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Buy Day today: Good (62) Broad market participation · no major macro event
HOG

Harley-Davidson Inc

Consumer Cyclical · Recreational Vehicles · listed since 1987

26.50$ -1.3% vs. previous close Closing price · As of: Sep 17, 2026
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Price history

Chart

Interactive price chart (TradingView).

52-week range: 17.20 $ to 29.80 $ · Last price: 26.50 $ (As of: September 17, 2026)

Key figures

Key figures at a glance

Every figure we hold for this stock, grouped by topic. The question mark next to a label explains what the number means.

Basics

Market Cap ?The value of the entire company on the market: share price times total shares outstanding. 2.8$B
Shares Outstanding ?Total number of shares issued. Price times share count gives market cap. 104m
Float ?Share of stock freely tradable on the market — not locked up in the hands of founders, insiders, or major shareholders. 98.9%
Beta ?Volatility versus the overall market: 1 = moves like the market, 2 = twice as much, under 1 = calmer than the market. 1.3

Performance

Perf. 1M ?Price performance over the last month. 1.30%
Perf. 3M ?Price performance over the last 3 months. 25.40%
Perf. 6M ?Price performance over the last 6 months. 18.10%
YTD Performance (%) ?Price performance since the start of the year (Year to Date). 27.10%
52-Week-High Distance ?How far the price sits below its highest point over the last 52 weeks. 0% means the stock is at its year high. -18.5%
Perf. 1Y ?Price performance over the last 12 months. -8.05%
Perf. 3Y ?Price performance over the last 3 years. -14.14%
Perf. 5Y ?Price performance over the last 5 years. -21.70%
Perf. 10Y ?Price performance over the last 10 years. -34.28%
Perf. Since Inception ?Price performance since the first available trading day (07/08/1986) — with a complete history, that is since the IPO. 13,277.08%

Technical Indicators

MA 38 Days ?Moving average of the last 38 trading days: the smoothed price path. A price above it signals short-term strength. 26.90$
MA 50 Days ?Moving average of the last 50 trading days — the most widely watched medium-term trend line. 26.70$
MA 200 Days ?Moving average of the last 200 trading days — the dividing line between a long-term uptrend and downtrend. 23.20$
RSI (14) ?Relative Strength Index over 14 days, scale 0 to 100: above 70 counts as overbought, below 30 as oversold. A hint on timing, not a verdict on the company. 44.7
Volatility 30 Days ?Price swings over the last 30 trading days, annualized. The higher the value, the more the price fluctuates. 36.4%
Volatility 250 Days ?Price swings over the last 250 trading days (roughly one market year), annualized. 38.5%

Calculated from the price history · as of 09/18/2026

Valuation

P/E ?Price-to-earnings ratio: how many years of profit does the stock cost? The lower, the cheaper the valuation. No earnings means no P/E. –
Forward P/E ?P/E based on expected earnings for the next 12 months instead of past earnings — analysts' bet on the future. 13.1
PEG ?P/E divided by expected earnings growth: puts valuation in relation to growth. Around 1 is considered fair, well above that is pricey. 2.1
P/B ?Price-to-book ratio: market value relative to book equity. –
P/S ?Price-to-sales ratio: market value divided by annual sales. Important for companies that aren't (yet) profitable. 0.7
EV/EBITDA ?Enterprise value including debt (EV) relative to operating profit before depreciation and amortization (EBITDA) — more comparable than P/E because debt counts too. Extreme values arise when EBITDA is near zero. 6.7
Price/FCF ?Market value divided by free cash flow: how many years of freely available cash does the stock cost? More honest than P/E because cash flow is harder to dress up. –

Profitability

Gross Margin ?Gross margin: what's left of sales after only direct production costs are deducted — the product's pricing power. 28.0%
EBIT Margin ?EBIT margin: operating profit as a percentage of sales — the earning power of the core business before interest and taxes. 3.1%
Net Margin ?Net margin: what's left of sales as profit after ALL costs, interest, and taxes. 4.8%
Return on Equity ?Return on equity: how much profit does the company generate per year on shareholders' equity? 7.1%
Return on Assets ?Return on assets: how much profit the company generates from its total assets (equity and debt combined). 1.6%

Balance Sheet & Safety

Equity Ratio ?Equity ratio: equity as a share of total assets. The higher, the more resilient the balance sheet. 42.3%
Debt/Equity ?Leverage ratio: financial debt divided by equity. Under 1 is generally seen as solid; negative values mean negative equity. –
Altman Z″ ?Edward Altman's bankruptcy early-warning score. We use the Z″ variant, built from four balance-sheet ratios — it is designed for service companies and non-manufacturers and uses book value instead of market value. On that scale: below 1.1 = danger zone, 2.6 and up = safe zone, in between a grey area. Because the classic Altman Z is calculated differently, the two numbers are not directly comparable. The formula does not fit banks, insurers, or real-estate stocks. fortress balance sheet 8.07
Piotroski ?Balance-sheet health check by Joseph Piotroski: 9 yes/no criteria on profit, cash flow, leverage, and efficiency. 7+ is very solid, under 3 is a red flag. 4 out of 9

Growth

Sales Growth Last Quarter ?Sales growth in the most recently reported quarter versus the same quarter a year ago (YoY). -11.80%
EPS Growth Last Quarter ?Growth in earnings per share in the most recently reported quarter versus the same quarter a year ago (YoY). -79.40%
Sales Growth (Year) ?Sales growth in the last fiscal year versus the year before. -13.76%
Forward Sales Growth ?Sales growth analysts expect over the next 12 months — an estimate, not a guarantee. 4.23%
Forward EPS Growth ?Earnings-per-share growth analysts expect over the next 12 months — an estimate, not a guarantee. 484.80%

Dividend

Dividend Yield ?Annual dividend divided by the current price: what percentage of your investment comes back as a payout each year. 2.72%
Dividend Per Share (TTM) ?Sum of dividends paid per share over the last 12 months. 0.74$
Payout Ratio ?Share of profit paid out as dividends. Over 100% means the company is paying out more than it earns — not sustainable long-term. 45.6%
Years Without a Cut ?How many years in a row the dividend hasn't been cut — a measure of reliability. 5Years
Increase Streak ?How many years in a row the dividend has been raised — the gold standard for dividend payers. 5Years

Quality & Screener

Stage ?Weinstein phases 1 through 4: 1 = basing, 2 = uptrend (the only buy phase), 3 = topping, 4 = downtrend. Measured against the 30-week line. 3
RS Rating ?Relative strength from 1 to 99: an RS of 95 means the stock has outperformed 95% of all stocks. 67
EPS Rating ?Earnings growth rating from 1 to 99 versus all stocks — high values mean above-average earnings growth. 6
Fundamental Rating ?Our own Fundamental Rating: 0 to 100 points with an A+ to F grade. 50 points is the average across the universe, 100 the best possible score. It scores growth, earnings surprises, analyst estimates, margins, cash flow, and balance-sheet safety — every stock percentile-ranked against all others. Grades: A+ from 95, A from 75, B from 55, C from 45, D from 25, E from 5, F below. C (45 out of 100)

Highlighted are things our editorial team noticed: green = stands out as strong, red = deserves a closer look. No single metric is a verdict on its own — always read it in context.

Comparison

Industry comparison

The stock alongside the largest companies in the same group. The median row is the middle value of the companies shown above — not of the whole industry.

Industry: Recreational Vehicles

Industry comparison
Company Market cap ($B) P/E EV/EBITDA Gross Margin % EBIT Margin % Sales Growth (Year) % Perf. 1Y %
Harley-Davidson Inc HOG 2.8 – 6.7 28.0 3.1 -13.8 -8.1
Brunswick Corporation BC 4.4 – 22.0 26.0 4.0 2.4 6.8
Thor Industries Inc THO 3.6 14.3 6.5 13.2 3.5 -4.6 -32.2
Polaris Industries Inc PII 3.2 – 48.8 22.0 -0.4 -0.3 1.6
Patrick Industries Inc PATK 2.3 18.6 8.9 23.1 6.5 6.3 -32.9
LCI Industries LCII 2.1 10.7 6.9 25.7 8.7 10.2 -8.7
Winnebago Industries Inc WGO 0.8 – 9.3 13.0 – -5.9 -14.8
MasterCraft Boat Holdings, Inc. MCFT 0.5 28.8 29.2 22.9 -1.7 -22.5 -9.8
Malibu Boats Inc MBUU 0.5 – 11.7 16.4 – -2.6 -29.0
Median of companies shown 2.3 16.5 9.3 22.9 3.5 -2.6 -9.8

Based on the most recently reported figures. Only stocks from the same trading venue are lined up, so the market caps are counted in one currency. Compare in a chart →

Fiscal years

Annual Figures

Fiscal years from the audited annual reports, oldest first. EBIT is the operating profit before interest and taxes; total assets are everything the company owns.

Revenue, operating income and net income per fiscal year $M

Revenue Operating income Net income

2016 · Revenue: 5,996 $M 2016 · Operating income: 1,049 $M 2016 · Net income: 692 $M 2017 · Revenue: 5,647 $M 2017 · Operating income: 891 $M 2017 · Net income: 522 $M 2018 · Revenue: 5,717 $M 2018 · Operating income: 714 $M 2018 · Net income: 531 $M 2019 · Revenue: 5,362 $M 2019 · Operating income: 556 $M 2019 · Net income: 424 $M 2020 · Revenue: 4,054 $M 2020 · Operating income: 10 $M 2020 · Net income: 1 $M 2021 · Revenue: 5,336 $M 2021 · Operating income: 823 $M 2021 · Net income: 650 $M 2022 · Revenue: 5,755 $M 2022 · Operating income: 909 $M 2022 · Net income: 741 $M 2023 · Revenue: 5,836 $M 2023 · Operating income: 779 $M 2023 · Net income: 707 $M 2024 · Revenue: 5,187 $M 2024 · Operating income: 417 $M 2024 · Net income: 455 $M 2025 · Revenue: 4,473 $M 2025 · Operating income: 387 $M 2025 · Net income: 339 $M
2016201720182019202020212022202320242025
Annual Figures
Fiscal Year Revenue ($M) EBIT ($M) Net Income ($M) EPS ($) Operating Cash Flow ($M) Equity ($M) Total Assets ($M)
2016 5,996 1,049 692 3.83 1,174 1,920 9,890
2017 5,647 891 522 3.02 1,005 1,844 9,973
2018 5,717 714 531 3.19 1,206 1,774 10,666
2019 5,362 556 424 2.68 868 1,804 10,528
2020 4,054 10 1 0.01 1,178 1,723 12,011
2021 5,336 823 650 4.19 976 2,553 11,051
2022 5,755 909 741 4.96 548 2,904 11,492
2023 5,836 779 707 4.87 755 3,253 12,141
2024 5,187 417 455 3.44 1,064 3,166 11,882
2025 4,473 387 339 2.79 569 3,141 8,045

Quarters

Quarterly Figures

Each bar is one quarter, the last one is the most recent. Use the switch to step through the individual figures.

Revenue & Profit

Cash Flow

Balance Sheet

Margins

Per Share

Click the chart or tab into it, then use ← and → to step through the periods.

None of the selected stocks reports this metric. Pick another metric or switch between annual and quarterly.

These companies report in different currencies — switch on “Indexed” or pick a margin for a fair comparison.

The figures could not be loaded right now.

Sales Per Quarter ($M)
2024: Q4 · 687.6 $M Q4 2025: Q1 · 1,329.2 $M Q1 2025: Q2 · 1,307.1 $M Q2 2025: Q3 · 1,340.7 $M Q3 2025: Q4 · 496.2 $M Q4 2026: Q1 · 1,172.5 $M Q1 2026: Q2 · 1,230.4 $M Q2

Source: fundamental data

Quarterly Figures
Quarter EPS (Earnings Per Share) EPS YoY (%) Sales ($M) Sales YoY (%) Net Margin (%) OCF ($M) FCF ($M)
2024: Q4 -0.93 -607.50 688 -34.70 -17.00 133 77
2025: Q1 1.07 -37.80 1,329 -23.10 10.00 142 112
2025: Q2 0.87 -46.50 1,307 -19.30 8.20 368 332
2025: Q3 3.10 241.20 1,341 16.50 28.10 -93 -129
2025: Q4 -2.44 – 496 -27.80 -56.30 152 100
2026: Q1 0.22 -79.00 1,173 -11.80 2.10 -228 -260
2026: Q2 0.75 -13.80 1,230 -5.90 6.50 168 155

What Do These Terms Mean?

EPS (Earnings Per Share):
Quarterly profit divided by the total share count — how much of the profit works out to a single share.
YoY (Year over Year):
Change versus the same quarter a year ago — this is how you compare without seasonal distortion (e.g. the holiday shopping season).
Sales:
All revenue for the quarter, before any costs are deducted — the top line of the income statement.
Net Margin:
What percentage of sales is left over as profit in the end. Negative means the company is posting a loss.
OCF (Operating Cash Flow):
The cash that actually flows into the till from the core business during the quarter — harder to dress up than book profit.
FCF (Free Cash Flow):
Operating cash flow minus capital expenditures — the money that's genuinely free to use, say for paying down debt, buybacks, or dividends.

Compare with other stocks →

Screening

Appears in These Scanners

This stock currently matches 9 of our scanner strategies — each hit links to the scanner.

Quality & Balance Sheet

Breakout & Setup

Momentum & Trend

Only genuine hits from verified scanners count; pure ranking metrics (P/E, P/S, and similar, which just sort the whole universe) don't count as a hit. Scanners marked in red are red-flag signals (risk/short scanners) — appearing there is not a seal of approval. View all scanners

Outlook

Analysts & Price Target

Combined picture of the price targets and recommendations of every analyst covering the stock. Price targets are expectations for the next 12 months, not promises — and they often follow the price rather than predict it.

Consensus Hold 1 = Strong buy … 5 = Strong sell
Analyst Ratings 16
Price Target (average) 28.18$
Distance to price 6.3% The price target sits 6.3% above the current price.

Distribution of Recommendations

Strong Buy 5
Buy 0
Hold 9
Sell 0
Strong Sell 2

Estimates by Fiscal Year

Estimates by Fiscal Year
Fiscal Year EPS Estimate ($) EPS Range ($) Revenue Estimate ($M) Expected Growth Analysts
12/31/2026 0.65 0.40 – 0.87 3,781 -75.7% 15
12/31/2027 1.96 1.10 – 2.70 3,924 197.4% 15

Average of the analyst estimates for the coming fiscal years. The range shows how far the most optimistic and the most cautious estimate sit apart — the wider it is, the less certain the expectation.

Valuation

What is priced in?

Free cash flow over the past twelve months is negative, which rules out a serious reverse calculation. Any growth rate only makes a negative cash flow more negative; no present value comes out of it. What the price reflects here is therefore not a stream of cash flows, but the expectation that there will be one at all.

A simplified model calculation — not a forecast and not a recommendation.

AI classification

AI Rating

Not yet rated — we only show a category once an SEC-backed file with at least two cited passages is available.

How the Rating Is Built

Growth

Growth Score

Ten checks against the annual reports — each one passed counts a point.

4 of 10 Weak growth
  • Revenue grows by more than 15% a year over three years -8.1%
  • More than 10% revenue growth is expected for the coming year 4.2%
  • Share count grows by less than 3% a year -6.7%
  • Revenue growth plus cash-flow margin add up to at least 40 ("Rule of 40") -4.5%
  • Gross margin at 40% or higher and without meaningful erosion 30.2%
  • Goodwill from acquisitions does not grow faster than revenue 0.8%
  • Net debt below twice EBITDA 38 m net cash
  • Operating cash flow covers the profits of the last three years 887 m
  • Return on capital at 15% or higher, or up versus two years ago 7.2%
  • Insiders hold at least 10% or are net buyers 1.1%

A criterion without figures counts neither as passed nor as failed; a score is only produced from 7 judgeable criteria upwards. Source: fundamental data. All ten criteria in detail

Quality check

AAQS

2/10

The AAQS (AlleAktien Quality Score) checks 10 quality criteria on growth, profitability, and balance-sheet strength — per the methodology developed and published by AlleAktien, calculated by us from our own fundamental data. A stock counts as a quality stock from 9 out of 10 points. Where a company has a shorter listing history, we calculate over the fiscal years available (at least five).

  • Sales growth 10Y > 5% -3.2%
  • Exp. sales growth 3Y > 5% -6.3%
  • EBIT growth 10Y > 5% -10.5%
  • Exp. EBIT growth 3Y > 5% -16.2%
  • Net debt < 4x EBIT -0.1x
  • EBIT positive, 10Y straight 10
  • Max. EBIT decline < 50% 99.1%
  • Return on equity > 15% 11.0%
  • ROCE > 15% 7.2%
  • Expected return > 10% -3.7%

View stocks with the full AAQS score · Read the methodology at AlleAktien

Source: fundamental data

Insiders

Insider Transactions

Reportable transactions by officers and major shareholders from SEC Form 4 filings. "Other" includes things like stock grants and option exercises without a buy/sell character.

Insider Transactions
Date Person Role Type Shares Price Value
Sep 1, 2026 Root Jonathan R CFO and CCO Sell 1,554 27.46 42,673
Aug 11, 2026 Littleton Gayle CLO, CCO, CAO & Corp Sec Buy 7,500 26.38 197,850
Aug 10, 2026 Starrs Artie President & CEO Buy 10,000 25.89 258,941
Aug 3, 2026 Root Jonathan R CFO and CCO Sell 1,554 24.88 38,664
Jul 31, 2026 Nova Daniel J Director Buy 40,000 24.57 982,700

View all insider transactions →

The company

About the Company

Harley-Davidson, Inc. fertigt und verkauft Motorräder in den USA und international.

Employees
5,500
Headquarters
Milwaukee, WI
Address
3700 West Juneau Avenue, 53208 Milwaukee, United States
Phone
414 342 4680
IPO Date
11/05/1987
ISIN
US4128221086
Stock Split
2:1 on 04/10/2000
Stock Split
2:1 on 09/29/1997
Stock Split
2:1 on 09/13/1994

Management

Management
Name Title Birth Year
Arthur Francis Starrs III CEO, President & Director 1978
Jonathan R. Root CFO & Chief Commercial Officer 1974
Matt Ryan Chief Marketing & Technology Officer 1974
Bryan Niketh Chief Operating Officer 1977
Bryan Andrew Beck Chief Accounting Officer –
Shawn Michael Collins Director of Investor Relations –
Gayle E. Littleton Chief Legal, Compliance & Corporate Affairs Officer and Corporate Secretary 1973
Tori Termaat Chief Human Resources Officer 1978
Ray Drea Chief Stylist –
Andy Benka VP of Product Management & Chief of Staff –

Executives per the latest required filings; titles kept in their original language. Source: fundamental data.

Filings

Company Filings (8-K)

An 8-K is the filing a US company must use to disclose material events immediately — takeovers, changes at the top, major contracts or payment troubles, for instance. The links open the original document at the US Securities and Exchange Commission (SEC).

  • 07/23/2026 HARLEY-DAVIDSON, INC. (HOG): Results of Operations and Financial Condition; Financial Statements and Exhibits SEC ↗

Data as of: September 17, 2026 · Source: fundamental data & SEC filings (annual and quarterly reports, 10-K/10-Q)

Note: pure fact-based analysis, not investment advice and not a solicitation to buy or sell. All figures without guarantee.

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