Harley-Davidson is a leading global manufacturer of heavyweight motorcycles across the custom, cruising, and touring categories, as well as related merchandise, parts, and accessories. In recent years, the firm has expanded into the adventure touring market with its Pan America model and into electric with the LiveWire brand. Its captive finance arm, Harley-Davidson Financial Services, provides wholesale financing to dealers and retail financing and insurance brokerage services to customers. Harley captured around 34% of the heavyweight domestic market in 2025.
The chart shows the growth of an initial investment of $10,000 in Harley-Davidson, Inc., comparing it to the performance of the S&P 500 index. All prices have been adjusted for splits and dividends.
Returns By Period
Harley-Davidson, Inc. (HOG) has returned 1.41% so far this year and -6.33% over the past 12 months. Looking at the last ten years, HOG has achieved an annualized return of -8.67%, underperforming the Benchmark (SPY), which averaged 12.23% per year.
HOG
1M8.36%
6M-25.92%
YTD1.41%
1Y-6.33%
5Y-13.07%
10Y-8.67%
Benchmark (SPY)
1M-3.85%
6M-2.35%
YTD-4.36%
1Y34.06%
5Y9.80%
10Y12.23%
Monthly Returns
The table below presents the monthly returns of Harley-Davidson, Inc. (HOG) with color gradation from worst to best to easily spot seasonal factors.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2026
-3.74%
-7.79%
15.81%
2.96%
2025
-10.52%
-3.18%
-2.81%
-11.45%
3.24%
-1.50%
3.53%
20.68%
-3.09%
-3.75%
-8.07%
-15.33%
2024
-11.10%
10.55%
20.86%
-21.45%
4.58%
-6.78%
11.38%
-0.19%
3.74%
-16.69%
5.19%
-10.62%
2023
10.30%
3.69%
-20.51%
-2.37%
-16.42%
12.85%
9.04%
-12.02%
-2.56%
-18.71%
11.28%
22.96%
2022
-8.74%
16.86%
-4.23%
-7.95%
-3.14%
-10.94%
19.84%
2.96%
-8.40%
21.02%
7.95%
-11.75%
2021
8.38%
-11.97%
11.27%
20.29%
-0.66%
-6.11%
-13.76%
-1.35%
-7.41%
-0.90%
-8.10%
0.83%
2020
-10.96%
-9.56%
-37.75%
22.92%
1.57%
10.15%
10.25%
5.84%
-10.21%
33.06%
23.25%
-10.49%
2019
9.57%
1.56%
-4.86%
3.22%
-12.23%
9.47%
-2.03%
-10.99%
14.08%
8.11%
-7.50%
1.31%
2018
-5.31%
-5.00%
-6.11%
-3.95%
0.02%
2.06%
2.24%
-0.91%
6.51%
-16.26%
10.13%
-21.00%
2017
-2.83%
-1.26%
5.14%
-6.98%
-7.63%
1.20%
-10.02%
-3.59%
2.03%
-1.78%
5.66%
1.39%
2016
-6.47%
-3.39%
-2.05%
16.54%
-0.19%
-0.55%
8.75%
6.17%
-4.60%
Performance Indicators
The charts below present risk-adjusted performance metrics for Harley-Davidson, Inc. (HOG) and compare them to a Benchmark (SPY). These indicators evaluate an investment's returns against its associated risks.
Sharpe ratio
Sortino ratio
Omega ratio
Calmar ratio
Martin ratio
sharpe ratio
The Sharpe ratio helps investors understand how much return they're getting for the level of risk taken. A higher Sharpe ratio indicates better risk-adjusted performance, meaning more reward for each unit of risk.
These values reflect how efficiently the investment has delivered returns relative to its volatility over different time periods. All figures are annualized and based on daily total returns.
The chart below shows the rolling Sharpe ratio of HOG compared to the benchmark. This view highlights how the investment's risk-adjusted performance has changed over time.
Volatility Chart
The current Harley-Davidson, Inc. volatility is 2.36%, representing the standart deviation of percentage change in the investments's value, either up or down over the past month. The chart below shows the rolling one-month volatility.
Drawdowns Chart
The Drawdowns chart displays portfolio losses from any high point along the way. It shows the maximum percentage drop from a peak to a trough over a specified period, indicating the risk of significant losses. Although chart shows positive values, it represents the percentage drop from the peak, so a value of 10% means the portfolio has dropped 10% from its highest point.
Income Statement
The income statement provides a summary of a company's revenues, expenses, and profits over a specific period. It shows how much money the company earned (revenues) and how much it spent (expenses), leading to the net income or profit. This statement is crucial for understanding a company's financial performance and profitability.
2025
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2009
Liabilities And Equity (USD)
8.04B
11.88B
12.14B
11.49B
11.05B
12.01B
10.53B
10.67B
9.97B
9.89B
9.99B
9.53B
9.41B
9.17B
9.67B
9.16B
Equity Attributable To Parent (USD)
3.14B
3.17B
3.25B
2.90B
2.55B
1.72B
1.80B
1.77B
1.84B
1.92B
1.84B
2.91B
3.01B
2.56B
2.42B
2.11B
Equity Attributable To Noncontrolling Interest (USD)
Ford CEO Jim Farley sold 6,454 Harley-Davidson shares worth approximately $121,000 on February 25, 2026, representing 28.48% of his direct holdings. The sale marks Farley's first open-market disposition of HOG stock. Harley-Davidson faces significant headwinds with shares down 30% year-over-year and 50% over five years, amid declining motorcycle revenue and workforce reductions. New CEO Artie Starrs is implementing a strategic turnaround plan called 'WireForward' aimed at balancing the brand's premium legacy with products targeting younger customers.
The Motley Fool•Sarah Sidlow
AI Insight
The company is experiencing significant challenges including a 30% year-over-year stock decline, 50% decline over five years, declining motorcycle revenue (from $4.89B in 2022 to $3.6B in 2025), workforce reductions of ~800 people since 2022, and an uncertain economic outlook. While a turnaround plan is underway, the company is described as 'not firing on all cylinders' with 'more pain likely on the way.'
Harley-Davidson's Board of Directors has approved a cash dividend of $0.1875 per share for Q1 2026, payable on March 17, 2026 to shareholders of record as of March 2, 2026.
Benzinga•Prnewswire
AI Insight
The declaration of a cash dividend demonstrates the company's financial health and confidence in its ability to generate sufficient cash flows to return capital to shareholders. Dividend payments are generally viewed positively by investors as they indicate profitability and management's commitment to shareholder value.
Harley-Davidson reported weak Q4 FY2025 results with a 28% year-over-year sales decline to $496 million and an operating loss of $361 million, compared to a $193 million loss a year ago. Global motorcycle shipments fell 4% YoY, with EMEA sales declining 24% and the HDMC segment reporting a $30 million gross loss. The company announced a $200 million accelerated share repurchase agreement and provided 2026 guidance expecting operating losses between $40 million to $10 million profit.
Benzinga•Lekha Gupta
AI Insight
The company reported significant deterioration in financial performance including a 28% sales decline, widened operating losses ($361M vs $193M YoY), declining global motorcycle shipments (-4% YoY), and weak regional performance particularly in EMEA (-24% YoY). The HDMC segment swung from a $3M loss to a $30M loss due to tariffs and pricing pressures. While 2026 guidance shows potential for profitability, current results indicate substantial operational challenges.
The 2026 Washington, D.C. Auto Show held a successful Public Policy Day with government officials discussing automotive policy and innovation, followed by a strong opening weekend featuring new vehicle debuts including the Lamborghini Temerario and Aston Martin Vanquish Volante. The show closed Sunday and Monday due to a winter storm but plans to reopen Tuesday at noon. The event emphasized America250 celebrations and expanded offerings including new exhibitors like Harley-Davidson.
GlobeNewswire Inc.•
AI Insight
First-ever appearance at the Washington D.C. Auto Show in the Outdoor Pavilion, indicating expansion into new markets and positive brand exposure.
The 2026 Washington, D.C. Auto Show returns to the Walter E. Washington Convention Center from January 23 to February 1, 2026, featuring new manufacturers like Harley-Davidson and VinFast alongside returning brands such as Land Rover. Major automakers including Kia, Chevrolet, Toyota, Tesla, Polestar, and Subaru will showcase their latest vehicles, with highlights including Kia's Telluride Hybrid Prototype and Polestar's electric lineup. The show will feature exclusive Ride & Drive experiences and interactive exhibits celebrating automotive innovation and sustainability.
GlobeNewswire Inc.•
AI Insight
New manufacturer entry to the show expands their market presence and visibility to D.C. automotive enthusiasts, representing growth opportunity.
The global motorcycle accessories market is expected to grow from $21.18 billion in 2025 to $33.85 billion by 2034, with a 5.35% CAGR. Growth is driven by increasing biker populations, rising demand for safety gear, and expanding e-commerce platforms.
GlobeNewswire Inc.•Towards Automotive
AI Insight
Mentioned as a leading global company with branded riding gear and accessories, reflecting strong market presence
Harley-Davidson reported Q2 2025 revenue of $1,307 million, beating analyst estimates, but experienced significant year-over-year declines in revenue, operating income, and earnings per share. The company faces challenges from tariffs, weak consumer demand, and struggles in its electric motorcycle segment.
The Motley Fool•Jesterai
AI Insight
Revenue declined 19% year-over-year, operating income dropped 53%, earnings per share fell 46%, global retail sales decreased 15%, and management withheld full-year guidance due to economic uncertainties
Harley-Davidson is exploring strategic alternatives for its financing unit, while Capri Holdings is selling Versace to Prada for $1.375 billion. Several other companies, including Impresoft, Keros Therapeutics, and Rivalry Corp., are also exploring strategic alternatives.
Benzinga•Anthony Noto
AI Insight
The article mentions that Harley-Davidson is exploring strategic alternatives for its financing unit, including a potential sale, but does not provide a clear indication of the company's overall performance or outlook.
Harley-Davidson and Kraft Heinz are facing challenges in the modern economic climate, with sluggish sales and bleak growth outlooks. Harley-Davidson's motorcycle revenue has declined significantly, while Kraft Heinz struggles to create meaningful growth.
The Motley Fool•David Butler
AI Insight
Harley-Davidson is struggling to sell bikes, with a 35% year-over-year decline in revenue in the fourth quarter of 2024 and a 47% decline in motorcycle revenue. The company's own guidance for 2025 expects flat or up to 5% decline in revenue, further indicating a bleak outlook.
Öhlins Racing, a global leader in advanced suspension technology, has debuted its first front fork for Harley-Davidson motorcycles and a new STX Pro Blackline shock absorber. These products will be showcased at the EICMA Motorcycle Show in Milan, Italy, in November 2024, offering enhanced comfort and riding experience for Harley-Davidson enthusiasts.
GlobeNewswire Inc.•
AI Insight
The article indicates that Öhlins Racing has developed new suspension products specifically for Harley-Davidson motorcycles, suggesting a positive outlook for Harley-Davidson's partnership with Öhlins and the potential to improve the riding experience for its customers.
