HOG Share Price | Harley-Davidson, Inc. Stock Analysis & Recommendation

Q: What does Harley-Davidson, Inc. do?

Overview:Harley-Davidson, Inc. is the parent company for Harley-Davidson Motor Company and Harley-Davidson Financial Services, operating in the automobiles industry within the mid-cap market segment.Financial Snapshot:Most recent Net Sales: 1,329 Million (Quarterly Results - Mar 2025)Most recent Net Profit: 131 Million (Quarterly Results - Mar 2025)Market-cap: USD 3,212.70 Million (Mid Cap)Key Metrics:P/E: 10.00Dividend Yield: 231.58%Debt Equity: 1.64Return on Equity: 10.94%Price to Book: 1.01Contact Details:Address: 3700 W JUNEAU AVE, MILWAUKEE WI: 53208-2818Tel: 1 414 3438553Website: https://www.harley-davidson.com/

Q: Who are in the management team of Harley-Davidson, Inc.?

As of March 2022, the management team of Harley-Davidson, Inc. includes Mr. Jochen Zeitz, who serves as the Chairman of the Board, President, and Chief Executive Officer. Additionally, the board features Mr. Norman Linebarger as the Independent Presiding Director, along with independent directors Mr. Troy Alstead, Mr. John Anderson, Mr. Allan Golston, and Ms. Sara Levinson.

Q: Is Harley-Davidson, Inc. technically bullish or bearish?

As of 19 September 2025, the technical trend for Harley-Davidson, Inc. has changed from bullish to mildly bullish. The weekly MACD and Bollinger Bands indicate a bullish stance, while the monthly indicators show bearish signals. The daily moving averages are bullish, but the Dow Theory presents a mildly bearish view on the weekly timeframe. Overall, the mixed signals suggest a mildly bullish stance, albeit with caution due to the bearish monthly indicators. In terms of performance, Harley-Davidson has underperformed the S&P 500 across multiple periods, with a year-to-date return of -4.61% compared to the S&P 500's 13.31%, and a one-year return of -25.51% versus 16.64% for the index.

Q: Is Harley-Davidson, Inc. overvalued or undervalued?

As of 17 October 2025, the valuation grade for Harley-Davidson, Inc. has moved from attractive to fair, indicating a shift in its perceived investment quality. The company appears to be fairly valued at present. Key valuation ratios include a P/E ratio of 10, an EV to EBITDA ratio of 19.36, and a Price to Book Value of 1.06, which suggest that while the company is not excessively priced, it is also not a bargain compared to its peers.In comparison to its industry, Harley-Davidson's P/E ratio of 10 is higher than Oshkosh Corp.'s attractive P/E of 15.10, but significantly lower than the EV to EBITDA ratio of 50.82 for Harley-Davidson itself. The company's recent stock performance has been underwhelming, with a 1-year return of -27.04% compared to the S&P 500's return of 14.08%, reinforcing the notion that it may be struggling in the current market environment.

Price Point

High/Low

1Day

52 Week

Valuation

Technical

Day's Volume

CASH

866.84 k

Shareholding (Dec 2025)

FII

18.13%

Held by 146 FIIs

DII

31.89%

Held by 64 DIIs

Promoter

0.00%

How big is Harley-Davidson, Inc.?

22-Jun-2025

As of Jun 18, Harley-Davidson, Inc. has a market capitalization of 3,212.70 million, with net sales of 4,786.40 million and a net profit of 343.75 million over the latest four quarters.

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What does Harley-Davidson, Inc. do?

22-Jun-2025

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services, specializing in motorcycles and related financial services. As of March 2025, it reported net sales of $1.329 billion and a market cap of $3.213 billion.

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Who are in the management team of Harley-Davidson, Inc.?

22-Jun-2025

As of March 2022, Harley-Davidson, Inc.'s management team includes Jochen Zeitz as Chairman, President, and CEO, with Norman Linebarger as Independent Presiding Director and independent directors Troy Alstead, John Anderson, Allan Golston, and Sara Levinson.

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Is Harley-Davidson, Inc. technically bullish or bearish?

23-Sep-2025

As of September 19, 2025, Harley-Davidson's technical trend is mildly bullish despite mixed signals, with year-to-date and one-year returns significantly underperforming the S&P 500.

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Is Harley-Davidson, Inc. overvalued or undervalued?

21-Oct-2025

As of October 17, 2025, Harley-Davidson, Inc. is fairly valued with a P/E ratio of 10, an EV to EBITDA ratio of 19.36, and a Price to Book Value of 1.06, indicating it is neither a bargain nor excessively priced compared to peers, while its recent stock performance has been poor with a -27.04% return over the past year.

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Compare Harley-Davidson, Inc. with Similar Stocks

Oshkosh Corp.Lucid Group, Inc.Rivian Automotive, Inc.

Score

Click here to find our call on this stock

Strong Sell

Sell

Hold

Buy

Strong Buy

Dashboard

Poor long term growth as Net Sales has grown by an annual rate of -0.15% and Operating profit at -30.27% over the last 5 years

OPERATING CASH FLOW(Y) Highest at USD 995.68 MM
DIVIDEND PAYOUT RATIO(Y) Highest at 20.45%
RAW MATERIAL COST(Y) Fallen by 1.49% (YoY)

With ROCE of 3.36%, it has a attractive valuation with a 1.02 Enterprise value to Capital Employed

Consistent Underperformance against the benchmark over the last 3 years

Mojo Parameters

Stock DNA

Industry

Automobiles

Market cap

USD 2,271 Million (Small Cap)

P/E

7.00

Industry P/E

Dividend Yield

453.95%

Debt Equity

-0.04

Return on Equity

10.39%

Price to Book

0.72

Revenue and Profits:

Net Sales:

496 Million

(Quarterly Results - Dec 2025)

Net Profit:

-283 Million

Total Returns

Total Returns (Price + Dividend)

TimePeriod

Price Return

Dividend Return

Total Return

3 Months

-11.63%

6 Months

-34.29%

1 Year

-27.8%

2 Years

-57.43%

3 Years

-48.36%

4 Years

-52.16%

5 Years

-47.82%

Harley-Davidson, Inc. for the last several years.

Risk Adjusted Returns v/s

News & Corporate Actions

News

No Recent News for the Company

Announcements

No announcement available

Corporate Actions

No corporate action available

Key Factors

Quality key factors

Factor

Value

Sales Growth (5y)

1.99%

EBIT Growth (5y)

79.84%

EBIT to Interest (avg)

20.06

Debt to EBITDA (avg)

7.95

Net Debt to Equity (avg)

1.64

Sales to Capital Employed (avg)

0.54

Tax Ratio

15.08%

Dividend Payout Ratio

25.90%

Pledged Shares

Institutional Holding

97.89%

ROCE (avg)

7.49%

ROE (avg)

19.35%

Valuation key factors

Factor

Value

P/E Ratio

Industry P/E

Price to Book Value

0.72

EV to EBIT

9.33

EV to EBITDA

6.02

EV to Capital Employed

0.71

EV to Sales

0.48

PEG Ratio

Dividend Yield

453.95%

ROCE (Latest)

7.58%

ROE (Latest)

10.39%

Technicals key factors

Indicator

Weekly

Monthly

MACD

Bearish

RSI

No Signal

Bollinger Bands

Mildly Bearish

Moving Averages

Bearish (Daily)

KST

Mildly Bullish

Bearish

Dow Theory

Mildly Bearish

OBV

No Trend

Mildly Bearish

Technical Indicator Scale: Bearish, Mildly Bearish, Sideways, Mildly Bullish, Bullish Turned

Shareholding

Shareholding Snapshot : Dec 2025

Shareholding Compare (%holding)

Majority shareholders

Domestic Funds

Held in 80 Schemes (49.94%)

Foreign Institutions

Held by 146 Foreign Institutions (18.13%)

Strategic Entities with highest holding

Highest Public shareholder

Financial

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          "val1": "7.80",
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          "val1": "33.20",
          "val2": "30.50",
          "chgp": "8.85%",
          "chgp_class": "negative"
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          "val1": "-5.60",
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Quarterly Results Snapshot (Consolidated) - Dec'25 - QoQ

Dec'25

Sep'25

Change(%)

Net Sales

496.20

1,340.70

-62.99%

Operating Profit (PBDIT) excl Other Income

-297.10

522.90

-156.82%

Interest

7.80

10.10

-22.77%

Exceptional Items

-11.30

0.50

-2,360.00%

Consolidate Net Profit

-282.60

375.20

-175.32%

Operating Profit Margin (Excl OI)

-691.60%

357.00%

-104.86%

USD in Million.

Compare with Peers

Net Sales

QoQ Growth in quarter ended Dec 2025 is -62.99% vs 2.57% in Sep 2025

Consolidated Net Profit

QoQ Growth in quarter ended Dec 2025 is -175.32% vs 254.97% in Sep 2025

All Quarterly Results

Annual Results Snapshot (Consolidated) - Dec'25

Dec'25

Dec'24

Change(%)

Net Sales

4,473.20

5,186.80

-13.76%

Operating Profit (PBDIT) excl Other Income

415.90

607.80

-31.57%

Interest

33.20

30.50

8.85%

Exceptional Items

-5.60

-1.30

-330.77%

Consolidate Net Profit

329.20

445.20

-26.06%

Operating Profit Margin (Excl OI)

54.40%

86.20%

-3.18%

USD in Million.

Compare with Peers

Net Sales

YoY Growth in year ended Dec 2025 is -13.76% vs -11.13% in Dec 2024

Consolidated Net Profit

YoY Growth in year ended Dec 2025 is -26.06% vs -35.94% in Dec 2024

All Annual Results

Company CV

About Harley-Davidson, Inc.

Harley-Davidson, Inc.

Automobiles

Harley-Davidson, Inc. is the parent company for the groups of companies doing business as Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS). The Company operates in two segments: the Motorcycles & Related Products (Motorcycles) and the Financial Services. The Motorcycles segment consists of HDMC, which designs, manufactures and sells at wholesale on-road Harley-Davidson motorcycles, as well as motorcycle parts, accessories, general merchandise and related services. The Company manufactures and sells at wholesale cruiser and touring motorcycles. The Financial Services segment consists of HDFS, which provides wholesale and retail financing and insurance-related programs to the Harley-Davidson dealers and their retail customers. HDFS is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans for the purchase of Harley-Davidson motorcycles.

Company Coordinates

Company Details

3700 W JUNEAU AVE , MILWAUKEE WI : 53208-2818

Tel: 1 414 3438553

https://www.harley-davidson.com/

Registrar Details