Harley-Davidson, Inc.
HOG Mid CapConsumer Cyclical · Recreational Vehicles
Updated: Jun 14, 2026, 22:19 UTC
Price Chart
Key Metrics
Valuation Analysis
About the Company
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 servi
Harley-Davidson, Inc. Stock at a Glance
Harley-Davidson, Inc. (HOG) is currently trading at $25.64 with a market capitalization of $2.7B. The trailing P/E ratio stands at 13.28x, with a forward P/E of 13.53x. The 52-week range spans from $17.09 to $31.25; the current price is 18% below the yearly high. Year-over-year revenue growth stands at -11.8%. The net profit margin stands at 5.34%.
💰 Dividend
Harley-Davidson, Inc. pays an annual dividend of $0.74 per share, representing a yield of 2.89%. The payout ratio stands at 37.69%.
📊 Analyst Rating
11 analysts rate Harley-Davidson, Inc. (HOG) on consensus: Hold. The average price target is $25.64, implying -0.01% from the current price. Analyst price targets range from $15.00 to $32.00.
Harley-Davidson, Inc.: The Investment Case in Detail
Harley-Davidson, Inc. (HOG) operates in the Consumer Cyclical — specifically Recreational Vehicles — and is headquartered in United States. Below is a structured read of the investment case built directly from the latest fundamentals, valuation multiples, analyst positioning and smart-money flows. Each section translates raw numbers into the investment logic they imply, so you can decide whether the risk/reward fits your portfolio.
The Bull Case
Our valuation screen flags the stock as undervalued relative to its fundamentals — multiples are running below where the cash flow profile would normally justify.
The Bear Case
Revenue is contracting at -11.8% year-over-year — until that trend reverses, valuation is exposed to further downgrades. Short interest sits at 20.35% of float — a meaningful contingent of professionals is positioned for the share to fall, which deserves attention even if their thesis may turn out to be wrong.
Valuation in Context
At a PEG of 11.13, investors are paying more than three times the growth rate for each unit of earnings — that pricing assumes growth not only continues but accelerates from here. The EV/EBITDA multiple of 7.92x is below the historical equity-market average — strategic acquirers would find the cash-flow profile attractive at this level.
Investment Thesis: Strengths & Weaknesses
- Currently flagged as undervalued
- Solid dividend yield of 2.89%
- Positive free cash flow
- –Revenue shrinking (-11.8% YoY)
- –High short interest (20.35%)
Technical Snapshot
Price trades above both the 50- and 200-day moving averages, with 50d above 200d — a classic bullish setup (golden-cross alignment).
Risk Profile
The data points to market-like volatility, elevated short interest (20.35%).
Trading Data
💵 Dividend Info
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