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HOG

Harley-Davidson, Inc.

HOG

NYSE·Consumer Cyclical·Auto - Recreational Vehicles·Mkt cap $2.5B

$24.96

▲ +3.35%

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Our plain-language verdict, the thesis, risk factors, and what is changing about the business.

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52-Week Range

$17.09 - $31.25

P/E

13.79

Fwd P/E

61.36

Beta

1.28

Div Yield

3.04%

Avg Vol

3.1M

Shares Out

111.9M

Mkt Cap

$2.5B

Price action

Price chart

Down 5.0% over the trailing year

1W
1M
3M
6M
YTD
1Y
5Y
MAX

Total returns

Price performance

Total return across standard periods - splits & dividends adjusted by FMP. Periods longer than 1Y show annualized in the tooltip.

Why we rate it this way

The thesis at a glance

Bull and bear case · plain-English context across the five lenses we evaluate.

▲

Bull Case

4 reasons

  • Iconic brand heritage and customer loyalty spanning over 120 years
  • Extensive global dealer network with strong market presence
  • Vertical integration through financial services segment
  • Premium pricing power and loyal customer base
▼

Bear Case

2 risks

  • Average volatility.
  • Extreme premium - high expectations embedded

Growth

Mild headwinds expected

International market expansion in emerging economies

Value

Extreme premium - high expectations embedded

Momentum

Strong

+15.8% over 3m

Quality

Stable

Strong fundamentals

Dividend

Solid

3.04% yield

Earnings track record

Recent earnings results

AI-summarized recap of last quarter, plus the surprise on every print.

Next: Jul 29, 2026

“
Q2 26 RECAP

MAY 5, 2026

Reported EPS of $0.22 vs $0.34 consensus (-35.3% surprise). Revenue of $1.1B vs $1.0B expected (+4.5%).

EPS miss
Rev beat +4.5%

EPS surprise · last 4Q

0 of 1 beats

Q2 26

-35.3%

Next: Jul 29, 2026

Revenue trend · last 8Q

—

—

—

-23%

-19%

+17%

-28%

-12%

Q2 24

Q3 24

Q4 24

Q1 25

Q2 25

Q3 25

Q4 25

Q1 26

$1.6B

$1.2B

$687.6M

$1.3B

$1.3B

$1.3B

$496.2M

$1.2B

Margins · last 8Q

Gross

—

Operating

—

Profit

2.1%

View full earnings history →

Wall Street consensus

5 analysts · 20% Buy

Live ratings and price targets aggregated across covering analysts.

Buy

1

20%

Hold

2

40%

Sell

2

40%

Median Price Target

$26.00

▲ +4.2% vs $24.96

Low $15.00
Median $26.00
High $28.00

Latest: Wolfe Research · Jun 15, 2026

3 analysts covering

View full analyst page →

vs Industry

How HOG stacks vs Auto - Recreational Vehicles

Stock metrics vs industry averages. Green = better than industry.

Industry comparison data unavailable for this stock.