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Harley-Davidson(NYSE) HOG

Market Cap$2.88BMarket cap calculated using publicly traded shares outstanding only. Does not include unlisted, private, or dual-class non-traded shares. Implied market cap may vary.
Since IPO (1986)+13,512%
5 Year-22%
1 Year+2%
1 Month-1%
Premium Feature
Moneyball Superscore
46/100
$27.62
-0.15%
-0.04Today
After hours$27.63+$0.01 (+0.04%)
Harley-Davidson last closing stock price
MetricPriceDate
Last closeUSD 27.662026-08-19
Harley-Davidson stock price return by period
PeriodPrice returnPrice at period startPeriod start date
1 week+6.51%USD 25.972026-08-12
1 month-0.58%USD 27.822026-07-20
3 month+20.14%USD 23.022026-05-21
Year to date+37.47%USD 20.122025-12-31
1 year+2%USD 27.122025-08-19
3 year-11.25%USD 31.172023-08-18
5 year-22.06%USD 35.492021-08-20
Since inception+13,511.6%USD 0.201986-07-08

Harley-Davidson Financials at a Glance

Market Cap

$2.88BMarket cap calculated using publicly traded shares outstanding only. Does not include unlisted, private, or dual-class non-traded shares. Implied market cap may vary.

Revenue (TTM)

$4.11B

Net Income (TTM)

$201.82M

EPS (TTM)

$1.62

P/E Ratio

17.11

Dividend

$0.74

Beta (Volatility)

1.17 (Average)

Price

$27.62

Volume

1,259,079.62

Open

$27.41

Previous Close

$27.63

Daily Range

$27.28 - $27.66

52-Week Range

$17.09 - $31.25

Estimated Earnings Date

Nov 3, 2026

HOG News

BuyAlert-Red.png

Harley-Davidson Director Nova Buys 40,000 Shares for $983,000. What Does This Say About HOG's Prospects in 2026?

Brendan CoffeyAug 5, 2026
ATV Off-Road Vehicles-Motorcycles_GettyImages-1165280990-1201x601-34c81c3.png

Why is this Wealth Manager Buying 1 Million Shares of Harley Davidson?

Dave KovaleskiJun 8, 2026
BuyAlert-Blue.png

Is Harley-Davidson Stock a Buy After Robinson Value Initiated a New Position?

Robert IzquierdoMay 7, 2026
GettyImages-114854788

Harley-Davidson Just Transformed Its Balance Sheet: What the KKR and PIMCO Deal Means for Investors

Motley Fool YouTubeApr 21, 2026
SellAlert-Red.png

Harley-Davidson Executive Sells Over 4,000 Shares

Toby BordelonMar 21, 2026
SellAlert-Purple.png

Ford's Jim Farley Sells 6,454 Harley-Davidson Shares Worth $121,000

Sarah SidlowMar 19, 2026
Foolcom-Featured.png

Harley-Davidson (HOG) Q2 Revenue Up 19%

Motley Fool Markets TeamJul 31, 2025
Store brands

What Is a Brand Moat?

Kristi WaterworthJun 18, 2025
Page 1

HOG: Motley Fool Moneyball Superscore

46

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About Harley-Davidson

Harley-Davidson, Inc. builds motorcycles for riders who value long-distance travel and custom styles. The company helps people buy their bikes through its own financing bank. It also sells branded clothing and riding gear for the motorcycling lifestyle.

What Harley-Davidson Brings to the Road

  • Motorcycles: Heavy-weight cruiser, touring, and sport models sold through a global dealer network; produced $848.1 million in revenue during the second quarter of 2026.
  • Parts and Accessories: Custom components and maintenance parts for motorcycle owners; earned $177.0 million in revenue during the second quarter of 2026.
  • Financial Services: Consumer installment loans for riders and wholesale inventory funding for independent dealerships; generated $117.0 million in total revenue during the second quarter of 2026.
  • Apparel and Licensing: Branded riding gear and everyday clothing; produced $62.4 million in combined revenue during the second quarter of 2026.
  • LiveWire Electric: Battery-powered motorcycles and balance bikes developed for a new generation of electric riders.

Turning a New Page

  • Launched the Back to the Bricks strategic plan in the second quarter of 2026.
  • Initiated cost reduction actions aiming to save at least $150 million by 2027.
  • Appointed a new Chief Executive Officer on Oct. 1, 2025, to evaluate global operations.
  • Planned the return of the iconic Sportster motorcycle to refresh the product portfolio.

Global Reach and Financial Strength

The company manages a global distribution network across North America, Europe, and the Asia-Pacific region. This reach is supported by an internal finance segment that manages consumer installment loans and dealer inventory credit.

The Recent Quarterly Scorecard

  • Net income reached $79.8 million in the second quarter of 2026, down 25.8% year over year.
  • Motorcycle unit shipments grew 9.4% to 39,209 units in the second quarter of 2026.
  • Operating income for the motorcycle segment hit $72.3 million in the second quarter of 2026, up 18%.
  • Cash and cash equivalents stood at $1.9 billion as of June 30, 2026.
  • Non-GAAP adjusted EBITDA for the motorcycle segment was $114.6 million in the second quarter of 2026, up 18.5% year over year.

The Road Ahead

Harley-Davidson is refocusing on its core cruiser and touring strengths through aggressive cost management and model refreshes. The company continues to separate its electric motorcycle development to target evolving market segments while maintaining its traditional internal combustion engine heritage.

AI Generated • Aug 6, 2026

Industry

Automobiles

Sector

Consumer Discretionary

Employees

5,500

CEO

Arthur Francis Starrs, III

Website

www.harley-davidson.com

Headquarters

Milwaukee, WI 53208, US

HOG Financials

Key Financial Metrics (TTM)

Gross Margin

23.89%

Operating Margin

5.08%

Net Income Margin

4.91%

Return on Equity

6.27%

Return on Capital

6.24%

Return on Assets

2.79%

Earnings Yield

5.84%

Dividend Yield

2.66%

Payout Ratio

41.05%

Stock Overview

Market Cap

$2.88BMarket cap calculated using publicly traded shares outstanding only. Does not include unlisted, private, or dual-class non-traded shares. Implied market cap may vary.

Shares Outstanding

104.07M

Volume

1.26M

Avg. Volume

2.61M

Financials (TTM)

Gross Profit

$982.56M

Operating Income

$208.86M

EBITDA

$350.03M

Operating Cash Flow

-$255.00K

Capital Expenditure

-$132.81M

Free Cash Flow

-$133.07M

Cash & ST Invst.

$1.90B

Total Debt

$2.31B

Harley-Davidson Performance Analysis

Harley-Davidson annual revenue and year-over-year revenue growth by fiscal year
Fiscal yearPeriod endRevenueYoY growth
20222022-12-31USD 5,755,130,0007.8%
20232023-12-31USD 5,836,478,0001.4%
20242024-12-31USD 5,186,802,000-11.1%
20252025-12-31USD 4,473,175,000-13.8%
Harley-Davidson sequential (quarter-over-quarter) revenue growth by fiscal quarter
Fiscal quarterPeriod endQoQ growth
Q32025-09-302.6%
Q42025-12-31-63.0%
Q12026-03-31136.3%
Q22026-06-30-5.9%
Harley-Davidson annual diluted earnings per share and year-over-year EPS growth by fiscal year
Fiscal yearPeriod endDiluted EPSYoY growth
20222022-12-31USD 4.9618.4%
20232023-12-31USD 4.87-1.9%
20242024-12-31USD 3.44-29.3%
20252025-12-31USD 2.78-19.1%
Harley-Davidson sequential (quarter-over-quarter) diluted earnings per share growth by fiscal quarter
Fiscal quarterPeriod endQoQ growth
Q32025-09-30252.3%
Q42025-12-31-178.7%
Q12026-03-31109.0%
Q22026-06-30240.9%

Revenue Growth Rate

Annual and quarterly growth comparison

Earnings Per Share Growth Rate

Annual and quarterly EPS growth comparison

Quarterly Performance

Name
Q2 2026YOY CHG

Revenue

$1.10B

-15.6%

Gross Profit

$277.18M

-24.8%

Gross Margin

25.12%

N/A

Market Cap

$2.88BMarket cap calculated using publicly traded shares outstanding only. Does not include unlisted, private, or dual-class non-traded shares. Implied market cap may vary.

N/A

Market Cap/Employee

$523.39K

N/A

Employees

5,500

N/A

Net Income

$78.98M

-26.6%

EBITDA

$1.49M

-99.2%

Quarterly Fundamentals

Name
Q2 2026YOY CHG

Total Cash

$1.90B

+19.4%

Total Debt

$2.31B

-66.6%

Accounts Receivable

$1.94B

-20.8%

Inventory

$500.94M

-20.5%

Long Term Debt

$1.20B

-73.0%

Short Term Debt

$1.11B

-55.3%

Return on Assets

2.79%

N/A

Return on Invested Capital

4.32%

N/A

Free Cash Flow

$155.43M

-53.2%

Operating Cash Flow

$168.34M

-54.3%

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Questions About HOG

What is the current price of Harley-Davidson?

Harley-Davidson is trading at $27.63 per share.

What is the 52-week range for Harley-Davidson?

Over the past 52 weeks, Harley-Davidson has traded between $17.09 and $31.25.

How much debt does Harley-Davidson have?

As of the most recent reporting period, Harley-Davidson reported total debt of $2.31B.

How much cash does Harley-Davidson have on hand?

Harley-Davidson reported $1.90B in cash and cash equivalents in its most recent financial results.

What is Harley-Davidson’s dividend yield?

Harley-Davidson currently has a dividend yield of 2.66%.

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