HOG
Consumer CyclicalHarley-Davidson, Inc. · Auto - Recreational Vehicles · $3B
What is Harley-Davidson, Inc.?
Harley-Davidson is one of the world's most recognized motorcycle brands, built on over a century of American manufacturing heritage and a loyal rider community.
Harley-Davidson designs, manufactures, and sells motorcycles across cruiser, touring, sportbike, and other categories. Revenue comes from motorcycle sales, parts, accessories, and branded apparel, alongside a Financial Services segment that provides dealer financing, retail installment loans, and protection products to customers and dealers.
Founded in 1903 and headquartered in Milwaukee, Wisconsin.
- Cruiser and touring motorcycles
- Parts, accessories, and apparel
- Retail and wholesale financing
- Branded insurance and service contracts
Is HOG a Good Stock to Buy?
UQS Score rates HOG as Below Average overall.
The Risk pillar stands out as the relative bright spot, suggesting the business carries a manageable financial risk profile. Valuation is rated Attractive, meaning the stock may not be pricing in much optimism relative to peers.
Growth and Moat are both rated Weak, reflecting limited competitive differentiation and subdued expansion prospects in a challenging consumer cyclical environment.
See the exact pillar breakdown and full financial metrics by signing up for a UQS Pro account. Sign up free →
Past performance does not guarantee future results. UQS Score is based on fundamental data and is not a buy/sell recommendation.
Does HOG pay dividends?
Yes — Harley-Davidson, Inc. pays a dividend.
Harley-Davidson pays a regular dividend, which may appeal to income-oriented investors. Given the Attractive valuation rating, the yield may compare favorably to peers. Dividend continuity depends on the company's ability to sustain cash generation through cyclical demand swings.
When does HOG report earnings?
Harley-Davidson reports earnings on a quarterly cadence, typical for US-listed equities.
Results have reflected the pressures common to consumer cyclical businesses — demand sensitivity and cost dynamics weigh on growth trends. The Weak Growth pillar label suggests recent quarters have not demonstrated meaningful top-line acceleration.
For the most recent quarter's results, visit Harley-Davidson's investor relations page.
HOG Price History
-44.5% over 5Y
Monthly close, adjusted for stock splits and dividend reinvestment.
What if I invested in Harley-Davidson, Inc.?
Based on Harley-Davidson, Inc.'s historical closing prices, adjusted for stock splits and dividend reinvestment. Past performance does not guarantee future results. This is for informational purposes only and is not financial advice.
Frequently Asked Questions
What does Harley-Davidson do?
Harley-Davidson designs and sells motorcycles — including cruiser, touring, and sportbike models — along with parts, accessories, and apparel. A separate Financial Services segment provides financing and insurance products to dealers and retail customers worldwide.
Does HOG pay dividends?
Yes, Harley-Davidson pays a regular dividend. Income investors should review the current yield and payout history on the company's investor relations page, as dividend levels can change with business conditions.
When does HOG report earnings?
Harley-Davidson follows a standard quarterly reporting schedule. For the exact date of the next earnings release, check the company's investor relations page or a financial calendar service.
Is HOG a good stock to buy?
UQS Score rates HOG as Below Average. The Attractive valuation and Good risk profile offer some positives, but Weak Growth and Moat ratings indicate meaningful headwinds. Investors should weigh these factors against their own risk tolerance.
Is HOG overvalued?
The UQS Valuation pillar rates HOG as Attractive, suggesting the stock is not priced at a premium relative to its fundamentals. However, valuation alone does not determine investment quality — see the full pillar breakdown for context.
What is HOG's market cap bracket?
Harley-Davidson is classified as a mid-cap stock, placing it between the largest blue-chip companies and smaller growth-oriented names in the consumer cyclical sector.
Who founded Harley-Davidson?
Harley-Davidson was founded in 1903 in Milwaukee, Wisconsin. The company's founding story — rooted in a small shed and a handful of early partners — is widely documented and central to its brand identity.
Is HOG a long-term quality stock?
As a long-term quality indicator, HOG's Below Average UQS Score reflects concerns around moat durability and growth trajectory. The Risk pillar provides some reassurance, but sustained quality improvement would require stronger competitive positioning over time.
Unlock Full HOG Analysis
Sign in to unlock the detailed analysis behind the UQS Score.
- ✓View the complete pillar-by-pillar score breakdown
- ✓Access detailed financial metrics behind each rating
- ✓Compare HOG against sector peers on every dimension
- ✓Track score changes as new data becomes available
Pro Analysis
HOG — Score History
| Date | UQS | Quality | Moat | Growth | Risk | Value | Change |
|---|---|---|---|---|---|---|---|
| May 19, 2026 | 37.8 | 25.7 | 31.0 | 4.3 | 61.8 | 90.0 | +0.5 |
| May 15, 2026 | 37.3 | 25.4 | 31.0 | 4.3 | 61.8 | 87.1 | -7.2 |
| May 7, 2026 | 44.5 | 44.5 | 31.0 | 3.8 | 78.1 | 87.3 | +0.2 |
| May 3, 2026 | 44.3 | 44.5 | 31.0 | 3.8 | 78.1 | 86.6 | -0.3 |
| Apr 28, 2026 | 44.6 | 44.5 | 31.0 | 3.8 | 78.1 | 88.1 | 0.0 |
| Apr 26, 2026 | 44.6 | 44.5 | 31.0 | 3.8 | 78.1 | 88.2 | +0.1 |
| Apr 19, 2026 | 44.5 | 44.5 | 31.0 | 3.8 | 78.1 | 87.7 | -0.1 |
| Apr 18, 2026 | 44.6 | 44.5 | 31.0 | 3.8 | 78.1 | 88.4 | +0.6 |
| Apr 14, 2026 | 44.0 | 44.5 | 31.0 | 3.8 | 78.1 | 84.2 | 0.0 |
| Apr 12, 2026 | 44.0 | 44.5 | 31.0 | 3.8 | 78.1 | 84.4 | -0.6 |
HOG — Pillar Breakdown
Quality
— 25.6/100 (25%)Harley-Davidson, Inc. currently shows below-average quality metrics, suggesting challenges with profitability.
How effectively capital is deployed to generate returns.
Profitability relative to shareholders' equity.
Ability to convert revenue into operating profit.
Bottom-line profit as a share of revenue.
Asset productivity — how much gross profit each dollar of assets generates.
Free cash flow relative to market value.
Growth
— 4.5/100 (20%)Harley-Davidson, Inc. faces growth headwinds with declining or stagnant revenue trends.
Revenue trajectory over the last twelve months.
Compound annual revenue growth rate over 3 years.
Year-over-year earnings per share growth.
Analyst consensus for future revenue growth.
Analyst consensus for future earnings growth.
Risk
— 61.8/100 (15%)Harley-Davidson, Inc. maintains a reasonable risk profile with manageable debt levels.
Debt levels relative to earnings capacity.
Total debt relative to shareholder equity.
Short-term liquidity — ability to pay near-term obligations.
Earnings capacity relative to interest payments.
Valuation
— 90.9/100 (15%)Harley-Davidson, Inc. appears attractively valued relative to its earnings, cash flows, and sector peers.
Inverse of forward P/E — higher yield means cheaper stock.
How many years of FCF the market cap represents.
Enterprise value multiple relative to sector median.
Moat
— 31/100 (25%)Harley-Davidson, Inc. operates in a highly competitive environment with limited sustainable advantages. The Moat pillar evaluates competitive advantages across five dimensions: Switching Costs, Network Effects, Cost Advantage, Intangible Assets, and Scale & Ecosystem. Sign in to customize moat ratings for HOG.
Score Composition
Financial Data
More Stock Analysis
How is the HOG UQS Score Calculated?
The UQS (Unified Quality Score) for Harley-Davidson, Inc. is calculated using a proprietary 6-pillar framework with 29 financial metrics. Each pillar evaluates a different dimension on a 0–100 scale, then combines into a single weighted score. Scoring thresholds are calibrated per sector. Momentum is an optional Pro toggle — without it, you get the 5-pillar / 25-metric core shown below.
Quality (25%) measures profitability and capital efficiency — ROIC, ROE, margins, GP/Assets, and FCF Yield.
Moat (25%) assesses Harley-Davidson, Inc.'s competitive advantages across switching costs, network effects, cost advantages, intangible assets, and ecosystem scale.
Growth (20%) tracks revenue trajectory and earnings momentum, combining historical results with analyst forward estimates.
Risk (15%) is inversely scored — lower leverage and strong balance sheet health result in higher scores.
Valuation (15%) measures whether Harley-Davidson, Inc. is fairly priced using earnings yield, price-to-FCF, PEG ratio, and EV/EBITDA relative to sector peers.
Six investor-inspired presets are available, each with different pillar weights: Balanced, Buffett, Munger, Lynch, Cathie Wood, and Graham. The public score shown here uses the Balanced preset. Learn more in our FAQ.