Harley-Davidson, Inc. (HOG) Stock Price & How to Invest
Last updated July 2026
Short answer
You can invest in Harley-Davidson (HOG) by buying shares or fractional shares at any major broker, through a consumer-discretionary or small-cap ETF that holds it, or as one holding in a thematic basket. HOG is the iconic American maker of heavy cruiser and touring motorcycles, and it also owns a captive lender (Harley-Davidson Financial Services) plus a majority stake in the LiveWire electric-motorcycle business, so it is a cyclical, brand-driven turnaround story rather than a steady grower.
HOG stock price
As of 2026-07-15, Harley-Davidson, Inc. (HOG) last closed at $25.95, up 8.6% over the past year. Over the past 52 weeks it has traded between $17.19 and $31.03.
Prices are daily closing prices from Yahoo Finance and may be delayed. For the live quote, check your broker or Harley-Davidson, Inc.'s investor relations page. Walnut is informational, not investment advice.
What does Harley-Davidson, Inc. (HOG) do?
Harley-Davidson is the storied American motorcycle company best known for its heavyweight cruiser and touring bikes and a brand that has become a cultural symbol. The business runs in three parts. Harley-Davidson Motor Company (HDMC) designs, makes, and sells motorcycles along with parts, accessories, apparel, and licensed merchandise, and it is by far the largest revenue driver. Harley-Davidson Financial Services (HDFS) is the captive finance arm that provides retail loans to buyers and wholesale floor-plan financing to dealers, earning interest and fee income. LiveWire is the company's electric-motorcycle unit, publicly listed separately (ticker LVWR) but majority-owned and consolidated by Harley, and it remains a money-losing early-stage venture.
The investment picture is a turnaround. Full-year 2025 revenue was roughly $4.47 billion, down about 14% from $5.19 billion in 2024, with diluted EPS of about $2.78, as HDMC shipments and revenue fell while the company worked down dealer inventory. New tariffs, heavier pricing incentives, and a shipment-mix shift have squeezed motorcycle margins, and Q1 2026 showed the strain with consolidated revenue down about 12% and operating income down roughly 85%. A leadership change (Artie Starrs became CEO on October 1, 2025) brought a fresh strategy branded WireForward, unveiled in May 2026. The stock trades near multi-year lows (around $25 with a market cap near $2.7 billion) and pays a modest dividend, so results depend on whether the reset can revive demand and rebuild margins against a backdrop of aging core riders.
What's driving Harley-Davidson, Inc. (HOG)?
1. New leadership and the WireForward reset.
Artie Starrs, formerly CEO of Topgolf Callaway Brands, took over as CEO on October 1, 2025 and unveiled a new strategy called WireForward alongside the Q1 2026 results in May 2026. The plan replaces the prior premium-focused Hardwire strategy and aims at operational discipline, restructuring, and reigniting demand. Execution of this reset is the central swing factor for the business over the next few years.
2. Retail momentum and cleaner dealer inventory.
Despite falling revenue, Q1 2026 global retail motorcycle sales rose about 8% and North America retail grew roughly 14%, while global dealer inventories ended the quarter about 22% lower than a year earlier. Leaner dealer inventory reduces the need for heavy discounting and can support healthier pricing over time. Sustained retail improvement would be an early sign that demand is stabilizing.
3. HDFS as an earnings anchor.
Harley-Davidson Financial Services provides a recurring profit stream from retail loans and dealer floor-plan financing that partly offsets the cyclicality of motorcycle sales. HDFS results were reshaped in 2026 by a 2025 loan-asset sale that shrank finance receivables and reduced reported revenue and income. The 2026 outlook still expects HDFS operating income in the tens of millions, making it a meaningful, if smaller, contributor.
4. LiveWire electric optionality (and drag).
LiveWire is Harley's separately listed but majority-owned electric-motorcycle unit. In Q1 2026 its revenue grew sharply off a small base while its operating loss narrowed modestly to about $18 million, and full-year 2026 guidance still calls for an operating loss of roughly $70 million to $80 million. LiveWire is a long-dated bet on electrification that continues to weigh on consolidated results in the near term.
What are the risks to Harley-Davidson, Inc. (HOG)?
Harley-Davidson sells expensive discretionary products, so demand is cyclical and sensitive to interest rates, consumer confidence, and recessions. Its core North American rider base is aging, and attracting younger and more diverse riders has proven difficult, which pressures long-term volume. New or higher tariffs, pricing incentives, and shipment mix have compressed motorcycle margins, and Q1 2026 operating income fell roughly 85%. HDFS carries credit risk if loan losses rise in a weaker economy, and LiveWire continues to lose money. The strategy has also seen repeated resets and leadership turnover, so execution risk around the new WireForward plan is real.
How is Harley-Davidson, Inc. (HOG) valued? (approximate, July 2026)
A simple financial snapshot. These are approximations and refresh quarterly; for current figures see Harley-Davidson, Inc.'s investor relations page or your broker.
- Revenue (FY2025): ~$4.47 billion (down ~14% YoY)
- Diluted EPS (FY2025): ~$2.78
- Q1 2026 revenue: ~12% lower YoY
- Market cap: ~$2.7 billion
- P/E ratio: ~14x
- Dividend yield: ~2.9%
HOG trades as a small-cap turnaround near multi-year lows (around $25 a share) at a modest earnings multiple, reflecting falling revenue and sharply lower operating income in early 2026. Reported segment figures are noisy because a 2025 loan-asset sale reshaped HDFS revenue and because LiveWire and tariff pressures weigh on the consolidated picture. Approximate figures shown here can move meaningfully with each quarterly report and as the WireForward strategy plays out.
Who competes with Harley-Davidson, Inc. (HOG)?
Cruiser and touring motorcycle makers
Harley's core heavyweight segment competes most directly with Polaris-owned Indian Motorcycle, plus BMW Motorrad, Honda, Triumph, and Ducati, all of which chase the same premium cruiser and touring riders in North America and abroad.
Broader powersports and mass-market bikes
In the wider two-wheeler and powersports market, rivals include Honda, Yamaha, Kawasaki, and Suzuki, whose larger scale and broad lineups (including lower-priced entry bikes) compete for new and younger riders.
Electric motorcycle players
Through its LiveWire unit, Harley competes with electric-motorcycle specialists such as Zero Motorcycles and Energica, as well as electrification efforts from established manufacturers, in a small but developing EV segment.
How to invest in Harley-Davidson, Inc. (HOG)
There are three common ways to get HOG exposure. Buy shares (or fractional shares) directly at any major broker. Hold an ETF that includes it, which spreads the position across many companies. Or build it into a focused thematic basket, so HOG sits alongside other stocks that express the same thesis.
Walnut takes the basket route. Describe a thesis where HOG fits (for example “AI infrastructure” or “dividend-growth large-caps”) and the AI proposes 5 to 6 constituents with target weights. You review the plan and fund it through your own broker when you're ready.
The bottom line on Harley-Davidson, Inc. (HOG)
Harley-Davidson is a cyclical, brand-heavy discretionary stock in the middle of a strategy reset, where the investment picture hinges on whether new leadership can stabilize motorcycle demand and margins while HDFS and the LiveWire EV losses run in the background.
More on Harley-Davidson, Inc. (HOG)
Whether HOG is worth buying today depends more on your time horizon and what you already hold than on any single call. We walk through valuation, what would have to go right, and the risks in is HOG a buy?, and where the stock could go from here in the HOG stock forecast.
For income investors, whether HOG pays a dividend and how the payout looks is covered in does HOG pay a dividend?
Build a basket around HOG with Walnut
Use Harley-Davidson, Inc. as one constituent in a thematic basket Walnut's AI helps you assemble. Describe a thesis you believe in, the AI proposes the holdings and weights, and you approve before any broker order.
FAQ
What does Harley-Davidson actually sell?
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Harley-Davidson designs and sells heavyweight cruiser and touring motorcycles, plus parts, accessories, riding gear, apparel, and licensed merchandise. It also earns financing income through Harley-Davidson Financial Services and consolidates its majority-owned LiveWire electric-motorcycle business.
How do I buy HOG stock?
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HOG trades on the New York Stock Exchange, so you can buy whole or fractional shares through any major brokerage. Some investors get exposure indirectly through consumer-discretionary or small-cap ETFs that hold the stock, or by including it as one position in a thematic basket.
Does Harley-Davidson pay a dividend?
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Yes. Harley-Davidson pays a quarterly cash dividend, with a yield recently around 2.9%. As with any company, the dividend can be changed by the board, and dividends are one part of total return alongside share-price movement.
Why has HOG stock been weak?
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The stock has fallen sharply over the past year amid declining revenue, shrinking motorcycle shipments, tariff and margin pressure, and repeated strategy resets. An aging core rider base and losses at the LiveWire EV unit have added to investor concerns.
What is HDFS and why does it matter?
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Harley-Davidson Financial Services (HDFS) is the captive lending arm that finances motorcycle buyers and dealers. It provides a recurring stream of interest and fee income that helps offset the cyclicality of motorcycle sales, though it also carries credit risk if loan losses rise.
Who runs Harley-Davidson now?
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Artie Starrs became CEO on October 1, 2025, succeeding Jochen Zeitz. Starrs previously led Topgolf Callaway Brands, and in May 2026 he introduced a new strategy called WireForward focused on restructuring and reviving demand.
Who are Harley-Davidson's main competitors?
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In cruisers and touring bikes, its closest rival is Polaris-owned Indian Motorcycle, along with BMW Motorrad, Triumph, Honda, and Ducati. In the broader market it faces Honda, Yamaha, Kawasaki, and Suzuki, and in electric motorcycles it competes with players like Zero Motorcycles.
Walnut is informational, not investment advice. Financial figures on this page are approximations; always verify current numbers with Harley-Davidson, Inc.'s investor relations page or your broker before making investment decisions.