Harley-Davidson, Inc. (HOG)
Trading disclosure
The above button links to Coinbase. Yahoo Finance is not a broker-dealer or investment adviser and does not offer securities or cryptocurrencies for sale or facilitate trading. Coinbase pays us for certain activity generated through this link. Prices displayed are informational.
Learn moreNews headlines Harley-Davidson (HOG) faces challenges with recent job cuts, declining profits, and a cautious outlook amid fluctuating demand. Despite short-term gains, analysts remain skeptical, revising fair value estimates downwards.
Harley-Davidson (HOG) faces challenges with recent job cuts, declining profits, and a cautious outlook amid fluctuating demand. Despite short-term gains, analysts remain skeptical, revising fair value estimates downwards.
- Previous Close
- Open
- Bid 20.59 x 30000
- Ask 20.60 x 10000
- Day's Range
- 52 Week Range
- Volume
- Avg. Volume
- Market Cap (intraday)
- Beta (5Y Monthly) 1.40
- PE Ratio (TTM)
- EPS (TTM)
- Earnings Date (est.) Apr 30, 2026
- Forward Dividend & Yield 0.73 (3.58%)
- Ex-Dividend Date Mar 2, 2026
- 1y Target Est
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, Grand American touring, standard, sportbike, adventure touring, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, electric bikes, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open-account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.
www.harley-davidson.com5,500
Full Time Employees
December 31
Fiscal Year Ends
Sector
Industry
Assessing Harley-Davidson (HOG) Valuation As Recent Layoffs Draw Investor Attention
Wisconsin companies announce nearly 1,000 layoffs in March
Exploring 3 Undervalued Small Caps With Insider Buying Across Regions
Harley-Davidson cuts jobs as profits fall 26%. Wisconsin impact unknown
Harley-Davidson Executive Sells Over 4,000 Shares
Ford's Jim Farley Sells 6,454 Harley-Davidson Shares Worth $121,000
Trailing total returns as of 4/2/2026, which may include dividends or other distributions. Benchmark is S&P 500 (^GSPC) .
Q1
FY25
Q2
FY25
Q3
FY25
Q4
FY25
- Strong Buy
- Buy
- Hold
- Underperform
- Sell
Market Cap
2.27B
Enterprise Value
2.24B
Trailing P/E
7.31
Forward P/E
7.33
PEG Ratio (5yr expected)
0.67
Price/Sales (ttm)
0.55
Price/Book (mrq)
0.72
Enterprise Value/Revenue
0.50
Enterprise Value/EBITDA
3.36
Profitability and Income Statement
Profit Margin
7.57%
Return on Assets (ttm)
2.81%
Return on Equity (ttm)
10.42%
Revenue (ttm)
4.47B
Net Income Avi to Common (ttm)
338.74M
Diluted EPS (ttm)
2.78
Balance Sheet and Cash Flow
Total Cash (mrq)
1.31B
Total Debt/Equity (mrq)
96.73%
Levered Free Cash Flow (ttm)
-460.21M
Select to analyze similar companies using key performance metrics; select up to 4 stocks.
Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring categories, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 34% of the heavyweight domestic market in 2025.
RatingPrice TargetMorningstar• last monthFounded in 1903 and based in Milwaukee, Harley-Davidson became a public company in 1986. The company sells Harley-Davidson motorcycles, as well as motorcycle parts, accessories, general merchandise, and related services. Harley-Davidson Financial Services (HDFS) provides wholesale and retail financing and insurance to Harley-Davidson dealers and their retail customers in the United States, Canada and other international markets. The company's products are sold to retail customers through a network of independent dealers. The common shares are a component of the S&P MidCap 400 index, and the company employs approximately 5,900 people.
RatingPrice TargetArgus• last monthMarket volatility, mostly driven by ongoing earnings reports as well as continued worries over the good and bad implications of AI on individual stocks and overall sectors, is the order of the day. Most indices started red, turned green, and at midday have falling into the red zone yet again. The bull/bear tug of war continues.
Argus• last monthHarley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring categories, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 37% of the heavyweight domestic market in 2024.
RatingPrice TargetMorningstar• last month