HOG

Harley-Davidson Delivers Second Quarter Financial Results and Raises Full-Year Guidance

Published: Jul 23, 2026   |  Read Original Article ↗

Article Summary

HOLD
  • Harley-Davidson Inc. (NYSE: HOG) reported stronger-than-expected second quarter results and raised full-year guidance, driven by strength in domestic retail motorcycle sales and strong dealer inventory management.
  • Harley-Davidson, reported a 55% decline in consolidated revenue, with consolidated operating income down 32% and gross margin down 108 basis points to 27.5%, while adjusted EBITDA margins improved to 6.6%.
  • Global motorcycle shipments increased 9% year-over-year, with wholesale unit shipments down 9% and retail sales up 1%.
  • Parts & Accessories revenue declined 5% and Apparel & Licensing revenue was down 2%, while parts & accessories revenue increased 6%.
  • The LiveWire segment posted a $1 million operating loss, while operating expenses were $232 million lower than a year ago, reflecting restructuring costs and margin improvement.
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Growth Stock Metric Rating
HOG Rating
14.0
SELL

Growth Stock Scoring Breakdown

METRIC VALUE WEIGHT ANALYSIS
Sales Growth TTM ? -9.8% 25% 0.0 ptsDeclining (-9.8%) - NOT a growth stock
EPS Growth Next 5Y ? -0.1% 25% 0.0 ptsNegative (-0.1%) - Declining expectations
Target Price Upside ? 1.0% 20% 10.0 ptsNear/At Target (1.0%) - Target: $26.90 vs Current: $27.18
Gross Margin % ? 27.3% 15% 40.0 ptsModerate (27.3%) - Adequate margins
Drawdown from 52-Wk High ? -13.0% 15% 40.0 ptsMild Pullback (-13.0%) - Light entry opportunity
Disclaimer: This rating is for informational purposes only and is not financial advice. All data sourced from Finviz. Always conduct your own research and consult with a financial advisor before making investment decisions. Past performance does not guarantee future results.

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About HOG

Consumer Cyclical Recreational Vehicles 5,500 employees Milwaukee, WI, United States
  • 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, Grand American touring, standard, sportbike, adventure touring, 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, electric bikes, 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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