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Buy & Sell Harley-Davidson Inc (HOG) – Harley-Davidson Inc Price Today

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Aura AI Summary

Harley-Davidson (HOG) trades at $25.46, down 0.47% on the day, with a bullish technical signal from moving averages. The company shows mixed fundamentals with declining revenue ($4.47B in 2025) and net margins (5.34%), but attractive valuation ratios including P/E of 13.24 and P/B of 0.88. Recent news highlights the 'Back to the Bricks' strategic plan aiming for profitability improvement by 2027, including bringing Revolution Max engine production back to US facilities.
The stock presents a turnaround opportunity with undervalued metrics and strategic restructuring, but faces execution risks amid declining sales and margin pressure. Analyst consensus is cautious with 65.7% hold ratings and a $21.50 price target below current levels. Key catalysts include cost-cutting initiatives and production optimization, while risks involve competitive pressures and consumer sentiment challenges.
Read full analysis

Key Stats

  • Market Cap
    $2.69B
  • Sector
    Consumer Cyclical
  • 3M Drawdown
    -9.55%
  • Enterprise Value
    $3.08B
  • Dividend Yield
    2.88%
  • Trading Activity
    4% Buy | 96% Sell
  • Typical Hold Time
    87 days
$25.5
52W Low: $17.19
18 Mar 2026
52W High: $31.03
08 Sep 2025

Harley-Davidson Inc (HOG) is currently valued at a market capitalization of $2.69B, with an enterprise value of $3.08B. Over the past 52 weeks, Harley-Davidson Inc has traded between a low of $17.19 and a high of $31.03, highlighting its annual price range. Over the past three months, Harley-Davidson Inc has recorded a drawdown of -9.55%, reflecting recent price volatility. Harley-Davidson Inc offers a dividend yield of 2.88%, with the most recent dividend of $0.19 paid on 08 Jun 26. On average, investors hold Harley-Davidson Inc for approximately 87 days, indicating typical investor behavior on the platform.

About Harley-Davidson Inc

Harley-Davidson is a global leading manufacturer of heavyweight motorcycles, merchandise, parts, and accessories. It sells custom, cruiser, and touring motorcycles and offers a complete line of Harley-Davidson motorcycle parts, accessories, riding gear, and apparel, as well as merchandise. Harley-Davidson Financial Services provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley has historically captured about half of all heavyweight domestic retail motorcycle registrations, a metric it had ceded in 2020 as it repositioned the business, but a level it is working back toward. In recent years the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand.

Most Recent News

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Frequently Asked Questions

US stocks trading hours: Monday - Friday (Except for US public holidays) Time: 21.30 - 04.00 WIB 20.30 - 03.00 WIB (Daylight Savings Time*) *The next Daylight Savings is scheduled to begin on March 13, 2022 and ends on November 6, 2022. You can place limit orders outside of the trading hours, but it can only be executed during trading hours. For illustration, a stock is currently trading at $10 per share, but you only want to pay $7 per share at most. Let’s say you set your limit price to $7 at 18.00. Your order will be executed when the market is open at 21.30 if the stock drops from $10 to $7 or lower. Similarly, if the stock price doesn’t drop to $7, your order won’t be executed.
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Key Stats

  • Market Cap
    $2.69B
  • Sector
    Consumer Cyclical
  • 3M Drawdown
    -9.55%
  • Enterprise Value
    $3.08B
  • Dividend Yield
    2.88%
  • Trading Activity
    4% Buy | 96% Sell
  • Typical Hold Time
    87 days
$25.5
52W Low: $17.19
18 Mar 2026
52W High: $31.03
08 Sep 2025

Harley-Davidson Inc (HOG) is currently valued at a market capitalization of $2.69B, with an enterprise value of $3.08B. Over the past 52 weeks, Harley-Davidson Inc has traded between a low of $17.19 and a high of $31.03, highlighting its annual price range. Over the past three months, Harley-Davidson Inc has recorded a drawdown of -9.55%, reflecting recent price volatility. Harley-Davidson Inc offers a dividend yield of 2.88%, with the most recent dividend of $0.19 paid on 08 Jun 26. On average, investors hold Harley-Davidson Inc for approximately 87 days, indicating typical investor behavior on the platform.

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