34.20
+4.72%
Close of 9 Nov 2026, in USD
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About Harley-Davidson
From its filings with the US Securities and Exchange Commission
Harley-Davidson is based in Milwaukee, Wisconsin and is incorporated in Wisconsin. Its shares trade on NYSE under the ticker HOG. The SEC classifies its business as motorcycles, bicycles & parts. In the fiscal year to 31 December 2025, it reported revenue of $4.47bn and net income of $338.7m. At that date it held total assets of $8.04bn and shareholders' equity of $3.14bn.
The Hardwire was the Company's 2021-2025 strategic plan which targeted long-term profitable growth, including enhancing the Company's position as the most desirable motorcycle brand in the world and driving value for its shareholders. The Hardwire strategic priorities included a focus on its most profitable motorcycle product segments, selective expansion into new and within existing product segments and markets, leading in the electric motorcycle market, growth beyond bikes into complementary businesses, enhancing the customer experience for riders and non-riders, and inclusive stakeholder management.
The Hardwire strategy concluded at the end of 2025. The Company plans to announce its new strategic plan in conjunction with its first quarter 2026 earnings release.
HDMC also distributes its motorcycles through independent distributors in select overseas markets, including India. The independent distributors sell HDMC's products through independent Harley-Davidson dealers in India and other markets, included in the table above, as well as through the distributors' existing dealer networks.
Quoted from its 10-K, filed 26 Feb 2026. Read the filing on SEC.gov ↗
Company facts
- Sector
- Consumer Discretionary
- Industry
- Automobiles
- Listed since
- 1 Jul 1987
- Employees
- 5,500
- Website
- harley-davidson.com ↗
- Head office
- 3700 W JUNEAU AVE, MILWAUKEE, WI, 53208
- Incorporated in
- WI
- Classification
- Motorcycles, Bicycles & Parts
- Filer status
- Large accelerated filer
Leadership
Pay as last reported
- Mr. Jochen ZeitzChairman of the Board, President, Chief Executive Officer, since 2007$9.1m
- Mr. Troy AlsteadIndependent Chairman of the Board$285,000
- Mr. Arthur StarrsPresident, Chief Executive Officer
- Mr. Jonathan RootChief Financial Officer, President- Commercial Harley-Davidson Motor Company$1.6m
- Mr. Jagdish KrishnanChief Digital, Operations Officer$1.7m
- Ms. Tori TermaatChief Human Resources Officer
- Mr. Glen KovalSenior Vice President - Global Motorcycle Development, Harley-Davidson Motor Company
- Mr. Paul KrauseChief Legal Officer, Chief Compliance Officer, Corporate Secretary$1.3m
- Mr. Charles DoSenior Vice President - Harley-Davidson Financial Services
- Mr. Luke MansfieldChief Commercial Officer - Harley-Davidson Motor Company$1.1m
- Mr. James FarleyIndependent Director$260,000
- Mr. Allan GolstonIndependent Director$280,000
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 47
- Environment
- 46
- Social
- 47
- Governance
- 48
- Direct emissions (scope 1)
- 25,405 t
- Energy emissions (scope 2)
- 67,025 t
- Value chain emissions (scope 3)
- 4,554.69 t
- Women in the workforce
- 29.3%
- Carbon reduction policy
- No
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Harley-Davidson Inc has several strengths that contribute to its success and competitiveness in the market. Firstly, the company enjoys strong brand recognition and a loyal customer base. Their iconic motorcycles have become synonymous with freedom, individuality, and the American spirit. This brand loyalty gives them a competitive advantage over other motorcycle manufacturers.
- Secondly, Harley-Davidson has a diverse product portfolio, offering a wide range of motorcycles catering to various customer preferences. Their motorcycles are known for their high-quality, durability, and performance, which further strengthens their position in the market.
- Additionally, Harley-Davidson has an extensive dealership network both domestically and internationally. This enables customers to easily access their products and receive exceptional after-sales service, reinforcing customer satisfaction and loyalty.
Weaknesses
- Despite its strengths, Harley-Davidson Inc faces certain weaknesses that can hinder its growth and profitability. One weakness is the high cost of their motorcycles compared to competitors. This pricing may limit their reach to a wider customer base, especially in markets with price-sensitive consumers.
- Another weakness is the company's relatively low diversification in terms of product offerings. While they have a diverse range of motorcycles, they have limited presence in other product categories such as electric motorcycles or scooters. This lack of diversification may restrict their ability to adapt to changing market trends and customer preferences.
Opportunities
- Harley-Davidson Inc has several opportunities that can be leveraged to enhance their market position and expand their customer base. One opportunity is the growing demand for electric vehicles. By investing in and introducing electric motorcycles, Harley-Davidson can tap into the rising popularity of eco-friendly transportation options.
- Another opportunity lies in expanding their international presence, especially in emerging markets. Increasing disposable incomes and a growing middle class in countries like China and India provide untapped markets where Harley-Davidson can establish a stronger foothold.
Threats
- Harley-Davidson Inc faces various threats that can impact its business operations and market position. One significant threat is increased competition from other motorcycle manufacturers, both traditional and emerging players. The motorcycle industry is highly competitive, and maintaining a competitive edge requires continuous innovation and product differentiation.
- Changing consumer preferences and shifting market trends pose another threat. If consumer demand shifts towards alternative modes of transportation or different styles of motorcycles, Harley-Davidson may struggle to adapt quickly, potentially leading to a decline in sales and market share.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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