Harley-Davidson, Inc.
HOG
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Bull / bear case
Site-generated summary from fundamentals, news, and score — not investment advice. As of 2026-10-08.
- Harley-Davidson's strong brand loyalty and iconic status in the motorcycle industry provide a competitive edge that can drive sales growth.
- Revenue increased by 5% compared to the prior quarter, reaching $1.2 billion.
- Gross margin improved to 31.7%, up from 28.9% in the previous quarter.
- The recreational vehicle industry is facing challenges with declining revenue growth and increased competition.
- Harley-Davidson reported a revenue decline of 5.9% year-over-year.
- Earnings growth has decreased by 15% compared to the previous year.
Fundamentals
| Market cap | $2.78B | Enterprise value | $3.82B | Trailing P/E | 14.70 | Forward P/E | 13.36 |
| PEG | 2.10 | Price / book | 0.90 | Beta | 1.32 | Dividend yield | 2.80% |
| Revenue growth | -5.9% | Earnings growth | -15.0% | Gross margin | 28.0% | Operating margin | 5.6% |
| Profit margin | 4.8% | ROE | 6.1% | ROA | 1.6% | Debt / equity | 0.74 |
| Current ratio | 1.90 | Free cash flow | $110.03M | Analyst recommendation | buy | Mean target | $27.90 |
| 52w high | $28.86 | 52w low | $17.09 |
Quarterly
| 2026-Q2 | 2026-Q1 | 2025-Q4 | 2025-Q3 | 2025-Q2 | 2025-Q1 | |
|---|---|---|---|---|---|---|
| Revenue | $1.2B | $1.2B | $496M | $1.3B | $1.3B | — |
| Op margin | 6.2% | 2.0% | -72.8% | 35.4% | 8.6% | — |
| Net income | $79.8M | $24.8M | -$279M | $377M | $108M | — |
| Gross margin | 31.7% | 28.9% | -11.2% | 34.8% | 35.4% | — |
| Gross profit | $391M | $339M | -$55.6M | $466M | $463M | — |
| Operating income | $76.0M | $23.5M | -$361M | $475M | $112M | — |
- Revenue +5% vs prior quarter ($1.2B vs $1.2B).
- Gross margin 31.7% (was 28.9% prior quarter).
- Operating margin expanded to 6.2%.
Yearly (6y)
| 2025 | 2024 | 2023 | 2022 | 2021 | |
|---|---|---|---|---|---|
| Revenue | $4.5B | $5.2B | $5.8B | $5.8B | — |
| Op margin | 8.6% | 8.0% | 13.3% | 15.8% | — |
| Net income | $339M | $455M | $707M | $741M | — |
| Gross margin | 30.0% | 34.9% | 37.4% | 37.1% | — |
| Gross profit | $1.3B | $1.8B | $2.2B | $2.1B | — |
| Operating income | $387M | $417M | $779M | $909M | — |
Headlines — positive tone
• [OK · fundamentals] Harley-Davidson Jumps 10% as Citi Upgrade Sees “Multi-Year Retail Growth Story”
• [OK · fundamentals] Harley-Davidson Shares Rise After Citigroup Upgrade
News
2026-10-07 · Wall Street Is Betting These 3 Beaten-Down Stocks Have More Room to Run
2026-10-06 · Stocks making big moves yesterday: Harley-Davidson, Illumina, TechnipFMC, Upstart, and DraftKings
2026-10-05 · Why Harley-Davidson (HOG) Stock Is Trading Up Today
2026-10-05 · Harley-Davidson Shares Rise After Citigroup Upgrade
2026-10-05 · Harley-Davidson Jumps 10% as Citi Upgrade Sees “Multi-Year Retail Growth Story”
2026-10-05 · Harley-Davidson Stock Jumps as Citi Bets on a Turnaround
2026-10-05 · Microsoft upgraded, HubSpot downgraded: Wall Street's top analyst calls
2026-10-05 · Harley-Davidson Shares Rise After Citi Upgrades Stock to Buy
2026-10-05 · Citigroup Upgrades Harley-Davidson to Buy From Neutral, Adjusts Price Target to $33 From $31
2026-10-01 · How Much Downside Is Left In Ford Stock?
2026-10-01 · 3 Cash-Burning Stocks with Open Questions
Price (daily)
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