Harley-Davidson Inc

Harley-Davidson Inc (HOG) Stock Analysis

$28.100

+0.261 (+0.93%)At close

Loading chart…
High
28.350
Open
28.260
VWAP
28.02
Vol
1.15M
Mkt Cap
4.49B
Low
27.620
Amount
32.15M
EV/EBITDA, TTM
10.63

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company's segments include Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC segment designs, manufactures and sells Harley-Davidson motorcycles. The HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. The HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. The LiveWire segment sells electric motorcycles, electric balance bikes for kids, electric bikes, parts and accessories and apparel in the United States and certain international markets. The HDFS segment is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson and LiveWire motorcycles.

AI analysis of Harley-Davidson Inc (HOG)

buy

Harley-Davidson Inc is a good buy right now due to its current price of $28.1, which is below the average analyst price target of $30, indicating potential upside. Additionally, the stock has shown a strong year-to-date change of +36.14%, and the RSI is at 62.84, suggesting bullish momentum. However, a key risk is the forward P/E ratio of 17.64, which indicates that the stock may be overvalued if earnings do not meet expectations.

Analyst Ratings (22)

+16.26% upside
Hold
5 Buy
16 Hold
1 Sell
Current: 28.10
Low
32.00
Average
32.67
High
34.00

Morgan Stanley

2026-07-28

Price Target

$17

Underweight

Baird

2026-07-24

Price Target

$30

Neutral

Loop Capital

2026-07-20

Price Target

$32

Buy

DA Davidson

2026-07-06

Price Target

$30

Buy

Morgan Stanley

2026-05-19

Price Target

$15

Underweight

Valuation Metrics

The current forward P/E ratio for Harley-Davidson Inc (HOG) is 17.64, compared to its 5-year average forward P/E of 11.62.

Forward P/E

Fair
5Y Average P/E
11.62
Current P/E
17.64
Overvalued
24.34
Undervalued
-1.11

Forward EV/EBITDA

Fair
5Y Average EV/EBITDA
12.26
Current EV/EBITDA
10.63
Overvalued
16.60
Undervalued
7.92

Forward P/S

Undervalued
5Y Average P/S
0.98
Current P/S
0.74
Overvalued
1.20
Undervalued
0.77

Alphio AI Price Scenarios for HOG

Scenario prices are the last monthly forecast band of the current year. Probabilities are fixed model weights (25 / 50 / 25), not guarantees.

B

Bull

Bull · 25%HOG

$15.90

Scenario price

B

Base

Base · 50%HOG

$15.31

Scenario price

B

Bear

Bear · 25%HOG

$12.45

Scenario price

Whales holding HOG

D

Donald Smith & Co., Inc.

+ HoldingHOG

+13.02%

3M Return

B

Bestinver Gestión, S.A. SGIIC

+ HoldingHOG

+6.39%

3M Return

Events Timeline

2026-07-23 (ET)

09:30:00

Dow, S&P 500, and Nasdaq Futures Decline

07:30:00

Company Raises Full-Year Guidance to $1.23 Billion

07:30:00

Harley-Davidson Updates 2026 Outlook, Raises Motorcycle Retail Sales Forecast to 138,500 Units

2026-05-05 (ET)

07:20:00

Harley-Davidson Launches New Strategic Plan, Targets Over $350M EBITDA by 2027

07:10:00

Harley-Davidson Reports Q1 Revenue of $1.17B

News

HOG FAQ — answered by Alphio AI

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company's segments include Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC segment designs, manufactures and sells Harley-Davidson motorcycles. The HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. The HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. The LiveWire segment sells electric motorcycles, electric balance bikes for kids, electric bikes, parts and accessories and apparel in the United States and certain international markets. The HDFS segment is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson and LiveWire motorcycles. It operates in the Consumer Cyclicals sector (MOTORCYCLES, BICYCLES & PARTS industry).

Harley-Davidson Inc is a good buy right now due to its current price of $28.1, which is below the average analyst price target of $30, indicating potential upside. Additionally, the stock has shown a strong year-to-date change of +36.14%, and the RSI is at 62.84, suggesting bullish momentum. However, a key risk is the forward P/E ratio of 17.64, which indicates that the stock may be overvalued if earnings do not meet expectations.

22 analysts cover HOG: 5 rate it Buy, 16 Hold and 1 Sell. The average price target is 32.67.

This page is for research only and is not investment advice. Models can be wrong. Past performance does not guarantee future results.

Get Started