Inside the research
Harley-Davidson, Inc.
HOG Research profile · latest available data
Price overview
$25.45
▼ -0.07 (-0.3%)
| 52w hi | $28.26 |
|---|---|
| 52w lo | $16.94 |
| Vol | 2.30M |
| As of | 25 Sep 2026 |
The Verdict
Our score -0.08
| Short | -0.01 |
|---|---|
| Medium | -0.04 |
| Long | -0.31 |
computed 2026-09-27
Key fundamentals
Harley-Davidson, Inc.
Consumer Cyclical · Recreational Vehicles
| Market cap | $2.65B |
|---|---|
| Enterprise value | $3.69B |
| Trailing P/E | 14.14x |
| Forward P/E | 12.69x |
| EV / EBITDA | 8.63x |
| P / S (ttm) | 0.62x |
| Profit margin | 4.8% |
| Return on equity | 6.1% |
| Revenue growth | -5.9% |
| Earnings growth | -15.0% |
| Debt / equity | 74.04 |
Layer Breakdown
| Layer | Raw | Contribution |
|---|---|---|
| Fundamental | +0.09 | |
| Sector | -0.03 | |
| Technical | +0.29 | |
| Earnings | +0.00 | |
| Sentiment | -0.58 |
macro × 1.00 · 2026-09-27
Business overview
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.
Risk Metrics
| Beta vs SPX | 1.04 |
|---|---|
| Corr SPX | 0.41 |
| Annual vol | 40.7% |
| Annual ret | -12.6% |
| Sharpe | -0.31 |
| Max DD | -56.3% |
Window: 504 trading days (504 obs)
Material Events
| Date | Event | 8-K |
|---|---|---|
| 2026-07-23 | Earnings Release, Exhibits | read |
| 2026-06-26 | Officer / Director Change | read |
| 2026-05-28 | Officer / Director Change, Shareholder Vote | read |
| 2026-05-05 | Earnings Release, Exhibits | read |
| 2026-03-06 | Other Material Event | read |
| 2026-02-10 | Earnings Release, Officer / Director Change… | read |
| 2025-12-10 | Officer / Director Change | read |
| 2025-12-05 | Officer / Director Change | read |
| 2025-11-06 | Material Agreement, Acquisition / Disposition… | read |
| 2025-11-04 | Earnings Release, Exhibits | read |
| 2025-09-29 | Bylaws Amendment, Exhibits | read |
| 2025-09-15 | Officer / Director Change, Exhibits | read |
Insider Trades
| Date | Insider | Role | Action | Shares | Value |
|---|---|---|---|---|---|
| 2026-08-11 | Littleton Gayle | CLO, CCO, CAO & Corp Sec | Buy | 7.50K | $197.85K |
| 2026-08-10 | Starrs Artie | President & CEO | Buy | 10.00K | $258.94K |
| 2026-08-03 | Root Jonathan R | CFO and CCO | Sell | 1.55K | $38.66K |
| 2026-07-31 | NOVA DANIEL J | Buy | 40.00K | $982.70K | |
| 2026-07-01 | Root Jonathan R | CFO and CCO | Sell | 1.55K | $37.98K |
| 2026-06-01 | Root Jonathan R | CFO and CCO | Sell | 1.55K | $37.09K |
| 2026-05-21 | Reintjes Matthew J | Grant | 2.48K | — | |
| 2026-05-21 | NOVA DANIEL J | Grant | 4.74K | — |
Flow & Concentration
| Insider 180d net | $1.33M |
|---|---|
| Insider buys / sells | 3 / 3 |
| Insider bias | Neutral |
| 13F holders | 9 |
| Top-5 share | 97.8% |
| HHI | 2,664 (concentrated) |
Top Holders
| Holder | Value | Shares |
|---|---|---|
| State Street Corp | $103.62M | 4.24M |
| AQR Capital Management | $63.83M | 2.62M |
| Capital Research / Capital World | $47.97M | 1.96M |
| Citadel Advisors | $22.71M | 928.28K |
| Millennium Management | $15.09M | 616.76K |
| Bridgewater Associates | $3.15M | 128.63K |
| Fidelity / FMR LLC | $1.72M | 70.29K |
| Renaissance Technologies | $863.44K | 35.30K |
| T. Rowe Price Group | $3.64K | 148.67K |
As of 2026-06-30
SEC Filings
The Long Run
FY 2009–2025 · 17 years
| Line | Latest | CAGR | Trend |
|---|---|---|---|
| Revenue | $3.60B | -1.8% | |
| Operating income | $386.63M | -6.1% | |
| Net income | $706.59M | +0.5% | |
| Cash from ops | $1.06B | -0.8% |
Indices
Recent Sessions
| Date | Open | High | Low | Close | Vol |
|---|---|---|---|---|---|
| Sep 25 | $25.63 | $25.72 | $25.17 | $25.45 | 2.30M |
| Sep 24 | $25.97 | $26.14 | $25.14 | $25.52 | 2.24M |
| Sep 23 | $25.78 | $26.02 | $25.36 | $25.98 | 1.97M |
| Sep 22 | $26.57 | $27.00 | $26.00 | $26.03 | 1.58M |
| Sep 21 | $25.66 | $26.39 | $25.16 | $26.21 | 1.31M |
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