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HOG
Harley-Davidson, Inc.
$25.49
0.58
(2.33%)
| Exchange: | NYSE |
| Market Cap: | 2.683B |
| Shares Outstanding: | 86.667M |
Delayed data
About The Company
| Sector: | Consumer Cyclical | |||||
| Industry: | Auto – Recreational Vehicles | |||||
| CEO: | Arthur Francis Starrs | |||||
| Full Time Employees: | 5900 | |||||
| Address: |
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| Website: | https://www.harley-davidson.com |
Harley-Davidson, Inc., publicly traded under the symbol HOG, is fundamentally a manufacturer and seller of motorcycles. The company’s operations are divided into two primary divisions: Motorcycle Products and Related Offerings, and Financial Services. The Motorcycle Products and Related Offerings segment focuses on the design, production, and worldwide distribution of Harley-Davidson motorcycles, encompassing various styles such as cruiser, touring, standard, sportbike, and dual models. This division also supplies motorcycle components, aftermarket accessories, branded apparel, and associated services. Its products are distributed to retail customers through a broad network of independent dealers and via e-commerce channels throughout the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific region. The Financial Services segment provides extensive financing solutions. These include wholesale financing options for dealerships, such as floorplan and open account arrangements for motorcycles, parts, and accessories inventory. It also offers retail financing directly to consumers, primarily through installment loans for purchasing both new and pre-owned Harley-Davidson motorcycles. Additionally, this segment markets various point-of-sale protection products, including motorcycle insurance, extended service contracts, and maintenance protection plans. Furthermore, it licenses third-party financial institutions to issue co-branded credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is headquartered in Milwaukee, Wisconsin.
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Revenue Segmentation
EPS
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Earnings Call
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Key takeaways
Short, structured highlights from the call so you can focus on what matters.
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Login — it's freeIncome Statement
| Year | 2023 | 2024 | 2025 |
|---|---|---|---|
| Revenue | 5,836,478 | 5,186,802 | 4,473,175 |
| Gross Profit | 2,181,792 | 1,809,096 | 1,352,540 |
| EBITDA | 1,055,775 | 708,559 | 492,175 |
| Operating Income | 779,084 | 416,627 | 386,635 |
| Net Income | 706,586 | 455,357 | 338,738 |
(* All numbers are in thousands)
Balance Sheet
| Year | 2023 | 2024 | 2025 |
|---|---|---|---|
| Total Assets | 12,140,554 | 11,881,579 | 4,048,402 |
| Total Liabilities | 8,888,259 | 8,723,079 | 4,887,965 |
| Total Stockholders Equity | 3,252,808 | 3,166,047 | 3,156,850 |
| Total Debt | 7,196,053 | 7,026,460 | 1,317,405 |
| Cash and Cash Equivalents | 1,533,806 | 1,589,608 | 3,091,744 |
(* All numbers are in thousands)
Cash Flow Statement
| Year | 2023 | 2024 | 2025 |
|---|---|---|---|
| Operating Cash Flow | 754,887 | 1,063,833 | 568,922 |
| Capital Expenditure | -207,404 | -196,563 | -153,679 |
| Free Cash Flow | 547,483 | 867,270 | 415,243 |
| Net Income | 706,586 | 445,175 | 338,738 |
| Net Change in Cash | 69,634 | 92,043 | 1,350,890 |
(* All numbers are in thousands)
Analyst Estimates
| Fiscal Year | 2028 | Full Access | Full Access | Full Access | Full Access |
|---|---|---|---|---|---|
| Estimated Revenue (Low) | 4,009,840.614 | Full Access | Full Access | Full Access | Full Access |
| Estimated Revenue (High) | 4,309,982.063 | Full Access | Full Access | Full Access | Full Access |
| Estimated Revenue (Avg) | 4,159,911.339 | Full Access | Full Access | Full Access | Full Access |
| Estimated Ebitda (Low) | 650,754.295 | Full Access | Full Access | Full Access | Full Access |
| Estimated Ebitda (High) | 699,464.046 | Full Access | Full Access | Full Access | Full Access |
| Estimated Ebitda (Avg) | 675,109.170 | Full Access | Full Access | Full Access | Full Access |
| Estimated Net Income (Low) | 214,936.522 | Full Access | Full Access | Full Access | Full Access |
| Estimated Net Income (High) | 407,638.148 | Full Access | Full Access | Full Access | Full Access |
| Estimated Net Income (Avg) | 218,069.600 | Full Access | Full Access | Full Access | Full Access |
| Estimated SGA Expense (Low) | 807,561.354 | Full Access | Full Access | Full Access | Full Access |
| Estimated SGA Expense (High) | 868,008.304 | Full Access | Full Access | Full Access | Full Access |
| Estimated SGA Expense (Avg) | 837,784.829 | Full Access | Full Access | Full Access | Full Access |
| Estimated EPS (Avg) | 2.750 | Full Access | Full Access | Full Access | Full Access |
| Estimated EPS (High) | 3.360 | Full Access | Full Access | Full Access | Full Access |
| Estimated EPS (Low) | 1.770 | Full Access | Full Access | Full Access | Full Access |
| Number of Analysts (Estimated Revenue) | 3 | Full Access | Full Access | Full Access | Full Access |
| Number of Analysts (Estimated EPS) | 5 | Full Access | Full Access | Full Access | Full Access |
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Current Key Metrics
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Login — it's freeForward P/E Ratios
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Login — it's freeSWOT Analysis
Strengths (preview)
- Established Brand and Market Position: Harley-Davidson benefits from a strong brand identity within the motorcycle industry, as evidenced by its long-standing presence and recognition in the consumer discretionary sector. The company’s market capitalization and consistent dividend yield (as per Key Metrics) reflect investor confidence and a stable shareholder base.
- Positive Free Cash Flow: Financial data from the Cash Flow Statements indicates a solid free cash flow yield (freeCashFlowYieldTTM), suggesting the company generates sufficient cash to support operations, dividends, and potential reinvestments, providing financial flexibility.
- Operational Efficiency in Key Metrics: The gross profit margin and net profit margin (grossProfitMarginTTM, netProfitMarginTTM) demonstrate Harley-Davidson’s ability to maintain profitability despite market challenges, supported by effective cost management as highlighted in the Income Statements.
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At what price to buy it? -
Intrinsic Value Calculator
Based on current fundamentals and analyst forecasts, MARKETSnap estimates HOG intrinsic value between $56.95 – $96.47 per share. This depends on revenue growth, margins, and discount rate.
This is an automatic estimate. The most reliable way to know fair value for your own assumptions is to run the calculator below.
[intrinsic_calculator]
Common questions about HOG valuation
Is Harley-Davidson, Inc. (HOG) overvalued or undervalued right now?
MARKETSnap estimates intrinsic value for Harley-Davidson, Inc. (HOG) using its proprietary valuation methodology, which incorporates discounted cash flow (DCF) analysis together with long-term earnings and fundamentals assumptions. By comparing intrinsic value to the current market price, long-term investors can see whether the stock screens as potentially overvalued, fairly valued, or undervalued today.
Is HOG a buy, hold, or sell for long-term investors?
MARKETSnap does not give one-word “buy” or “sell” calls. Instead, it shows whether HOG trades at a premium or discount to its estimated intrinsic value, how sensitive that value is to growth and margin assumptions, and how the stock fits into a diversified, long-term portfolio so investors can make their own buy, hold, or sell decision.
What is HOG’s P/E ratio?
You can see HOG’s trailing P/E (TTM) and forward P/E estimates in the Current Key Metrics and Forward P/E Ratios sections above. The P/E ratio compares the current share price to earnings per share and helps investors gauge valuation relative to earnings.
How is intrinsic value calculated for HOG?
MARKETSnap uses its own valuation framework—not a generic spreadsheet DCF alone. Future cash flows and earnings are projected, discounted, and combined with MARKETSnap’s methodology so intrinsic value reflects fundamentals and long-term assumptions. You can run your own inputs and see the result using the Intrinsic Value Calculator above.
Is HOG a good long-term investment?
Whether HOG fits a long-term portfolio depends on your assumptions about growth, margins, and risk. MARKETSnap provides the metrics, intrinsic value calculator, and SWOT context so you can form your own view rather than rely on a single buy/sell rating.
HOG
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Daily snapshot
2.33
Trading Metrics:
| Open: | 25.04 | Previous Close: | 24.91 | |
| Day Low: | 24.87 | Day High: | 25.88 | |
| Year Low: | 17.09 | Year High: | 31.25 | |
| Price Avg 50: | 23.4 | Price Avg 200: | 23.5 | |
| Volume: | 1.844M | Average Volume: | 3.276M |
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Welcome to MARKETSNAP’s SWOT analysis for Harley-Davidson, the iconic name in the motorcycle world. If you’re a long-term investor looking to rev up your portfolio, you’re in the right place. Today, we’re diving deep into what makes Harley-Davidson tick, from their latest moves to their financial horsepower, and breaking it all down with a comprehensive SWOT analysis. So, grab a coffee, let’s ride through this together, and see if this stock deserves a spot in your garage. First off, we…
