Harley-Davidson Inc

HOG.US
Consumer Cyclical · Recreational Vehicles
25.29
+0.50 (+2.02%)
USD · NYSE

Company Information

Company Name
Harley-Davidson Inc
Sector
Consumer Cyclical
Industry
Recreational Vehicles
Exchange
NYSE
ISIN: US4128221086
CIK: 0000793952
CUSIP: 412822108
Currency: USD
Full Time Employees: 5,500
Phone: 414 342 4680
Fiscal Year End: December
IPO Date: Nov 05, 1987
Description:

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, Grand American touring, standard, sportbike, adventure touring, 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, electric bikes, 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.

Address:

3700 West Juneau Avenue, Milwaukee, WI, United States, 53208

People

Directors & Officers

Name Title Year Born
Mr. Arthur Francis Starrs III CEO, President & Director 1978
Mr. Jonathan R. Root CFO & Chief Commercial Officer 1974
Mr. Matt Ryan Chief Marketing & Technology Officer 1974
Mr. Paul J. Krause Advisor 1978
Mr. Bryan Niketh Chief Operating Officer 1977
Mr. Bryan Andrew Beck Chief Accounting Officer NA
Mr. Shawn Michael Collins Director of Investor Relations NA
Ms. Gayle E. Littleton Chief Legal, Compliance & Corporate Affairs Officer and Corporate Secretary 1973
Ms. Tori Termaat Chief Human Resources Officer 1978
Ray Drea Chief Stylist NA

Insider Trading

Date Insider Name Title Transaction Type Shares Price Value
Mar 12, 2026 Tim Moore N/A Purchase N/A $17.98 N/A
Feb 27, 2026 Rafeh Masood N/A Purchase 2.78K $18.00 $49.95K
Feb 25, 2026 James D Farley Jr N/A Sale 6.45K $18.71 $120.75K
Jan 23, 2026 Tim Moore N/A Purchase N/A $20.33 N/A
Dec 18, 2025 Tim Moore N/A Purchase N/A $21.25 N/A
Dec 09, 2025 Tim Moore N/A Purchase N/A $21.86 N/A
Nov 28, 2025 Tim Moore N/A Sale N/A $24.49 N/A
Nov 21, 2025 Tim Moore N/A Purchase N/A $23.43 N/A
Aug 05, 2025 Rafeh Masood N/A Purchase 2.07K $24.06 $49.76K

Shareholders

Institutional Holders

Holder Name Shares Date Reported % Out Value % Change
Vanguard Group Inc 11.45M Dec 31, 2025 10.87% $0.00 -11.67%
BlackRock Inc 10.61M Mar 31, 2026 10.08% $0.00 1.23%
Donald Smith & Co Inc 10.02M Mar 31, 2026 9.52% $3.64 12.56%
Dimensional Fund Advisors, Inc. 5.84M Mar 31, 2026 5.55% $0.02 -11.52%
Vanguard Portfolio Management, LLC 5.28M Mar 31, 2026 5.02% $0.01 0.00%
LSV Asset Management 5.17M Mar 31, 2026 4.92% $0.23 1.64%
Vanguard Capital Management, LLC 5.06M Mar 31, 2026 4.81% $0.00 0.00%
American Century Companies Inc 4.76M Mar 31, 2026 4.52% $0.05 10.33%
State Street Corp 3.80M Mar 31, 2026 3.61% $0.00 1.56%
Two Sigma Investments LLC 3.04M Mar 31, 2026 2.89% $0.05 76.64%
UBS Group AG 2.86M Mar 31, 2026 2.71% $0.01 130.16%
Geode Capital Management, LLC 2.29M Mar 31, 2026 2.17% $0.00 6.00%
Pine Valley Investments Ltd Liability Co 2.28M Mar 31, 2026 2.16% $2.11 99.02%
Gate City Capital Management, LLC 2.27M Mar 31, 2026 2.16% $17.86 0.00%
FIFTHDELTA Ltd 2.13M Mar 31, 2026 2.02% $5.94 376.36%
Bank of New York Mellon Corp 2.11M Mar 31, 2026 2.00% $0.01 8.41%
Morgan Stanley - Brokerage Accounts 1.89M Mar 31, 2026 1.80% $0.00 19.93%
Bank of America Corp 1.74M Mar 31, 2026 1.65% $0.00 456.74%
AQR Capital Management LLC 1.59M Mar 31, 2026 1.51% $0.01 336.06%
Two Sigma Advisers, LLC 1.53M Dec 31, 2025 1.46% $0.06 0.00%

Fund Holdings

Rank Holder Name Shares Held % of Shares Change Date Reported
1 Donald Smith & Co. All Eq Accounts Comp 9.18M 8.72% ▼ 7.45% Jun 30, 2026
2 Avantis US Small Cap Value ETF 4.60M 4.37% ▲ 0.05% Jun 30, 2026
3 iShares Core S&P Mid-Cap ETF 3.59M 3.41% ▼ 0.67% Jun 30, 2026
4 Vanguard Total Stock Mkt Idx Inv 3.35M 3.18% ▼ 6.31% Jun 30, 2026
5 Vanguard Small Cap Index 2.41M 2.29% ▼ 6.52% Jun 30, 2026
6 Donald Smith & Co. Md-Cap Val Eq 2.21M 2.10% ▲ 0.00% Jun 30, 2026
7 Vanguard Selected Value Inv 2.21M 2.10% ▲ 0.00% Mar 31, 2026
8 Vanguard Small Cap Value Index Inv 1.53M 1.45% ▼ 7.75% Jun 30, 2026
9 Donald Smith & Co. All Cap Val Eq 1.51M 1.44% ▼ 28.55% Jun 30, 2026
10 Bestinfond FI 1.41M 1.34% ▲ 37.03% Dec 31, 2025

Financial Highlights

Market Cap: $2.68B
EBITDA: $453.34M
P/E Ratio: $14.16
PEG Ratio: $11.06
Book Value: $29.65
Dividend/Share: $0.74
Dividend Yield: 2.77%
Earnings/Share: $1.80
Profit Margin: 4.78%
Operating Margin: 6.18%
ROA (TTM): 1.78%
ROE (TTM): 6.09%
Revenue (TTM): $4.24B
Revenue/Share (TTM): $37.69
Earnings Growth (YOY): -14.80%
Revenue Growth (YOY): -5.90%

Valuation Metrics

Enterprise Value: $3.03B
Trailing P/E: 14.16
Forward P/E: 79.37

Shares Statistics

Shares Outstanding: 105.27M
Shares Float: 103.98M
% Insiders: 112.00%
% Institutions: 10,899.00%
Short % Float: 22.00%

Stock Price History

1 Year Price History

2 Years Price History

5 Years Price History

10 Years Price History

Financial Charts

Revenue & Net Income (Yearly)

Revenue & Net Income (Quarterly)

Operating Expenses (Yearly)

Operating Expenses (Quarterly)

Balance Sheet (Quarterly)

Assets Breakdown (Yearly)

Assets Breakdown (Quarterly)

Liabilities Breakdown (Yearly)

Liabilities Breakdown (Quarterly)

Income Statement Waterfall

Open full waterfall
Line Item
Step Type
Value
Revenue
adjust
$4.47B
Cost of Goods Sold
adjust
$-3.12B
Gross Profit
subtotal
$1.35B
SG&A
adjust
$-965.91M
Operating Income
subtotal
$386.64M
Other / Non-Operating Items
adjust
$-47.90M
Net Income
subtotal
$338.74M

Earnings Per Share (EPS) History

Financial Ratios

📦 Raw API Data (JSON Explorer)

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