Harley-Davidson (HOG)
Consumer Discretionary · Heavyweight motorcycle manufacturing and dealer finance · NYSE
Iconic American motorcycle manufacturer selling premium cruisers and touring bikes alongside a lifestyle brand built on brand heritage, dealer community, and financial services.
What Harley-Davidson does
Harley-Davidson designs, manufactures, and sells heavyweight motorcycles with distinctive styling, primarily targeting cruiser and touring riders. The company operates a global manufacturing footprint (U.S., Thailand, Brazil) and generates revenue from motorcycle sales, parts and accessories, apparel and licensing, and financial services including dealer and consumer financing. The Harley-Davidson brand and community engagement through events and the Harley Owners Group (H.O.G.) are central to the company's marketing and customer loyalty strategy.
Themes: ["Heavyweight motorcycles / cruiser culture","Parts and accessories aftermarket","Motorcycle financing","Brand licensing and lifestyle apparel","Dealer network and community engagement"]
Fundamentals
- Price$24.85 as of 2026-07-09 close
- Market cap$2.7B as of 2026-07-10
- 1-year return+0.6% as of 2026-07-09 close
- P/E11.53 as of 2026-07-10
- Net margin+5.3% as of 2026-07-10
- Gross margin+29.8% as of 2026-07-10
- ROE+7.0% as of 2026-07-10
- Debt / equity0.70 as of 2026-07-10
- Revenue growth (YoY)-9.8% as of 2026-07-10
- Revenue CAGR (3y)-8.1% SEC XBRL
- Beta1.30 as of 2026-07-10
Dividend: yield +3.0%; 5-year non-decreasing per-share dividend streak (SEC XBRL).
Key risks (from latest filing)
["Revenue decline (-9.82% YoY) and declining financial services income reflect softening motorcycle demand and a shift away from financed purchases, which pressures gross margin and profitability","Exposure to international markets (Europe, Asia) and currency fluctuations; balance sheet shows significant foreign currency translation losses in Q1 2026","Dependence on dealer network for retail sales and market reach; changing consumer preferences toward electric or lightweight motorcycles pose long-term competitive risk"]
Competitors & peers
- Polaris Industries (PII) – powersports and recreational vehicles
- Honda Motor – motorcycles and engine products
- Yamaha Motor – motorcycles and powersports
- Suzuki Motor – motorcycles
- BMW Motorrad – heavyweight motorcycles and touring bikes
- KTM AG – motorcycles (including premium brands Husqvarna and Gas Gas)
Fundamentals: Finnhub, as of 2026-07-10. Filings: SEC EDGAR. Prices are delayed daily-close data.
Last updated 2026-07-09.
Informational only — NOT financial advice. All figures are delayed daily-close data from SEC EDGAR & Finnhub, shown with their as-of date.