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How to buy Harley-Davidson stock
Learn how to easily invest in Harley-Davidson stock.
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 (HOG) is a leading recreational vehicles business based in the US. It opened the day at $44.00 after a previous close of $44.08. During the day the price has varied from a low of $43.95 to a high of $45.47. The latest price was $45.15 (25 minute delay). Harley-Davidson is listed on the NYSE and employs 5,800 staff. All prices are listed in US Dollars.
How to buy Harley-Davidson stock
- Open a stock trading account. Use our comparison table or choose from our Top Picks.
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- Search for the stock by name or ticker symbol – HOG. It's that simple.
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What's in this guide?
- HOG shares summary
- Compare share dealing platforms
- Is HOG stock a buy or sell?
- Stock performance over time
- Is HOG suitable for ethical investing?
- Are HOG shares over-valued?
- Harley-Davidson's financials
- How volatile are HOG shares?
- Does Harley-Davidson pay a dividend?
- Have HOG shares ever split?
- Other common questions
Harley-Davidson stock price (NYSE: HOG)Use our graph to track the performance of HOG stocks over time.
Harley-Davidson shares at a glance
|52-week range||$29.58 - $48.55|
|50-day moving average||$44.86|
|200-day moving average||$38.93|
|Wall St. target price||$47.70|
|Dividend yield||$0.623 (1.42%)|
|Earnings per share (TTM)||$4.81|
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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
|1 week (2023-01-20)||4.54%|
|1 month (2022-12-28)||12.06%|
|3 months (2022-10-28)||4.47%|
|6 months (2022-07-28)||22.16%|
|1 year (2022-01-27)||35.30%|
|2 years (2021-01-28)||9.93%|
|3 years (2020-01-28)||33.62%|
|5 years (2018-01-26)||55.15|
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 9x. In other words, Harley-Davidson shares trade at around 9x recent earnings.
That's relatively low compared to, say, the trailing 12-month P/E ratio for the NASDAQ 100 at the end of 2019 (27.29). The low P/E ratio could mean that investors are pessimistic about the outlook for the shares or simply that they're under-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 1.5913. 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 (earnings before interest, taxes, depreciation and amortisation) is $1.1 billion.
The EBITDA is a measure of a Harley-Davidson's overall financial performance and is widely used to measure a its profitability.
|Revenue TTM||$5.6 billion|
|Operating margin TTM||16.7%|
|Gross profit TTM||$1.7 billion|
|Return on assets TTM||5.08%|
|Return on equity TTM||27.87%|
|Market capitalisation||$6.5 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
|Total ESG score||24.32|
|Total ESG percentile||17.46|
|Environmental score percentile||9|
|Social score percentile||9|
|Governance score percentile||9|
|Level of controversy||2|
Harley-Davidson share dividends
Dividend payout ratio: 13.04% of net profits
Recently Harley-Davidson has paid out, on average, around 13.04% of net profits as dividends. That has enabled analysts to estimate a "forward annual dividend yield" of 1.42% 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 1.42% return on their shares, in the form of dividend payments. In Harley-Davidson's case, that would currently equate to about $0.623 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 2022. The latest dividend was paid out to all shareholders who bought their shares by 7 December 2022 (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 $29.5817 up to $48.5542. A popular way to gauge a stock's volatility is its "beta".
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 1.4259. 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, Inc. manufactures and sells 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, apparel, 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.
Harley-Davidson in the news
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Frequently asked questionsWhat percentage of Harley-Davidson is owned by insiders or institutions?
Currently 0.62% of Harley-Davidson shares are held by insiders and 90.126% by institutions. How many people work for Harley-Davidson?
Latest data suggests 5,800 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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