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Upturn AI SWOT - About
HOG 
Harley-Davidson Inc (HOG)
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Upturn Advisory Summary
03/27/2025: HOG (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
AI Based Fundamental Rating
Moderate Performance
These Stocks/ETFs, based on Upturn Advisory, typically align with the market average, offering steady but unremarkable returns.
Analysis of Past Performance
Type Stock | Historic Profit -27.83% | Avg. Invested days 27 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 03/27/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 3.19B USD | Price to earnings Ratio 7.44 | 1Y Target Price 31.11 |
Price to earnings Ratio 7.44 | 1Y Target Price 31.11 | ||
Volume (30-day avg) 2490118 | Beta 1.51 | 52 Weeks Range 23.81 - 42.70 | Updated Date 04/2/2025 |
52 Weeks Range 23.81 - 42.70 | Updated Date 04/2/2025 | ||
Dividends yield (FY) 2.87% | Basic EPS (TTM) 3.44 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 8.78% | Operating Margin (TTM) -26.07% |
Management Effectiveness
Return on Assets (TTM) 2.49% | Return on Equity (TTM) 13.89% |
Valuation
Trailing PE 7.44 | Forward PE 8.35 | Enterprise Value 8557745461 | Price to Sales(TTM) 0.61 |
Enterprise Value 8557745461 | Price to Sales(TTM) 0.61 | ||
Enterprise Value to Revenue 1.65 | Enterprise Value to EBITDA 12.08 | Shares Outstanding 124537000 | Shares Floating 112221401 |
Shares Outstanding 124537000 | Shares Floating 112221401 | ||
Percent Insiders 0.97 | Percent Institutions 97.29 |
Analyst Ratings
Rating 3.62 | Target Price 37.17 | Buy 2 | Strong Buy 4 |
Buy 2 | Strong Buy 4 | ||
Hold 10 | Sell - | Strong Sell - | |
Strong Sell - |
Upturn AI SWOT
Harley-Davidson Inc
Company Overview
History and Background
Harley-Davidson Inc. was founded in 1903 in Milwaukee, Wisconsin. It rose to prominence as a motorcycle manufacturer, particularly during World Wars I and II. The company faced financial difficulties in the 1970s and 1980s but underwent a successful turnaround focusing on brand image and quality. Harley-Davidson has become synonymous with American motorcycle culture.
Core Business Areas
- Motorcycles and Related Products: This segment includes the design, manufacturing, and sale of Harley-Davidson motorcycles, as well as motorcycle parts, accessories, and general merchandise.
- Financial Services: Harley-Davidson Financial Services provides wholesale and retail financing, insurance programs, and other services to Harley-Davidson dealers and retail customers.
- Electric Vehicles: Includes the manufacturing and sale of electric vehicles under the LiveWire brand.
Leadership and Structure
The CEO of Harley-Davidson Inc. is Joachim (Jochen) Zeitz. The company operates with a functional organizational structure, with departments such as marketing, engineering, manufacturing, and finance. A board of directors oversees the management.
Top Products and Market Share
Key Offerings
- Cruiser Motorcycles: Harley-Davidson's cruiser motorcycles are its flagship product, known for their classic design and powerful engines. Market share varies by region, but Harley-Davidson holds a significant portion of the cruiser market in North America. Competitors include Indian Motorcycle (owned by Polaris), Honda, and Yamaha. Revenue from this sector made 4,213 million in 2023.
- Touring Motorcycles: Harley-Davidson's touring motorcycles are designed for long-distance riding, offering comfort and storage. Market share is substantial, but they face competition from BMW, Honda, and Indian. Revenue from this sector made 1,403 million in 2023.
- LiveWire Electric Motorcycles: Harley-Davidson's LiveWire is an electric motorcycle brand. While the electric motorcycle market is still developing, LiveWire competes with Zero Motorcycles and other emerging EV brands. Revenue from this sector is still small.
Market Dynamics
Industry Overview
The motorcycle industry is impacted by economic conditions, fuel prices, environmental regulations, and changing consumer preferences. The industry faces challenges from aging customer base and increasing competition from other recreational vehicles.
Positioning
Harley-Davidson is positioned as a premium brand known for its heritage, iconic design, and loyal customer base. Its competitive advantages include a strong brand image and extensive dealer network.
Total Addressable Market (TAM)
The global motorcycle market is estimated to be around $80 billion. Harley-Davidson is positioned to capture a portion of the premium segment of this market, but also expanding to reach new customers via electric and middleweight offerings.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Loyal customer base
- Extensive dealer network
- Iconic design
Weaknesses
- Aging customer base
- High price point
- Dependence on the US market
- Perception of traditional design
Opportunities
- Expanding into new markets
- Developing electric motorcycles
- Attracting younger riders
- Diversifying product offerings
Threats
- Economic downturns
- Increasing competition
- Changing consumer preferences
- Environmental regulations
Competitors and Market Share
Key Competitors
- PII
- POAHY
- KTM.VI
Competitive Landscape
Harley-Davidson has a strong brand and loyal customer base but faces competition from Polaris' Indian brand and European manufacturers like BMW. Harley-Davidson needs to adapt to changing consumer preferences and technological advancements.
Major Acquisitions
Stacyc
- Year: 2019
- Acquisition Price (USD millions): 16
- Strategic Rationale: Acquisition to engage the next generation of riders with electric-powered balance bikes.
Growth Trajectory and Initiatives
Historical Growth: Harley-Davidson's growth has been moderate in recent years, with fluctuations due to economic conditions and market changes. They've experienced some slowdowns in mature markets.
Future Projections: Analysts project modest revenue growth for Harley-Davidson, with focus on international markets and electric vehicle sales. Profitability is expected to improve through cost-cutting measures.
Recent Initiatives: Recent initiatives include the 'Hardwire' strategic plan, focusing on profitable growth, and expanding into electric vehicles through the LiveWire brand. Also expansion in the Asia market with the X350 and X500.
Summary
Harley-Davidson boasts a strong brand and loyal following, but is challenged by an aging customer base. Recent initiatives to expand into electric vehicles and new markets show promise. Declining revenues are offset by increased Net Income. The need to adapt to changing consumer preferences and competition remain key.
Similar Companies
BRP
Brp Group Inc
BRP
Brp Group Inc
PII
Polaris Industries Inc
PII
Polaris Industries Inc
Sources and Disclaimers
Data Sources:
- Harley-Davidson Investor Relations
- SEC Filings
- MarketWatch
- Yahoo Finance
- Company Press Releases
- Earnings Call Transcripts
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market data and analyst estimates are subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Harley-Davidson Inc
Exchange NYSE | Headquaters Milwaukee, WI, United States | ||
IPO Launch date 1987-11-05 | Chairman, President & CEO Mr. Jochen Zeitz | ||
Sector Consumer Cyclical | Industry Recreational Vehicles | Full time employees 5900 | Website https://www.harley-davidson.com |
Full time employees 5900 | Website https://www.harley-davidson.com | ||
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.
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