Finder is committed to editorial independence. While we receive compensation when you click links to partners, they do not influence our content.

How to buy Harley-Davidson stock | $35.72

Own Harley-Davidson stock in just a few minutes.

Fact checked

Harley-Davidson, Inc (HOG) is a leading recreational vehicles business based in the US. It opened the day at USD$36.47 after a previous close of USD$36.39. During the day the price has varied from a low of USD$34.93 to a high of USD$36.9. The latest price was USD$35.72 (25 minute delay). Harley-Davidson is listed on the NYSE and employs 5,600 staff. All prices are listed in US Dollars.

How to buy shares in Harley-Davidson

  1. Compare share trading platforms. If you're a beginner, look for a platform with low commissions, expert ratings and investment tools to track your portfolio. Narrow down top brands with our comparison table.
  2. Open and fund your brokerage account. Complete an application with your personal and financial details, like your ID and bank information. Fund your account with a bank transfer, credit card or debit card.
  3. Search for Harley-Davidson. Find the stock by name or ticker symbol: HOG. Research its history to confirm it's a solid investment against your financial goals.
  4. Purchase now or later. Buy today with a market order or use a limit order to delay your purchase until Harley-Davidson reaches your desired price. To spread out your purchase, look into dollar-cost averaging, which smooths out buying at consistent intervals and amounts.
  5. Decide on how many to buy. At last close price of USD$35.72, weigh your budget against a diversified portfolio that can minimize risk through the market's ups and downs. You may be able to buy a fractional share of Harley-Davidson, depending on your broker.
  6. Check in on your investment. Congratulations, you own a part of Harley-Davidson. Optimize your portfolio by tracking how your stock — and even the business — performs with an eye on the long term. You may be eligible for dividends and shareholder voting rights on directors and management that can affect your stock.

How has coronavirus impacted Harley-Davidson's share price?

Since the stock market crash in March caused by coronavirus, Harley-Davidson's share price has had significant positive movement.

Its last close price was USD$35.72, which is 1.48% up on its pre-crash value of USD$35.19 and 149.62% up on the lowest point reached during the March crash when the shares fell as low as USD$14.31.

If you had bought USD$1,000 worth of Harley-Davidson shares at the start of February 2020, those shares would have been worth USD$449.92 at the bottom of the March crash, and if you held on to them, then as of the last market close they'd be worth USD$1,047.67.

Harley-Davidson share price

Use our graph to track the performance of HOG stocks over time.

Harley-Davidson shares at a glance

Information last updated 2020-12-18.
Previous closeUSD$36.39
Change USD$-0.67
Change % -1.841%
Volume 5,575,181
Information last updated 2020-12-27.
52-week rangeUSD$14.2801 - USD$41.7989
50-day moving average USD$37.4565
200-day moving average USD$29.7614
Wall St. target priceUSD$38.45
PE ratio 51.1862
Dividend yield USD$0.08 (0.22%)
Earnings per share (TTM) USD$0.725

Buy Harley-Davidson shares from these brokerages

Compare special offers, low fees and a wide range of types of investments among top trading platforms.
Name Product Stock trade fee Asset types Option trade fee Annual fee
Sofi Invest
Stocks, ETFs, Cryptocurrency
A free way to invest in stocks, ETFs and crypto.
Stocks, Options, ETFs, Cryptocurrency
Make unlimited commission-free trades in stocks, funds, and options with Robinhood Financial.
$0 for US stocks
Stocks, Options, ETFs
Trade stocks on the US, Hong Kong, Shanghai and Shenzhen markets.
TD Ameritrade
or $25 broker-assisted
$0 + $0.65/contract,
or $25 broker-assisted
TD Ameritrade features $0 commission for online stock, but watch out for high short-term ETF and broker-assisted trading fees.

Compare up to 4 providers

The value of any investment can go up or down depending on news, trends and market conditions. We are not investment advisers, so do your own due diligence to understand the risks before you invest.

Is it a good time to buy Harley-Davidson stock?

The technical analysis gauge below displays real-time ratings for the timeframes you select. This is not a recommendation, however. It represents a technical analysis based on the most popular technical indicators: Moving Averages, Oscillators and Pivots. Finder might not concur and takes no responsibility.

This chart is not advice or a guarantee of success. Rather, it gauges the real-time recommendations of three popular technical indicators: moving averages, oscillators and pivots. Finder is not responsible for how your stock performs.

Harley-Davidson price performance over time

Historical closes compared with the close of $35.72 from 2020-10-19

1 week (2021-01-08) -7.63%
1 month (2020-12-16) -2.54%
3 months (2020-10-16) 25.03%
6 months (2020-07-16) 20.35%
1 year (2020-01-16) -0.11%
2 years (2019-01-16) -3.64%
3 years (2018-01-16) 51.98
5 years (2016-01-15) 40.44

Is Harley-Davidson under- or over-valued?

Valuing Harley-Davidson stock is incredibly difficult, and any metric has to be viewed as part of a bigger picture of Harley-Davidson's overall performance. However, analysts commonly use some key metrics to help gauge the value of a stock.

Harley-Davidson's P/E ratio

Harley-Davidson's current share price divided by its per-share earnings (EPS) over a 12-month period gives a "trailing price/earnings ratio" of roughly 51x. In other words, Harley-Davidson shares trade at around 51x recent earnings.

That's relatively high compared to, say, the trailing 12-month P/E ratio for the NASDAQ 100 at the end of 2019 (27.29). The high P/E ratio could mean that investors are optimistic about the outlook for the shares or simply that they're over-valued.

Harley-Davidson's PEG ratio

Harley-Davidson's "price/earnings-to-growth ratio" can be calculated by dividing its P/E ratio by its growth – to give 11.7812. A low ratio can be interpreted as meaning the shares offer better value, while a higher ratio can be interpreted as meaning the shares offer worse value.

The PEG ratio provides a broader view than just the P/E ratio, as it gives more insight into Harley-Davidson's future profitability. By accounting for growth, it could also help you if you're comparing the share prices of multiple high-growth companies.

Harley-Davidson's EBITDA

Harley-Davidson's EBITDA (earnings before interest, taxes, depreciation and amortisation) is USD$433.2 million.

The EBITDA is a measure of a Harley-Davidson's overall financial performance and is widely used to measure a its profitability.

Harley-Davidson financials

Revenue TTM USD$4.4 billion
Operating margin TTM 5.34%
Gross profit TTM USD$1.6 billion
Return on assets TTM 1.27%
Return on equity TTM 6.17%
Profit margin 2.53%
Book value $11.7
Market capitalisation USD$5.7 billion

TTM: trailing 12 months

Shorting Harley-Davidson shares

There are currently 18.9 million Harley-Davidson shares held short by investors – that's known as Harley-Davidson's "short interest". This figure is 10.8% down from 21.2 million last month.

There are a few different ways that this level of interest in shorting Harley-Davidson shares can be evaluated.

Harley-Davidson's "short interest ratio" (SIR)

Harley-Davidson's "short interest ratio" (SIR) is the quantity of Harley-Davidson shares currently shorted divided by the average quantity of Harley-Davidson shares traded daily (recently around 1.7 million). Harley-Davidson's SIR currently stands at 10.83. In other words for every 100,000 Harley-Davidson shares traded daily on the market, roughly 10830 shares are currently held short.

However Harley-Davidson's short interest can also be evaluated against the total number of Harley-Davidson shares, or, against the total number of tradable Harley-Davidson shares (the shares that aren't held by "insiders" or major long-term shareholders – also known as the "float"). In this case Harley-Davidson's short interest could be expressed as 0.12% of the outstanding shares (for every 100,000 Harley-Davidson shares in existence, roughly 120 shares are currently held short) or 0.1397% of the tradable shares (for every 100,000 tradable Harley-Davidson shares, roughly 140 shares are currently held short).

A SIR above 10% would generally be considered pretty high, pointing to a potentially pessimistic outlook for the share price and a discouraging interest in betting against Harley-Davidson.

Find out more about how you can short Harley-Davidson stock.

Harley-Davidson's environmental, social and governance track record

Environmental, social and governance (known as ESG) criteria are a set of three factors used to measure the sustainability and social impact of companies like Harley-Davidson.

When it comes to ESG scores, lower is better, and lower scores are generally associated with lower risk for would-be investors.

Harley-Davidson's total ESG risk score

Total ESG risk: 24.32

Socially conscious investors use ESG scores to screen how an investment aligns with their worldview, and Harley-Davidson's overall score of 24.32 (as at 01/01/2019) is excellent – landing it in it in the 17th percentile of companies rated in the same sector.

ESG scores are increasingly used to estimate the level of risk a company like Harley-Davidson is exposed to within the areas of "environmental" (carbon footprint, resource use etc.), "social" (health and safety, human rights etc.), and "governance" (anti-corruption, tax transparency etc.).

Harley-Davidson's environmental score

Environmental score: 9.85/100

Harley-Davidson's environmental score of 9.85 puts it squarely in the 9th percentile of companies rated in the same sector. This could suggest that Harley-Davidson is a leader in its sector terms of its environmental impact, and exposed to a lower level of risk.

Harley-Davidson's social score

Social score: 15.21/100

Harley-Davidson's social score of 15.21 puts it squarely in the 9th percentile of companies rated in the same sector. This could suggest that Harley-Davidson is a leader in its sector when it comes to taking good care of its workforce and the communities it impacts.

Harley-Davidson's governance score

Governance score: 12.26/100

Harley-Davidson's governance score puts it squarely in the 9th percentile of companies rated in the same sector. That could suggest that Harley-Davidson is a leader in its sector when it comes to responsible management and strategy, and exposed to a lower level of risk.

Harley-Davidson's controversy score

Controversy score: 2/5

ESG scores also evaluate any incidences of controversy that a company has been involved in. Harley-Davidson scored a 2 out of 5 for controversy – the second-highest score possible, reflecting that Harley-Davidson has, for the most part, managed to keep its nose clean.

Environmental, social, and governance (ESG) summary

Harley-Davidson, Inc was last rated for ESG on: 2019-01-01.

Total ESG score 24.32
Total ESG percentile 17.46
Environmental score 9.85
Environmental score percentile 9
Social score 15.21
Social score percentile 9
Governance score 12.26
Governance score percentile 9
Level of controversy 2

Harley-Davidson share dividends


Dividend payout ratio: 31.21% of net profits

Recently Harley-Davidson has paid out, on average, around 31.21% of net profits as dividends. That has enabled analysts to estimate a "forward annual dividend yield" of 0.22% of the current stock value. This means that over a year, based on recent payouts (which are sadly no guarantee of future payouts), Harley-Davidson shareholders could enjoy a 0.22% return on their shares, in the form of dividend payments. In Harley-Davidson's case, that would currently equate to about $0.08 per share.

While Harley-Davidson's payout ratio might seem fairly standard, it's worth remembering that Harley-Davidson may be investing much of the rest of its net profits in future growth.

Harley-Davidson's most recent dividend payout was on 18 December 2020. The latest dividend was paid out to all shareholders who bought their shares by 3 December 2020 (the "ex-dividend date").

Have Harley-Davidson's shares ever split?

Harley-Davidson's shares were split on a 2:1 basis on 10 April 2000. So if you had owned 1 share the day before before the split, the next day you'd have owned 2 shares. This wouldn't directly have changed the overall worth of your Harley-Davidson shares – just the quantity. However, indirectly, the new 50% lower share price could have impacted the market appetite for Harley-Davidson shares which in turn could have impacted Harley-Davidson's share price.

Harley-Davidson share price volatility

Over the last 12 months, Harley-Davidson's shares have ranged in value from as little as $14.2801 up to $41.7989. A popular way to gauge a stock's volatility is its "beta".

HOG.US volatility(beta: 1.61)Avg. volatility(beta: 1.00)LowHigh

Beta is a measure of a share's volatility in relation to the market. The market (NYSE average) beta is 1, while Harley-Davidson's is 1.6115. This would suggest that Harley-Davidson's shares are more volatile than the average for this exchange and represent, relatively-speaking, a higher risk (but potentially also market-beating returns).

Harley-Davidson overview

Harley-Davidson, Inc. manufactures and sells custom, cruiser, and touring motorcycles. The company operates in two segments, Motorcycles and Related Products and Financial Services. The Motorcycles and Related Products segment designs, manufactures, and sells on-road Harley-Davidson motorcycles, including cruiser, touring, standard, sportbike, and dual models, as well as motorcycle parts, accessories, general merchandise, and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels in the United States, Canada, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific. The Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, including installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale protection products comprising motorcycle insurance, extended service contracts, and motorcycle maintenance protection. This segment also licenses the Harley-Davidson brand to third-party financial institutions. The company was founded in 1903 and is based in Milwaukee, Wisconsin.

Frequently asked questions

More guides on Finder

Ask an Expert

You are about to post a question on

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked provides guides and information on a range of products and services. Because our content is not financial advice, we suggest talking with a professional before you make any decision.

By submitting your comment or question, you agree to our Privacy and Cookies Policy and Terms of Use.

Questions and responses on are not provided, paid for or otherwise endorsed by any bank or brand. These banks and brands are not responsible for ensuring that comments are answered or accurate.
Go to site