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Harley-Davidson (HOG)
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Harley-Davidson (HOG) AI Stock Analysis

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HOG

Harley-Davidson

(NYSE:HOG)

Rating:67Neutral
Price Target:
$30.00
▼(-0.66% Downside)
Harley-Davidson's stock score reflects a balance of strong technical indicators and strategic initiatives against financial challenges. The company's efforts to manage debt and leverage partnerships are promising, but declining revenues and international market challenges remain key risks.
Positive Factors
Financial Strategy
The HDFS transaction unlocks $1.25bn in cash to be used for reducing debt and accelerating its share buyback program.
Long-term Growth
The new HDFS transaction is expected to provide a recurring income stream from serving and origination fees that can grow operating income longer term.
Negative Factors
Earnings Decline
Overall operating income declined 69% driven by declines at HDMC and HDFS.
Leadership Uncertainty
The announced retirement of CEO Jochen Zeitz adds to the uncertainty regarding leadership and future strategic direction.
Market Challenges
Demand trends remain underwater, indicating ongoing challenges for Harley-Davidson.

Harley-Davidson (HOG) vs. SPDR S&P 500 ETF (SPY)

Harley-Davidson Business Overview & Revenue Model

Company DescriptionHarley-Davidson, Inc. manufactures and sells motorcycles. The company operates in two segments, Motorcycles and Related Products and Financial Services. The Motorcycles and Related Products segment designs, manufactures, and sells Harley-Davidson motorcycles, including cruiser, touring, standard, sportbike, and dual models, as well as motorcycle parts, accessories, apparel, and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels in the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific. The Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, including installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale protection products comprising motorcycle insurance, extended service contracts, and motorcycle maintenance protection. 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.
How the Company Makes MoneyHarley-Davidson generates revenue through multiple streams. The primary source is the sale of motorcycles, which includes a range of models from touring to sport bikes. In addition to motorcycle sales, the company earns significant income from the sale of parts, accessories, and general merchandise, which includes clothing and collectibles that enhance the riding experience. Another key revenue stream comes from financial services, including motorcycle financing and insurance products. The company also engages in strategic partnerships with various organizations, which can lead to collaborative marketing efforts and expanded distribution channels, further bolstering its revenue. Seasonal promotions and events, such as the annual Sturgis Motorcycle Rally, also contribute to increased sales and brand visibility.

Harley-Davidson Earnings Call Summary

Earnings Call Date:Jul 30, 2025
(Q2-2025)
|
% Change Since: |
Next Earnings Date:Oct 22, 2025
Earnings Call Sentiment Neutral
The earnings call presented a mix of strategic advancements and significant challenges. While the strategic partnership for HDFS and positive developments in racing and LiveWire segments were notable, the company faced substantial revenue declines and challenges in international markets. The launch of a small displacement motorcycle is a promising opportunity for future growth.
Q2-2025 Updates
Positive Updates
Strategic HDFS Partnership
Harley-Davidson entered strategic partnerships with KKR and PIMCO for HDFS, expected to boost earnings by $275-$300 million in operating income and distribute $1.25 billion cash to HDI.
Reduction in Dealer Inventory
Global dealer motorcycle inventories were down 28% at the end of Q2 compared to the previous year, aligning with the company's commitment to right-size inventory.
Positive Steps in Racing Segment
Harley-Davidson is leading both the King of the Baggers and Hooligan series and announced a new racing series with MotoGP for 2026.
LiveWire Operating Loss Improvement
LiveWire delivered a 34% improvement in consolidated operating loss compared to Q2 '24, and reduced cash use by 36% compared to the previous year.
Launch of Small Displacement Motorcycle
Harley-Davidson confirmed the launch of its first small displacement motorcycle for U.S. and international markets, targeting an entry price below $6,000.
Negative Updates
Decline in Consolidated Revenue
Consolidated revenue for the second quarter declined 19%, driven primarily by a planned reduction in motorcycle shipments and soft demand.
Global Motorcycle Retail Sales Drop
Global motorcycle retail sales were down 15% year-over-year, reflecting elevated interest rates and economic uncertainty.
Challenges in Asia Pacific
Retail sales in Asia Pacific were down 21% due to intense competition and economic uncertainty, with sharp declines in Japan and China.
Impact of Tariffs
The cost of new or increased tariffs implemented in 2025 resulted in $13 million of incremental cost in Q2, impacting margins.
Decrease in Electric Motorcycles Sales
LiveWire reported sales of 55 units in Q2 compared to 158 units in the prior year, due to an uncertain macro environment.
Company Guidance
During the Harley-Davidson 2025 Second Quarter Investor and Analyst Conference Call, the company provided detailed guidance on their strategic partnership with KKR and PIMCO, emphasizing the anticipated benefits of the transaction. Harley-Davidson aims to enhance the Harley-Davidson Financial Services (HDFS) business by selling a minority equity interest at approximately 1.75x post-transaction book value, while retaining a controlling interest with over 90% ownership. This transaction is expected to generate $275 million to $300 million in incremental HDFS operating income for fiscal year 2025 and unlock $1.25 billion in cash for Harley-Davidson Inc. (HDI). The company plans to reduce its debt by about $450 million and accelerate its $1 billion share buyback program, targeting $500 million in the second half of 2025. Harley-Davidson also announced the launch of a new small displacement motorcycle priced below $6,000, aiming to capture growth in the entry-level segment. Additionally, the company outlined a new efficiency program, leveraging technology and AI to drive cost savings and productivity gains across the business.

Harley-Davidson Financial Statement Overview

Summary
Harley-Davidson's financial performance is mixed. Strong profitability margins are offset by declining revenue growth and high leverage. Effective cash flow management provides stability, but challenges in revenue and equity returns are concerning.
Income Statement
65
Positive
Harley-Davidson's income statement shows a mixed performance. The TTM data indicates a decline in revenue growth at -6.51%, which is concerning. However, the company maintains a strong gross profit margin of 65.53% and a net profit margin of 13.21% in the TTM, suggesting effective cost management. The EBIT and EBITDA margins have decreased compared to previous years, indicating potential operational challenges.
Balance Sheet
55
Neutral
The balance sheet reveals a high debt-to-equity ratio of 2.22 in the most recent annual report, indicating significant leverage. The return on equity has decreased to 7.42% in the TTM, reflecting reduced profitability on shareholder investments. The equity ratio is not available, but the high leverage poses a risk to financial stability.
Cash Flow
60
Neutral
Cash flow analysis shows a decline in free cash flow growth at -10.83% in the TTM, which is a negative indicator. However, the operating cash flow to net income ratio of 0.40 and a strong free cash flow to net income ratio of 0.82 suggest that the company is generating sufficient cash relative to its net income, providing some stability.
BreakdownTTMDec 2024Dec 2023Dec 2022Dec 2021Dec 2020
Income Statement
Total Revenue4.47B5.19B5.84B5.76B5.34B4.05B
Gross Profit1.43B1.81B2.18B2.13B1.90B1.37B
EBITDA423.63M708.56M1.06B1.11B1.02B201.11M
Net Income242.82M455.36M706.59M741.41M650.02M1.30M
Balance Sheet
Total Assets12.05B11.88B12.14B11.49B11.05B12.01B
Cash, Cash Equivalents and Short-Term Investments1.74B1.59B1.53B1.43B1.87B3.26B
Total Debt6.85B7.03B7.20B6.96B6.94B9.03B
Total Liabilities8.74B8.72B8.89B8.59B8.50B10.29B
Stockholders Equity3.31B3.17B3.25B2.90B2.55B1.72B
Cash Flow
Free Cash Flow821.39M867.27M547.48M396.79M855.52M1.05B
Operating Cash Flow995.68M1.06B754.89M548.46M975.70M1.18B
Investing Cash Flow-76.16M-383.33M-512.30M-773.01M-459.45M-66.78M
Financing Cash Flow-1.17B-572.32M-174.65M-201.97M-1.88B1.37B

Harley-Davidson Technical Analysis

Technical Analysis Sentiment
Positive
Last Price30.20
Price Trends
50DMA
25.76
Positive
100DMA
24.76
Positive
200DMA
26.28
Positive
Market Momentum
MACD
1.29
Negative
RSI
72.16
Negative
STOCH
83.21
Negative
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For HOG, the sentiment is Positive. The current price of 30.2 is above the 20-day moving average (MA) of 27.94, above the 50-day MA of 25.76, and above the 200-day MA of 26.28, indicating a bullish trend. The MACD of 1.29 indicates Negative momentum. The RSI at 72.16 is Negative, neither overbought nor oversold. The STOCH value of 83.21 is Negative, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for HOG.

Harley-Davidson Risk Analysis

Harley-Davidson disclosed 2 risk factors in its most recent earnings report. Harley-Davidson reported the most risks in the "Legal & Regulatory" category.
Finance & Corporate - Financial and accounting risks. Risks related to the execution of corporate activity and strategy
Latest Risks Added 0 New Risks

Harley-Davidson Peers Comparison

Overall Rating
UnderperformOutperform
Sector (61)
Financial Indicators
Name
Overall Rating
Market Cap
P/E Ratio
ROE
Dividend Yield
Revenue Growth
EPS Growth
73
Outperform
$2.56B17.6110.95%4.34%1.36%25.97%
72
Outperform
$4.28B103.512.85%2.57%-11.58%-87.27%
69
Neutral
$5.94B26.815.42%1.78%-6.41%-15.85%
67
Neutral
$3.67B15.647.19%2.33%-24.81%-60.65%
61
Neutral
$17.97B12.87-5.29%2.97%1.26%-14.45%
60
Neutral
$3.26B69.60-8.54%4.51%-16.63%-132.70%
54
Neutral
$1.02B-1.35%3.70%-9.32%-120.00%
* Consumer Cyclical Sector Average
Performance Comparison
Ticker
Company Name
Price
Change
% Change
HOG
Harley-Davidson
30.20
-5.34
-15.03%
BC
Brunswick
66.61
-7.03
-9.55%
LCII
LCI Industries
106.02
-0.45
-0.42%
PII
Polaris
59.16
-15.56
-20.82%
THO
Thor Industries
112.33
13.66
13.84%
WGO
Winnebago Industries
36.79
-17.35
-32.05%

Harley-Davidson Corporate Events

Private Placements and FinancingBusiness Operations and Strategy
Harley-Davidson Announces Strategic Partnership with KKR and PIMCO
Positive
Aug 11, 2025

On August 11, 2025, Harley-Davidson announced a significant transaction involving its financial services arm, Harley-Davidson Financial Services (HDFS). The company has entered into a strategic partnership with KKR and PIMCO, selling a 4.9% equity interest to each, and plans to sell two-thirds of its future retail loan originations annually for five years. This move is expected to unlock $1.25 billion in discretionary cash, reduce debt, and transform HDFS into a capital-light model. The transaction aims to enhance shareholder value, improve funding options, and maintain service levels, with the transaction expected to close in the second half of 2025.

Private Placements and FinancingBusiness Operations and Strategy
Harley-Davidson Sells Motorcycle Notes to KKR, Cavendish
Positive
Aug 5, 2025

On July 30, 2025, Harley-Davidson Credit Corp., a subsidiary of Harley-Davidson, Inc., entered into agreements to sell a portion of its motorcycle promissory notes and security agreements portfolio to KKR Morrow Trust and Cavendish LLC. The transaction, expected to close by January 31, 2026, is anticipated to generate approximately $4 billion in net cash proceeds for Harley-Davidson Credit Corp. Additionally, Harley-Davidson Financial Services, Inc. agreed to issue Class A Common Stock to KKR Morrow OpCo Aggregator LLC and Cavendish, resulting in a total issuance of 9.8% of the Common Stock. These strategic moves are likely to impact Harley-Davidson’s financial operations and market positioning by providing liquidity and potentially altering its financial structure.

Stock BuybackBusiness Operations and StrategyFinancial Disclosures
Harley-Davidson Reports Q2 Revenue Decline and New Partnership
Negative
Jul 30, 2025

On July 30, 2025, Harley-Davidson announced its second quarter financial results, revealing a challenging commercial environment with a 19% decline in consolidated revenue and a 53% drop in operating income compared to the previous year. The company also reported a strategic partnership between Harley-Davidson Financial Services and KKR and PIMCO, expected to unlock $1.25 billion in cash. This partnership aims to reduce debt and accelerate a $1 billion share buyback program, positioning HDFS to better serve its customers and dealers.

Executive/Board ChangesShareholder Meetings
Harley-Davidson Shareholders Approve Key Proposals at Meeting
Neutral
May 19, 2025

On May 14, 2025, Harley-Davidson, Inc. held its Annual Meeting of Shareholders where several key proposals were voted on. The shareholders elected directors, approved executive compensation, ratified Ernst & Young LLP as the independent public accounting firm, and approved the 2025 Director Stock Plan. These decisions are pivotal for the company’s governance and financial oversight, potentially impacting its strategic direction and stakeholder confidence.

Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.

Disclaimer

This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.Date of analysis: Aug 19, 2025