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HOG stock logo

HOG

Harley-Davidson, Inc.

$20.86
0.53
 (2.61%)
Exchange:  NYSE
Market Cap:  2.464B
Shares Outstanding:  86.667M
Overview
Earnings
Financials
Valuation
Chart

About The Company

Sector:  Consumer Cyclical
Industry:  Auto – Recreational Vehicles
   
CEO:  Shawn Michael Collins
Full Time Employees:  5900
Address: 
3700 West Juneau Avenue
Milwaukee
WI
53208
US
Website:  https://www.harley-davidson.com
Harley-Davidson, Inc. manufactures and sells motorcycles. The company operates in two segments, Motorcycles and Related Products and Financial Services. The Motorcycles and Related Products segment designs, manufactures, and sells Harley-Davidson motorcycles, including cruiser, touring, standard, sportbike, and dual models, as well as motorcycle parts, accessories, apparel, and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels in the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific. The Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, including installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale protection products comprising motorcycle insurance, extended service contracts, and motorcycle maintenance protection. 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.

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Revenue Segmentation

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EPS

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Earnings Call

Full text

Earnings transcript

Read the complete earnings call transcript.

AI summary

Key takeaways

Short, structured highlights from the call so you can focus on what matters.

2026/02/10 — 4 quarter 2025

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Income Statement
Balance Sheet
Cash Flow Statement
Analyst Estimates

Income Statement

Year202320242025
Revenue5,836,4785,186,8024,473,175
Gross Profit2,181,7921,809,0961,352,540
EBITDA1,055,775708,559492,175
Operating Income779,084416,627386,635
Net Income706,586455,357338,738

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(* All numbers are in thousands)

Balance Sheet

Year202320242025
Total Assets12,140,55411,881,5794,048,402
Total Liabilities8,888,2598,723,0794,887,965
Total Stockholders Equity3,252,8083,166,0473,156,850
Total Debt7,196,0537,026,4601,317,405
Cash and Cash Equivalents1,533,8061,589,6083,091,744

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(* All numbers are in thousands)

Cash Flow Statement

Year202320242025
Operating Cash Flow754,8871,063,833568,922
Capital Expenditure-207,404-196,563-153,679
Free Cash Flow547,483867,270415,243
Net Income706,586445,175338,738
Net Change in Cash69,63492,0431,350,890

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(* All numbers are in thousands)

Analyst Estimates

Fiscal Year2028Full AccessFull AccessFull AccessFull Access
Estimated Revenue (Low)4,053,616.357Full AccessFull AccessFull AccessFull Access
Estimated Revenue (High)4,251,965.130Full AccessFull AccessFull AccessFull Access
Estimated Revenue (Avg)4,157,904.169Full AccessFull AccessFull AccessFull Access
Estimated Ebitda (Low)657,858.630Full AccessFull AccessFull AccessFull Access
Estimated Ebitda (High)690,048.517Full AccessFull AccessFull AccessFull Access
Estimated Ebitda (Avg)674,783.428Full AccessFull AccessFull AccessFull Access
Estimated Net Income (Low)189,733.254Full AccessFull AccessFull AccessFull Access
Estimated Net Income (High)389,398.670Full AccessFull AccessFull AccessFull Access
Estimated Net Income (Avg)289,565.962Full AccessFull AccessFull AccessFull Access
Estimated SGA Expense (Low)816,377.564Full AccessFull AccessFull AccessFull Access
Estimated SGA Expense (High)856,323.991Full AccessFull AccessFull AccessFull Access
Estimated SGA Expense (Avg)837,380.595Full AccessFull AccessFull AccessFull Access
Estimated EPS (Avg)2.630Full AccessFull AccessFull AccessFull Access
Estimated EPS (High)3.210Full AccessFull AccessFull AccessFull Access
Estimated EPS (Low)1.560Full AccessFull AccessFull AccessFull Access
Number of Analysts (Estimated Revenue)4Full AccessFull AccessFull AccessFull Access
Number of Analysts (Estimated EPS)4Full AccessFull AccessFull AccessFull Access

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(* All numbers are in thousands)

Current Key Metrics

?Revenue
 (TTM)
: 
5.187B  ?P/S
 (TTM)
: 
0.62
?Net Income
 (TTM)
: 
455.357M  ?P/E
 (TTM)
: 
7.93
?Enterprise Value
 (TTM)
: 
2.737B  ?EV/FCF
 (TTM)
: 
6.59
?Dividend Yield
 (TTM)
: 
0.03  ?Payout Ratio
 (TTM)
: 
0.26
?ROE
 (TTM)
: 
0.1  ?ROIC
 (TTM)
: 
0.04
?Net Debt
 (TTM)
: 
5.301B  ?Debt/Equity
 (TTM)
: 
0.97
?P/B
 (TTM)
: 
0.85  ?Current Ratio
 (TTM)
: 
2.1

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Forward P/E Ratios

?

Forward P/E (Avg EPS estimate) — log in with Full Access for high/low estimates and the interactive table.

Forward P/E 1YFull AccessFull AccessFull AccessFull Access
10.33Full AccessFull AccessFull AccessFull Access

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SWOT 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.


Calculate HOG Intrinsic Value

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

1-day price chart preview. Log in for 1W through 5Y ranges and period tabs.

Daily snapshot

2.61
MARKETSnap

Trading Metrics:

Open: 20.3   Previous Close: 20.33
Day Low: —   Day High: —
Year Low:    Year High: 
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See in Nexus

Relevant news

Harley-Davidson issues recall for nearly 17,000 motorcycles over brake failure issue
Harley-Davidson, Inc. to Host Audio Webcast to Provide an Investor Discussion of Harley-Davidson Financial Services (HDFS) on Thursday, April 16, 2026
Top 2 Consumer Stocks That May Fall Off A Cliff In Q2
The Big 3: HOG, WMT, MRVL
Harley-Davidson, Inc. (NYSE:HOG) Receives Consensus Rating of “Hold” from Brokerages
Why Is Harley-Davidson (HOG) Down 11.6% Since Last Earnings Report?

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