Stock AnalizHarley-davidson, Inc. HOG
Motor Vehicles · data as of November 13, 2026
Harley-davidson, Inc. (HOG) is a consumer discretionary company listed in the US with a market value of about $3.3B. In the twelve months to September 30, 2026 it had revenue of $4.0B and net income of -$132M, a net margin of -3.3%.
Its overall Stock Analiz score is 1.8 out of 5 (weak). The strongest part is shareholder returns (4/5); the weakest is future growth (0/5).
Key numbers: a price to free cash flow of 10.5, 5-year revenue growth of 2% a year, a 5-year average ROIC of 6%. A discounted cash flow model with moderate assumptions puts its intrinsic value about 4% below the current price.
Score: 1.8 / 5
Checks passed
- P/FCF below 20
- 5-year EPS growth above 10% a year
- Profitable 5 years in a row
- Positive free cash flow
- Interest covered more than 5 times
- Pays a dividend
- Share count down over 3 years (buybacks)
- Dividend 3 years in a row
Checks not passed
- P/E below 25
- P/E below the industry median
- Price below intrinsic value (DCF, moderate assumptions)
- PEG below 1.5
- Revenue growth above 10% last year
- 3-year revenue growth above 10% a year
- Profit margin improving
- 3-year free cash flow growth above 10% a year
Valuation
Growth and quality
Financials, last 10 years
| Fiscal year | TTM | 2025 | 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue | $4.0B | $4.5B | $5.2B | $5.8B | $5.8B | $5.3B | $4.1B | $5.4B | $5.7B | $5.6B | $6.0B |
| Net income | -$132M | $339M | $455M | $707M | $741M | $650M | $1M | $424M | $531M | $522M | $692M |
| Free cash flow | $312M | $415M | $867M | $547M | $397M | $856M | $1.0B | $687M | $992M | $799M | $918M |
| EPS (diluted) | $-0.88 | $2.78 | $3.44 | $4.87 | $4.96 | $4.19 | $0.01 | $2.68 | $3.19 | $3.02 | $3.83 |
| Net margin | -3.3% | 7.6% | 8.8% | 12.1% | 12.9% | 12.2% | 0.0% | 7.9% | 9.3% | 9.2% | 11.5% |
| ROIC | — | 4.5% | 3.5% | 6.0% | 7.3% | 6.9% | 0.1% | 4.5% | 5.9% | 6.0% | 8.1% |
From the company’s 10-K and 10-Q filings with the SEC. TTM = trailing twelve months.
What analysts expect
The average 12-month price target from 10 analysts is $30.65, 5% below the current price; targets range from $19.00 to $37.00; the consensus rating is “Hold”; expected EPS is $0.77 for the fiscal year ending December 31, 2026.
Frequently asked questions
Is Harley-davidson stock undervalued?
Our DCF model with moderate assumptions puts its intrinsic value about 4% below the current market value. A model is a range, not a promise; try your own assumptions in the DCF calculator.
Does Harley-davidson pay a dividend?
Yes. The dividend yield is about 2.21%, and it has paid dividends for 10 years in our data.
Is Harley-davidson a good stock to buy?
We do not give buy or sell advice. Harley-davidson scores 1.8 out of 5 on our five checks (value, growth, track record, financial health and shareholder returns); the checks above show why.
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Generated from SEC filings, analyst consensus estimates and market prices, rebuilt every day. Educational information, not investment advice.