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Harley-Davidson

NYQ:HOG · US4128221086
AutomobilesLarge

360

55
EV / EBIT1
Price / Owner Earnings38
Owner Earnings Yield68
Dividend Yield95
Price/Sales72
EV / Gross Profit64
Price/Book78
Return on Capital53
Cash Return on Capital65
Return on Equity57
EBIT Margin78
Gross Profitability55
Cash Conversion34
Accruals97
Owner Earnings Margin76
Sales growth34
Profit Growth42
Long-Term EPS Growth34
Owner Earnings Growth62
Reinvestment59
Price momentum28
Debt load50
Refinancing96
Debt Payback36
Liquidity81
Analyst ratings13
Opinion Changes50
Price Target Upside6
Market mood4
Value Creation8/20creating some value
  • Creates more value than its capital costs
  • Owner earnings growing
  • Owner earnings per share growing
  • Reinvests at strong returns
  • Solid earnings base

What this means

Harley-Davidson clears its cost of capital, but the record is mixed across the five tests. Real value creation, just not yet consistent.

Profile

CountryUSA
IndustryAutomobiles
SizeLarge
TypePublic Company
ExchangeNYSE
Founded1981
Employees5,231
Websiteharley-davidson.com
ISINUS4128221086
Last UpdateApr 2, 2026
Indices
S&P MIDCAP (USA)
Themes
Electric VehicleConsumer LendingAutomotiveIndustrialManufacturing

Description

Harley-Davidson, Inc. designs, manufactures and sells motorcycles. Segments The company has three reportable segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). Harley-Davidson Motor Company (HD…

Analysis

Middle-of-the-road

Harley-Davidson, Inc. is a middle-of-the-road business: neither the economics nor the price stand out from the peer group.

The price is attractive. You pay 10.8× its owner earnings: the cash an owner could take out each year, which is in the historically attractive zone. At today's price, the market is assuming roughly -2% yearly growth; analysts expect 4%. The price, in other words, assumes less than the experts do.

The trajectory is moderate and the balance sheet is adequate. The company scores 8/20 on our value-creation score: creating some value.

What to watch: Reported profits have run ahead of actual cash for several periods. As always: this describes the company's numbers; it is not a recommendation.

360° rank · history

1007550250
63
2023202420252026

All-time high

87

Jan 2024

All-time low

46

Jan 2025

Average rank

68

across all years

Detailed & Historical Ranks

Deep dive into 15 detailed ranks and 3 years of history.

Current202520242023
Price/Sales
72
38
32
43
Price/Earnings
11
93
88
66
Price/Book
78
73
73
63
Dividend Yield
95
88
80
65
Value (overall)
72
85
82
59

Cells are coloured by rank band (red weak → green strong). Sentiment & 360° history begins 2023.

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Make Sense of the Ranks

Every rank runs 1–100 against true peers. Higher is always better.

360° View
1 · Watch OutGood· 100
Value
1 · ExpensiveGood Value· 100
Quality
1 · Weak FundamentalsHigh Quality· 100
Growth
1 · Tough TimesHigh Growth· 100
Safety
1 · High LeverageWell-Financed· 100
Sentiment
1 · SkepticismPositive· 100
Learn More →