Business description: Harley-Davidson, Inc.

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company operates in three segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC designs, manufactures and sells Harley-Davidson motorcycles. HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. LiveWire segment sells electric motorcycles, electric balance bikes for kids, parts and accessories and apparel in the United States and certain international markets. HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. HDMC's products are sold to retail customers primarily through a network of independent dealers. HDMC also distributes its motorcycles through an independent distributor in India. HDMC offers internal combustion engine motorcycles under the Harley-Davidson brand.

Number of employees: 5,900

Sales by Activity: Harley-Davidson, Inc.

Fiscal Period: December20202021202220232024

Harley-Davidson Motor Company (HDMC) (Excluding LiveWire)

- - 4.89B 4.84B 4.12B

Livewire

- - 46.83M 38.3M 26.36M

Non-financial Services Entities (HDMC and LiveWire)

3.28B 4.56B - - -

Harley-davidson Financial Services (hdfs)

783M 789M 821M 954M 1.04B

Consolidating Adjustments

-8.45M -17.13M - - -
See all business segments

Geographical breakdown of sales: Harley-Davidson, Inc.

Fiscal Period: December20202021202220232024

United States

2.8B 3.79B 4.09B 4.24B 3.84B

EMEA

590M 710M 693M 637M 584M

Other Countries

289M 342M 405M 375M 268M

Canada

120M 201M 233M 238M 232M

Japan

138M 150M 175M 201M 128M

Australia and New Zealand

108M 138M 148M 127M 120M

Europe

8.3M 7.46M 6.07M 7.34M 6.5M

International

- - 10.58M 6.82M 4.9M
See all geographic segments

Executive Committee: Harley-Davidson, Inc.

Manager TitleAgeSince
Chief Executive Officer 48 2025-09-30
Director of Finance/CFO 51 2023-06-25
Chief Operating Officer 49 2023-02-28
Compliance Officer 47 2019-10-31
Chief Tech/Sci/R&D Officer 50 2020-04-30
See HARLEY-DAVIDSON, INC. governance

Composition of the Board of Directors: Harley-Davidson, Inc.

Director TitleAgeSince
Director/Board Member 59 2016-07-24
Chairman 62 2025-09-30
Director/Board Member 58 2017-02-22
Director/Board Member 58 2021-05-19
Director/Board Member 46 2022-08-02
Director/Board Member 55 2025-05-13
Director/Board Member 63 2025-09-14
Director/Board Member 49 2025-09-14
Composition of the Board of Directors

Shareholders: Harley-Davidson, Inc.

NameEquities%Valuation
Vanguard Fiduciary Trust Co.
10.08 %
12,257,891 10.08 % 331 M $
BlackRock Advisors LLC
8.407 %
10,218,699 8.407 % 276 M $
Donald Smith & Co., Inc.
5.597 %
6,803,727 5.597 % 184 M $
Donald Smith & Co., Inc.
5.597 %
6,803,727 5.597 % 184 M $
DFA Australia Ltd.
5.224 %
6,349,980 5.224 % 171 M $
List of HARLEY-DAVIDSON, INC. shareholders

Holdings: Harley-Davidson, Inc.

NameEquities%Valuation
181,000,000 88.84% 991,880,000 $

Company details: Harley-Davidson, Inc.

Harley-Davidson, Inc.

3700 West Juneau Avenue

53208-2818, Milwaukee

+414 342 4680

http://www.harley-davidson.com
address Harley-Davidson, Inc.(HOG)

Group companies: Harley-Davidson, Inc.

NameCategory and Sector
Wholesale Distributors
Specialty Stores
Harley-Davidson Motorcycle Trust 2020-L
Finance/Rental/Leasing
Wholesale Distributors
Harley-Davidson Motorcycle Trust 2020-M
Finance/Rental/Leasing
See all subsidiaries

Motorcycles & Scooters

Change 5d. change 1-year change 3-years change Capi.($)
-0.40%-3.44%-24.32%-48.42% 2.92B
-0.28%+1.39%-6.75%+137.33% 27.85B
-2.04%-2.84%+36.96%+90.30% 20.7B
-1.90%-2.11%+41.31%+207.53% 18.14B
+0.43%+4.43%+20.11%+105.95% 12.48B
+1.32%-1.67%-16.47%-2.15% 7B
-1.18%+1.54%-8.94%-5.22% 4.9B
-1.64%-4.15%+56.11%+132.92% 3.81B
+4.11%+3.09%-7.85%+75.38% 1.63B
-0.86%+1.89%-8.11%-25.86% 1.2B
Average -0.24%-0.28%+8.21%+66.78% 10.06B
Weighted average by Cap. -0.77%-0.40%+15.29%+111.27%
See all sector performances
Trader
Investor
Global
Quality
ESG MSCI
AAA
More Ratings
Sell
Consensus
Buy
Mean consensus
OUTPERFORM
Number of Analysts
14
Last Close Price
24.71USD
Average target price
28.56USD
Spread / Average Target
+15.56%
Consensus

Quarterly revenue - Rate of surprise

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