profit from every $100 of sales.
$0$100
Harley-Davidson
$32.38-0.18% today
+30.5% in 1 year
1-year low $17.191-year high $34.59
Trading close to its highest price of the past year.
The essentials
Four questions every investor asks, answered in one line each.
more sales each year, on average, 2022 to 2025.
0%20% a year
You pay $9.65 for every $1 of profit it makes in a year.
CheapExpensive
of earnings would pay off all its debt.
No debt5 years
Money in, money out
What Harley-Davidson sold, what it kept, and what it did with the cash.
Sales went from $5.76 billion in 2022 to $4.47 billion in 2025, with $339 million of profit last year.
SalesProfit
Harley-Davidson handed back more cash to shareholders than it generated last year.
Buybacks $843M
Free cash flow 2025$415M
Bought back its own shares$843M
Paid as dividends$86M
Cash vs. debt$3.1B vs. $3.1B
Harley-Davidson vs. similar companies
Harley-Davidson grows in the middle of these 5 and is the cheapest for its profits.
| Company | Profit from $100 of sales | Sales growth a year | Price per $1 of profit |
|---|---|---|---|
| Harley-Davidson | 9.7× · Cheap | ||
 Brunswick | No profit yet | ||
 Thor Industries | 22.5× · Fair price | ||
 LCI Industries | 12.7× · Cheap | ||
 Winnebago Industries | 34.3× · Expensive |
AI analysis
An AI analyst reads Harley-Davidson's last five years, its segments, earnings, insiders and peers, and writes the bull case, the bear case and what the price expects.
Run the AI analysisFull statementsIncome, balance sheet and cash flow, year by year
Income statement
| In millions of USD | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| 5,755 | 5,836 | 5,187 | 4,473 | |
| 2,134 | 2,182 | 1,809 | 1,343 | |
| 909 | 779 | 417 | 387 | |
| 1,114 | 1,056 | 709 | 665 | |
| 741 | 707 | 455 | 339 | |
| 4.96 | 4.87 | 3.44 | 2.78 | |
| 37.1% | 37.4% | 34.9% | 30.0% | |
| 15.8% | 13.3% | 8.0% | 8.6% | |
| 12.9% | 12.1% | 8.8% | 7.6% |
Balance sheet
| In millions of USD | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Total assets | 11,492 | 12,141 | 11,882 | 8,045 |
| Cash | 1,433 | 1,534 | 1,590 | 3,092 |
| Total debt | 6,955 | 7,196 | 7,026 | 3,054 |
| Total liabilities | 8,586 | 8,888 | 8,723 | 4,888 |
| 2,904 | 3,253 | 3,166 | 3,141 | |
| 149 | 145 | 132 | 121 | |
| 7.7% | 6.8% | 4.2% | 6.3% | |
| 25.5% | 21.7% | 14.4% | 10.8% |
Cash flow
| In millions of USD | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| 548 | 755 | 1,064 | 569 | |
| 152 | 207 | 197 | 154 | |
| 397 | 547 | 867 | 415 | |
| Dividends paid | 93 | 96 | 91 | 86 |
| 339 | 364 | 460 | 843 | |
| 54 | 83 | 49 | 32 |
Valuation
- 9.7×
- 78.7×
- –
- 0.9×
- 0.7×
- 7.9×
- 4.9×
- 12.7%
- 10.4%
- 3.0%
Profitability
- 30.0%
- 8.6%
- 7.6%
- 10.6%
- 3.3%
- 6.2%
- 7.0%
- 3.2%
- 5.8%
- –
Growth
- −8.1%
- −17.6%
- −52.1%
- +10.4%
- −6.0%
Financial health
- 0.9×
- 0.72
- 30.4%
- 9.4×
- 1.91
- 1.66
- 0.60
How it ranks in Consumer Discretionary
Each dot is where the company stands among every company over $300M in the sector. Further right is better.
Bottom 20%of 976
Top 48%of 992
Top 15%of 852
Bottom 5%of 992
Top 14%of 979
What analysts expect
- Average price target
- $20.80
- Range
- $12.00 – $25.00
- 4 analysts
These targets were collected on May 20, 2026 and our analyst feed has not updated since, so we no longer compare them with today's price.
Recent earnings
Our results feed has not updated since May 21, 2026. Results reported after that are not in this table yet.
| Date | EPS | Expected | Surprise |
|---|---|---|---|
| May 5, 2026 | 0.22 | 0.34 | −35.3% |
| Feb 10, 2026 | -2.44 | -0.92 | −165.2% |
| Nov 4, 2025 | 3.10 | 1.38 | +124.6% |
| Jul 30, 2025 | 0.88 | 0.99 | −11.1% |
| May 1, 2025 | 1.07 | 0.80 | +33.8% |
| Feb 5, 2025 | -0.93 | -0.65 | −43.1% |
| Oct 24, 2024 | 0.91 | 0.79 | +15.2% |
| Jul 25, 2024 | 1.63 | 1.40 | +16.4% |
3.0%of the share price, paid each year
On $1,000 invested$30a year at today's yield, before tax
+10.4%2020 to 2025
Raised5 yearsin a row, in our data
Paid per share, each year
$1.24 in 2015 → $0.72 in 2025
How safe it looks
25.5% of its profit
Room to growStretchedMore than it earns: 20.8%
News
Harley-Davidson Q3 2026 Earnings PreviewSeeking Alpha · Oct 28, 2026Why Harley-Davidson (HOG) Dropped And What Investors Are WatchingYahoo Finance · Oct 17, 2026Insider trades
Our insider feed has not updated since May 26, 2026. Trades filed after that are not listed yet.
No insider trades on file.
The seven classic investing rulebooks
1/7Passes 1 of 7. Each bar is how well the company fits that investor's published rules, from 0 to 100; 60 or more counts as a pass.
Warren Buffett
59No pass
Benjamin Graham
84Pass
Philip Fisher
40No pass
Peter Lynch
19No pass
Joel Greenblatt
51No pass
Charlie Munger
47No pass
Terry Smith
44No pass
Questions about Harley-Davidson
Is Harley-Davidson a good stock to buy?
A business with weak numbers, and the price looks low. 1 of the 7 famous investors' published rulebooks we apply pass it. Whether it suits you depends on your goals and the price you pay; invest-like never tells anyone to buy or sell. The AI analysis lays out the case for and against. Read the Harley-Davidson AI analysis
What does Harley-Davidson do?
Harley-Davidson, Inc. manufactures and sells motorcycles. The company operates in two segments, Motorcycles and Related Products and Financial Services. It is in Auto - Recreational Vehicles, based in Milwaukee, WI, United States, with 5,500 employees.
Does Harley-Davidson pay a dividend?
Yes. At today's price the dividend is 3.0% a year, about 26% of its yearly profit. In 2025 it paid out $86.4 million in dividends.
Is Harley-Davidson stock halal?
No. Harley-Davidson does not pass our halal screen: its debt is 93% of its market value, at or above the 33% limit. How we check
How has Harley-Davidson stock done over the past year?
Up 30.5% over the past twelve months, to $32.38. It traded between $17.19 and $34.59 and is 6.4% below its high.
Who are Harley-Davidson's competitors?
The largest listed companies in the same industry are Brunswick, Thor Industries, LCI Industries and Winnebago Industries. The peers table on this page compares their profit, growth and price with Harley-Davidson's.
Prices: daily closes to Nov 13, 2026. Fundamentals: company reports via invest-like data.