HOG · Harley-Davidson, Inc.
Market Cap
$2.90B
Shares
104.07M
Price & Indicators
20d MA
50d MA
200d MA
Earnings
Filing
Insider
Congress
Investor day
Close$27.84
Open$28.25
Day$27.64–28.27
52W close$17.19–31.03
Avg vol 30d2.4M
Short int18.7M · 18.0% float · 9.3d
Short vol44%
Last earningsJul 23, 2026
DataJan 2020–Aug 2026
Filing10-Q · Aug 5
Up next
Next earnings call
Oct 22, 2026
Est · unconfirmed
· in 8 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 14.5 · calm
Equity put/call 0.39
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)
58
neutral
MACD trend
Positive
52-week position
77%
mid-range
Volume (OBV)
Confirms
volume backs price
Momentum
relative strength
1-month return
+13%
trailing
6-month return
+45%
trailing
YTD return
+36%
this year
Relative strength
+30%
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
17.98% of float · ▲ +2.6% MoM · 9.3 days cover
Volume signal
Normal
Volume near normal
Institution breadth
Multi-yr high
439 holders — near 3-yr high, broad support
Squeeze score
81
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
38%
annualized · 1-yr
Max drawdown
−45%
past year
ATR
3.3%
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
Initiated
$10M – $50M
HDFS operating income
· full year 2026
Raised
$55M – $65M
May 5, 2026
$45M – $60M
changed to
Jul 23, 2026
$55M – $65M
Harley-Davidson, Inc. capital investments
· full year 2026
Maintained
$175M – $200M
May 5, 2026
$175M – $200M
changed to
Jul 23, 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)
58
Neutral
MACD trend
Positive
Bullish
52-week position
77%
Neutral
Volume (OBV)
Confirms
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
17.98% of float · ▲ +2.6% MoM · 9.3 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 · 77%
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 |
|---|---|---|---|
| Adjusted EBITDA Margin % non-GAAP | 10.4% | Three months ended June 30, 2026 filing | — |
| Adventure Touring Worldwide Motorcycle Shipments | 1,401 | Three months ended June 30, 2026 filing | — |
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| Canada retail sales | 2,177 | Three months ended June 30, 2026 filing | — |
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| Cruiser Worldwide Motorcycle Shipments | 13,550 | Three months ended June 30, 2026 filing | — |
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| Grand American Touring Worldwide Motorcycle Shipments | 19,641 | Three months ended June 30, 2026 filing | — |
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| HDMC operating margin | 6.6% | Three months ended June 30, 2026 filing | — |
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| LiveWire motorcycle unit shipments | 267 | Three months ended June 30, 2026 filing | — |
| Sport and Lightweight Worldwide Motorcycle Shipments | 4,617 | Three months ended June 30, 2026 filing | — |
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| U.S. motorcycle shipments | 25,322 | Three months ended June 30, 2026 filing | — |
| United States retail sales | 27,574 | Three months ended June 30, 2026 filing | — |
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| Worldwide motorcycle shipments | 39,209 | Three months ended June 30, 2026 filing | — |
| Worldwide retail sales | 42,467 | Three months ended June 30, 2026 filing | — |
| Asia Pacific retail sales | 4,990 | Three months ended June 30, 2026 | — |
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| Cash and cash equivalents | $1.9B | as of June 30, 2026 | — |
| Cash 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 | — |
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| Global dealer inventory levels of new motorcycles | 17% | 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 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 | — |
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| HDMC Worldwide Motorcycle Shipments | 76,504 | Six months ended June 30, 2026 | — |
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| Latin America retail sales | 767 | Three months ended June 30, 2026 | — |
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| LiveWire Adjusted EBITDA non-GAAP | -30.21M | Six months ended June 30, 2026 | — |
| LiveWire Motorcycle Shipments | 358 | Six months ended June 30, 2026 | — |
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| Motorcycle Shipments | 39.2K | Q2 2026 | — |
| Net cash use from operating activities | $60M | Six months ended June 30, 2026 | — |
| Shares repurchased (discretionary) | $158M | Six months ended June 30, 2026 | — |
| Total North America retail sales | 53,554 | Six months ended June 30, 2026 | — |
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| Total worldwide retail sales | 75,974 | Six months ended June 30, 2026 | — |
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| Worldwide Total retail motorcycle sales | 42.5K | Q2 2026 | — |
| HDFS operating income | $22M | Q1 2026 | — |
| HDFS Provision for credit losses | 13.15M | Three months ended March 31, 2026 | — |
| HDFS total net finance receivables | $2.4B | Q1 2026 | — |
| HDMC gross margin | 25.3% | Q1 2026 | — |
| HDMC operating income | $19M | Q1 2026 | — |
| LiveWire operating loss | -$18M | Q1 2026 | — |
| Restructuring charges and termination benefits | $15M | Q1 2026 | — |
| Asia Pacific | 18,975 | Twelve months ended December 31,2025 | — |
| Canada | 6,434 | Twelve months ended December 31,2025 | — |
| Capital returned to shareholders | $434M | Full Year 2025 | — |
| Discretionary share repurchases | $347M | Full Year 2025 | — |
| EMEA | 21,454 | Twelve months ended December 31,2025 | — |
| HDMC Worldwide Motorcycle Shipments - Adventure Touring | 4,415 | Twelve months ended December 31, 2025 | — |
| HDMC Worldwide Motorcycle Shipments - Cruiser | 41,172 | Twelve months ended December 31, 2025 | — |
| HDMC Worldwide Motorcycle Shipments - Grand American Touring | 69,252 | Twelve months ended December 31, 2025 | — |
| HDMC Worldwide Motorcycle Shipments - Sport and Lightweight | 9,638 | Twelve months ended December 31, 2025 | — |
| Latin America | 2,974 | Twelve months ended December 31,2025 | — |
| North America retail motorcycle sales | 15,847 | Q4 2025 | — |
| Total North America | 89,132 | Twelve months ended December 31,2025 | — |
| United States | 82,698 | Twelve months ended December 31,2025 | — |
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.
|
$2.90B | +35.9% | -13.8% | — | 18.0% |
|
BC
Brunswick Corp
|
$5.16B | +4.5% | +2.4% | — | 7.3% |
|
DOO
BRP Inc.
|
$4.58B | -12.2% | — | — | 1.6% |
|
THO
Thor Industries Inc
|
$4.01B | -25.7% | -4.6% | 15.5 | 9.6% |
|
PII
Polaris Inc.
|
$3.61B | +0.9% | -0.3% | — | 7.0% |
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 | +0.8% | +13.0% | +44.9% | +13.5% | +35.9% |
| SPY | +1.1% | +4.0% | +14.7% | +3.2% | +13.1% |
| vs SPY | -0.4% | +9.0% | +30.2% | +10.2% | +22.8% |
Capital returns
Latest dividend
$0.188
/ share · ex Jun 8, 2026
Paid (TTM)
$0.736
/ share · 4 payouts
Dividend yield (TTM, derived)
2.64%
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)
337 filings
331 filers
Visit website
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