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Harley-Davidson Inc (HOG)

Upturn stock ratingUpturn stock rating
$27.56
Last Close (24-hour delay)
Profit since last BUY0.44%
upturn advisory
Consider higher Upturn Star rating
BUY since 2 days
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Upturn Advisory Summary

08/14/2025: HOG (1-star) has a low Upturn Star Rating. Not recommended to BUY.

Upturn Star Rating

rating

Not Recommended Performance

These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.

Number of Analysts

rating

16 Analysts rated it

Moderately tracked stock, growing coverage, gaining market and investor attention.

1 Year Target Price $29

1 Year Target Price $29

Analysts Price Target For last 52 week
$29 Target price
52w Low $20.3
Current$27.56
52w High $39.16

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 stock ratingUpturn stock rating
Upturn Advisory Performance Upturn Advisory Performance 2.0
Stock Returns Performance Upturn Returns Performance 1.0
Upturn Profits based on simulationUpturn Profits based on simulation Profits based on simulation
Upturn Profits based on simulationUpturn Profits based on simulation Last Close 08/14/2025

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

ai summary icon Upturn AI SWOT

Harley-Davidson Inc

stock logo

Company Overview

overview logo 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.

business area logo 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 logo 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

overview logo 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 logo 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

competitor logo 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.

Upturn AI SummarizationUpturn AI Summarization AI Summarization is directionally correct and might not be accurate.

Upturn AI SummarizationUpturn AI Summarization Summarized information shown could be a few years old and not current.

Upturn AI SummarizationUpturn AI Summarization Fundamental Rating based on AI could be based on old data.

Upturn AI SummarizationUpturn AI Summarization 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
Full time employees 5900

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.