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How to buy Harley-Davidson stock

Learn how to easily invest in Harley-Davidson stock.

Latest updates

Monday, Dec. 13: Harley-Davidson’s electric-motorcycle division LiveWire will go public through a merger with the AEA-Bridges Impact Corp. (ABIC) SPAC. After the merger, Harley-Davidson will retain a 74% stake in the company, which will trade on New York Stock Exchange under the symbol LVW.

The deal is valued at $1.77 billion.

Harley-Davidson Inc (HOG) is a leading recreational vehicles business based in the US. It opened the day at $36.70 after a previous close of $37.01. During the day the price has varied from a low of $36.01 to a high of $37.02. The latest price was $36.41 (25 minute delay). Harley-Davidson is listed on the NYSE and employs 5,150 staff. All prices are listed in US Dollars.

How to buy shares in Harley-Davidson

  1. Compare share trading platforms. Use our comparison table to help you find a platform that fits you.
  2. Open your brokerage account. Complete an application with your details.
  3. Confirm your payment details. Fund your account.
  4. Research the stock. Find the stock by name or ticker symbol – HOG – and research it before deciding if it's a good investment for you.
  5. Purchase now or later. Buy your desired number of shares with a market order or use a limit order to delay your purchase until the stock reaches a desired price.
  6. Check in on your investment. Optimize your portfolio by tracking your stock.

Harley-Davidson stock price (NYSE: HOG)

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

Harley-Davidson shares at a glance

Information last updated 2021-12-17.
Previous close$37.01
Change $-0.60
Change % -1.6212%
Volume 2,904,677
Information last updated 2022-01-25.
52-week range$30.72 - $51.48
50-day moving average $37.46
200-day moving average $41.08
Wall St. target price$50.89
PE ratio 61.5605
Dividend yield $0.47 (1.79%)
Earnings per share (TTM) $3.43

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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 $36.41 from 2022-01-27

1 week (2022-01-19) 2.45%
1 month (2021-12-25) N/A
3 months (2021-10-25) -1.46%
6 months (2021-07-29) -8.56%
1 year (2021-01-29) -9.18%
2 years (2020-01-29) 7.66%
3 years (2019-01-29) 4.75%
5 years (2017-01-27) 59.09

Is Harley-Davidson stock undervalued or overvalued?

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 62x. In other words, Harley-Davidson shares trade at around 62x 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 0.1994. 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 $925.5 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 $5 billion
Operating margin TTM 15.01%
Gross profit TTM $1 billion
Return on assets TTM 3.99%
Return on equity TTM 2593.01%
Profit margin 10.55%
Book value $13.78
Market capitalisation $5.3 billion

TTM: trailing 12 months

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 12/31/2018) 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: 15.67% of net profits

Recently Harley-Davidson has paid out, on average, around 15.67% of net profits as dividends. That has enabled analysts to estimate a "forward annual dividend yield" of 1.79% 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 1.79% return on their shares, in the form of dividend payments. In Harley-Davidson's case, that would currently equate to about $0.47 per share.

While Harley-Davidson's payout ratio might seem low, this can signify that Harley-Davidson is investing more in its future growth.

Harley-Davidson's most recent dividend payout was on 22 December 2021. The latest dividend was paid out to all shareholders who bought their shares by 6 December 2021 (the "ex-dividend date").

Have Harley-Davidson's shares ever split?

Harley-Davidson's shares were split on a 2:1 basis on 9 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 $30.7237 up to $51.4807. A popular way to gauge a stock's volatility is its "beta".

HOG.US volatility(beta: 1.47)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 1.4719. 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 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 third-party financial institutions that issue credit cards bearing the Harley-Davidson brand.

Frequently asked questions

What percentage of Harley-Davidson is owned by insiders or institutions?
Currently 0.664% of Harley-Davidson shares are held by insiders and 95.845% by institutions.
How many people work for Harley-Davidson?
Latest data suggests 5,150 work at Harley-Davidson.
When does the fiscal year end for Harley-Davidson?
Harley-Davidson's fiscal year ends in December.
Where is Harley-Davidson based?
Harley-Davidson's address is: 3700 West Juneau Avenue, Milwaukee, WI, United States, 53208
What is Harley-Davidson's ISIN number?
Harley-Davidson's international securities identification number is: US4128221086
What is Harley-Davidson's CUSIP number?
Harley-Davidson's Committee on Uniform Securities Identification Procedures number is: 412822108

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