Harley-Davidson, Inc. (HOG)
Consumer Cyclical
- Fundamental
- 3
- Sentiment
- 3
- Technical
- 2
Do Nothing: technicalScore is 2 and the short-term trend remains corrective—price is below the SMA20/SMA50 and EMA9/EMA21 with MACD below signal despite oversold Williams %R.
Company overview
Harley-Davidson, Inc., trading under the symbol HOG, manufactures and sells motorcycles. It operates through two divisions: Motorcycle Products and Related Offerings, and Financial Services. The company designs, produces, and distributes motorcycles and offers financing solutions and branded credit cards.
Fundamental
fairHarley-Davidson's fundamentals are mixed, with declining revenue and margins but strong liquidity and improved leverage.
FundamentalScore 3/5 (Mixed): FY2025 SEC results show a sharp demand/profit reset (revenue down to $4.47B; EPS $2.78) and compressed margins, but Q1 2026 disclosures show strong liquidity and covenant compliance. The stock looks inexpensive on trailing metrics (P/E ~8.9, EV/EBITDA ~5.2, ~16% free-cash-flow yield), yet multi-year revenue/EPS trends are negative and execution risk remains (motorcycle profitability, credit losses, LiveWire losses).
Sentiment
fairSentiment is neutral with sparse media coverage and no immediate catalysts.
Q2 results with raised full-year guidance (announced 2026-07-23) are the only actionable bullish catalyst; last ~14d media tone is mildly positive, while the 30–90d sentiment delta is indeterminate (baseline sample <3 after date filtering). Retail chatter is quiet and legal/regulatory findings are limited to a regulator-confirmed NHTSA recall (non-fraud) plus routine litigation headlines, leaving a constructive but not high-conviction post-earnings setup.
Technical
weakThe technical trend is corrective, with the stock below key moving averages and MACD below its signal line.
HOG's short-term tape is still corrective: the stock closed at 24.64 below its SMA20 25.84, SMA50 25.14, EMA9 25.53, EMA21 25.67, and daily VWAP 24.68, while MACD 0.05 sits below its 0.31 signal and ADX 49.92 shows the downswing is still strong.
You’re looking at 2026-07-31 — about 2 trading days ago.
Subscribers saw this then, and see today’s score, verdict and trade plan now.
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Not financial advice. For informational and educational purposes only.