HOG
Harley-Davidson, Inc. NYSE Listed Jul 8, 1986$26.49
+4.66%
vs $25.31
Mkt Cap $2.8B
52w Low $17.09
66.4% of range
52w High $31.25
50d MA $25.16
200d MA $22.90
P/E (TTM)
13.2x
EV/EBITDA
4.6x
P/B
1.0x
Debt/Equity
1.0x
ROE
10.8%
P/FCF
7.7x
RSI (14)
51.20
ATR (14)
$1.13
Beta
1.29
50d MA
$25.16
200d MA
$22.90
Avg Volume
3.0M
Harley-Davidson, Inc. manufactures and sells motorcycles. The company operates in two segments, Motorcycles and Related Products and Financial Services. The Motorcycles and Related Products segment designs, manufactures, and sells Harley-Davidson motorcycles, including cruiser, touring, standard, sportbike, and dual models, as well as motorcycle parts, accessories, apparel, and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels in the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific. The Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, including installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale protection products comprising motorcycle insurance, extended service contracts, and motorcycle maintenance protection. 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.
3700 West Juneau Avenue · Milwaukee, WI 53208 · US
| Date | Time | Est | Rptd | Surp | Base | Gap% | D1% | D2% | D3% | D4% | D5% | Guide ▲★ |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Jul 23, 2026 | BMO | 0.65 | 0.75 | +16.3% | 27.62 | -0.6% | -4.0% | -3.9% | -2.7% | +2.0% | -1.8% | — |
| May 5, 2026 | BMO | 0.34 | 0.22 | -35.3% | 23.21 | +0.5% | +8.2% | -5.1% | -0.8% | +7.5% | +0.4% | — |
| Feb 10, 2026 | BMO | -0.92 | -2.44 | -165.2% | 20.14 | -1.8% | +4.0% | -1.7% | -4.3% | +3.7% | -0.3% | — |
| Nov 4, 2025 | BMO | 1.38 | 3.10 | +124.6% | 27.11 | -1.1% | -6.5% | +0.3% | -1.1% | +1.8% | -1.4% | — |
| Jul 30, 2025 | BMO | 0.99 | 0.88 | -11.1% | 22.95 | +16.7% | +13.4% | -6.5% | -1.2% | -1.2% | +2.0% | — |
| May 1, 2025 | BMO | 0.80 | 1.07 | +33.8% | 22.42 | +4.6% | +2.8% | +2.0% | +1.1% | -2.0% | -1.4% | — |
| Feb 5, 2025 | BMO | -0.65 | -0.93 | -43.1% | 26.82 | +1.4% | -1.6% | +1.2% | +0.4% | -3.9% | +1.8% | — |
| Oct 24, 2024 | BMO | 0.79 | 0.91 | +15.2% | 34.13 | +1.8% | -7.2% | +0.6% | +3.2% | -0.7% | -1.3% | — |
| Jul 25, 2024 | BMO | 1.40 | 1.63 | +16.4% | 33.87 | +9.7% | +7.4% | +1.2% | +2.6% | +1.5% | -2.3% | — |
| Apr 25, 2024 | BMO | 1.51 | 1.72 | +13.9% | 39.44 | -2.8% | -15.7% | +4.6% | +1.4% | -2.4% | -0.0% | — |
| Feb 8, 2024 | BMO | 0.04 | 0.18 | +374.7% | 34.54 | +0.8% | +1.1% | +5.6% | +3.2% | -3.2% | +0.2% | — |
| Oct 26, 2023 | BMO | 1.36 | 1.38 | +1.5% | 28.82 | -0.8% | -6.5% | -2.9% | -1.1% | +3.7% | +1.7% | — |
| Jul 27, 2023 | BMO | 1.25 | 1.22 | -2.4% | 37.67 | +2.5% | +0.1% | +2.7% | -0.3% | -0.2% | -1.4% | — |
| Apr 27, 2023 | BMO | 1.39 | 2.04 | +46.8% | 36.90 | +3.5% | -0.4% | +0.9% | -0.7% | -1.1% | -2.3% | — |
| Date | Firm | Action | Grade | Target | Base | Open | Gap% | D1% | D2% | D3% | D4% | D5% |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Jul 20 | Loop Capital | Upgrade | Hold → Buy | $32 | $26.58 | $27.49 | +3.4% | +4.7% | +2.3% | -2.9% | -4.0% | -3.9% |
| May 19 | Morgan Stanley | Reiterates | Underweight | $15 | $24.35 | $24.21 | -0.6% | -4.1% | +2.1% | -2.7% | +2.3% | -2.2% |
| Mar 4 | UBS | Maintains | Neutral → Neutral | — | $18.49 | $18.47 | -0.1% | +5.2% | -2.0% | +0.7% | -2.3% | +0.7% |
| Jan 14 | Citigroup | Maintains | Neutral → Neutral | — | $21.10 | $21.04 | -0.3% | -0.2% | +0.1% | -2.8% | -1.9% | +2.2% |
| Nov 19 | Morgan Stanley | Maintains | Underweight → Underweight | — | $23.75 | $23.73 | -0.1% | -3.3% | -3.0% | +5.3% | +2.4% | +0.8% |
| Nov 13 | UBS | Maintains | Neutral → Neutral | — | $25.20 | $24.94 | -1.0% | -1.5% | -0.4% | -3.3% | -0.6% | -3.3% |
| Nov 10 | DA Davidson | Maintains | Buy → Buy | — | $25.59 | $25.59 | +0.0% | -1.4% | +0.4% | -0.5% | -1.5% | -0.4% |
| Oct 27 | Morgan Stanley | Downgrade | Equal Weight → Underweight | — | $28.21 | $27.60 | -2.2% | -4.4% | +1.4% | -1.5% | -1.1% | +1.2% |
| Aug 25 | DA Davidson | Maintains | Buy → Buy | — | $28.70 | $28.89 | +0.7% | +0.5% | -0.5% | +1.6% | -1.2% | +1.0% |
| Jul 8 | UBS | Maintains | Neutral → Neutral | — | $24.34 | $24.36 | +0.1% | +1.2% | +0.3% | +1.7% | -2.0% | +0.0% |
| Jun 16 | Citigroup | Maintains | Neutral → Neutral | — | $24.20 | $24.84 | +2.6% | +0.7% | -3.9% | -0.3% | +0.0% | +0.7% |
| May 14 | Baird | Maintains | Neutral → Neutral | — | $25.00 | $24.73 | -1.1% | -0.3% | -2.1% | +1.3% | +2.6% | +2.3% |
| May 2 | BofA Securities | Maintains | Buy → Buy | — | $23.04 | $23.36 | +1.4% | +2.0% | +1.1% | -2.0% | -1.4% | +1.8% |
| Apr 17 | Citigroup | Maintains | Neutral → Neutral | — | $21.85 | $21.90 | +0.2% | +3.0% | -2.1% | +3.1% | +1.6% | +2.6% |
| Apr 4 | Baird | Maintains | Neutral → Neutral | — | $23.01 | $22.20 | -3.5% | -0.1% | -0.9% | -8.6% | +13.7% | -9.2% |
| Apr 2 | Citigroup | Maintains | Neutral → Neutral | — | $25.06 | $24.75 | -1.2% | +2.1% | -10.0% | -0.1% | -0.9% | -8.6% |
| Feb 20 | UBS | Maintains | Neutral → Neutral | — | $26.77 | $26.78 | +0.0% | +0.6% | -1.9% | +0.2% | +0.3% | -0.8% |
| Feb 6 | Citigroup | Maintains | Neutral → Neutral | — | $26.40 | $26.97 | +2.2% | +1.2% | +0.4% | -3.9% | +1.8% | -0.5% |
| Feb 6 | Morgan Stanley | Maintains | Equal Weight → Equal Weight | — | $26.40 | $26.97 | +2.2% | +1.2% | +0.4% | -3.9% | +1.8% | -0.5% |
| Feb 4 | DA Davidson | Maintains | Buy → Buy | — | $26.47 | $26.34 | -0.5% | +1.3% | -1.6% | +1.2% | +0.4% | -3.9% |
| Jan 30 | BofA Securities | Maintains | Buy → Buy | — | $27.51 | $27.71 | +0.7% | +0.4% | -2.0% | -2.2% | +1.3% | -1.6% |
| Jan 23 | Citigroup | Maintains | Neutral → Neutral | — | $28.26 | $28.00 | -0.9% | +1.7% | -1.2% | +0.0% | -3.3% | +0.2% |
| Jan 21 | Morgan Stanley | Downgrade | Overweight → Equal Weight | — | $29.04 | $28.69 | -1.2% | -0.7% | -2.0% | +1.7% | -1.2% | +0.0% |
| Nov 7 | UBS | Maintains | Neutral → Neutral | — | $33.35 | $33.33 | -0.1% | -0.4% | -0.9% | +0.4% | -3.8% | +0.3% |
| Oct 25 | Citigroup | Maintains | Neutral → Neutral | — | $31.67 | $32.09 | +1.3% | +0.6% | +3.2% | -0.7% | -1.3% | -0.8% |
| Oct 15 | BofA Securities | Maintains | Buy → Buy | — | $35.46 | $35.34 | -0.3% | -0.6% | +3.6% | +0.4% | -1.1% | -2.0% |
| Oct 2 | Baird | Downgrade | Outperform → Neutral | — | $38.02 | $36.27 | -4.6% | -4.1% | -3.5% | -1.2% | -2.8% | +0.8% |
| Sep 19 | Citigroup | Maintains | Neutral → Neutral | — | $38.36 | $39.25 | +2.3% | +3.1% | -2.4% | +0.3% | -0.5% | -0.8% |
| Aug 23 | UBS | Maintains | Neutral → Neutral | — | $36.27 | $36.58 | +0.9% | +5.1% | -0.1% | +0.6% | -1.4% | -0.7% |
| Jul 26 | Baird | Maintains | Outperform → Outperform | — | $36.39 | $36.75 | +1.0% | +1.2% | +2.6% | +1.5% | -2.3% | -2.7% |
| Jul 2 | Baird | Maintains | Outperform → Outperform | — | $32.35 | $32.43 | +0.2% | -1.2% | +1.4% | -1.7% | -0.2% | +0.0% |
| Jun 12 | Citigroup | Maintains | Neutral → Neutral | — | $33.72 | $34.43 | +2.1% | -0.4% | -1.3% | -1.9% | +3.2% | +1.4% |
| Apr 26 | Morgan Stanley | Maintains | Overweight → Overweight | — | $33.23 | $33.65 | +1.3% | +4.6% | +1.4% | -2.4% | -0.0% | +1.9% |
| Apr 26 | BMO Capital | Maintains | Outperform → Outperform | — | $33.23 | $33.65 | +1.3% | +4.6% | +1.4% | -2.4% | -0.0% | +1.9% |
| Apr 11 | DA Davidson | Maintains | Buy → Buy | — | $41.34 | $41.88 | +1.3% | -1.8% | -2.2% | -1.5% | -0.7% | -2.2% |
| Apr 3 | BMO Capital | Maintains | Outperform → Outperform | — | $43.09 | $43.60 | +1.2% | -0.6% | -1.6% | -0.1% | +2.6% | -0.7% |
| Mar 14 | BofA Securities | Maintains | Buy → Buy | — | $39.98 | $40.32 | +0.9% | +1.3% | +1.2% | -0.7% | +1.8% | +2.7% |
| Mar 5 | DA Davidson | Maintains | Buy → Buy | — | $36.67 | $36.88 | +0.6% | +7.2% | -1.8% | +1.2% | -1.6% | +1.4% |
| Feb 27 | Citigroup | Maintains | Neutral → Neutral | — | $36.74 | $37.01 | +0.7% | -1.5% | +0.6% | -0.4% | +0.2% | +0.9% |
| Feb 16 | UBS | Maintains | Neutral → Neutral | — | $37.75 | $37.43 | -0.8% | +0.3% | -0.7% | -0.1% | -0.2% | -1.9% |
| Feb 9 | Baird | Maintains | Outperform → Outperform | — | $34.91 | $35.04 | +0.4% | +5.6% | +3.2% | -3.2% | +0.2% | +2.4% |
| Dec 18 | Citigroup | Maintains | Neutral → Neutral | — | $35.47 | $35.58 | +0.3% | -2.8% | +2.2% | -1.8% | +3.7% | +0.1% |
| Oct 27 | BMO Capital | Maintains | Outperform → Outperform | — | $26.96 | $27.01 | +0.2% | -2.9% | -1.1% | +3.7% | +1.7% | +2.0% |
| Oct 10 | Citigroup | Maintains | Neutral → Neutral | — | $30.39 | $30.39 | +0.0% | +1.4% | +0.1% | -3.1% | -0.3% | +1.6% |
| Sep 8 | Citigroup | Maintains | Neutral → Neutral | — | $33.51 | $33.58 | +0.2% | +0.1% | -2.9% | +2.8% | +0.5% | +2.2% |
| Jul 31 | BMO Capital | Maintains | Outperform → Outperform | — | $38.72 | $38.68 | -0.1% | -0.3% | -0.2% | -1.4% | -1.0% | -0.1% |
| Jul 28 | Baird | Maintains | Outperform → Outperform | — | $37.70 | $38.39 | +1.8% | +2.7% | -0.3% | -0.2% | -1.4% | -1.0% |
| Jul 21 | DA Davidson | Upgrade | Neutral → Buy | — | $36.60 | $38.09 | +4.1% | +1.9% | +0.0% | -0.0% | +1.0% | +0.1% |
| Jul 13 | UBS | Maintains | Neutral → Neutral | — | $35.87 | $35.64 | -0.6% | +0.5% | -0.2% | -1.9% | +1.7% | +2.3% |
| Jun 12 | Citigroup | Maintains | Neutral → Neutral | — | $33.73 | $33.63 | -0.3% | -1.3% | +5.0% | -1.9% | +0.8% | -0.7% |
| Date | Insider | Title | Type | Shares | Price | Value | Owned After | D1% | D5% |
|---|---|---|---|---|---|---|---|---|---|
| Jul 31, 2026 | NOVA DANIEL JDir | — | Buy | 40,000 | $24.57 | $983K | 47,605 | — | — |
| Jul 1, 2026 | Root Jonathan ROff | CFO and CCO | Sell | 1,554 | $24.44 | $38K | 29,400 | +2.25% | +0.99% |
| Jun 1, 2026 | Root Jonathan ROff | CFO and CCO | Sell | 1,554 | $23.87 | $37K | 30,954 | +0.41% | -4.20% |
| May 11, 2026 | Krause Paul JOff | Chief Legal Officer | Sell | 1,564 | $26.00 | $41K | 30,012 | +0.20% | +2.10% |
8-K
Harley-Davidson, Inc. -- 8-K Filing
Jul 23
8-K
Harley-Davidson, Inc. -- 8-K Filing
Harley-Davidson's new "Back to the Bricks" growth strategy and RIDE marketing platform are generating positive early reception, positioning the company to better align production with retail demand.
May 5
8-K
Harley-Davidson, Inc. -- 8-K Filing
Harley-Davidson filed soliciting materials related to a pre-commencement tender offer, indicating the company is preparing a significant corporate transaction requiring shareholder communication.
Mar 6
8-K · 5.02
!!! Very High
Harley-Davidson, Inc. -- 8-K 5.02: Executive Change
The departure of a key executive creates near-term uncertainty about strategic direction and leadership continuity, potentially pressuring HOG stock until succession clarity emerges.
Feb 10
Institutional (13F) — Top 20
All ↗
| # | Manager | Shares | Value | Chg | Period |
|---|---|---|---|---|---|
| 1 | Donald Smith & Co., Inc. | 10,016,874 | $203M | Added | Mar 2026 |
| 2 | Vanguard Portfolio Management Llc | 5,283,574 | $107M | New | Mar 2026 |
| 3 | Vanguard Capital Management Llc | 5,060,962 | $102M | New | Mar 2026 |
| 4 | Morgan Stanley | 3,152,814 | $65M | Added | Dec 2025 |
| 5 | Two Sigma Investments, Lp | 3,042,450 | $62M | Added | Mar 2026 |
| 6 | Ubs Group Ag | 2,855,214 | $58M | Added | Mar 2026 |
| 7 | Bank Of New York Mellon Corp | 2,110,552 | $43M | Added | Mar 2026 |
| 8 | Bank Of America Corp /de/ | 1,735,378 | $35M | Added | Mar 2026 |
| 9 | Aqr Capital Management Llc | 1,593,129 | $32M | Added | Mar 2026 |
| 10 | Citadel Advisors Llc | 1,514,429 | $31M | Reduced | Mar 2026 |
| 11 | Aegis Financial Corp | 1,369,000 | $28M | New | Mar 2026 |
| 12 | Millennium Management | 1,310,624 | $27M | Added | Mar 2026 |
| 13 | Gotham Asset Management | 1,180,407 | $24M | Added | Mar 2026 |
| 14 | D.e. Shaw & Co | 1,143,545 | $23M | Reduced | Mar 2026 |
| 15 | Northern Trust Corp | 1,024,230 | $21M | Added | Mar 2026 |
| 16 | Jane Street Group, Llc | 840,771 | $17M | Added | Dec 2025 |
| 17 | Marshall Wace, Llp | 703,959 | $14M | Added | Mar 2026 |
| 18 | Invesco Ltd. | 674,081 | $14M | Reduced | Mar 2026 |
| 19 | First Trust Advisors Lp | 645,934 | $13M | Added | Mar 2026 |
| 20 | Susquehanna International Group, Llp | 632,337 | $13M | Added | Mar 2026 |
Mutual Funds / ETFs (N-PORT) — Top 20
All ↗
Valuation
Market Cap
$2.79B
Enterprise Value
$1.63B
P/E (TTM)
13.20x
Forward P/E
64.42x
PEG Ratio
-0.39x
P/B
1.01x
P/S
0.78x
P/FCF
7.74x
EV/EBITDA
4.65x
Shares Out
121.3M
Financials (TTM)
Revenue
$4.11B
Net Income
$201.8M
EBITDA
$350.0M
Free Cash Flow
$415.2M
Op Cash Flow
$568.9M
EPS Basic
$2.82
EPS Diluted
$1.63
EPS Forward
$0.41
Gross Margin
23.9%
Op Margin
5.1%
Net Margin
4.9%
Balance Sheet
Total Assets
$8.04B
Total Liab.
$4.89B
Total Equity
$3.16B
Cash
$3.09B
LT Debt
$1.65B
Book Value/Sh
$26.29
Debt/Equity
0.97x
Current Ratio
2.10
Quick Ratio
1.83
Returns & Growth
ROE
10.8%
ROA
4.2%
ROIC
4.1%
Rev Growth YoY
-13.8%
EPS Growth YoY
-18.5%
Price Returns
2W
-9.0%
1M
-0.0%
3M
+9.0%
6M
+23.4%
12M
+6.5%
Technicals
52W High
$31.25
52W Low
$17.09
50d MA
$25.16
200d MA
$22.90
RSI (14)
51.20
ATR (14)
$1.13
Beta
1.29
Avg Volume
3.0M
Dividends
Div Rate
$0.72
Div Yield
2.9%
Frequency
4
Ex-Div Date
Mar 2, 2026
Analyst Price Targets
Consensus
$22.00
High
$28.00
Low
$12.00
Median
$23.00
Data updated apr 25, 2026 1:47pm
· Source: financialmodelingprep.com