Overview
Harley-Davidson, Inc., based in the United States, is an iconic manufacturer in the motorcycle industry, renowned for its heavyweight motorcycles designed for cruising on highways. Alongside its core motorcycle manufacturing operations, Harley-Davidson also provides a suite of financial services to dealers and consumers. Key projects include advancing its product line to embrace electric motorcycles, highlighted by the launch of the LiveWire brand, a strategic move to attract a new demographic of riders and commit to sustainability. This initiative represents the company’s forward-facing vision in adapting to changing market dynamics while preserving its heritage. Harley-Davidson continues to invest in innovation and market expansion to maintain and grow its global presence.
Basic Stats
The share price of Harley-Davidson, Inc. as of September 5, 2025 is $30.20 / share. This is an increase of 3.71% from the prior week. The market cap (or net worth) of Harley-Davidson, Inc. as of September 5, 2025 is $3,669.93 MM.
The Factor Analysis chart (below right) shows a view of Harley-Davidson, Inc. from a variety of lenses. Each factor shows how well the company ranks against all other companies in the Fintel global investing universe. Factor scores range from zero to 100, with 100 being most desirable, and 50 being average.
For example, a company with a Value Score of 100 would be the most undervalued company in our database. A company with a Value Score of zero would be the most overvalued.
| Market Cap | 3,669.93 MM |
| EV | 6,890.81 MM |
| Shares Out. | 121.52 MM |
| Earnings Date | |
| EPS (TTM) | 2.00 |
| Dividend Yield | 2.38 % |
| Ex-Dividend Date | 2025-09-10 |
| Borrow Rate | 0.36 |
| Short Shares Avail. | 1.00 MM |
| Short Interest | 11.09 MM |
| Short Float | 9.86 % |
| Days to Cover | 7.77 days |
| Risk Free Rate | 4.17 % |
| Price Change (1 yr) | -19.32 % |
| Volatility (1 yr) | 0.43 |
| Beta | 0.77 |
| Sharpe Ratio (1 yr) | -0.54 |
| Sortino Ratio (1 yr) | -0.92 |
| PE Ratio | 15.11 |
| Price/Book | 1.11 |
| Price/TBV | 1.11 |
| Book/Market | 0.90 |
| EBIT/EV | 0.04 |
| EBIT(3yr avg)/EV | 0.10 |
| ROA | 0.02 |
| ROE | 0.07 |
| ROIC | 0.03 |
| CROIC | -0.03 |
| OCROIC | 0.12 |
| Implied Volatility | 36.82 % |
| Put/Call OI Ratio | 1.05 |
Factor Scores range from 0 to 100, with 100 being most desirable. Larger circles are better. In situations where we have no data (e.g. no insider trades), we plot the score at 50 to avoid penalizing companies. However, a company that does not pay dividends will get a Dividend Score of Zero. Additionally, we inverted volatility to create a "stability" metric which is better when higher.
Price Target
The average one-year price target for Harley-Davidson, Inc. is $29.82. The forecasts range from a low of $26.38 to a high of $35.70. A stock’s price target is the price at which analysts consider it fairly valued with respect to its projected earnings and historical earnings. Analysts typically set price targets that correspond to their buy or sell recommendations.
Update Frequency: Monthly
Stock Upgrades/Downgrades
This card shows analyst upgrades/downgrades for Harley-Davidson, Inc.. An analyst rating is a classification that gives investors a sense of analyst sentiment about the direction and performance of an equity - usually a stock - over a period of time, typically 12 months.
The standard analyst ratings are generally as follows:
- Buy/Overweight/Outperform - Any of these ratings conveys an analyst’s belief that the stock is likely to outperform a market index (e.g. the S&P 500).
- Hold/Equal-Weight/Market Perform - Any of these ratings conveys an analyst’s belief that the stock is likely to perform in line with a market index.
- Sell/Underweight/Underperform - Any of these ratings suggest that an analyst believes the stock is likely to underperform a market index.
When an analyst upgrades a stock, they are signaling that the company’s fundamentals are being undervalued by investors. It could also mean they believe the market is underestimating the company’s potential. The opposite is true when a stock receives a downgrade.
The average rating of each individual analyst’s rating is the consensus rating for a stock. This gives investors a broader sense of the overall sentiment for that stock.
| Date | Analyst | Prior | Latest Recommendation |
Action |
|---|---|---|---|---|
| 2022-12-22 | DA Davidson | Neutral | Maintains | |
| 2022-11-15 | Jefferies | Underperform | Initiate | |
| 2022-11-07 | Morgan Stanley | Equal-Weight | Maintains | |
| 2022-10-27 | Citigroup | Neutral | Maintains | |
| 2022-10-24 | Citigroup | Neutral | Initiate | |
| 2022-10-14 | DA Davidson | Neutral | Maintains | |
| 2022-10-05 | Baird | Outperform | Maintains | |
| 2022-07-14 | Morgan Stanley | Equal-Weight | Maintains | |
| 2022-07-01 | DA Davidson | Neutral | Initiate | |
| 2022-04-28 | RBC Capital | Sector Perform | Maintains | |
| 2022-04-28 | BMO Capital | Outperform | Maintains | |
| 2022-02-01 | Morgan Stanley | Underweight | Equal-Weight | Upgrade |
| 2021-12-21 | Morgan Stanley | Underweight | Maintains | |
| 2021-10-29 | RBC Capital | Sector Perform | Maintains | |
| 2021-07-22 | RBC Capital | Sector Perform | Maintains | |
| 2021-07-22 | Morgan Stanley | Underweight | Maintains | |
| 2021-04-23 | Morgan Stanley | Equal-Weight | Underweight | Downgrade |
| 2021-04-14 | B of A Securities | Buy | Initiate | |
| 2021-04-09 | Northcoast Research | Neutral | Buy | Upgrade |
| 2021-03-31 | Baird | Neutral | Outperform | Upgrade |
| 2021-02-03 | Morgan Stanley | Equal-Weight | Maintains | |
| 2021-02-03 | Citigroup | Buy | Maintains | |
| 2021-02-03 | BMO Capital | Outperform | Maintains | |
| 2020-11-02 | UBS | Buy | Neutral | Downgrade |
| 2020-10-29 | BMO Capital | Outperform | Maintains | |
| 2020-10-28 | Stifel | Hold | Maintains | |
| 2020-10-28 | Morgan Stanley | Overweight | Equal-Weight | Downgrade |
| 2020-07-29 | Stifel | Hold | Maintains | |
| 2020-07-16 | Wedbush | Neutral | Outperform | Upgrade |
| 2020-07-15 | UBS | Neutral | Buy | Upgrade |
| 2020-07-14 | BMO Capital | Market Perform | Outperform | Upgrade |
| 2020-07-10 | RBC Capital | Underperform | Sector Perform | Upgrade |
| 2020-07-06 | Citigroup | Buy | Initiate | |
| 2020-05-05 | Argus Research | Hold | Buy | Upgrade |
| 2020-04-30 | Morgan Stanley | Overweight | Maintains | |
| 2020-04-29 | BMO Capital | Market Perform | Maintains | |
| 2020-04-28 | CFRA | Hold | Maintains | |
| 2020-04-23 | BMO Capital | Market Perform | Maintains | |
| 2020-04-17 | Wedbush | Neutral | Maintains | |
| 2020-04-06 | Argus Research | Buy | Hold | Downgrade |
| 2020-03-24 | Morgan Stanley | Overweight | Maintains | |
| 2020-03-16 | RBC Capital | Sector Perform | Underperform | Downgrade |
| 2020-01-30 | Wells Fargo | Equal-Weight | Maintains | |
| 2020-01-30 | BMO Capital | Market Perform | Maintains | |
| 2020-01-29 | RBC Capital | Sector Perform | Maintains | |
| 2020-01-29 | KeyBanc | Underweight | Sector Weight | Upgrade |
| 2020-01-29 | Baird | Neutral | Maintains | |
| 2019-12-16 | Baird | Neutral | Maintains | |
| 2019-11-04 | KeyBanc | Sector Weight | Underweight | Downgrade |
| 2019-10-09 | Wedbush | Neutral | Maintains | |
| 2019-07-30 | Morgan Stanley | Overweight | Maintains | |
| 2019-04-30 | Morgan Stanley | Overweight | Overweight | Maintains |
| 2019-04-24 | Goldman Sachs | Neutral | Sell | Downgrade |
| 2019-04-08 | Wells Fargo | Outperform | Market Perform | Downgrade |
| 2018-10-30 | Citigroup | Buy | Buy | Maintains |
| 2018-10-25 | BMO Capital | Market Perform | Market Perform | Maintains |
| 2018-10-24 | Barclays | Underperform | Underperform | Maintains |
| 2018-10-24 | Argus | Buy | Buy | Maintains |
| 2018-10-22 | Wells Fargo | Outperform | Outperform | Maintains |
| 2018-10-19 | BMO Capital | Outperform | Market Perform | Downgrade |
| 2018-08-08 | Citigroup | Buy | Buy | Maintains |
| 2018-07-25 | Stifel Nicolaus | Hold | Hold | Maintains |
| 2018-06-29 | Morgan Stanley | Overweight | Overweight | Maintains |
| 2018-06-07 | Wedbush | Neutral | Neutral | Maintains |
| 2018-04-11 | Wedbush | Neutral | Neutral | Maintains |
| 2018-03-29 | Longbow Research | Underperform | Neutral | Upgrade |
| 2018-02-06 | Citigroup | Buy | Buy | Maintains |
| 2018-01-31 | Stifel Nicolaus | Hold | Hold | Maintains |
| 2018-01-22 | Wells Fargo | Market Perform | Outperform | Upgrade |
| 2018-01-03 | Longbow Research | Neutral | Underperform | Downgrade |
| 2017-10-20 | Argus | Hold | Buy | Upgrade |
| 2017-08-28 | Aegis Capital | Hold | Initiate | |
| 2017-07-19 | Barclays | Underperform | Maintains | |
| 2017-07-12 | Bernstein | Outperform | Market Perform | Downgrade |
| 2017-04-12 | Raymond James | Underperform | Market Perform | Upgrade |
| 2017-03-15 | Longbow Research | Underperform | Neutral | Upgrade |
| 2016-11-18 | Northcoast Research | Neutral | Initiate | |
| 2016-11-15 | RBC Capital | Underperform | Sector Perform | Upgrade |
| 2016-10-19 | RBC Capital | Underperform | Maintains | |
| 2016-09-30 | Jefferies | Hold | Initiate | |
| 2016-09-15 | UBS | Neutral | Maintains | |
| 2016-09-09 | Bernstein | Outperform | Initiate | |
| 2016-08-30 | Citigroup | Buy | Maintains | |
| 2016-08-29 | Longbow Research | Neutral | Underperform | Downgrade |
| 2016-08-29 | Citigroup | Buy | Maintains | |
| 2016-08-01 | Barclays | Equal-Weight | Underperform | Downgrade |
| 2016-07-29 | Wells Fargo | Outperform | Market Perform | Downgrade |
| 2016-07-29 | RBC Capital | Sector Perform | Underperform | Downgrade |
| 2016-07-29 | Barclays | Equal-Weight | Maintains | |
| 2016-07-15 | Stifel Nicolaus | Buy | Hold | Downgrade |
| 2016-07-06 | Baird | Buy | Neutral | Downgrade |
| 2016-07-05 | UBS | Buy | Neutral | Downgrade |
| 2016-07-05 | Baird | Outperform | Neutral | Downgrade |
| 2016-06-06 | Goldman Sachs | Buy | Neutral | Downgrade |
| 2016-04-20 | Deutsche Bank | Hold | Maintains | |
| 2016-04-06 | William Blair | Outperform | Market Perform | Downgrade |
| 2016-03-11 | Sterne Agee CRT | Neutral | Initiate | |
| 2016-02-04 | Citigroup | Buy | Maintains | |
| 2016-01-28 | Wunderlich | Hold | Maintains | |
| 2016-01-11 | Raymond James | Market Perform | Underperform | Downgrade |
| 2015-11-24 | Wedbush | Hold | Maintains | |
| 2015-11-23 | Barclays | Equal-Weight | Maintains | |
| 2015-10-21 | Stifel Nicolaus | Buy | Maintains | |
| 2015-10-21 | JP Morgan | Overweight | Neutral | Downgrade |
| 2015-10-21 | Deutsche Bank | Hold | Maintains | |
| 2015-10-21 | BMO Capital | Outperform | Market Perform | Downgrade |
| 2015-10-12 | Longbow Research | Neutral | Downgrade | |
| 2015-09-04 | UBS | Buy | Maintains | |
| 2015-07-23 | BMO Capital | Outperform | Maintains | |
| 2015-07-08 | RBC Capital | Outperform | Sector Perform | Downgrade |
| 2015-06-18 | UBS | Hold | Buy | Upgrade |
| 2015-06-18 | Goldman Sachs | Buy | Maintains | |
| 2015-06-10 | Wedbush | Outperform | Neutral | Downgrade |
| 2015-04-27 | Citigroup | Buy | Maintains | |
| 2015-04-22 | Stifel Nicolaus | Buy | Maintains | |
| 2015-04-22 | Deutsche Bank | Hold | Maintains | |
| 2015-04-22 | Barclays | Equal-Weight | Maintains | |
| 2015-03-25 | Stifel Nicolaus | Buy | Initiate | |
| 2015-03-13 | Deutsche Bank | Hold | Maintains | |
| 2015-01-30 | Deutsche Bank | Hold | Maintains | |
| 2014-11-14 | Goldman Sachs | Neutral | Buy | Upgrade |
| 2014-10-22 | Barclays | Equal-Weight | Maintains | |
| 2014-10-21 | Wunderlich | Hold | Maintains | |
| 2014-10-06 | RBC Capital | Sector Perform | Outperform | Upgrade |
| 2014-09-26 | Wunderlich | Hold | Initiate | |
| 2014-07-31 | Argus | Buy | Hold | Downgrade |
| 2014-07-28 | Citigroup | Buy | Maintains | |
| 2014-07-23 | JP Morgan | Overweight | Maintains | |
| 2014-07-23 | Barclays | Equal-Weight | Maintains | |
| 2014-07-16 | UBS | Neutral | Maintains | |
| 2014-07-02 | Raymond James | Strong Buy | Market Perform | Downgrade |
| 2014-06-25 | KeyBanc | Buy | Hold | Downgrade |
| 2014-06-24 | RBC Capital | Sector Perform | Initiate | |
| 2014-04-24 | Citigroup | Buy | Maintains | |
| 2014-04-23 | Morgan Stanley | Overweight | Maintains | |
| 2014-04-23 | JP Morgan | Overweight | Maintains | |
| 2014-04-23 | Deutsche Bank | Hold | Maintains | |
| 2014-04-23 | Barclays | Overweight | Equal-Weight | Downgrade |
| 2014-01-31 | JP Morgan | Overweight | Maintains | |
| 2013-07-15 | Wedbush | Outperform | Neutral | Downgrade |
| 2013-05-06 | Morgan Stanley | Overweight | Initiate | |
| 2013-03-14 | Deutsche Bank | Hold | Maintains | |
| 2013-03-08 | Tigress Financial | Buy | Initiate | |
| 2013-03-07 | Longbow Research | Neutral | Buy | Upgrade |
| 2013-01-30 | UBS | Neutral | Maintains | |
| 2013-01-30 | Goldman Sachs | Buy | Neutral | Downgrade |
| 2013-01-30 | Deutsche Bank | Hold | Maintains | |
| 2013-01-30 | BMO Capital | Outperform | Maintains | |
| 2013-01-30 | Barclays | Overweight | Maintains | |
| 2012-10-24 | Barclays | Overweight | Maintains | |
| 2012-10-23 | Citigroup | Buy | Maintains | |
| 2012-10-19 | JP Morgan | Neutral | Overweight | Upgrade |
| 2012-10-18 | Goldman Sachs | Neutral | Buy | Upgrade |
| 2012-08-06 | Millman Research | Buy | Hold | Downgrade |
| 2012-08-02 | UBS | Neutral | Maintains | |
| 2012-08-02 | Deutsche Bank | Hold | Maintains | |
| 2012-08-02 | Barclays | Overweight | Maintains | |
| 2012-05-22 | S&P Capital IQ | Hold | Upgrade | |
| 2012-04-26 | Goldman Sachs | Neutral | Maintains | |
| 2012-04-25 | Citigroup | Buy | Maintains | |
| 2012-04-10 | Citigroup | Buy | Upgrade | |
| 2012-03-20 | BMO Capital | Outperform | Upgrade | |
| 2012-03-12 | Citigroup | Neutral | Maintains | |
| 2012-02-17 | Oxen Group | Hold | Initiate | |
| 2023-02-07 | Morgan Stanley | Equal-Weight | Maintains | |
| 2023-02-06 | DA Davidson | Neutral | Maintains | |
| 2023-02-06 | Citigroup | Neutral | Maintains | |
| 2023-03-01 | Morgan Stanley | Equal-Weight | Maintains | |
| 2023-03-15 | Jefferies | Underperform | Hold | Upgrade |
| 2023-03-21 | Morgan Stanley | Equal-Weight | Overweight | Upgrade |
| 2023-03-29 | Baird | Outperform | Maintains | |
| 2023-04-14 | Citigroup | Neutral | Maintains | |
| 2023-04-13 | B of A Securities | Buy | Maintains | |
| 2023-05-05 | DA Davidson | Neutral | Maintains | |
| 2023-05-12 | Citigroup | Neutral | Neutral | Maintains |
| 2023-06-12 | Citigroup | Neutral | Neutral | Maintains |
| 2023-09-08 | Citigroup | Neutral | Neutral | Maintains |
| 2024-02-27 | Citigroup | Neutral | Neutral | Maintains |
| 2023-12-18 | Citigroup | Neutral | Neutral | Maintains |
| 2023-10-27 | BMO Capital | Outperform | Outperform | Maintains |
| 2023-07-21 | DA Davidson | Neutral | Buy | Upgrade |
| 2023-07-31 | BMO Capital | Outperform | Outperform | Maintains |
| 2023-07-13 | UBS | Neutral | Neutral | Maintains |
| 2024-02-16 | UBS | Neutral | Neutral | Maintains |
| 2023-07-28 | Baird | Outperform | Outperform | Maintains |
| 2023-10-10 | Citigroup | Neutral | Neutral | Maintains |
| 2024-04-26 | Morgan Stanley | Overweight | Overweight | Maintains |
| 2024-04-26 | BMO Capital | Outperform | Outperform | Maintains |
| 2024-03-05 | DA Davidson | Buy | Buy | Reiterate |
| 2024-04-03 | BMO Capital | Outperform | Outperform | Maintains |
| 2024-03-14 | B of A Securities | Buy | Buy | Maintains |
| 2024-04-11 | DA Davidson | Buy | Buy | Maintains |
| 2024-06-12 | Citigroup | Neutral | Neutral | Maintains |
| 2024-07-02 | Baird | Outperform | Outperform | Maintains |
| 2024-10-15 | B of A Securities | Buy | Buy | Maintains |
| 2024-07-26 | Baird | Outperform | Outperform | Maintains |
| 2025-01-30 | B of A Securities | Buy | Buy | Maintains |
| 2025-04-02 | Citigroup | Neutral | Neutral | Maintains |
| 2025-01-23 | Citigroup | Neutral | Neutral | Maintains |
| 2024-10-25 | Citigroup | Neutral | Neutral | Maintains |
| 2024-10-02 | Baird | Outperform | Neutral | Downgrade |
| 2025-02-04 | DA Davidson | Buy | Buy | Maintains |
| 2024-08-23 | UBS | Neutral | Neutral | Maintains |
| 2025-02-20 | UBS | Neutral | Neutral | Maintains |
| 2024-11-07 | UBS | Neutral | Neutral | Maintains |
| 2025-02-06 | Citigroup | Neutral | Neutral | Maintains |
| 2025-02-06 | Morgan Stanley | Equal-Weight | Equal-Weight | Maintains |
| 2025-04-04 | Baird | Neutral | Neutral | Maintains |
| 2024-09-19 | Citigroup | Neutral | Neutral | Maintains |
| 2025-01-21 | Morgan Stanley | Overweight | Equal-Weight | Downgrade |
| 2025-06-16 | Citigroup | Neutral | Neutral | Maintains |
| 2025-05-14 | Baird | Neutral | Neutral | Maintains |
| 2025-07-08 | UBS | Neutral | Neutral | Maintains |
| 2025-08-25 | DA Davidson | Buy | Buy | Maintains |
