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HOG
Harley-DavidsonNYSEConsumer DiscretionaryRecreational VehiclesSnapshot 2026-06-12
Watch· this month
$25.64-0.39%
Close 2026-06-12 · 1-day change
Recent financial performance sits well below its industry cohort — worth keeping an eye on, though it has not freshly broken.
The bottom line
Recent financial performance is weak, and earnings quality is fragile, reported profits aren't backed by cash. Management's recent track record has been steady, but risk is elevated, and the sector backdrop is a headwind. Peer multiples imply a price about 8% above where it trades (it looks cheap on this basis); the read is fair, but weakening. Key factors to watch include potential guidance cuts and sector trends, as these could significantly impact HOG's performance. This read is provisional.
as of 2026-06-12
Quick facts
- Exchange
- NYSE
- Sector
- Consumer Discretionary
- Industry
- Recreational Vehicles
- Market cap
- $2.71B
- Employees
- 5,500
- IPO date
- 1994-03-30
- Next earnings
- 2026-07-29
Price
Daily closes. Earnings/event dots are placed inline.
Adjusted daily closes (split & dividend). Scroll over the chart to zoom; click a range to reset.
EarningsMaterial event
What's priced in
(what the market already expects)What it's worth (estimated)
A consensus fair price across 6 valuation methods, at three horizons. Current price $25.64. Estimates are diagnostics, not price targets. Short-horizon estimates are close to coin-flips, so confidence is a method-agreement read, not a prediction.
12-month· primaryfair
$30.32consensus
Range $19.63 – $31.73
vs price: -15% below
Method agreement — · 6 methods
No-growth: today's peer multiple on trailing earnings. The headline read.
3-yearfair
$27.37consensus
Range $21.93 – $28.19
vs price: -6% below
Method agreement — · 3 methods
Embeds projected growth. Leans optimistic by design. Upside context.
5-yearfull
How much to trust our fair value
We take the 12-month fair value above and grade our own number — how the market prices this name versus what we'd justify, and where the two diverge.
Cheap vs peersmedium confidence
At $26 HOG trades at 14× p/e, below its 16× p/e peer median. Our $28 fair value sits above the price; medium confidence. Analysts: $12–$28. Not investment advice.
Multiple (P/E)
13.9x
peer 15.8x · own history 9.0x
Premium
0.9x peer
1.6x its own history
Growth the price needs
-9%
our forecast -7%
Our fair value
$28.16
range $19.20 – $31.09
Analyst range(a guide on our number, not a target)Our number is in the analyst range
How this stock is priced
One valuation read at a 12-month horizon, plus how price compares to peers and the company's own history.
Long-term · 1–3 yr
fairfair — but weakening12-month view
What's priced inJustified
The price implies about 9% below a flat-multiple fair value, in line with our forecast of about -7%. This describes what's priced in, not a forecast of the move.
Low fragilityrisk posture, not a price call
Only weak execution quality — not the full expensive x weak x turbulent stack.
Historical context
For similar setups historically (n=20,154): about 33% saw a 20%+ drawdown, and roughly 76% of those did not recover within the year. These are historical base rates for the cohort, not a forecast of this stock.
How strong is the business
(quality & execution)Factor signals
Each factor is a parallel diagnostic with a clear read of what it shows and how names like it have historically fared. Never aggregated into a single score.
Recent financial performance
weakOperating income rose in 2 of the last 3 quarter-over-quarter moves. Historically, Consumer Discretionary names rated weak grew net income 58% of the time over the next year (vs 57% for the rest of the cohort, n=2844).
25th pctl · Consumer Discretionary
Earnings quality
fragileOver the trailing year it converted 0.87x of net income into operating cash flow. Historically, Consumer Discretionary names rated fragile grew net income 45% of the time over the next year (vs 58% for the rest of the cohort, n=2427).
12th pctl · Consumer Discretionary
Macro sensitivity
Most sensitive to the broad stock market.
- the broad stock market: This stock moves with the broad market (high beta).
Not enough signal to read sensitivity to the US dollar, real (inflation-adjusted) rates, Fed net liquidity, long-term interest rates.
Management & capital allocation
Earnings setup & market context
The next print and the backdrop around it (sector regime and the AI cycle). Context for the path, not a forecast of returns.
Earnings setup · pre-print positioning
forward-looking
Bearish14 analysts, 31% Buyfor period ending 2026-06-30
Why this setup
Consensus revisions
EPS estimate $0.61 → $0.62 (+2.3% / 30d). 2 raised, 5 cut, 14 covering analysts.
Rating actions
0 upgrades, 0 downgrades / 30d, 1 maintained. 31% of analysts rate Buy.
Price target activity
1 PT revisions / 30d. Avg target -38.4% above current price.
Material events
0 positive, 0 negative / 30d.
Sector context
Intermediate · WeeklySector phase: consumer discretionary is in (~0.2 years in phase).
Management scorecard
How management runs the business: capital, margins, balance sheet, and how reliably they guide and deliver.
Long-term · 1–3 yr
Overall: strong
- Capital allocation
- strong
- Earnings discipline
- weak
- Margin discipline
- weak
- Balance sheet
- strong
- Post-call reaction
- neutral
How bumpy is the path
(risk while you hold it)Risk: how this stock moves
What a normal day, a bad day, and the worst of the last year would mean for a $10,000 position.
Intermediate · WeeklyLong-term · 1–3 yr
On a typical day, $10k can swing ±$176.
How much price usually moves either way.
On a bad day, this stock has moved -$422.
A rough but not unusual down day (about the 95th percentile).
In the worst 12 months, $10k could have lost $4,322.
Deepest peak-to-trough drop in the last year.
elevatedas of 2026-06-12
Past results, not a forecast. Not investment advice.
What would change the read
(catalysts & re-read triggers)What changed
The most important moves since the prior daily snapshot.
Short-term · Daily
- No material changes since the prior snapshot.
No material changes since the prior snapshot.
as of 2026-06-12
What to watch next
Specific, dated things to watch for, each with what would confirm it and what would prove it wrong.
Intermediate · Weekly
- UpsideMedium confidenceQuartersactive 7d
Watch for changes in operating income in Q2 results.
Why it matters: Better operating income means better cost control. This is important for Harley's finances.
What confirms / what disproves
Confirms:Operating income goes up by more than 5% from Q1.
Disproves:Operating income goes down or stays the same from Q1.
Management priorities
News catalysts
Recent news graded against this company's own objectives — whether it reinforces or challenges the thesis, and how confirmed it is.
- 2026-06-111d agoThe US Sun
Store closure indicates potential revenue decline.
ChallengesUnconfirmed report
This sector is also watching
- Watch for consumer revenue growth dropping below median
- Watch for changes in unemployment claims on June 4
- Watch for retail sales data on June 17
What could change this view
Conditional scenarios: if X happens, the view would shift in this direction. These are not predictions.
Intermediate · Weekly
Upside triggers
- If sector bellwethers like BC, THO, and PII keep beating earnings and guiding higher, the Consumer Discretionary sector momentum should keep lifting HOG and other Consumer Discretionary names. Worth watching these names for early signals.
- If HOG raises forward guidance on the next earnings call (currently NEW as of 2026-05-05), that's a momentum boost. Street estimates typically follow guidance up and the stock tends to re-rate higher.
Downside triggers
- If HOG cuts guidance on the next call (currently NEW as of 2026-05-05), that's a meaningful negative. The Street tends to walk down estimates and the stock usually takes a leg lower.
- If sector bellwethers like BC, THO, and PII start missing or guiding lower, the Consumer Discretionary tailwind helping HOG and other Consumer Discretionary names could fade. Watch these names for early warning.
- If GDP growth slows materially from the current 2.6% (say, below 2%), it hits HOG and other Consumer Discretionary names harder than the average stock, since the sector is growth-sensitive.
Recent events
(material 8-K / filing activity)Material updates
Recent SEC 8-K filings ranked by likely impact, confidence, and recency.
- 2026-05-051mo agoItem 2.02
Results of Operations and Financial Condition . On May 5, 2026, Harley-Davidson, Inc. (the “Company”) issued a press release (the “Press Release”) announcing the Company’s first quarter 2026 results for the financial period ended March 31, 2026. A copy of the Press Release is being furnished as Exhibit 99.1 to this Current Report on Form 8-K.
Earnings preannouncement—
Score history
Whether the overall read has been drifting up or down lately, and how it's changed since last week.
-5.1 vs last weeklatest as of 2026-06-13
Not investment advice. Scores describe historical and current data; they are not forecasts of future returns. Consult a licensed advisor before making investment decisions.