Harley-Davidson (HOG) Stock Price

Harley-Davidson Price

NASDAQ·CLOSED
24.54USD-0.10 (-0.41 %)
Market closed

Revenue at Harley-Davidson has contracted by 1.4% per year over the past 19 years to 4.47 B USD. Earnings per share have declined at 1.5% per year over the last 19 years. Harley-Davidson's net margin stands at 7.6%, down from 12.2% several years earlier. Harley-Davidson currently offers a dividend yield of about 2.93%. The payout ratio is around 24% of earnings. Analysts set a median price target of 28.05 USD, implying 14.3% above the current price. Of 21 analysts, 8 rate the stock a buy — an overall Hold consensus. The stock trades about 43% above its 52-week low.

Harley-Davidson stock price

Volume
Ex-Dividend
Details

Stock Price

ⓘ

How to Read This Chart

This chart tracks the historical stock price of Harley-Davidson over time. You can switch between daily, weekly, and monthly views and select custom time ranges — from a single day to the full available history. Use the toggle to view price changes in absolute currency terms or as a percentage change relative to the starting date.

Total Return vs. Price Return

The "Total Return" toggle includes reinvested dividends on top of the pure price movement. This is critical because dividends can account for a significant portion of long-term returns. Historically, roughly 40 % of the S&P 500's total return has come from dividends. Always compare total return when evaluating a stock's real performance against a benchmark.

Intraday Price Data

When viewing a one-day time frame, the chart displays real-time intraday price movements. This is useful for observing how Harley-Davidson stock reacts to market openings, earnings releases, or breaking news throughout the trading session.

What to Look For

Look for long-term trends (sustained upward or downward movements over months and years), support and resistance levels (price zones where the stock repeatedly bounces or reverses), and volatility (how much the price fluctuates day to day). Comparing Harley-Davidson's price chart to a market index like the S&P 500 can reveal whether the stock is outperforming or underperforming the broader market.

Harley-Davidson Stock Price History
DateHarley-Davidson Price
7/31/202624.54 USD
7/30/202624.64 USD
7/29/202624.52 USD
7/27/202625.26 USD
7/23/202626.52 USD
7/22/202627.62 USD
7/21/202628.45 USD
7/20/202627.82 USD
7/17/202626.58 USD
7/16/202626.81 USD
7/15/202625.95 USD
7/14/202625.08 USD
7/13/202625.67 USD
7/10/202625.14 USD
7/9/202624.85 USD
7/8/202625.95 USD
7/7/202625.89 USD
7/6/202624.70 USD
7/2/202624.96 USD
7/1/202624.15 USD
6/30/202624.46 USD
6/29/202624.34 USD
6/26/202625.19 USD
6/25/202625.46 USD
6/24/202625.55 USD
6/23/202625.58 USD
6/22/202625.29 USD
6/18/202625.79 USD
6/17/202625.80 USD
6/16/202625.95 USD
6/15/202626.06 USD
6/12/202625.69 USD
6/11/202625.19 USD
6/10/202625.50 USD
6/9/202625.49 USD
6/8/202624.91 USD
6/5/202624.35 USD
6/4/202624.52 USD
6/3/202624.04 USD
6/2/202624.64 USD
6/1/202624.17 USD
5/29/202624.28 USD
5/28/202624.05 USD
5/27/202624.22 USD
5/26/202623.33 USD
5/22/202623.81 USD
5/21/202622.48 USD
5/20/202623.52 USD
5/19/202623.36 USD
5/18/202624.35 USD
5/15/202625.19 USD
5/14/202625.65 USD
5/13/202625.60 USD
5/12/202625.33 USD
5/11/202625.53 USD
5/8/202625.42 USD
5/7/202623.64 USD
5/6/202623.84 USD
5/5/202625.11 USD
5/4/202623.21 USD
5/1/202624.48 USD
4/30/202623.89 USD
4/29/202623.62 USD
4/28/202623.41 USD
4/27/202622.97 USD
4/24/202623.11 USD
4/23/202623.38 USD
4/22/202622.93 USD
4/21/202624.27 USD
4/20/202623.95 USD
4/17/202623.49 USD
4/16/202622.44 USD
4/15/202622.86 USD
4/14/202623.17 USD
4/13/202622.89 USD
4/10/202622.79 USD
4/9/202622.66 USD
4/8/202621.33 USD
4/7/202621.18 USD
4/6/202621.00 USD
4/2/202620.86 USD
4/1/202620.86 USD
3/31/202620.33 USD
3/30/202620.22 USD
3/29/202619.44 USD
3/27/202619.47 USD
3/26/202619.47 USD
3/25/202619.49 USD
3/24/202618.47 USD
3/23/202618.61 USD
3/22/202617.79 USD
3/20/202617.58 USD
3/19/202617.58 USD
3/18/202617.60 USD
3/17/202617.19 USD
3/16/202617.51 USD
3/15/202617.82 USD
3/13/202617.63 USD
3/12/202617.63 USD
3/11/202617.97 USD
3/10/202618.20 USD
3/9/202618.91 USD
3/8/202618.77 USD
3/6/202619.21 USD
3/5/202619.21 USD
3/4/202619.08 USD
3/3/202619.46 USD
3/2/202618.49 USD
3/1/202617.77 USD
2/27/202618.00 USD
2/26/202618.00 USD
2/25/202618.39 USD
2/24/202618.68 USD
2/23/202619.46 USD
2/22/202619.37 USD
2/20/202620.11 USD
2/19/202620.11 USD
2/18/202620.28 USD
2/17/202620.58 USD
2/16/202620.35 USD
2/13/202620.42 USD
2/12/202620.42 USD
2/11/202619.70 USD
2/10/202620.58 USD
2/9/202620.94 USD
2/8/202620.14 USD
2/6/202620.49 USD
2/5/202620.49 USD
2/4/202620.09 USD
2/3/202620.51 USD
2/2/202619.92 USD
2/1/202619.56 USD
1/30/202619.80 USD
1/29/202619.80 USD
1/28/202619.71 USD
1/27/202619.88 USD
1/26/202619.97 USD
1/25/202620.02 USD
1/23/202620.30 USD
1/22/202620.30 USD
1/21/202620.78 USD
1/20/202620.54 USD
1/19/202620.10 USD
1/16/202620.49 USD
1/15/202620.49 USD
1/14/202621.07 USD
1/13/202621.05 USD
1/12/202621.10 USD
1/11/202620.82 USD
1/9/202621.43 USD
1/8/202621.43 USD
1/7/202621.15 USD
1/6/202620.88 USD
1/5/202621.30 USD
1/4/202620.52 USD
1/2/202620.64 USD
1/1/202620.64 USD
12/31/202520.49 USD
12/30/202520.49 USD
12/29/202520.82 USD
12/28/202520.82 USD
12/26/202521.00 USD
12/25/202521.00 USD
12/24/202520.90 USD
12/23/202520.90 USD
12/22/202520.73 USD
12/21/202520.90 USD
12/19/202521.25 USD
12/18/202521.25 USD
12/17/202521.24 USD
12/16/202521.20 USD
12/15/202521.25 USD
12/14/202521.37 USD
12/12/202521.59 USD
12/11/202521.59 USD
12/10/202522.35 USD
12/9/202522.44 USD
12/8/202521.87 USD
12/7/202522.51 USD
12/5/202523.36 USD
12/4/202523.36 USD
12/3/202523.73 USD
12/2/202524.43 USD
12/1/202524.21 USD
11/30/202524.18 USD
11/28/202524.49 USD
11/27/202524.49 USD
11/26/202524.40 USD
11/25/202524.40 USD
11/24/202524.20 USD
11/23/202524.00 USD
11/21/202523.44 USD
11/20/202523.44 USD
11/19/202522.27 USD
11/18/202522.96 USD
11/17/202523.75 USD
11/16/202523.89 USD
11/14/202524.71 USD
11/13/202524.71 USD
11/12/202524.81 USD
11/11/202525.20 USD
11/10/202525.33 USD
11/9/202525.24 USD
11/7/202525.59 USD
11/6/202525.59 USD
11/5/202525.14 USD
11/4/202525.43 USD
11/3/202525.36 USD
11/2/202527.11 USD
10/31/202526.98 USD
10/30/202526.98 USD
10/29/202526.65 USD
10/28/202526.95 USD
10/27/202527.36 USD
10/26/202526.98 USD
10/23/202528.21 USD
10/22/202527.63 USD
10/21/202527.11 USD
10/20/202527.30 USD
10/19/202526.68 USD
10/16/202526.74 USD
10/15/202526.80 USD
10/14/202526.89 USD
10/13/202527.00 USD
10/12/202526.27 USD
10/9/202526.06 USD
10/8/202526.50 USD
10/7/202526.93 USD
10/6/202526.88 USD
10/5/202526.54 USD
10/2/202528.37 USD
10/1/202528.22 USD
9/30/202528.21 USD
9/29/202527.90 USD
9/28/202528.70 USD
9/25/202528.82 USD
9/24/202528.11 USD
9/23/202528.88 USD
9/22/202528.82 USD
9/21/202528.74 USD
9/18/202528.32 USD
9/17/202529.75 USD
9/16/202529.79 USD
9/15/202530.06 USD
9/14/202529.88 USD
9/11/202529.89 USD
9/10/202530.70 USD
9/9/202530.03 USD
9/8/202530.98 USD
9/7/202531.03 USD
9/4/202530.20 USD
9/3/202530.19 USD
9/2/202529.39 USD
9/1/202529.29 USD
8/28/202529.12 USD
8/27/202528.82 USD
8/26/202529.17 USD
8/25/202528.72 USD
8/24/202528.85 USD
8/21/202528.70 USD
8/20/202527.06 USD
8/19/202527.29 USD
8/18/202528.00 USD
8/17/202527.68 USD
8/14/202527.40 USD
8/13/202527.56 USD
8/12/202527.44 USD
8/11/202525.59 USD
8/10/202524.16 USD
8/7/202524.22 USD
8/6/202524.09 USD
8/5/202524.22 USD
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Harley-Davidson Revenue, EBIT, Net Income

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Revenue
EBIT
Net Income
Details
Date
Revenue
EBIT
Net Income
Jan 1, 2021
5.34 B USD
823.44 M USD
650.02 M USD
Jan 1, 2022
5.76 B USD
940.51 M USD
741.41 M USD
Jan 1, 2023
5.84 B USD
897.66 M USD
706.59 M USD
Jan 1, 2024
5.19 B USD
547.89 M USD
455.36 M USD
Jan 1, 2025
4.47 B USD
420.08 M USD
338.74 M USD
Jan 1, 2026 (e)
3.88 B USD
540.05 M USD
65.33 M USD
Jan 1, 2027 (e)
4.02 B USD
560.16 M USD
238.71 M USD
Jan 1, 2028 (e)
4.27 B USD
594.35 M USD
338.10 M USD

Harley-Davidson Income Statement, Balance Sheet, Cash Flow Statement

Last updated Aug 5, 2026, 6:07 AM
 
REVENUEB USD
REVENUE GROWTH%
GROSS MARGIN%
GROSS INCOMEB USD
EBITB USD
EBIT MARGIN%
NET INCOMEB USD
NET INCOME GROWTH%
DIV.USD
DIV. GROWTH%
SHARESM
20132014201520162017201820192020202120222023202420252026e2027e2028e
5.906.236.006.005.655.725.364.055.345.765.845.194.473.884.024.27
5.725.58-3.740.02-5.821.22-6.21-24.3831.627.851.41-11.14-13.75-13.283.716.11
39.6336.9637.2335.4734.1437.9835.8333.8435.6137.0637.3734.8830.2330.2330.2330.23
2.342.302.232.131.932.171.921.371.902.132.181.811.351.171.221.29
1.151.281.161.050.890.710.590.010.820.940.900.550.420.540.560.59
19.5520.5519.2717.4815.7812.4710.930.2215.4216.3315.3710.559.3913.9213.9213.91
0.730.840.750.690.520.530.42–0.650.740.710.460.340.070.240.34
17.6615.14-10.90-7.98-24.711.92-20.34-99.7664,900.0014.00-4.72-35.55-25.71-80.77266.1542.02
1.051.381.241.751.461.481.500.440.600.630.660.690.720.750.830.91
69.3531.43-10.1441.13-16.571.371.35-70.6736.365.004.764.554.354.1710.679.64
222.24214.44190.62177.64169.20163.01154.91153.28155.20148.96141.46126.26114.31114.31114.31114.31
Details

Income Statement Key Figures

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Revenue and Revenue Growth

Revenue is the starting point of every income statement — it measures the total sales Harley-Davidson generates from its core business. Revenue growth (expressed as year-over-year percentage change) is one of the most important indicators of business momentum. Sustained growth above 10 % annually is generally considered strong, while declining revenue is a serious warning sign that demands investigation.

Gross Margin

Gross margin = (Revenue − Cost of Goods Sold) ÷ Revenue. It reveals what percentage of each dollar of revenue Harley-Davidson retains after direct production costs. High gross margins (above 50 %) are typical of asset-light businesses like software and brands, while capital-intensive industries like manufacturing often operate below 30 %. Compare Harley-Davidson's gross margin to industry peers and track it over time to spot improving or deteriorating pricing power.

EBIT and EBIT Margin

EBIT measures operating profit — what remains after subtracting all operating expenses (including R&D, sales, and administrative costs) from gross profit. The EBIT margin shows this as a percentage of revenue. Because it excludes interest and taxes, EBIT allows fair comparisons between companies with different debt levels and tax jurisdictions. A rising EBIT margin indicates improving operational efficiency.

Net Income and Earnings Per Share (EPS)

Net income is the company's final profit after all expenses, interest, and taxes. Dividing net income by the number of shares outstanding gives you EPS — the single most influential metric in stock valuation. Consistent EPS growth is the primary driver of long-term stock price appreciation. Always check whether EPS growth comes from genuine profit improvement or from share buybacks reducing the share count.

Shares Outstanding

The total number of shares Harley-Davidson has issued. A declining share count (through buybacks) boosts EPS and signals management confidence. A rising share count (through stock issuance) dilutes existing shareholders. Always monitor this number alongside EPS to get the full picture of per-share value creation.

Analyst Estimates

The projected figures represent consensus estimates from professional analysts. Compare these forecasts against Harley-Davidson's historical growth rates to assess whether expectations are realistic. A company that consistently beats consensus estimates tends to see its stock price rewarded over time, while repeated misses erode investor confidence.

Harley-Davidson stock margins

The Harley-Davidson margin analysis displays the gross margin, EBIT margin, as well as the profit margin of Harley-Davidson. The EBIT margin (EBIT/sales) indicates the percentage of sales that remains as operating profit. The profit margin shows the percentage of sales that remains for Harley-Davidson.

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Gross margin
EBIT margin
Profit margin
Details
Date
Gross margin
EBIT margin
Profit margin
Jan 1, 2021
35.61 %
15.43 %
12.18 %
Jan 1, 2022
37.08 %
16.34 %
12.88 %
Jan 1, 2023
37.38 %
15.38 %
12.11 %
Jan 1, 2024
34.88 %
10.56 %
8.78 %
Jan 1, 2025
30.24 %
9.39 %
7.57 %
Jan 1, 2026 (e)
30.24 %
13.92 %
1.68 %
Jan 1, 2027 (e)
30.24 %
13.92 %
5.93 %
Jan 1, 2028 (e)
30.24 %
13.92 %
7.92 %

Harley-Davidson Stock Revenue, EBIT, Earnings per Share

The Harley-Davidson earnings per share therefore indicates how much revenue Harley-Davidson has generated per share in a given period. The earnings before interest and taxes per share shows how much of the operating profit corresponds to each share. The earnings per share indicates how much of the profit belongs to each share.

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Revenue per Share
EBIT per share
Earnings per Share
Details
Date
Revenue per Share
EBIT per share
Earnings per Share
Jan 1, 2021
34.38 USD
5.31 USD
4.19 USD
Jan 1, 2022
38.64 USD
6.31 USD
4.98 USD
Jan 1, 2023
41.26 USD
6.35 USD
4.99 USD
Jan 1, 2024
41.08 USD
4.34 USD
3.61 USD
Jan 1, 2025
39.13 USD
3.67 USD
2.96 USD
Jan 1, 2026 (e)
31.99 USD
4.72 USD
0.54 USD
Jan 1, 2027 (e)
33.19 USD
4.90 USD
1.97 USD
Jan 1, 2028 (e)
35.21 USD
5.20 USD
2.79 USD

Harley-Davidson business model & stock analysis

Harley-Davidson Inc. is an American motorcycle manufacturer that was founded in 1903 in Milwaukee, Wisconsin, by William S. Harley and Arthur Davidson. The company produces motorcycles, clothing, and accessories and has become a globally recognized brand appreciated by enthusiasts all over the world.

Harley-Davidson SWOT Analysis

Strengths

Harley-Davidson Inc has several strengths that contribute to its success and competitiveness in the market. Firstly, the company enjoys strong brand recognition and a loyal customer base. Their iconic motorcycles have become synonymous with freedom, individuality, and the American spirit. This brand loyalty gives them a competitive advantage over other motorcycle manufacturers.

Secondly, Harley-Davidson has a diverse product portfolio, offering a wide range of motorcycles catering to various customer preferences. Their motorcycles are known for their high-quality, durability, and performance, which further strengthens their position in the market.

Additionally, Harley-Davidson has an extensive dealership network both domestically and internationally. This enables customers to easily access their products and receive exceptional after-sales service, reinforcing customer satisfaction and loyalty.

Weaknesses

Despite its strengths, Harley-Davidson Inc faces certain weaknesses that can hinder its growth and profitability. One weakness is the high cost of their motorcycles compared to competitors. This pricing may limit their reach to a wider customer base, especially in markets with price-sensitive consumers.

Another weakness is the company's relatively low diversification in terms of product offerings. While they have a diverse range of motorcycles, they have limited presence in other product categories such as electric motorcycles or scooters. This lack of diversification may restrict their ability to adapt to changing market trends and customer preferences.

Opportunities

Harley-Davidson Inc has several opportunities that can be leveraged to enhance their market position and expand their customer base. One opportunity is the growing demand for electric vehicles. By investing in and introducing electric motorcycles, Harley-Davidson can tap into the rising popularity of eco-friendly transportation options.

Another opportunity lies in expanding their international presence, especially in emerging markets. Increasing disposable incomes and a growing middle class in countries like China and India provide untapped markets where Harley-Davidson can establish a stronger foothold.

Threats

Harley-Davidson Inc faces various threats that can impact its business operations and market position. One significant threat is increased competition from other motorcycle manufacturers, both traditional and emerging players. The motorcycle industry is highly competitive, and maintaining a competitive edge requires continuous innovation and product differentiation.

Changing consumer preferences and shifting market trends pose another threat. If consumer demand shifts towards alternative modes of transportation or different styles of motorcycles, Harley-Davidson may struggle to adapt quickly, potentially leading to a decline in sales and market share.

Harley-Davidson Employees

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Harley-Davidson Employees
Details
Date
Harley-Davidson Employees
Jan 1, 2018
- Employees
Jan 1, 2019
- Employees
Jan 1, 2020
- Employees
Jan 1, 2021
- Employees
Jan 1, 2022
- Employees
Jan 1, 2023
- Employees
Jan 1, 2024
- Employees
Jan 1, 2025
- Employees

Harley-Davidson Segments

Harley-Davidson Revenue by Segment (1/6)

  • 3 Years

  • 5 Years

  • Max

Motorcycles
Financial Services
Parts and accessories
Apparel
Other
Licensing
Motorcycles and Related Products
Details
Date
Motorcycles
Financial Services
Parts and accessories
Apparel
Other
Licensing
Motorcycles and Related Products
Jan 1, 2014
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2015
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2018
0.00 USD
748.23 M USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
-1.30 M USD
Jan 1, 2022
3.79 B USD
0.00 USD
731.65 M USD
271.11 M USD
58.01 M USD
39.42 M USD
0.00 USD
Jan 1, 2023
3.80 B USD
0.00 USD
698.10 M USD
244.33 M USD
74.59 M USD
28.60 M USD
0.00 USD
Jan 1, 2025
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD

Harley-Davidson Revenue by Segment (2/6)

  • 3 Years

  • Max

Motorcycles and related products
Details
Date
Motorcycles and related products
Jan 1, 2014
0.00 USD
Jan 1, 2015
0.00 USD
Jan 1, 2018
0.00 USD
Jan 1, 2022
4.93 B USD
Jan 1, 2023
4.88 B USD
Jan 1, 2025
0.00 USD

Harley-Davidson Revenue by Segment (3/6)

  • 3 Years

  • 5 Years

  • Max

Motorcycles
Parts & Accessories
Parts and accessories
Interest income
Apparel
General Merchandise
Other income
Other
Licensing
Securitization and servicing fee income
Details
Date
Motorcycles
Parts & Accessories
Parts and accessories
Interest income
Apparel
General Merchandise
Other income
Other
Licensing
Securitization and servicing fee income
Jan 1, 2014
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2015
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2018
3.88 B USD
754.66 M USD
0.00 USD
645.99 M USD
0.00 USD
241.96 M USD
101.11 M USD
50.38 M USD
38.68 M USD
1.14 M USD
Jan 1, 2022
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2023
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2025
2.66 B USD
0.00 USD
614.07 M USD
0.00 USD
215.78 M USD
0.00 USD
0.00 USD
69.11 M USD
21.67 M USD
0.00 USD

Harley-Davidson Revenue by Segment (4/6)

  • 3 Years

  • 5 Years

  • Max

Motorcycles
HDMC
Financial Services
LiveWire
Details
Date
Motorcycles
HDMC
Financial Services
LiveWire
Jan 1, 2014
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2015
0.00 USD
0.00 USD
0.00 USD
0.00 USD
Jan 1, 2018
4.97 B USD
0.00 USD
748.23 M USD
0.00 USD
Jan 1, 2022
0.00 USD
4.89 B USD
0.00 USD
46.83 M USD
Jan 1, 2023
0.00 USD
4.84 B USD
0.00 USD
38.30 M USD
Jan 1, 2025
0.00 USD
3.58 B USD
0.00 USD
25.67 M USD

Harley-Davidson Revenue by Segment (5/6)

  • 3 Years

  • 5 Years

  • 10 Years

  • Max

Motorcycles & Related Products Operations
Financial Services Operations
Details
Date
Motorcycles & Related Products Operations
Financial Services Operations
Jan 1, 2014
0.00 USD
0.00 USD
Jan 1, 2015
5.32 B USD
688.21 M USD
Jan 1, 2018
0.00 USD
0.00 USD
Jan 1, 2022
0.00 USD
0.00 USD
Jan 1, 2023
0.00 USD
0.00 USD
Jan 1, 2025
0.00 USD
0.00 USD

Harley-Davidson Revenue by Segment (6/6)

  • 3 Years

  • 5 Years

  • 10 Years

  • Max

Motorcycles & Related Products Operations
Financial Services Operations
Details
Date
Motorcycles & Related Products Operations
Financial Services Operations
Jan 1, 2014
5.58 B USD
662.35 M USD
Jan 1, 2015
0.00 USD
0.00 USD
Jan 1, 2018
0.00 USD
0.00 USD
Jan 1, 2022
0.00 USD
0.00 USD
Jan 1, 2023
0.00 USD
0.00 USD
Jan 1, 2025
0.00 USD
0.00 USD

Harley-Davidson Revenue by Region

  • 3 Years

  • 5 Years

  • Max

EMEA
Other countries
Canada
Japan
Australia and New Zealand
United States
International
Details
Date
EMEA
Other countries
Canada
Japan
Australia and New Zealand
United States
International
Jan 1, 2018
0.00 USD
0.00 USD
0.00 USD
161.37 M USD
0.00 USD
3.16 B USD
0.00 USD
Jan 1, 2022
693.07 M USD
401.49 M USD
216.39 M USD
175.29 M USD
147.55 M USD
36.26 M USD
10.58 M USD
Jan 1, 2023
637.49 M USD
369.83 M USD
220.16 M USD
200.54 M USD
127.35 M USD
31.48 M USD
6.82 M USD
Jan 1, 2025
538.78 M USD
255.34 M USD
161.45 M USD
112.38 M USD
105.86 M USD
19.05 M USD
6.62 M USD

Harley-Davidson Eulerpool Fair Value

Details

Fair Value Estimate

ⓘ

What Is Fair Value?

Fair value is an estimate of what a stock is truly "worth" based on its financial fundamentals, independent of the current market price. If the calculated fair value is above the current share price, the stock may be undervalued — and vice versa. This chart shows three different fair value approaches so you can cross-check them against each other.

Earnings-Based Fair Value

Calculated by multiplying the current earnings per share (EPS) by the average historical P/E ratio over a selected multi-year period. The smoothing over several years filters out temporary spikes or dips. If this fair value exceeds the market price, it suggests the stock is cheap relative to its earning power.

Example: Fair Value (Earnings) 2022 = EPS 2022 × Average P/E 2019–2021

Revenue-Based Fair Value

Derived by multiplying revenue per share by the average historical price-to-sales ratio. This method is particularly useful for companies with volatile or temporarily depressed earnings, as revenue tends to be more stable than profits. It answers: "At what price has the market historically valued each dollar of this company's sales?"

Example: Fair Value (Revenue) 2022 = Revenue per Share 2022 × Average P/S 2019–2021

Dividend-Based Fair Value

Calculated by dividing the dividend per share by the average historical dividend yield. This approach is most relevant for mature, consistently dividend-paying companies. If the resulting fair value is higher than the current price, it implies the stock offers a better yield than its historical average.

Example: Fair Value (Dividend) 2022 = Dividend per Share 2022 ÷ Average Yield 2019–2021

How to Use This Chart

When all three fair value lines converge above the current price, it strengthens the case that the stock is undervalued. When they diverge, investigate why — it may indicate a structural shift in margins, payout policy, or growth rate. The forward estimates on the right extend the analysis using projected fundamentals, helping you assess whether the current price already reflects future growth expectations.

Harley-Davidson historical P/E ratio, EBIT multiple, and P/S ratio

Harley-Davidson annual returns

Details

Annual Return

ⓘ

What This Chart Shows

This chart breaks down 's total annual return into two components: price return (gains or losses from stock price movement) and dividend return (income received from dividend payments). Together, they represent the total return an investor would have earned in each calendar year.

Price Return

Price return measures the percentage change in 's stock price from January 1st to December 31st of each year. Positive bars indicate the stock appreciated; negative bars show a decline. This is the component most investors focus on, but it tells only part of the story — especially for dividend-paying stocks.

Dividend Return

Dividend return represents the income generated from dividends paid during the year, expressed as a percentage of the starting stock price. While it may seem small in any single year (typically 1–4 % for established companies), dividends compound significantly over decades and have historically contributed roughly 40 % of total stock market returns.

What to Look For

Examine how many years showed positive vs. negative returns to gauge consistency. A stock with mostly positive years and small drawdowns suggests lower risk. Also compare 's annual returns to a benchmark index — consistently outperforming the market is a hallmark of a strong investment. Pay attention to the worst years: understanding downside risk is just as important as chasing upside potential.

Harley-Davidson shares outstanding

The number of shares of Harley-Davidson was 114.31 M in 2025. This indicates how many shares Harley-Davidson is divided into. Since shareholders are the owners of a company, each share represents a small portion of the company's ownership.

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Number of stocks
Details
Date
Number of stocks
Jan 1, 2021
155.20 M Stocks
Jan 1, 2022
148.96 M Stocks
Jan 1, 2023
141.46 M Stocks
Jan 1, 2024
126.26 M Stocks
Jan 1, 2025
114.31 M Stocks
Jan 1, 2026 (e)
114.31 M Stocks
Jan 1, 2027 (e)
114.31 M Stocks
Jan 1, 2028 (e)
114.31 M Stocks

Harley-Davidson stock splits

In Harley-Davidson's history, there have been no stock splits.

Harley-Davidson Dividend History

34 years of dividend payments · 5 consecutive increases

YearAnnual DividendYoY ChangePayments
20260.19USDYTD—1×
Mar 2, 20260.19USD↑ 4.2%1/1
20250.72USD↑ 4.3%4×
Feb 28, 20250.18USD↑ 4.3%1/4
Jun 2, 20250.18USD 0.0%2/4
Sep 10, 20250.18USD 0.0%3/4
Dec 9, 20250.18USD 0.0%4/4
20240.69USD↑ 4.5%4×
20230.66USD↑ 4.8%4×
20220.63USD↑ 5.0%4×
20210.60USD↑ 36.4%4×
20200.44USD↓ 70.7%4×
20191.50USD↑ 1.4%4×
20181.48USD↑ 1.4%4×
20171.46USD↓ 16.6%4×

Harley-Davidson dividend history and estimates

In 2025, Harley-Davidson paid a dividend amounting to 0.72 USD. Dividend means that Harley-Davidson distributes a portion of its profits to its owners.

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Dividend
Dividend (Estimate)
Details
Date
Dividend
Dividend (Estimate)
Jan 1, 2021
0.60 USD
0.00 USD
Jan 1, 2022
0.63 USD
0.00 USD
Jan 1, 2023
0.66 USD
0.00 USD
Jan 1, 2024
0.69 USD
0.00 USD
Jan 1, 2025
0.72 USD
0.00 USD
Jan 1, 2026 (e)
0.19 USD
0.56 USD
Jan 1, 2027 (e)
0.00 USD
0.83 USD
Jan 1, 2028 (e)
0.00 USD
0.91 USD

Harley-Davidson dividend payout ratio

In 2025, Harley-Davidson had a payout ratio of 24.30%. The payout ratio indicates the percentage of the company's profits that Harley-Davidson distributes as dividends.

  • 3 Years

  • 5 Years

  • 10 Years

  • 25 Years

  • Max

Payout ratio
Details
Date
Payout ratio
Jan 1, 2021
14.33 %
Jan 1, 2022
12.66 %
Jan 1, 2023
13.21 %
Jan 1, 2024
19.13 %
Jan 1, 2025
24.30 %
Jan 1, 2026 (e)
139.20 %
Jan 1, 2027 (e)
42.04 %
Jan 1, 2028 (e)
32.75 %

Current Harley-Davidson forecasts and price targets in August 2026

Analyst Price Targets 2026
Δ MOM Price Target
1.79 %
Buy
38.10 % (8)
Hold
52.38 % (11)
Sell
9.52 % (2)
12M Price Target
28.05
Last Price
24.54
Currency
USD
12M Return Potential
14.30 %
LTM Return
0 %

Harley-Davidson Analyst Rating Actions

DateFirmActionRatingReliability
7/28/2026
Morgan Stanley
Morgan Stanley
MaintainedUnderweight60
7/24/2026
Baird
Baird
MaintainedNeutral–
7/20/2026
Loop Capital
Loop Capital
UpgradeHoldBuy–
7/13/2026
Citigroup
Citigroup
MaintainedNeutral48
7/6/2026
DA Davidson
DA Davidson
MaintainedBuy–
5/19/2026
Morgan Stanley
Morgan Stanley
MaintainedUnderweight60
5/11/2026
UBS
UBS
MaintainedNeutral51
5/7/2026
Citigroup
Citigroup
MaintainedNeutral48
5/6/2026
Wells Fargo
Wells Fargo
MaintainedUnderweight56
3/4/2026
UBS
UBS
MaintainedNeutral51

Eulerpool Reliability Score (0–100): measures how often a firm’s bullish or bearish calls were directionally correct three months later, blended with the average return following its calls. Every rating we record is stored permanently and scores update continuously; firms with fewer than 3 measured calls are not scored yet.

Harley-Davidson Earnings Estimates & Surprises

DateEPS estimateEPS ActualRevenue EstimatePrice reactionQuarterly report
7/23/20260.63USD-1.17 BUSD-2026 Q2
4/23/20260.28USD-1.03 BUSD-2026 Q1
2/10/2026-1.05USD-488.01 MUSD-2025 Q4
4/25/20241.90USD-1.48 BUSD-2024 Q1
1/31/20240.02USD-879.85 MUSD-2023 Q4
7/26/20231.66USD-1.47 BUSD-2023 Q2
4/25/20231.43USD-1.34 BUSD-2023 Q1
2/6/20230.07USD-921.90 MUSD-2022 Q4
10/26/20221.41USD-1.38 BUSD-2022 Q3
7/28/20221.08USD-1.25 BUSD-2022 Q2
...

EESG©

Eulerpool ESG Scorecard© for the Harley-Davidson stock

47/100
46
Environment
47
Social
48
Governance
E

Environment

20
Scope 1 - Direct Emissions25,405
Scope 2 - Indirect emissions from purchased energy67,025
Scope 3 - Indirect emissions within the value chain4,554.69
Total CO₂ emissions92,430
CO₂ reduction strategy
Coal energy
Nuclear power
Animal experiments
Fur & Leather—
Pesticides—
Palm Oil—
Tobacco
Genetically modified organisms
Climate concept—
Sustainable forestry—
Recycling regulations
Environmentally friendly packaging
Hazardous substances
Fuel consumption and efficiency
Water consumption and efficiency
S

Social

20
Percentage of female employees29.3
Percentage of women in management—
Percentage of Asian employees4.1
Share of Asian management6.2
Percentage of Hispanic/Latino employees6.6
Hispano/Latino Management share2.9
Percentage of Black employees7.9
Black Management Share2.6
Percentage of white employees79.4
White Management Share67
Adult content
Alcohol
Weapons—
Firearms
Gambling
Military contracts
Human rights concept
Privacy concept—
Occupational health and safety
Catholic
G

Governance (Corporate Governance)

4
Environmental reporting
Stakeholder Engagement
Call Back Policies
Antitrust law

The Eulerpool ESG Scorecard© is the strictly copyrighted intellectual property of Eulerpool Research Systems. Any unauthorized use, imitation, or infringement will be actively pursued and may lead to significant legal consequences. For licenses, collaborations, or usage rights, please contact us directly via our contact form. Contact Form to us.

Harley-Davidson shareholder structure

% Name
8.74655%
BLACKROCK, INC.
BLACKROCK, INC.
8.26086%
DONALD SMITH & CO., INC.
DONALD SMITH & CO., INC.
4.82029%
DIMENSIONAL FUND ADVISORS LP
DIMENSIONAL FUND ADVISORS LP
4.35734%
VANGUARD PORTFOLIO MANAGEMENT LLC
VANGUARD PORTFOLIO MANAGEMENT LLC
4.26699%
LSV ASSET MANAGEMENT
LSV ASSET MANAGEMENT
4.17375%
VANGUARD CAPITAL MANAGEMENT LLC
VANGUARD CAPITAL MANAGEMENT LLC
...

Harley-Davidson Beneficial Ownership Filings (SEC 13D/G)

Free Float
98.9%
Float Shares
-
Shares Outstanding
-
StakeHolderFiling
12.20%
The Travelers Indemnity Company
The Travelers Indemnity Company
SEC ↗
11.00%
Baillie Gifford & Co (Scottish partnership)
Baillie Gifford & Co (Scottish partnership)
SEC ↗
11.00%
Davis Selected Advisers, L.P.
Davis Selected Advisers, L.P.
SEC ↗
10.90%
Capital Research Global Investors **
Capital Research Global Investors **
SEC ↗
9.40%
BlackRock, Inc.
BlackRock, Inc.
SEC ↗
9.13%
The Vanguard Group - 23-1945930
The Vanguard Group - 23-1945930
SEC ↗
9.10%
JAFFER REHAN
JAFFER REHAN
SEC ↗
9.00%
DONALD SMITH & CO., INC.
DONALD SMITH & CO., INC.
SEC ↗
8.10%
(1) BlackRock, Inc.
(1) BlackRock, Inc.
SEC ↗
8.00%
Rehan Jaffer
Rehan Jaffer
SEC ↗

Harley-Davidson Executives and Management Board

16 members · avg. age 53 · 13 % women

JZ

Mr. Jochen Zeitz (62)

Chairman of the Board, President, Chief Executive Officer · since 2007

9.15 M USD

Management

JK

Mr. Jagdish Krishnan (50)

Chief Digital, Operations Officer

1.66 M USD
JR

Mr. Jonathan Root (51)

Chief Financial Officer, President- Commercial Harley-Davidson Motor Company

1.58 M USD
PK

Mr. Paul Krause (47)

Chief Legal Officer, Chief Compliance Officer, Corporate Secretary

1.32 M USD
LM

Mr. Luke Mansfield (48)

Chief Commercial Officer - Harley-Davidson Motor Company

1.14 M USD
AS

Mr. Arthur Starrs (48)

President, Chief Executive Officer

–
TT

Ms. Tori Termaat (47)

Chief Human Resources Officer

–

Board of Directors

TA

Mr. Troy Alstead (62)

Independent Chairman of the Board

285,000.00 USD
AG

Mr. Allan Golston (58)

Independent Director

280,000.00 USD
MS

Ms. Maryrose Sylvester (59)

Independent Director

280,000.00 USD
JF

Mr. James Farley (62)

Independent Director

260,000.00 USD
RM

Mr. Rafeh Masood (46)

Independent Director

260,000.00 USD
DN

Mr. Daniel Nova (63)

Independent Director

–

Harley-Davidson Supply Chain

Harley-Davidson Supply Chain

Correlation: how closely stock prices move together

Same directionNo relationOpposite
30 companies
#NameTrend
1
Methode Electronics
Supplier·Electronic Equipment, Instruments & Components·US
0.67
0.68
0.58
0.13
0.59
0.84
2
Swire Pacific A
Customer·Real Estate Management & Development·HK
0.68
0.16
0.36
0.26
0.75
0.74
3
Pico Far East
Supplier·Media·HK
-0.21
-0.37
0.56
-0.13
0.48
0.70
4
Michelin
Supplier·Auto Components·FR
0.32
0.57
0.72
-0.22
-0.08
0.65
5
Pendragon
Supplier·Customer·Specialty Retail·GB
0.73
0.24
-0.28
0.05
-0.29
0.64
#NameTrend
1
Pluralsight, Inc.
Supplier·US
0.69
0.31
-0.37
0.25
—
—
2
Medallia, Inc.
Supplier·US
0.66
0.26
-0.59
0.13
0.26
—
3
GVS
Supplier·Machinery·IT
0.26
0.27
0.74
-0.20
0.41
—
4
Markforged Holding
Supplier·Machinery·US
0.04
-0.14
0.55
-0.14
0.59
—
5
Mastermind
Supplier·Media·US
0.03
0.30
-0.55
0.02
0.67
—

Frequently asked questions about Harley-Davidson

Harley-Davidson Inc's business model revolves around manufacturing and selling motorcycles and related products globally. As one of the leading motorcycle manufacturers, Harley-Davidson focuses on creating and delivering high-quality, iconic motorcycles that cater to the distinct preferences of its targeted customer base. The company primarily operates through two segments: Motorcycles and Related Products, and Financial Services. Harley-Davidson's business model centers on building and maintaining a strong brand, designing and producing innovative motorcycles, providing exceptional customer experiences, and offering flexible financing options through its financial services division. With a rich heritage and a commitment to continuous improvement, Harley-Davidson Inc remains dedicated to serving motorcycle enthusiasts worldwide.

Harley-Davidson Inc is primarily active in the motorcycle and recreational vehicle industries.

The main competitors of Harley-Davidson Inc in the market include Polaris Industries Inc, Honda Motor Co Ltd, and Yamaha Motor Co Ltd. These companies also manufacture and sell motorcycles, targeting similar consumer segments. However, Harley-Davidson Inc has been able to maintain its competitive edge by consistently delivering high-quality, iconic motorcycles that have become synonymous with the brand's name. With its strong brand recognition and loyal customer base, Harley-Davidson Inc continues to dominate the heavyweight motorcycle market, despite competition from various manufacturers.

Harley-Davidson Inc has a rich history and a strong background in the motorcycle industry. Established in 1903 in Wisconsin, USA, by William S. Harley and Arthur Davidson, the company quickly gained recognition for its quality motorcycles. Over the years, Harley-Davidson has become an iconic brand renowned for its powerful and distinctive motorcycles. The company has weathered various challenges, including economic downturns and competition, but has consistently maintained its reputation for producing high-performance bikes. Harley-Davidson Inc has a global presence and offers a wide range of motorcycles, parts, accessories, and services to cater to the needs of enthusiasts and riders worldwide.

Harley-Davidson Inc, a renowned motorcycle manufacturer, has achieved several significant milestones throughout its rich history. A standout achievement was the company's incorporation in 1907, marking the official establishment of Harley-Davidson as a business entity. Another notable milestone was the introduction of the iconic V-twin engine in 1909, revolutionizing motorcycle engineering and setting Harley-Davidson apart from its competitors. Additionally, in 1920, the company successfully navigated the challenging economic climate of the time and expanded its production facilities. Harley-Davidson's continuous innovation and commitment to quality have earned the company a loyal following, making it a symbol of American motorcycle culture and an enduring global brand.

Harley-Davidson Inc operates primarily in the United States but has a global presence in various countries and regions. The company has a strong market presence in North America, which includes the United States and Canada. Additionally, Harley-Davidson has a significant presence in Europe, particularly in countries like Germany, Italy, France, and the United Kingdom. It also operates in Asia, with a notable presence in countries such as Japan, Australia, and India. Furthermore, Harley-Davidson has a growing customer base in South America, particularly in Brazil. Overall, Harley-Davidson Inc has a widespread global presence, spanning across multiple continents and countries.

Harley-Davidson Inc represents values of freedom, individuality, and adventure. As a renowned motorcycle manufacturer, the company embraces the spirit of the open road and encourages riders to seek new experiences. Harley-Davidson's corporate philosophy centers around creating high-quality, iconic motorcycles that embody the American dream. With a rich heritage dating back to 1903, Harley-Davidson has prioritized innovation, craftsmanship, and a strong sense of community. The company believes in fostering strong relationships with its customers, known as the "Harley-Davidson family," and supporting various riding groups and events worldwide. Harley-Davidson Inc continues to be recognized globally for its timeless bikes and dedication to creating extraordinary riding experiences.

Analysts currently set an average price target of 27.04 USD for the Harley-Davidson stock (median: 28.05 USD), implying +10.2 % versus the latest price. The consensus is based on 21 analyst ratings.

Harley-Davidson Analyst Price Targets 2026

21 analysts currently rate the Harley-Davidson stock: 8 recommend buying, 11 holding and 2 selling. For 2026, analysts expect Harley-Davidson to generate revenue of 3.88 B USD and earnings per share of 0.57 USD.

Harley-Davidson Analyst Price Targets 2026

Converted at the current exchange rate, the Harley-Davidson share trades at 21.29 EUR (24.54 USD).

The Harley-Davidson share (HOG) is listed on 14 stock exchanges, including: NYSE (HOG), NASDAQ (HOG), XETRA (HAR.DE), Frankfurt (HAR.F), München (HAR.MU), Stuttgart (HAR.SG), Düsseldorf (HAR.DU), Berlin (HAR.BE).

Harley-Davidson Inc is an American company that has been known for over 100 years for its motorcycles and lifestyle products. The company was founded in 1903 in Milwaukee, Wisconsin and today produces motorcycles and related accessories for the global market. Harley-Davidson Inc's business model is characterized by the production of motorcycles and the marketing of lifestyle products related to motorcycles. The company operates in various business areas, such as the sale of motorcycles, accessories and clothing, as well as the operation of Harley-Davidson stores and a dealer network. One of Harley-Davidson Inc's core divisions is motorcycle production. The company offers a wide range of motorcycles for different riding styles. The products are specifically designed for long-distance riding and adventure travel, and are known for their high quality, reliability, and performance. Harley-Davidson motorcycles are available in various series, including Softail, Touring, Sportster, and CVO. Harley-Davidson Inc also offers an extensive range of motorcycle accessories to meet the needs of riders. This includes a variety of products such as seats, handlebars, brakes, and lighting systems. Additionally, the company also offers a wide range of motorcycle apparel and protective gear, including helmets, gloves, jackets, and pants. These products are designed to meet the needs of motorcycle riders who value comfort, style, and safety. Another important element of Harley-Davidson Inc's business model is the sale of lifestyle products that embody the unique Harley-Davidson image. The company markets a wide range of products, including clothing, accessories, jewelry, watches, and perfume. These products are exclusively available through official Harley-Davidson stores and online shops. Harley-Davidson Inc also operates an extensive network of Harley-Davidson stores, which offer customers a wide range of products and services. In these stores, customers can have their Harley-Davidson motorcycles repaired, serviced, and customized. Additionally, the company regularly organizes events and motorcycle trips to attract customers and promote the Harley-Davidson image. Overall, it can be said that Harley-Davidson Inc's business model is based on the sale of high-quality motorcycles and lifestyle products that embody the unique Harley-Davidson image. The company has increased investments in the development of electric motorcycles in recent years and plans to introduce its first electric model in 2021. With the introduction of new products and innovations, the company aims to solidify its position as a leading provider of motorcycles and lifestyle products worldwide.

The expected revenue of Harley-Davidson is 3.88 B USD. This figure is based on current financial data and reflects the company's business performance.

The expected profit of Harley-Davidson is 65.33 M USD. The net profit reflects the company's profitability after deducting all expenses.

The price-to-earnings ratio (P/E) of Harley-Davidson is currently 42.94. The P/E ratio compares the current share price to the earnings per share and helps investors assess the valuation of the Harley-Davidson stock.

The price-to-sales ratio (P/S) of Harley-Davidson is currently 0.72. The P/S ratio compares the market capitalization to the annual revenue and serves as a valuation metric for the Harley-Davidson stock.

The Eulerpool Quality Score for Harley-Davidson is 3/10.

The ISIN of Harley-Davidson is US4128221086. The ISIN (International Securities Identification Number) is a globally unique identifier for securities.

The WKN of Harley-Davidson is 871394. The WKN (Wertpapierkennnummer) is a six-digit German security identification number.

The ticker of Harley-Davidson is HOG. The ticker symbol is used to trade Harley-Davidson shares on the stock exchange.

Over the past 12 months, Harley-Davidson paid a dividend of 0.72 USD . This corresponds to a dividend yield of about 2.93 %. For the coming 12 months, Harley-Davidson is expected to pay a dividend of 0.83 USD.

The current dividend yield of Harley-Davidson is 2.93 %.

Harley-Davidson pays a dividend, distributed in the months of , , , .

Harley-Davidson paid dividends every year for the past 33 years.

For the upcoming 12 months, dividends amounting to 0.83 USD are expected. This corresponds to a dividend yield of 3.37 %.

Harley-Davidson is assigned to the 'Cyclical consumption' sector.

To receive the latest dividend of Harley-Davidson from amounting to 0.19 USD, you needed to have the stock in your portfolio before the ex-date on .

The last dividend was paid out on .

In the year 2025, Harley-Davidson distributed 0.69 USD as dividends.

The dividends of Harley-Davidson are distributed in USD.

All fundamentals and in-depth analysis of Harley-Davidson

Our stock analysis for Harley-Davidson stock includes important financial indicators such as revenue, profit, P/E ratio, P/S ratio, EBIT, as well as information on dividends. We also assess aspects such as stocks, market capitalization, debt, equity, and liabilities of Harley-Davidson. If you are looking for more detailed information on these topics, we offer comprehensive analyses on our subpages.

Harley-Davidson Stock
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