/HOG
HOG Stock - Harley-Davidson, Inc.
Consumer Cyclical|Auto - Recreational VehiclesNYSE
$21.25+0.05%
+$0.01 (+0.05%) • Dec 19
55
GoAI Score
GoAI Score
Weighted average: Momentum (25%) + Sentiment (35%) + Risk (20%) + Value (20%). ≥70 = BUY, ≤35 = SELL.HOLD
Medium Confidence
Momentum
Momentum Score
Based on price vs 50-day MA (40%), 200-day MA (40%), and MA crossover (20%). Higher = stronger uptrend.13
Sentiment
Sentiment Score
Based on analyst price target upside. 50 = neutral, 100 = very bullish (25%+ upside expected).82
Risk Score
Risk Score
Based on stock beta (volatility). Higher score = lower risk. Red (<40) = high volatility, Green (>60) = stable.67
Price Target
Price Target
Average analyst price target from the last quarter. Shows expected upside/downside from current price.+16.1%upside
Target: $24.67
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ENTRY ZONE$21.04 – $21.46
TARGET (TP)$24.67
STOP LOSS$19.55
RISK/REWARD1:2.0
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Price Chart
Financial Statements
Revenue & Profitability Trend
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Revenue
Net Income (Profit)
Net Loss
Key Metrics
Market CapN/A
P/E RatioN/A
Beta1.33
52W High$31.25
52W Low$20.45
Avg VolumeN/A
Income Statement (Fiscal Year)
| Metric | FY2024 | FY2023 | FY2022 | FY2021 | FY2020 |
|---|---|---|---|---|---|
| Revenue | $5.19B | $5.84B | $5.76B | $5.34B | $4.05B |
| Gross Profit | $1.81B | $2.18B | $2.13B | $1.90B | $1.37B |
| Gross Margin | 34.9% | 37.4% | 37.1% | 35.6% | 33.8% |
| Operating Income | $416.63M | $779.08M | $909.28M | $823.44M | $9.68M |
| Net Income | $455.36M | $706.59M | $741.41M | $650.02M | $1.30M |
| Net Margin | 8.8% | 12.1% | 12.9% | 12.2% | 0.0% |
| EPS | $3.46 | $4.96 | $5.01 | $4.23 | $0.01 |
Company Overview
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.
Visit WebsiteRating Distribution
Strong Buy
0%
Buy / Outperform
4
27%
Hold / Neutral
10
67%
Sell / Underperform
1
7%
Analyst Consensus🔴 Bearish
4 Bullish11 Neutral/Bearish
Price Targets
$38
Average Target
↑ 79.6% Upside
Now
$21
Low
$38
Average
$60
High
Based on 18 analysts
Recent Analyst Actions
| Date | Firm | Action | Rating | Price Target |
|---|---|---|---|---|
| November 25th 2025 | Loop Capital | Initiation | Hold | $21 |
| November 10th 2025 | DA Davidson | Reiterated | Buy | $30← $34 |
| October 27th 2025 | Morgan Stanley | Downgrade | Underweight | $25 |
| August 25th 2025 | DA Davidson | Reiterated | Buy | $34← $31 |
| January 23rd 2025 | Citigroup | Reiterated | Neutral | $31← $34 |
| January 21st 2025 | Morgan Stanley | Downgrade | Equal Weight | $33← $40 |
| December 31st 2024 | Robert W. Baird | Reiterated | Neutral | $36← $40 |
| October 2nd 2024 | Robert W. Baird | Downgrade | Neutral | $40← $44 |
| April 23rd 2024 | Morgan Stanley | Resumed | Overweight | $50 |
| July 21st 2023 | DA Davidson | Upgrade | Buy | $47← $38 |
| July 13th 2023 | UBS | Reiterated | Neutral | $40← $49 |
| April 19th 2023 | KeyBanc Capital Markets | Initiation | Sector Weight | - |
| March 21st 2023 | Morgan Stanley | Upgrade | Overweight | $50 |
| March 15th 2023 | Jefferies | Upgrade | Hold | $39 |
| November 15th 2022 | Jefferies | Initiation | Underperform | $39 |
Earnings History & Surprises
HOGBeat Rate
78%
Last 18 quarters
Avg Surprise
+66.7%
EPS vs Estimate
Beats / Misses
14/3
1 met exactly
Latest EPS
$3.10
Q4 2025
EPS Surprise History
Q1 24
+374.7%
$0.18vs$0.04
Q2 24
+13.9%
$1.72vs$1.51
Q3 24
+16.4%
$1.63vs$1.40
Q4 24
+15.2%
$0.91vs$0.79
Q1 25
-43.1%
$-0.93vs$-0.65
Q2 25
+33.8%
$1.07vs$0.80
Q3 25
-11.1%
$0.88vs$0.99
Q4 25
+124.6%
$3.10vs$1.38
Beat Estimate
Missed Estimate
Quarterly EPS Details
| Period | Report Date | Estimated EPS | Actual EPS | Surprise | Result |
|---|---|---|---|---|---|
Q2 2026 | Apr 29, 2026 | — | — | — | — |
Q1 2026 | Feb 4, 2026 | $-0.92 | — | — | — |
Q4 2025 | Nov 4, 2025 | $1.38 | $3.10 | +124.6% | ✓ BEAT |
Q3 2025 | Jul 30, 2025 | $0.99 | $0.88 | -11.1% | ✗ MISS |
Q2 2025 | May 1, 2025 | $0.80 | $1.07 | +33.8% | ✓ BEAT |
Q1 2025 | Feb 5, 2025 | $-0.65 | $-0.93 | -43.1% | ✗ MISS |
Q4 2024 | Oct 24, 2024 | $0.79 | $0.91 | +15.2% | ✓ BEAT |
Q3 2024 | Jul 25, 2024 | $1.40 | $1.63 | +16.4% | ✓ BEAT |
Q2 2024 | Apr 25, 2024 | $1.51 | $1.72 | +13.9% | ✓ BEAT |
Q1 2024 | Feb 8, 2024 | $0.04 | $0.18 | +374.7% | ✓ BEAT |
Q4 2023 | Oct 26, 2023 | $1.36 | $1.38 | +1.5% | ✓ BEAT |
Q3 2023 | Jul 27, 2023 | $1.25 | $1.22 | -2.4% | ✗ MISS |
Q2 2023 | Apr 27, 2023 | $1.39 | $2.04 | +46.8% | ✓ BEAT |
Q1 2023 | Feb 2, 2023 | $0.06 | $0.28 | +366.7% | ✓ BEAT |
Q4 2022 | Oct 26, 2022 | $1.40 | $1.78 | +27.1% | ✓ BEAT |
Q3 2022 | Jul 28, 2022 | $1.07 | $1.46 | +36.4% | ✓ BEAT |
Q2 2022 | Apr 27, 2022 | $1.45 | $1.45 | 0.0% | = MET |
Q1 2022 | Feb 8, 2022 | $-0.38 | $0.14 | +136.8% | ✓ BEAT |
Q4 2021 | Oct 27, 2021 | $0.70 | $1.05 | +50.0% | ✓ BEAT |
Q3 2021 | Jul 21, 2021 | $1.17 | $1.33 | +13.7% | ✓ BEAT |
Latest News
Harley-Davidson announces Jonathan Root to Serve As CFO And CCO, Bryan Niketh Named COO
➖ NeutralBenzinga•Dec 10, 2025, 09:23 PM
Loop Capital Initiates Coverage On Harley-Davidson with Hold Rating, Announces Price Target of $21
➖ NeutralBenzinga•Nov 25, 2025, 02:09 PM
Harley-Davidson Financial Services Announced The Expiration And Results Of Its Tender Offers To Purchase For Cash Any And All Of Its Outstanding 6.500% Medium-term Notes Due 2028 And 5.950% Medium-term Notes Due 2029
➖ NeutralBenzinga•Nov 24, 2025, 11:10 AM
Morgan Stanley Maintains Underweight on Harley-Davidson, Lowers Price Target to $21
📉 NegativeBenzinga•Nov 19, 2025, 05:46 PM•Also:
UBS Maintains Neutral on Harley-Davidson, Lowers Price Target to $27
➖ NeutralBenzinga•Nov 13, 2025, 03:20 PM
DA Davidson Maintains Buy on Harley-Davidson, Lowers Price Target to $30
➖ NeutralBenzinga•Nov 10, 2025, 09:01 PM
HOG stock has given up its prior gain. Harley-Davidson shares were trading higher after the company reported Q3 EPS and revenue that beat estimates.
➖ NeutralBenzinga•Nov 4, 2025, 02:34 PM
Harley-Davidson shares are gaining after the company reported Q3 EPS and revenue that beat estimates.
📈 PositiveBenzinga•Nov 4, 2025, 12:29 PM
Harley-Davidson Q3 EPS $3.10 Beats $1.46 Estimate, Sales $1.074B Beat $1.005B Estimate
📈 PositiveBenzinga•Nov 4, 2025, 12:01 PM
Harley-Davidson Announces $200M Buyback Plan
📈 PositiveBenzinga•Nov 4, 2025, 11:55 AM
Reported Earlier, Harley-Davidson Launches 2026 Motorcycle Lineup Featuring Cruiser, Touring, Sport, And Adventure Touring Models
📈 PositiveBenzinga•Nov 4, 2025, 07:59 AM
Harley-Davidson shares are trading lower after Morgan Stanley downgraded the stock from Equal-Weight to Underweight.
📉 NegativeBenzinga•Oct 27, 2025, 06:30 PM
Morgan Stanley Downgrades Harley-Davidson to Underweight, Lowers Price Target to $25
📉 NegativeBenzinga•Oct 27, 2025, 10:32 AM
Harley-Davidson Completes The Sale Of Its Residual Interests In Securitized Consumer Loan Receivables; Strategic Partnership With KKR And PIMCO To Transform Harley-Davidson Financial Services Into A Capital-Light And Derisked Business That Will Continue To Originate And Service Both New And Existing Retail Loans
📈 PositiveBenzinga•Aug 25, 2025, 09:09 PM•Also:
DA Davidson Maintains Buy on Harley-Davidson, Raises Price Target to $34
📈 PositiveBenzinga•Aug 25, 2025, 01:40 PM
Harley-Davidson shares rally on deal for finance unit, overshadowing downbeat Q2 results
📈 PositiveSeeking Alpha•Jul 30, 2025, 12:10 PM
Frequently Asked Questions about HOG
What is HOG's current stock price?
Harley-Davidson, Inc. (HOG) is currently trading at $21.25 per share. The stock has moved +0.05% today.
What is the analyst price target for HOG?
The average analyst price target for HOG is $24.67, based on 1 analyst.
What sector is Harley-Davidson, Inc. in?
Harley-Davidson, Inc. operates in the Consumer Cyclical sector, specifically within the Auto - Recreational Vehicles industry. The company is traded on the NYSE exchange.
What is HOG's market cap?
Harley-Davidson, Inc. has a market capitalization of $2.62 billion, making it a mid-cap company.
Does HOG pay dividends?
No, Harley-Davidson, Inc. does not currently pay a dividend to shareholders.
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