$24.18
+0.07 (+0.27%)
Last updated: May 31, 2026 02:52
Fundamentals Overview
Harley-Davidson, Inc. is in the middle of its 52-week range with low valuation, trading relatively flat today.
Valuation low
Intrinsic value (DCF)
+103% upside vs price
Profitability
Risk (Beta)
1.29 — higher vol
Earnings & growth
BullzEye Analysis
Our composite tilts Buy on technicals (e.g. RSI, ADX, trend), fundamentals, sentiment, sector and index context, and risk.
Composite Signal
Supporting (Buy):
DCF +103% upside vs price · Analyst grade: A · 3M vs S&P 500: +20.3% · 3M vs Consumer Cyclical sector: +26.2%
Pressures (Sell):
Sentiment weakening (3 downgrades)
Not financial advice. For education and research only; do your own research and consider a financial advisor before investing.
Key Stats
About
Ratings & Grades at a Glance
Overall rating: A. Recent institutional grades: majority downgrades. Current institutional positions: Buy: 6, Equal Weight: 2, Neutral: 18, Underweight: 4.
Valuation & Ratios
Valuation, liquidity, and profitability metrics are consolidated here (including ratios that previously appeared in the Financials story). Trailing (TTM) vs forward-looking (e.g. DCF) is noted on each line where it matters.
DCF vs price: DCF estimate is $49.07; current price is $24.18. That’s a +103% gap. When the gap is large (e.g. >20%), that’s divergence; when they’re close, that’s convergence. Differences can reflect growth expectations, sector premiums, or conservative vs. optimistic assumptions. Use DCF as one input alongside technicals and sentiment.
| Metric | Value |
|---|---|
| Valuation | |
| P/E (TTM) | 11.62 |
| DCF value (model) | $49.07 (103% upside) |
| PEG (TTM) | N/A |
| P/B (TTM) | 0.87 |
| P/S (TTM) | 0.59 |
| P/FCF (TTM) | 58.01 |
| Liquidity & enterprise | |
| Current Ratio (TTM) | 1.91 |
| Quick Ratio (TTM) | 1.66 |
| Cash Ratio (TTM) | 0.73 |
| Profitability | |
| ROE (TTM) | N/A |
| ROA (TTM) | N/A |
| Revenue growth (YoY) | N/A |
| Net margin (TTM) | 5.34% |
| Gross margin (TTM) | 24.88% |
| Operating margin (TTM) | 6.39% |
| Debt to equity (TTM) | N/A |
Latest News
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Price Target, Ratings & Grades
Analyst price targets, consensus, rating snapshot, and institutional grades for HOG.
Analyst Sentiment at a Glance
Stock Grades (Institutions)
| Institution | Action | Previous Grade | New Grade | Date |
|---|---|---|---|---|
| Morgan Stanley | maintain | Underweight | Underweight | 2026-05-19 |
| UBS | maintain | Neutral | Neutral | 2026-05-11 |
| Citigroup | maintain | Neutral | Neutral | 2026-05-07 |
| Wells Fargo | maintain | Underweight | Underweight | 2026-05-06 |
| UBS | maintain | Neutral | Neutral | 2026-03-04 |
| Citigroup | maintain | Neutral | Neutral | 2026-01-14 |
| Morgan Stanley | maintain | Underweight | Underweight | 2025-11-19 |
| UBS | maintain | Neutral | Neutral | 2025-11-13 |
| DA Davidson | maintain | Buy | Buy | 2025-11-10 |
| Morgan Stanley | downgrade | Equal Weight | Underweight | 2025-10-27 |
| DA Davidson | maintain | Buy | Buy | 2025-08-25 |
| UBS | maintain | Neutral | Neutral | 2025-07-08 |
| Citigroup | maintain | Neutral | Neutral | 2025-06-16 |
| Baird | maintain | Neutral | Neutral | 2025-05-14 |
| B of A Securities | maintain | Buy | Buy | 2025-05-02 |
| Citigroup | maintain | Neutral | Neutral | 2025-04-17 |
| Baird | maintain | Neutral | Neutral | 2025-04-04 |
| Citigroup | maintain | Neutral | Neutral | 2025-04-02 |
| UBS | maintain | Neutral | Neutral | 2025-02-20 |
| Morgan Stanley | maintain | Equal Weight | Equal Weight | 2025-02-06 |
| Citigroup | maintain | Neutral | Neutral | 2025-02-06 |
| DA Davidson | maintain | Buy | Buy | 2025-02-04 |
| B of A Securities | maintain | Buy | Buy | 2025-01-30 |
| Citigroup | maintain | Neutral | Neutral | 2025-01-23 |
| Morgan Stanley | downgrade | Overweight | Equal Weight | 2025-01-21 |
| UBS | maintain | Neutral | Neutral | 2024-11-07 |
| Citigroup | maintain | Neutral | Neutral | 2024-10-25 |
| B of A Securities | maintain | Buy | Buy | 2024-10-15 |
| Baird | downgrade | Outperform | Neutral | 2024-10-02 |
| Citigroup | maintain | Neutral | Neutral | 2024-09-19 |