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How to buy Harley-Davidson stock
Own Harley-Davidson stock in just a few minutes.
Harley-Davidson, Inc is a recreational vehicles business based in the US. Harley-Davidson shares (HOG) are listed on the NYSE and all prices are listed in US Dollars. Harley-Davidson employs 5,600 staff and has a trailing 12-month revenue of around USD$4.5 billion.
How to buy shares in Harley-Davidson
- 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.
- 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.
- 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.
- 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.
- Decide on how many to buy. 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.
- 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.
What's in this guide?
- HOG shares summary
- Compare share dealing platforms
- Is HOG stock a buy or sell?
- Stock performance over time
- Can I short HOG shares?
- 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 share price
Use our graph to track the performance of HOG stocks over time.Harley-Davidson shares at a glance
Information last updated 2020-09-24.
| 52-week range | USD$14.31 - USD$40.89 |
|---|---|
| 50-day moving average | USD$27.3451 |
| 200-day moving average | USD$23.8925 |
| Wall St. target price | USD$31.64 |
| PE ratio | 51.54 |
| Dividend yield | USD$0.08 (0.34%) |
| Earnings per share (TTM) | USD$0.49 |
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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.
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 52x. In other words, Harley-Davidson shares trade at around 52x 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 114.5333. 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$388.2 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$4.5 billion |
|---|---|
| Operating margin TTM | 4.13% |
| Gross profit TTM | USD$1.6 billion |
| Return on assets TTM | 0.98% |
| Return on equity TTM | 4.39% |
| Profit margin | 1.72% |
| Book value | $10.737 |
| Market capitalisation | USD$3.5 billion |
TTM: trailing 12 months
Shorting Harley-Davidson shares
There are currently 19.3 million Harley-Davidson shares held short by investors – that's known as Harley-Davidson's "short interest". This figure is 12.4% down from 22.0 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 1.9 million). Harley-Davidson's SIR currently stands at 10.05. In other words for every 100,000 Harley-Davidson shares traded daily on the market, roughly 10050 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 0.13% of the outstanding shares (for every 100,000 Harley-Davidson shares in existence, roughly 130 shares are currently held short) or 0.1424% of the tradable shares (for every 100,000 tradable Harley-Davidson shares, roughly 142 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: 20.79
Socially conscious investors use ESG scores to screen how an investment aligns with their worldview, and Harley-Davidson's overall score of 20.79 (as at 08/01/2020) is excellent – landing it in it in the 18th 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: 13.73/100
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: 2020-08-01.
| Total ESG score | 20.79 |
|---|---|
| Total ESG percentile | 17.6 |
| Environmental score | 9.85 |
| Environmental score percentile | 9 |
| Social score | 15.21 |
| Social score percentile | 9 |
| Governance score | 13.73 |
| Governance score percentile | 9 |
| Level of controversy | 2 |
Harley-Davidson share dividends
Dividend payout ratio: 230% of net profits
Recently Harley-Davidson has paid out, on average, around 230% of net profits as dividends. That has enabled analysts to estimate a "forward annual dividend yield" of 0.34% 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 0.34% 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.
Harley-Davidson's payout ratio would broadly be considered high, and as such this stock could appeal to those looking to generate an income. Bear in mind however that companies should normally also look to re-invest a decent amount of net profits to ensure future growth.
Harley-Davidson's most recent dividend payout was on 25 September 2020. The latest dividend was paid out to all shareholders who bought their shares by 9 September 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 $14.31 up to $40.89. 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 1.5167. 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.
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