HOG · Harley-Davidson, Inc.
$27.66
+0.43 (+1.58%)
At close · Aug 19
Market Cap
$2.88B
Shares
104.07M
Price & Indicators
20d MA
50d MA
200d MA
Earnings
Filing
Insider
Congress
Investor day
Close$27.66
Open$27.20
Day$27.20–27.90
52W close$17.19–31.03
Avg vol 30d2.5M
Short int18.2M · 17.5% float · 5.7d
Short vol53%
Last earningsJul 23, 2026
DataJan 2020–Aug 2026
Filing10-Q · Aug 5
Up next
Next earnings call
Oct 22, 2026
Est · unconfirmed
· in 9 wks
FQ3-26 quarter ends
~Sep 30, 2026
Est
filed Aug 5, 2026
AI Brief
TL;DR.
Bullish
Bearish
From the call
AI-generated from the earnings call and 8-K · may contain errors · not investment advice
Ask ALVIS about this →Equibles Rating
blended score · not investment adviceOverall
Buy
SellHoldBuy
Technical
Buy
Momentum
Very Strong
Sentiment
Bullish
Fundamentals
Fair
Quant / Vol
High
Market backdrop
VIX 14.9 · calm
Equity put/call 0.52
Technical
price trend
50 / 200-day cross
No cross
Price vs 200-day avg
+21%
above
Price vs 50-day avg
+7%
above
RSI (14)
59
neutral
MACD trend
Positive
52-week position
76%
mid-range
Momentum
relative strength
1-month return
0%
trailing
6-month return
+50%
trailing
YTD return
+35%
this year
Relative strength
+39%
vs S&P · 6-mo
Sentiment
smart money
Trend (MA cross)
No cross
50d $26 › 200d $23 — 50d above 200d
Institutional flow
Accumulating
+8% holders QoQ · +93 funds added
Insider flow
Accumulating
Net +$1.4M over 90 days · 0% sells
Short interest
Rising
17.53% of float · ▲ +6.6% MoM · 5.7 days cover
Volume signal
Normal
Volume near normal
Institution breadth
Multi-yr high
439 holders — near 3-yr high, broad support
Squeeze score
79
high risk · 0–100
Fundamentals
Revenue growth
−14%
Y/Y
EPS growth
−19%
Y/Y
Free cash flow
$415.2M
Buyback
$200.0M
authorized
Balance sheet
$884.6M
net debt
Quant / Vol
risk profile
Volatility
39%
annualized · 1-yr
Max drawdown
−45%
past year
ATR
3.7%
of price · 14-day
Blended from price, momentum, positioning, fundamentals & volatility · daily-close · not investment advice. Market backdrop is context, not part of the score.
Guidance & track record
Latest guidance
· from the 8-K filed Jul 23, 2026
HDMC operating income
· full year 2026
$10M – $50M
LiveWire operating loss
· full year 2026
$-80M – $-70M
HDFS operating income
· full year 2026
$55M – $65M
Harley-Davidson, Inc. capital investments
· full year 2026
$175M – $200M
Prior guidance
period ended
· from the 8-K filed Nov 4, 2025
Operating Loss
· full year 2025
$72M – $77M
Total net use of cash
· full year 2025
$50M – $60M
Guidance from company 8-Ks · delivered figures from as-reported statements · no analyst estimates involved.
Technicals
trend & momentum for long-term holders Buy
50 / 200-day cross
No cross
Neutral
Price vs 200-day avg
+21%
Bullish
Price vs 50-day avg
+7%
Bullish
RSI (14)
59
Neutral
MACD trend
Positive
Bullish
52-week position
76%
Neutral
Market signals — smart money & positioning
Bullish · 3 of 6
Trend (MA cross)
No cross
50d $26 › 200d $23 — 50d above 200d
Institutional flow
Accumulating
+8% holders QoQ · +93 funds added
Insider flow
Accumulating
Net +$1.4M over 90 days · 0% sells
Short interest
Rising
17.53% of float · ▲ +6.6% MoM · 5.7 days cover
Volume signal
Normal
Volume near normal
Institution breadth
Multi-yr high
439 holders — near 3-yr high, broad support
Price context
position in its 52-week range
Range low $17
Now $28 · 76%
Range high $31
vs 200-day avg +21%
vs 50-day avg +7%
Illustrative technical + ownership context — a signal mix, not investment advice.
Key metrics
the company's own KPIs, from written earnings releases and filings| Metric | Latest | Period | YoY |
|---|---|---|---|
| Asia Pacific retail sales | 4,990 | Three months ended June 30, 2026 | — |
| Cash and cash equivalents | $1.9B | as of June 30, 2026 | — |
| Cash dividends paid | $41M | Six months ended June 30, 2026 | — |
| Dividends paid | $41M | Six Months ended June 30, 2026 | — |
| Effective tax rate | 25% | Six months ended June 30, 2026 | — |
| EMEA retail sales | 6,959 | Three months ended June 30, 2026 | — |
| Global dealer inventory levels of new motorcycles | 17% | Q2 2026 | — |
|
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| Global retail motorcycle sales | 42.5K | Q2 2026 | — |
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| HDFS operating income margin | 18.5% | Q2 2026 | — |
|
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| HDMC Adjusted EBITDA non-GAAP | 189.12M | Six months ended June 30, 2026 | — |
| HDMC Adjusted EBITDA Margin % non-GAAP | 8.8% | Six months ended June 30, 2026 | — |
| HDMC Adventure Touring Motorcycle Shipments | 1,401 | Three months ended June 30, 2026 | — |
| HDMC Cruiser Motorcycle Shipments | 13,550 | Three months ended June 30, 2026 | — |
| HDMC global motorcycle shipments | 39,209 | Q2 2026 | — |
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| HDMC Grand American Touring Motorcycle Shipments | 19,641 | Three months ended June 30, 2026 | — |
| HDMC Sport and Lightweight Motorcycle Shipments | 4,617 | Three months ended June 30, 2026 | — |
| HDMC U.S. MOTORCYCLE SHIPMENTS | 49,206 | Six months ended June 30, 2026 | — |
| HDMC Worldwide Motorcycle Shipments | 76,504 | Six months ended June 30, 2026 | — |
| Latin America retail sales | 767 | Three months ended June 30, 2026 | — |
| LiveWire Adjusted EBITDA non-GAAP | -30.21M | Six months ended June 30, 2026 | — |
| LiveWire Motorcycle Shipments | 358 | Six months ended June 30, 2026 | — |
| Motorcycle Shipments | 39.2K | Q2 2026 | — |
| Net cash use from operating activities | $60M | Six months ended June 30, 2026 | — |
| North American retail motorcycle sales | 29,751 | Q2 2026 | — |
|
|
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| Shares repurchased (discretionary) | $158M | Six months ended June 30, 2026 | — |
| Total North America retail sales | 53,554 | Six months ended June 30, 2026 | — |
| Total worldwide retail sales | 75,974 | Six months ended June 30, 2026 | — |
| Worldwide Total retail motorcycle sales | 42.5K | Q2 2026 | — |
| Strategic changes costs | $15M | Q1 2026 | — |
| Capital returned to shareholders | $434M | Full Year 2025 | — |
| Discretionary share repurchases | $347M | Full Year 2025 | — |
| HDFS operating income | $490M | Full Year 2025 | — |
| HDMC operating loss | -$29M | Full Year 2025 | — |
| LiveWire operating loss | -$75M | Full Year 2025 | — |
Figures exactly as the company stated them in writing · click a metric with a to chart its history · period links open the stating document · "filing" marks figures stated in the 10-K/10-Q · YoY needs an exactly comparable prior-year period
Versus peers
Recreational Vehicles — same industry group| Company | Mkt cap | YTD | Rev growth Y/Y | P/E | Short % shares |
|---|---|---|---|---|---|
|
HOG
this stock
Harley-Davidson, Inc.
|
$2.88B | +35.0% | -13.8% | — | 17.5% |
|
BC
Brunswick Corp
|
$5.25B | +9.9% | +2.4% | — | 8.2% |
|
DOO
BRP Inc.
|
$4.96B | -3.6% | — | — | 1.4% |
|
THO
Thor Industries Inc
|
$4.05B | -22.0% | -4.6% | 15.7 | 10.0% |
|
PII
Polaris Inc.
|
$3.84B | +4.3% | -0.3% | — | 6.3% |
Peers by industry group · P/E from as-reported trailing EPS · short % is of shares outstanding
At a glance
key data from every sectionOwnership
Short & Settlement
Smart Money
Financials
Filings
Performance
| 5D | 20D | 120D | MTD | YTD | |
|---|---|---|---|---|---|
| HOG | +6.5% | +0.1% | +50.4% | +12.7% | +35.0% |
| SPY | -0.4% | +2.9% | +11.6% | +3.0% | +12.8% |
| vs SPY | +7.0% | -2.8% | +38.8% | +9.8% | +22.2% |
Capital returns
Latest dividend
$0.188
/ share · ex Jun 8, 2026
Paid (TTM)
$0.736
/ share · 4 payouts
Dividend yield (TTM, derived)
2.66%
Buyback program
· as of Nov 5, 2025
Authorized
$200.00M
Spent (derived)
—
Remaining
—
Dividends per share over the trailing 365 days by ex-date · buyback figures as last reported in SEC filings ("spent" derived as authorized − remaining; when several programs run concurrently, authorized is their combined total per the newest filing) · components shown separately — trailing-year buyback spend isn't tracked, so no combined shareholder yield is derived.
Key facts
CIK
793952
CUSIP
412822108
13F (30d)
414 filings
385 filers
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