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Harley-Davidson, Inc. HOG

Consumer Cyclical — Recreational Vehicles
Dividend Champion (5y) Insider Buys (last 12m)
Growth Flags show if company had growth for consecutive years ,
Insider Buys alert about insiders buying in the last 12 month

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Insider Decisions

Total buys
1.85
Total sells
0.80
in millions of $
Nov 25 Feb 26 May 26 Aug 26
Buy — — — — 1 2 — — — 1 2 —
Sell — 2 — — 1 1 — 2 1 1 1 1
Insider Ownership
2.10%

Capital & Financial Ratios

Market Cap
2,760.00
Revenue
4,239.84
Net Income
195.72
Free Cash Flow
(133.07)
Net Debt
346.67
Current Ratio
1.90
Debt/Equity
0.72
P/E ratio
15.43
P/S ratio
0.64
P/B ratio
0.87
Past 5Y EPS Growth
5.10%
This Y EPS Growth
(75.32%)
Next Y EPS Growth
182.69%
Next 5Y EPS Growth
1.41%
in millions of $

Dividends

Payout Ratio
0.12
Annual Dividend Rate
0.66
Annual Dividend Yield
2.13%
total individual payouts
2028 ‡‡‡‡‡
2027 ‡‡‡‡‡
2026 0.75
—
—
—
2025 0.72
—
—
—
—
2024 0.69
—
—
—
—
2023 0.83
—
—
—
—
—
2022 0.63
—
—
—
—
2021 0.60
—
—
—
—
2020 0.44
—
—
—
—
2019 1.50
—
—
—
—
2018 1.48
—
—
—
—
2017 1.46
—
—
—
—
2016 1.40
—
—
—
—
predictions in italic, special payouts not included in total or ratios

Assets vs Liabilities

2023 2024 2025 Q'26
Cash 1,638.45 1,725.27 3,091.74 1,895.79
Receivables 267.20 234.32 490.00 847.55
Inventory 929.95 745.79 730.90 500.94
Other 214.40 259.76 292.38 250.42
5,163.73 4,996.64 5,586.95 4,589.23
2023 2024 2025 Q'26
Payables 349.16 298.72 389.24 409.28
ST’ Debt 2,134.93 2,491.72 1,317.41 1,111.61
Other 253.31 173.10 280.10 266.42
3,384.26 3,557.49 2,658.69 2,411.45
in millions of $

Compound Annual Growth

10y 5y 3y
Sales ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Cash Flow ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Earnings ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Book Value ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡

Revenue

Mar Jun Sep Dec Year
’26 1,172.53 1,230.44 — —
—
’25 1,329.21 1,307.10 1,340.71 496.16
4,473.18
’24 1,729.61 1,618.89 1,150.70 687.61
5,186.80
’23 1,788.69 1,445.52 1,549.06 1,053.21
5,836.48
’22 1,495.19 1,469.09 1,648.58 1,142.28
5,755.13
’21 1,422.51 1,532.06 1,365.31 1,016.43
5,336.31
’20 1,298.24 865.23 1,165.68 725.22
4,054.38
in millions of $

Operating Cash Flow

Mar Jun Sep Dec Year
’26 (228.02) 168.34 — —
—
’25 141.53 367.96 (92.59) 152.02
568.92
’24 104.00 473.65 353.01 133.18
1,063.83
’23 46.68 363.84 296.25 48.12
754.89
’22 139.32 104.87 330.52 (26.24)
548.46
’21 162.78 481.52 281.25 50.15
975.70
’20 (8.58) 618.79 524.87 42.82
1,177.89
in millions of $

Free Cash Flow

Mar Jun Sep Dec Year
’26 (259.81) 155.43 — —
—
’25 111.56 332.37 (129.12) 100.43
415.24
’24 57.64 432.17 300.42 77.04
867.27
’23 1.56 322.43 243.87 (20.38)
547.48
’22 111.32 77.85 300.59 (92.96)
396.79
’21 143.97 462.76 257.34 (8.55)
855.52
’20 (41.51) 584.69 499.60 4.07
1,046.84
in millions of $

EPS

Mar Jun Sep Dec Year
’26 0.22 0.75 — —
—
’25 1.07 0.88 3.10 (2.44)
2.78
’24 1.72 1.63 0.91 (0.93)
3.44
’23 2.04 1.22 1.38 0.18
4.87
’22 1.45 1.46 1.78 0.28
4.96
’21 1.68 1.33 1.05 0.14
4.19
’20 0.45 (0.60) 0.78 (0.63)
0.01

Target Price Range

High
‡‡‡‡‡
‡‡‡‡
Average
‡‡‡‡‡
‡‡‡‡
Low
‡‡‡‡‡
‡‡‡‡

Recommendation Rating

2.7
1
Buy
2
3
Hold
4
5
Sell
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡ 29.80 25.43 29.46 20.40 — — —
Low Price
‡‡‡‡‡ ‡‡‡‡ ‡‡‡‡ ‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 48.72 51.77 44.16 31.25 — — —
High Price
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 6,300 6,400 5,900 5,500 — — —
Employees
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 0.91 0.91 0.88 0.81 — — —
Revenue/Emp
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 5,755.13 5,836.48 5,186.80 4,473.18 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Revenue
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 37.08% 37.38% 34.88% 30.02% — — —
Gross Margin
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 931.23 866.88 517.14 458.73 — — —
EBT
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 16.18% 14.85% 9.97% 10.26% ‡‡‡ ‡‡‡ ‡‡‡
EBT Margin
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 739.21 695.05 445.18 329.15 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Net Income
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 261.96 256.34 245.38 231.09 — — —
Depreciation
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 38.88 40.99 39.46 37.25 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡
Revenue/Sh
‡‡‡‡ ‡‡‡‡ ‡‡‡‡ ‡‡‡ ‡‡‡‡ ‡‡‡‡ 5.01 4.96 3.46 2.82 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Earnings/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 3.71 5.30 8.09 4.74 ‡‡‡‡ — —
Cash Flow/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (1.02) (1.46) (1.50) (1.28) ‡‡‡ ‡‡‡ ‡‡‡
Capex/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 2.68 3.85 6.60 3.46 — — —
Free CF/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 19.64 22.84 24.03 26.29 ‡‡‡‡ — —
Book Value/Sh
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 148.01 142.38 131.45 120.07 ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡
Shares
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 8.21 7.39 8.97 7.73 ‡‡‡‡ ‡‡‡‡ ‡‡‡‡
PE Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 1.06 0.89 0.76 0.55 ‡‡‡ ‡‡‡ ‡‡‡
PS Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 2.09 1.59 1.25 0.78 ‡‡‡ ‡‡‡ ‡‡‡
PB Ratio
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 1.99 1.83 1.77 0.52 ‡‡‡‡ ‡‡‡‡ ‡‡‡‡
EV/Sales
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 28.81 19.46 10.60 5.62 — — —
EV/FCF
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 548.46 754.89 1,063.83 568.92 ‡‡‡ ‡‡‡ ‡‡‡
Op' Cash Flow
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ (151.67) (207.40) (196.56) (153.68) ‡‡‡‡‡ ‡‡‡‡‡ —
Capex
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 396.79 547.48 867.27 415.24 ‡‡‡‡‡ — —
FCF
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 1,216.75 1,779.47 1,439.14 2,928.26 — — —
Working Cap'
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 6,912.30 7,125.52 6,960.38 2,967.02 — — —
Total Debt
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 5,343.70 5,487.07 5,235.11 (124.73) — — —
Net Debt
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 2,906.81 3,252.30 3,158.50 3,156.85 — — —
Sh' Equity
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 6.58% 5.98% 3.79% 3.40% — — —
ROA
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 6.89% 5.57% 3.10% 7.97% — — —
ROIC
‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ ‡‡‡‡‡ 27.16% 22.94% 14.21% 10.73% — — —
ROE
predictions in italic, sparklines do not include predictions

Analyst Commentary (Summary)

Harley-Davidson (HOG) is revving up for a gritty comeback amid a decade of turbulence—from EU tariffs, COVID shutdowns, and supply chain woes to an aging rider base and softening demand. Under CEO Jochen Zeitz’s bold “Hardwire” strategy since 2020, the icon is pivoting to premium bikes, electric innovation via LiveWire, and ruthless cost discipline, fueling a 34% revenue rebound to $5.84 billion in 2023. Yet, 2024 saw an 11% dip to $5.19 billion, with forecasts pointing to a trough at $3.68 billion in 2026 before stabilization—challenges from high rates, cheap rivals, and EV ramp-up risks testing the Hog’s roar.

Bright spots shine through: operating cash flow soared 41% to $1.06 billion in 2024, free cash flow per share hit $6.60, and debt plunged 57% to a cash surplus, supercharging ROIC to 8% and book value per share to $26.29. Trading at dirt-cheap multiples—EV/Sales ~1.8x, EV/FCF ~11x, PS 0.76x—HOG screams value, decoupled from a flat stock despite EPS gains, with analyst targets eyeing 13% mean upside (up to 57% in bull cases on margin recovery and LiveWire scaling).

This undervalued rebel brand, with 50%+ repeat loyalty and a fortified balance sheet, positions for explosive upside if rates ease, premium models dominate, and EVs disrupt. Strap in—Hardwire could turn contraction into acceleration, making HOG a contrarian thrill worth riding.

Read full commentary →

Harley-Davidson, Inc. (HOG) Latest News

News by impact score

Fine-tune

30 Jul

3 www.rideapart.com, 8:01 AM
Harley-Davidson LiveWire sold only two electric bikes this quarter. Weak LiveWire sales signal challenges for Harley's electric strategy and near-term performance.

29 Jul

4 www.motorcycle.com, 4:18 PM
Harley-Davidson turns around after Bore & Stoke breakout call restores market position and investor confidence. Bore & Stoke breakout call delivers major strategic shift that alters Harley-Davidson trajectory and sentiment.

25 Jul

3 , 9:10 PM
Harley-Davidson (HOG) posts earnings and buyback update, prompting view that shares may be 5% undervalued. Earnings releases combined with buyback announcements typically produce moderate valuation adjustments and short-term market moves for the stock.

3 www.rideapart.com, 7:20 AM
Harley-Davidson released its latest quarterly financial report showing mixed results with some positive elements amid ongoing challenges. Quarterly results deliver performance data likely to influence near-term investor sentiment and stock movement for Harley-Davidson.

24 Jul

3 , 11:09 AM
Harley-Davidson Q2 earnings beat estimates driven by HDMC growth. Q2 earnings beat on HDMC growth provides moderate positive signal for near-term performance and sentiment.

3 www.rideapart.com, 7:36 AM
A rival motorcycle company sold more bikes than Harley-Davidson and Indian combined in three months. Rival sales outperformance signals competitive pressure that may weigh on Harley's near-term market position and sentiment.

23 Jul

4 , 4:23 PM
Harley-Davidson missed Q2 revenue and shipments estimates but raised its full-year outlook. Raising full-year outlook despite Q2 misses signals stronger future performance and can shift investor sentiment.

4 investorshub.advfn.com, 10:50 AM
Harley-Davidson raised its 2026 outlook after beating second-quarter earnings expectations. Earnings beat paired with raised outlook points to stronger financial trajectory and investor sentiment.

4 , 8:03 AM
Harley-Davidson reports strong Q2 CY2026 sales. Strong Q2 sales indicate robust demand and revenue growth potential for Harley-Davidson.

4 , 7:00 AM
Harley-Davidson reported second quarter financial results and raised full-year guidance. Raised full-year guidance after quarterly results signals stronger future performance and positive investor sentiment.

3 www.motorcycle.com, 9:01 PM
LiveWire reported its Q2 2026 financial results. LiveWire quarterly results influence Harley-Davidson's electric vehicle performance and investor view of its long-term EV strategy.

3 www.motorcycle.com, 8:01 PM
Harley-Davidson, Inc. reported its Q2 2026 financial results. Q2 2026 earnings provide financial metrics that influence near-term stock sentiment and valuation.

3 transcript , 5:01 PM
Harley-Davidson Inc (HOG) discussed Q2 2026 earnings, highlighting efforts to sustain growth despite revenue pressures. Q2 2026 earnings call details revenue pressures that may affect financial results and investor sentiment.

3 transcript www.marketbeat.com, 4:07 PM
Harley-Davidson Q2 earnings call highlights financial results, sales figures, and management outlook on operations and strategy. Q2 earnings data can moderately affect stock price and market perception of HOG.

3 www.jsonline.com, 10:26 AM
Harley-Davidson reports lower profits even as US sales increase. Mixed profit and sales figures point to moderate effects on near-term financial results and investor views.

3 qz.com, 10:09 AM
Harley-Davidson posted lower Q2 2026 profits while raising full-year guidance. Profit drop paired with raised guidance signals moderate effects on near-term performance and sentiment.

3 , 10:00 AM
Harley-Davidson reported Q2 earnings with analysis of key financial and operational metrics. Q2 earnings metrics typically influence near-term stock sentiment and operational outlook without major strategic shifts.

3 , 8:00 AM
Harley-Davidson (HOG) Q2 earnings beat estimates. Q2 earnings beat signals moderate positive effect on near-term stock performance.

3 , 7:09 AM
Harley-Davidson missed revenue target but reported improved sales. Mixed revenue miss and sales gain points to moderate short-term effects on performance and sentiment.

16 Jul

3 , 10:00 AM
Harley-Davidson (HOG) Q2 earnings are expected to decline. Expected Q2 earnings decline may affect investor sentiment and near-term stock performance.

10 Jul

4 , 9:14 AM
Harley-Davidson undergoes index reclassification and junk-rated credit downgrade, triggering investor reactions that may pressure stock performance and raise future borrowing costs. Junk downgrade directly raises financing costs while index shift reduces institutional ownership and visibility.

4 , 8:16 AM
Harley-Davidson's credit downgrade raises cash flow concerns and questions whether the stock is undervalued. Credit downgrade directly increases borrowing costs and investor caution for Harley-Davidson.

9 Jul

4 , 8:46 AM
S&P Global Ratings downgraded Harley-Davidson to junk status over expected operating margins of 5%-6% in 2026. Junk downgrade by S&P raises future borrowing costs and weakens investor sentiment toward Harley-Davidson shares.

8 Jul

4 , 6:17 PM
S&P downgraded Harley-Davidson credit ratings to junk. Junk downgrade raises borrowing costs and pressures stock performance for Harley-Davidson.

23 Jun

3 StockStory, 8:40 AM
Harley-Davidson reported Q1 earnings results that triggered fresh buy, sell or hold assessments for HOG stock based on revenue, margins and forward guidance. Q1 earnings release directly shapes near-term investor positioning and valuation views for HOG.

10 Jun

4 www.manufacturingdive.com, 5:57 AM
Harley-Davidson will reshore Revolution Max engine production. Reshoring Revolution Max engine production marks a major manufacturing shift with direct effects on costs and operations.

9 Jun

3 PR Newswire, 9:15 AM
Harley-Davidson returns Revolution Max engine production to U.S. facilities. Domestic production shift may improve supply chain control and U.S. market appeal but does not alter core strategy.

4 Jun

3 Simply Wall St., 9:09 PM
Harley-Davidson posts Q1 sales rebound paired with 'Back to the Bricks' revamp, raising questions on whether these moves alter the bull case for the stock. Q1 rebound and revamp may moderately affect financial performance and positioning but remain limited in altering overall trajectory.

20 May

3 Simply Wall St., 11:19 AM
Harley-Davidson pursues a retail sales shift while valuation concerns and dividend sustainability questions persist. Retail pivot combined with valuation and dividend issues can moderately sway financial outlook and investor sentiment.

19 May

3 MT Newswires, 10:49 AM
Morgan Stanley reports rising investor optimism for Harley-Davidson from an improved outlook while stressing that high execution risks persist. Morgan Stanley's mixed assessment of optimism versus execution risks is likely to produce moderate short-term shifts in Harley-Davidson investor sentiment and stock trajectory.
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