M
- 1W
Upturn Advisory Summary
01/09/2026: 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 $27.5
1 Year Target Price $27.5
| 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 01/09/2026 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 2.60B USD | Price to earnings Ratio 5.1 | 1Y Target Price 27.5 |
Price to earnings Ratio 5.1 | 1Y Target Price 27.5 | ||
Volume (30-day avg) 16 | Beta 1.38 | 52 Weeks Range 20.02 - 31.00 | Updated Date 01/9/2026 |
52 Weeks Range 20.02 - 31.00 | Updated Date 01/9/2026 | ||
Dividends yield (FY) 3.37% | 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 5.1 | Forward PE 6.69 | Enterprise Value 5937970402 | Price to Sales(TTM) 0.56 |
Enterprise Value 5937970402 | Price to Sales(TTM) 0.56 | ||
Enterprise Value to Revenue 1.27 | Enterprise Value to EBITDA 7.15 | Shares Outstanding 118141863 | Shares Floating 117101033 |
Shares Outstanding 118141863 | Shares Floating 117101033 | ||
Percent Insiders 0.96 | Percent Institutions 93.93 |
Upturn AI SWOT
Harley-Davidson Inc
Company Overview
History and Background
Harley-Davidson Inc. was founded in 1903 by William S. Harley and Arthur Davidson in Milwaukee, Wisconsin. It is one of the most iconic American motorcycle manufacturers. Key milestones include its early success in motorcycle racing, survival through the Great Depression and World War II by producing military vehicles, and its resurgence in the late 20th century driven by the 'HOG' (Harley Owners Group) and a focus on lifestyle branding. The company has evolved to include a broader range of motorcycles, electric vehicles (through its LiveWire brand), and apparel.
Core Business Areas
- Motorcycles: Design, manufacture, and sale of Harley-Davidson motorcycles, including touring, cruiser, softail, sport, and livewire (electric) models. This is the primary revenue driver for the company.
- Parts & Accessories: Sales of genuine Harley-Davidson parts and accessories, including customization options for motorcycles, engines, and performance upgrades.
- Apparel & General Merchandise: Design, licensing, and sale of Harley-Davidson branded apparel (clothing, helmets, footwear) and general merchandise (toys, collectibles, home goods).
- Financial Services: Harley-Davidson Financial Services (HDFS) provides retail financing, wholesale financing, and insurance products to customers and dealers.
Leadership and Structure
Harley-Davidson Inc. is led by a Board of Directors and an executive management team. Key leadership positions include the Chief Executive Officer (CEO), Chief Financial Officer (CFO), and heads of various divisions such as Product Development, Marketing, and Manufacturing. The company operates through its main manufacturing facilities in the United States and its global dealer network.
Top Products and Market Share
Key Offerings
- Harley-Davidson Touring Motorcycles: Includes iconic models like the Road King, Street Glide, and Ultra Limited, designed for long-distance riding and comfort. These models represent a significant portion of their premium motorcycle sales. Competitors include Indian Motorcycle (Polaris Inc.), BMW Motorrad, and Honda.
- Harley-Davidson Cruiser Motorcycles: Features popular lines such as the Softail and Sportster families, catering to a broad range of riders seeking style and performance. Competitors include Indian Motorcycle, Yamaha, Kawasaki, and Honda.
- LiveWire (Electric Motorcycles): Harley-Davidson's entry into the electric vehicle market, offering performance and a modern riding experience. While still a nascent segment, it aims to attract a new generation of riders. Competitors include Zero Motorcycles, Energica Motor Company, and emerging electric motorcycle startups.
- Harley-Davidson Apparel: Includes a wide range of branded clothing, helmets, and accessories that contribute to the lifestyle appeal of the brand. This segment leverages the strong brand equity of Harley-Davidson. While not directly competing with motorcycle manufacturers, it competes for consumer spending in the lifestyle apparel market.
Market Dynamics
Industry Overview
The global motorcycle industry is experiencing a shift towards electric vehicles and is influenced by evolving consumer preferences, environmental regulations, and economic conditions. The premium motorcycle segment, where Harley-Davidson traditionally dominates, is facing increased competition from both established players and new entrants.
Positioning
Harley-Davidson is positioned as a premium lifestyle brand with a strong heritage and loyal customer base. Its competitive advantages lie in its iconic brand recognition, extensive dealer network, and the 'Harley experience' that extends beyond the motorcycle itself. However, the company faces challenges in attracting younger demographics and adapting to the electrification trend.
Total Addressable Market (TAM)
The global motorcycle market is valued in the hundreds of billions of dollars, with the premium segment representing a significant portion. Harley-Davidson's TAM is primarily focused on the large displacement motorcycle market and increasingly on the growing electric motorcycle segment. While the company holds a significant share in its traditional segments, its overall market share within the broader TAM is smaller, especially when considering the entire global motorcycle industry.
Upturn SWOT Analysis
Strengths
- Iconic and strong brand equity with a loyal customer base.
- Extensive global dealer network providing sales, service, and community.
- Perceived as a lifestyle brand, not just a vehicle manufacturer.
- Strong heritage and rich history in motorcycle manufacturing.
- Diversified revenue streams including parts, accessories, apparel, and financial services.
Weaknesses
- Aging customer demographic and challenges in attracting younger riders.
- Dependence on a core product line that may be perceived as less innovative by some.
- High manufacturing costs and potential for pricing to be a barrier.
- Competition from newer, more agile manufacturers in the electric vehicle space.
- Past financial performance has been inconsistent.
Opportunities
- Expansion of the electric motorcycle segment with LiveWire.
- Growth in emerging markets where motorcycle adoption is increasing.
- Leveraging brand loyalty for new product categories and experiences.
- Partnerships and collaborations to enhance technology and reach.
- Focusing on sustainability and environmentally friendly initiatives.
Threats
- Increasing competition from established manufacturers and new EV startups.
- Changing consumer preferences towards smaller, more fuel-efficient, or electric vehicles.
- Economic downturns impacting discretionary spending on luxury goods like motorcycles.
- Stricter emissions regulations and environmental standards.
- Supply chain disruptions and rising raw material costs.
Competitors and Market Share
Key Competitors
- Polaris Inc. (US Stock Symbol: PII)
- Honda Motor Co., Ltd. (US Stock Symbol: HMC)
- Yamaha Motor Co., Ltd. (US Stock Symbol: YAMHF)
Competitive Landscape
Harley-Davidson's advantage lies in its unparalleled brand loyalty and lifestyle association. However, competitors like Polaris (with its Indian Motorcycle brand) are aggressively challenging its premium cruiser market. Japanese manufacturers like Honda and Yamaha offer a wider range of motorcycles, including more affordable and technologically diverse options, while also investing heavily in electrification. Harley-Davidson needs to balance its heritage with the need for innovation and broader appeal.
Growth Trajectory and Initiatives
Historical Growth: Harley-Davidson experienced significant growth in the late 20th century. In recent years, growth has been more moderate and subject to market cyclicality and the company's strategic shifts, including the 'Rewire' and 'Hardwire' plans aimed at restructuring and revitalizing the business.
Future Projections: Analyst projections for Harley-Davidson's future growth often depend on the success of its electrification strategy, its ability to capture new market segments, and the overall health of the powersports industry. Expectations generally involve moderate revenue growth with a focus on improving profitability.
Recent Initiatives: Key recent initiatives include the launch of the LiveWire electric motorcycle brand, the introduction of new motorcycle models across various segments, and efforts to streamline operations and supply chains. The company is also focusing on expanding its international presence and enhancing dealer capabilities.
Summary
Harley-Davidson Inc. is a legendary brand facing a dynamic market. Its core strengths lie in its iconic status, loyal customer base, and strong dealer network. However, it grapples with an aging demographic and the significant challenge of transitioning to electrification. Success hinges on its ability to attract new riders, innovate effectively in the EV space, and maintain its premium appeal while navigating economic uncertainties and intense competition.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Harley-Davidson Inc. Investor Relations
- Company Annual Reports (10-K)
- Financial Data Providers (e.g., Refinitiv, Bloomberg)
- Industry Analysis Reports
Disclaimers:
This analysis is based on publicly available information and is intended for informational purposes only. It does not constitute financial advice. Past performance is not indicative of future results. Investors should conduct their own due diligence before making any investment decisions.
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.
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.