HOG
Harley-Davidson Inc
NYSE: HOG · CONSUMER CYCLICAL · RECREATIONAL VEHICLES
$25.53
+0.57% today
Updated 2026-06-05
Market cap
$2.70B
P/E ratio
13.29
P/S ratio
0.63x
EPS (TTM)
$1.93
Dividend yield
2.83%
52W range
$17 – $30
Volume
3.0M
WallStSmart proprietary scores
48
out of 100
Grade: C
Sell
Investment rating
2.0
Growth
F6.3
Quality
B4.0
Profitability
C6.7
Valuation
B6/9
Piotroski F-Score
Moderate
—
Altman Z-Score
—
—
Industry rank
—
View all highly rated stocks (75+) →199 stocks currently score above 75
Price targets
Analyst target
$25.64
+0.43%
12-Month target
$23.25
-8.93%
Intrinsic (DCF)
$32.33
Margin of safety
+36.34%
0 Strong Buy5 Buy9 Hold2 Sell0 Strong Sell
Price chart
Stock snapshot
Strengths
+ 36.34% below intrinsic value
Risks
- Negative free cash flow $-259.81M
- Revenue declining -11.80% QoQ
Key financials
Revenue Net Income Free Cash Flow
| Metric | 2022 | 2023 | 2024 | 2025 | TTM |
|---|---|---|---|---|---|
| Revenue | $5.76B | $5.84B | $5.19B | $4.47B | $4.32B |
| Net income | $741.41M | $706.59M | $455.36M | $338.74M | $24.77M |
| EPS | — | — | — | — | $1.93 |
| Free cash flow | $396.79M | $547.48M | $867.27M | $415.24M | $-259.81M |
| Profit margin | 12.88% | 12.11% | 8.78% | 7.57% | 5.34% |
Peer comparison
Smart narrative
Harley-Davidson Inc trades at $25.53. representing a P/E of 13.29x trailing earnings. Our Smart Value Score of 48/100 indicates the stock is fair. The company scores 6/9 on the Piotroski F-Score. TTM revenue stands at $4.32B. with profit margins at 5.34%. Our DCF model estimates intrinsic value at $32.33.
Frequently asked questions
What is Harley-Davidson Inc's stock price?
Harley-Davidson Inc (HOG) trades at $25.53, on a P/E of 13.3x and a P/S of 0.6x. Those multiples show what the market is paying for each dollar of earnings and sales, which is the real starting point for judging whether the price is reasonable.
Is Harley-Davidson Inc overvalued?
Harley-Davidson Inc carries a Smart Value Score of 48/100 (Grade C), which we rate Sell. That score blends growth, quality, and valuation into one read. Our DCF puts intrinsic value at $32.33 versus the $25.53 price, a 36.3% margin of safety on a cash flow basis.
What is the price target of Harley-Davidson Inc (HOG)?
The 12-month analyst consensus target is $25.64, about 0.4% above the current $25.53. A consensus target is the average of Wall Street's 12-month forecasts, so it works as a sentiment gauge rather than a guarantee, and it resets with every earnings cycle.
What is the intrinsic value of Harley-Davidson Inc (HOG)?
Our DCF model estimates intrinsic value at $32.33, a +36.3% margin of safety versus today's $25.53. Intrinsic value is what the projected cash flows are worth today. A positive reading means the price sits below that estimate, leaving a cushion if growth holds.
What is Harley-Davidson Inc's revenue?
Harley-Davidson Inc's trailing twelve-month revenue is $4.32B. Revenue scale anchors the valuation multiples and shows whether growth is reaching the top line, so it is best read alongside margin and growth trends to see if that revenue is getting more profitable over time.
Company info
SectorCONSUMER CYCLICAL
IndustryRECREATIONAL VEHICLES
CountryUSA
ExchangeNYSE
CurrencyUSD
Quick metrics
P/S ratio0.63x
ROE7.12%
Beta1.28
50D MA$23.83
200D MA$23.44
Shares out0.11B
Float0.10B
Short ratio—
Avg volume3.0M
Performance
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