Harley-Davidson, Inc.
HOG Consumer Cyclical Recreational Vehicles
Harley-Davidson, Inc.’s revenue for fiscal 2025 (year ended December 2025) was $4.5 billion, down 13.8% from fiscal 2024. In the quarter to June 2026, revenue fell 5.86%, EPS fell 14.6%, free cash flow fell 53.2% and total debt fell 67.3%, each against the same quarter a year earlier. Dividend growth for five consecutive years; insiders bought in the last twelve months.
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Harley-Davidson, Inc. (HOG) EV/Sales
As of 9 October 2026, Harley-Davidson, Inc. (HOG) trades at a EV/Sales of 0.7×. Over the past ten years it has ranged from 0.4× (March 2026) to 3.2× (May 2021); the current reading is higher than 6% of that period. That is above the Recreational Vehicles industry median of 0.6× and below the Consumer Cyclical sector median of 1.0×.
EV/Sales, daily
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Annual newest first
| Period | EV/Sales | Change |
|---|---|---|
| FY2025 | 0.5× | (70.55%) |
| FY2024 | 1.8× | (2.88%) |
| FY2023 | 1.8× | (8.09%) |
| FY2022 | 2.0× | (0.77%) |
| FY2021 | 2.0× | (27.68%) |
| FY2020 | 2.8× | 19.79% |
| FY2019 | 2.3× | 10.17% |
| FY2018 | 2.1× | (22.12%) |
| FY2017 | 2.7× | (2.61%) |
| FY2016 | 2.8× | 8.94% |
Quarterly newest first
| Period | EV/Sales | Change |
|---|---|---|
| Jun 2026 | 0.7× | 16.43% |
| Mar 2026 | 0.6× | 13.20% |
| Dec 2025 | 0.5× | (63.65%) |
| Sep 2025 | 1.4× | (19.51%) |
| 42 more quarters | Free account |
Against its own ten years
EV/Sales against peers
| Company | EV/Sales |
|---|---|
| THO Thor Industries, Inc. compare | 0.4× |
| WGO Winnebago Industries, Inc. compare | 0.4× |
| LCII LCI Industries compare | 0.6× |
| PII Polaris Inc. compare | 0.7× |
| HOG Harley-Davidson, Inc. | 0.7× |
| DOO BRP Inc. compare | 0.8× |
| PATK Patrick Industries, Inc. compare | 0.9× |
| MCFT MASTERCRAFT BOAT HOLDINGS, INC. compare | 1.0× |
| BC Brunswick Corporation compare | 1.0× |
| Recreational Vehicles industry median | 0.6× |
| Consumer Cyclical sector median | 1.0× |
| Market median | 2.2× |
What EV/Sales is
EV/Sales tells an investor how the value of a whole company, counting its debt and cash, compares with the sales it brings in.
((Stock Price × Shares (Basic, Weighted) (latest quarter)) + (Long Term Debt (Total) (latest quarter) + Current Part of Debt (latest quarter)) − Cash & Short Term Investments (latest quarter)) ÷ Revenue (TTM)