Harley-Davidson, Inc. Stocks

$ 22.79Last Updated 10.04.2026

Issuer Rating

6/7
Performance

Favourable

Risk

Low

Recommendation

Buy

Market Cap

$ 2.69B

Buy
Review
Evaluation
Target price
Dynamics
Performance
Growth
Dividends
Risks
$ 22.79
Key Takeaways

Risk factor

Strong trading liquidity

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Data is available to registered users only

Profitability factor

Undervalued vs peers

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Risks

  • Default risk
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  • Volatility
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  • Selling difficulty
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  • Stress test
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  • Country risks
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  • Other risks
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About

Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. 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.

Company Valuation

Undervalued
6/7

Based on key historical and expected multiples, the stock is undervalued relative to its peers. Specifically, the stock is fairly valued on P/E, undervalued on EV/EBITDA,

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Target Price

Neutral
4/7

The average target price of HOG is 21 and suggests 8% downside potential. Usually, this means a SELL recommendation among investment firms, or a recommendation to decreas

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Risks

  • Default risk
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  • Volatility
    Data is available to registered users only
  • Selling difficulty
    Data is available to registered users only
  • Stress test
    Data is available to registered users only
  • Country risks
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  • Other risks
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