The Bid & Ask

Quotations, Dispatches, and the Daily Tape

Friday, August 14, 2026

Subject of the day

HOG

Concerning the House

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.

United States · www.harley-davidson.com

The Long Run

FY 2009–2025 · 17 years

LineLatestCAGRTrend
Revenue$3.60B-1.8%
Operating income$386.63M-6.1%
Net income$706.59M+0.5%
Cash from ops$1.06B-0.8%
Quotation

$27.85

+1.88 (+7.2%)

52w hi$30.05
52w lo$17.06
Vol2.86M
As ofAug 13
The Verdict

Hold

Our score -0.13

Short+0.17
Medium-0.27
Long-0.48

computed 2026-08-13

By the Numbers

Harley-Davidson, Inc.

Consumer Cyclical · Recreational Vehicles

Market cap$2.90B
Enterprise value$3.74B
Trailing P/E15.47x
Forward P/E14.06x
EV / EBITDA8.37x
P / S (ttm)0.68x
Profit margin4.8%
Return on equity6.1%
Revenue growth-5.9%
Earnings growth-15.0%
Debt / equity74.04
Risk Metrics
Beta vs SPX1.06
Corr SPX0.42
Annual vol41.1%
Annual ret-4.6%
Sharpe-0.11
Max DD-56.5%

Window: 504 trading days (504 obs)

Layer Breakdown
LayerRawContribution
Fundamental+0.08
Sector+0.01
Technical+0.07
Earnings+0.00
Sentiment+0.08

macro × 1.00 · 2026-08-13

Recent Sessions
DateOpenHighLowCloseVol
Aug 13$26.02$27.94$26.16$27.852.86M
Aug 12$26.88$26.99$25.78$25.971.62M
Aug 11$26.09$27.15$25.90$26.721.67M
Aug 10$25.82$26.10$25.59$26.091.06M
Aug 7$25.88$26.30$25.76$26.011.12M