Harley-Davidson, Inc. (HOG)

Harley-Davidson's stock has fluctuated, with a 7.62% change over the past year and a 52-week range between $17.09 and $31.25. The first-quarter 2026 results showed a decline in profit despite stronger retail demand, with consolidated revenue down 12% year-over-year and diluted EPS dropping to $0.22. This was attributed to tariff costs, lower margins, and higher operating costs. Global retail motorcycle sales increased by 8% in Q1 2026, driven by a 14% rise in North America, and dealer inventories were reduced by 22%. The company launched a new strategic plan called "Back to the Bricks" to boost sales, cut costs, and focus on more affordable entry-level motorcycles.

Demand for Harley-Davidson's products, particularly touring motorcycles, is seasonal, with revenue increasing in spring and summer and declining in winter. To mitigate this, Harley-Davidson uses a "surge manufacturing" strategy to increase production capacity during peak sales months.

Harley-Davidson, Inc. is an American motorcycle manufacturer and lifestyle brand based in Milwaukee, Wisconsin, operating in the Consumer Cyclical sector. Its business is divided into Motorcycles and Related Products, which designs, manufactures, and sells various motorcycle models, parts, accessories, and apparel, including the electric LiveWire brand, and Financial Services, which provides wholesale financing for dealers and retail financing for customers, along with protection products.

Harley-Davidson has a global presence, with the United States as its largest market, followed by Europe. Other key markets include Australia, Mexico, Canada, Japan, Latin America, India, and China. The company has manufacturing facilities in York, Pennsylvania; Menomonee Falls, Wisconsin; Tomahawk, Wisconsin; Manaus, Brazil; and Rayong, Thailand.

Harley-Davidson's brand reputation has faced challenges, with global retail motorcycle sales down 12% in the prior year. The company has faced criticism for strategic missteps and a shift away from its core rider demographic, leading to declining trust among loyal customers and increased quality issues. The closure of over 160 North American Harley dealerships between 2018 and 2022 also impacted the brand's standing. Harley-Davidson is attempting to reset its brand image with the "Back to the Bricks" strategic plan, focusing on attracting younger riders with affordable models and strengthening dealer relations.

Harley-Davidson, Inc. is a publicly traded company on the New York Stock Exchange under the ticker symbol HOG. Its ownership is distributed among thousands of institutional investors, individual shareholders, and company insiders. Major institutional shareholders include Vanguard Group Inc, BlackRock, Inc., Donald Smith & Co., Inc., Dimensional Fund Advisors Lp, Beutel, Goodman & Co Ltd., Fmr Llc, Lsv Asset Management, American Century Companies Inc, State Street Corp, and UBS Group AG.