HOG NYSE Motorcycle Manufacturers Financials FY2016βFY2025
Harley-Davidson designs, makes and sells motorcycles, along with parts, accessories and apparel, and it licenses its trademarks for use on other products. Its motorcycles come in six categories: Grand American Touring, Trike, Cruiser, Sport, Lightweight and Adventure Touring. It sells mainly through independent dealers, and at the end of 2025 it had 1,174 dealership points, 554 of them in the U.S. In 2025, approximately 79% of dealer retail sales of its new motorcycles were in the U.S. and European markets for motorcycles over 600cc.
Hi! I read Harley-Davidsonβs latest annual report (fiscal 2025). Here is what stands out:
Good So-so Weak
Are sales growing?
β13.8%
No. Sales fell 13.8% last year.
Does it make a profit?
7.6%
A little. It keeps 7.6% of every sale as profit.
Does profit turn into cash?
9.3%
Partly. 9.3% of sales ends up as free cash.
Is debt under control?
Net cash
Yes. It has more cash than debt.
How healthy are the accounts?
6 / 9
Mixed. It passes 6 of 9 health tests.
How is the share priced?
15.9x
One share costs 15.9 times its yearly profit per share. Typical for its sector: 17.9x.
Rules of thumb on reported numbers. A starting point, not a recommendation.
Is it selling more, and how much does it keep?
In plain words: Every quarter, companies publish how much they sold and earned. These are the days Harley-Davidson did it, and the next one. Share prices often move a lot on those days.
Next results
October 29, 2026
Thursday Β· in 4 days
| Date | Results for | Time | Source |
|---|---|---|---|
| Jul 23, 2026 | Q2 '26 | Before the market opens | 8-K β |
| May 5, 2026 | Q1 '26 | Before the market opens | 8-K β |
| Feb 9, 2026 | Q4 '25 | Time not announced | 8-K β |
| Nov 4, 2025 | Q3 '25 | Before the market opens | 8-K β |
| Jul 30, 2025 | Q2 '25 | Before the market opens | 8-K β |
| May 1, 2025 | Q1 '25 | Before the market opens | 8-K β |
| Feb 5, 2025 | Q4 '24 | Before the market opens | 8-K β |
| Oct 24, 2024 | Q3 '24 | Before the market opens | 8-K β |
From SEC filings: the results press release (8-K) or, without one, the quarterly or annual report.
KIRA Β· Harley-Davidson had $4.5B of revenue in fiscal 2025, down 13.8% on the year before. Over five years, revenue changed +2.0% a year on average. Its operating margin was 8.6%, up 0.6Β pts: of every 100 in sales, about 9 is left after running the business.
In plain words: Revenue is all the money customers paid. The margins show how many cents of each dollar of sales are left over at each step: after making the product (gross), after running the business (operating) and after everything, tax included (net).
Revenue
Revenue
Margins, % of revenue
Margins, % of revenue
KIRA Β· Harley-Davidson made $339M of net profit in fiscal 2025. From fiscal 2016 to 2025, diluted EPS grew β3.5% a year.
Loss periods are shown in red.
In plain words: Net income is the profit left after every cost and tax. Earnings per share (EPS) splits that profit across every share, so it shows what one share earned.
Net income
Net income
Diluted EPS
Diluted EPS
How much cash comes in, and where does it go?
KIRA Β· Free cash flow was $415M in fiscal 2025, 9.3% of revenue.
Cash from operations minus capital spending.
In plain words: Profit on paper is not the same as cash in the bank. Free cash flow is the cash left after paying to run and maintain the business: the money it can hand back to shareholders, save or invest.
Free cash flow
Free cash flow
Cash from operations vs capital spending
Cash from operations vs capital spending
KIRA Β· Harley-Davidson returned $440M to shareholders in fiscal 2025, 106% of free cash flow. The diluted share count fell 8.3%.
In plain words: Companies hand cash back in two ways: dividends (cash paid to shareholders) and buybacks (buying back their own shares, so each remaining share owns a bigger slice).
Dividends and buybacks
Dividends and buybacks
Diluted shares outstanding (annual)
KIRA Β· In the last 12 months, insiders bought $1.7M and sold $0.3M of shares on the open market.
Open-market purchases and sales by officers, directors and 10% owners, from Form 4 filings. βPlanβ marks trades under a pre-arranged Rule 10b5-1 plan.
In plain words: Insiders are the people who run or own a big part of the company. Buying with their own money can signal confidence; selling often has personal reasons, like taxes or diversifying.
Bought, 12 months
$1.7M
3 insiders
Sold, 12 months
$0.3M
3 insiders
Of sales under plans
78%
$0.3M
| Date | Insider | Trade | Shares | Price | Value | Filing |
|---|---|---|---|---|---|---|
| Oct 1, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,559 | $24.43 | $0.0M | Form 4 |
| Sep 1, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,554 | $27.46 | $0.0M | Form 4 |
| Aug 11, 2026 | Gayle LittletonCLO, CCO, CAO & Corp Sec | Bought | 7,500 | $26.38 | $0.2M | Form 4 |
| Aug 10, 2026 | Artie StarrsPresident & CEO, Director | Bought | 10,000 | $25.89 | $0.3M | Form 4 |
| Aug 3, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,554 | $24.88 | $0.0M | Form 4 |
| Jul 31, 2026 | Daniel J NovaDirector | Bought | 40,000 | $24.57 | $1.0M | Form 4 |
| Jul 1, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,554 | $24.44 | $0.0M | Form 4 |
| Jun 1, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,554 | $23.87 | $0.0M | Form 4 |
| May 19, 2026 | Jonathan R RootCFO and CCO | Sold plan | 1,554 | $24.21 | $0.0M | Form 4 |
| May 11, 2026 | Paul J KrauseChief Legal Officer | Sold plan | 1,564 | $26.00 | $0.0M | Form 4 |
| Mar 12, 2026 | Charles DoSr. Vice President, Hdfsi | Sold | 4,241 | $18.10 | $0.1M | Form 4 |
| Mar 9, 2026 | Artie StarrsPresident & CEO, Director | Bought | 15,000 | $19.10 | $0.3M | Form 4 |
Can it carry its debts, and how well does it use its money?
KIRA Β· Harley-Davidson has $125M more cash than debt.
Cash, debt and the ratios that show how comfortably Harley-Davidson can carry it.
In plain words: What the company owns and what it owes. More cash than debt is a cushion for bad times; a lot of debt leaves less room when business slows down.
Cash vs debt (incl. leases)
| Fiscal year end | FY21 | FY22 | FY23 | FY24 | FY25 |
|---|---|---|---|---|---|
| Cash and short-term investments | $1.9B | $1.4B | $1.5B | $1.6B | $3.1B |
| Debt incl. finance leases | $6.9B | $6.9B | $7.1B | $7.0B | $3.0B |
| Net debt / EBITDA | 5.1x | 5.2x | 6.0x | 9.3x | β0.2x |
| Debt / equity | 2.7x | 2.4x | 2.2x | 2.2x | 0.9x |
| Interest coverage | 26.6x | 29.1x | 25.3x | 13.6x | 11.6x |
| Current ratio | 1.4x | 1.3x | 1.5x | 1.4x | 2.1x |
| Quick ratio | 1.2x | 1.1x | 1.3x | 1.2x | 1.8x |
| Total assets | $11.1B | $11.5B | $12.1B | $11.9B | $8.0B |
| Total liabilities | $8.5B | $8.6B | $8.9B | $8.7B | $4.9B |
| Shareholders' equity | $2.6B | $2.9B | $3.3B | $3.2B | $3.1B |
| Net debt (β = net cash) | $5.0B | $5.5B | $5.6B | $5.4B | β$125M |
KIRA Β· Its return on capital was 4.8%: every 100 invested in the business earned about 5 in a year.
After-tax operating income as a share of the money invested in the business: debt plus equity, minus cash.
In plain words: How much profit the business makes on the money put into it. A higher percentage means each dollar invested works harder.
Return on capital, equity and assets (annual)
KIRA Β· Harley-Davidson passes 6 of 9 financial health tests (Piotroski F-score).
Nine pass/fail tests of profitability, funding and efficiency. 8β9 is strong, 0β2 weak.
In plain words: Nine yes/no tests of financial health, one point each. A green tick is a pass: 7 to 9 points is solid, 0 to 3 is weak.
| Test | FY23 | FY24 | FY25 |
|---|---|---|---|
| Net income is positive | β | β | β |
| Cash from operations is positive | β | β | β |
| Return on assets rose | β | β | β |
| Cash from operations exceeds net income | β | β | β |
| Debt fell relative to assets | β | β | β |
| Current ratio rose | β | β | β |
| Share count didn't rise | β | β | β |
| Gross margin rose | β | β | β |
| Revenue rose relative to assets | β | β | β |
| F-score | 7 / 9 | 5 / 9 | 6 / 9 |
| Accruals ratio | β0.4% | β5.1% | β2.3% |
| Altman Z'' | 2.61 | 2.36 | 4.90 |
What does the share cost, and how does it compare?
KIRA Β· At $28.96 a share, the company is worth $3.1B: 15.9 times its earnings of the last four quarters.
Change the assumptions and see what they imply per share. These are models, not forecasts or price targets β the answer depends entirely on what you put in.
In plain words: Move the sliders to try your own guesses about growth. The result is what one share would be worth if those guesses came true. Different guesses give very different answers.
Value per share
β
Adds net cash of $125M and divides by 121.3M diluted shares. Ten years of cash flows plus a terminal value, discounted to today.
Value per share
β
Reference multiples: today 15.9x Β· peers 16.8x Β· sector 17.9x.
KIRA Β· Harley-Davidson grew sales faster than 0 of its 4 similar companies. Its P/E is higher than 2 of 4.
Each companyβs latest fiscal year. Fiscal years end in different months, so periods donβt line up exactly.
In plain words: The same numbers for similar companies, so you can tell whether a figure is high or low for this kind of business.
| Company | Market cap | Growth | Op. margin | FCF margin | ROIC | P/E | F-score | |
|---|---|---|---|---|---|---|---|---|
| Harley-Davidson HOG | $3.1B | β13.8% | 8.6% | 9.3% | 4.8% | 15.9x | 6 | |
| M/I Homes MHO | $3.2B | β1.9% | 11.5% | 2.9% | β | 11.8x | β | Compare β |
| Dream Finders Homes DFH | $936M | β2.9% | β | β2.9% | 17.2% | 7.2x | β | Compare β |
| Service Corp Intl SCI | $11.5B | 2.9% | 22.7% | 12.9% | 11.3% | 21.8x | 7 | Compare β |
| Floor & Decor FND | $5.2B | 5.1% | 5.8% | 1.4% | 9.3% | 22.2x | 6 | Compare β |
Every number, year by year.
Amounts in USD. Hover a ratioβs name for its definition.
In plain words: Every number we have, year by year. Download it as a spreadsheet if you want to dig deeper.
| Fiscal year | FY16 | FY17 | FY18 | FY19 | FY20 | FY21 | FY22 | FY23 | FY24 | FY25 |
|---|---|---|---|---|---|---|---|---|---|---|
| Income statement | ||||||||||
| Revenue | $6.0B | $5.6B | $5.7B | $5.4B | $4.1B | $5.3B | $5.8B | $5.8B | $5.2B | $4.5B |
| Gross profit | $2.6B | $2.4B | $2.4B | $2.1B | $1.6B | $2.1B | $2.4B | $2.5B | $2.2B | $1.7B |
| Research and development | $172M | $175M | $192M | $217M | $202M | $175M | $159M | $159M | β | β |
| Operating income | $1.0B | $882M | $714M | $556M | $9.7M | $823M | $909M | $779M | $417M | $387M |
| Interest expense | $29.7M | $31.0M | $30.9M | $31.1M | $31.1M | $31.0M | $31.2M | $30.8M | $30.7M | $33.4M |
| Pretax income | $1.0B | $864M | $687M | $557M | β$15.7M | $819M | $931M | $867M | $517M | $459M |
| Income tax | $332M | $342M | $155M | $134M | β$17.0M | $169M | $192M | $172M | $72.0M | $130M |
| Net income | $692M | $522M | $532M | $424M | $1.3M | $650M | $741M | $707M | $455M | $339M |
| Diluted EPS | $3.83 | $3.02 | $3.19 | $2.68 | $0.01 | $4.19 | $4.96 | $4.87 | $3.44 | $2.78 |
| Diluted shares | 0.18B | 0.17B | 0.17B | 0.16B | 0.15B | 0.16B | 0.15B | 0.15B | 0.13B | 0.12B |
| Cash flow | ||||||||||
| Cash from operations | $1.2B | $1.0B | $1.2B | $868M | $1.2B | $976M | $549M | $755M | $1.1B | $569M |
| Capital expenditure | $256M | $206M | $214M | $181M | $131M | $120M | $152M | $207M | $197M | $154M |
| Free cash flow | $918M | $799M | $992M | $687M | $1.0B | $856M | $397M | $547M | $867M | $415M |
| Depreciation and amortization | $210M | $222M | $265M | $233M | $186M | $165M | $152M | $158M | $161M | $172M |
| Stock-based compensation | $32.3M | $32.5M | $35.5M | $33.7M | $23.5M | $42.2M | $54.4M | $82.9M | $49.0M | $31.7M |
| Acquisitions | $0.0M | $0.0M | $0.0M | $7.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M |
| Share buybacks | $465M | $465M | $391M | $297M | $8.0M | $11.6M | $339M | $364M | $460M | $353M |
| Dividends paid | $252M | $252M | $246M | $237M | $68.1M | $92.4M | $93.2M | $96.3M | $91.2M | $86.4M |
| Dividends and buybacks | $718M | $717M | $636M | $534M | $76.1M | $104M | $432M | $460M | $551M | $440M |
| Balance sheet | ||||||||||
| Cash and short-term investments | $760M | $688M | $1.2B | $834M | $3.3B | $1.9B | $1.4B | $1.5B | $1.6B | $3.1B |
| Total debt | $6.8B | $7.0B | $7.6B | $7.4B | $9.0B | $6.9B | $6.9B | $7.1B | $7.0B | $3.0B |
| Finance lease liabilities | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M | $0.0M |
| Current assets | $3.9B | $3.9B | $4.5B | $4.2B | $5.8B | $4.6B | $4.8B | $5.2B | $5.0B | $5.6B |
| Current liabilities | $2.9B | $3.2B | $3.6B | $3.2B | $4.0B | $3.3B | $3.5B | $3.4B | $3.6B | $2.7B |
| Inventory | $500M | $538M | $556M | $604M | $524M | $713M | $951M | $930M | $746M | $731M |
| Property and equipment, net | $982M | $968M | $904M | $847M | $744M | $684M | $690M | $732M | $757M | $750M |
| Total assets | $9.9B | $10.0B | $10.7B | $10.5B | $12.0B | $11.1B | $11.5B | $12.1B | $11.9B | $8.0B |
| Total liabilities | $8.0B | $8.1B | $8.9B | $8.7B | $10.3B | $8.5B | $8.6B | $8.9B | $8.7B | $4.9B |
| Shareholders' equity | $1.9B | $1.8B | $1.8B | $1.8B | $1.7B | $2.6B | $2.9B | $3.3B | $3.2B | $3.1B |
| Margins | ||||||||||
| Gross margin | 42.9% | 42.1% | 41.4% | 39.8% | 39.9% | 39.2% | 40.9% | 43.1% | 42.1% | 38.7% |
| Operating margin | 17.5% | 15.6% | 12.5% | 10.4% | 0.2% | 15.4% | 15.8% | 13.4% | 8.0% | 8.6% |
| EBITDA margin | 20.9% | 19.6% | 17.1% | 14.7% | 4.8% | 18.5% | 18.4% | 16.1% | 11.1% | 12.5% |
| Net margin | 11.5% | 9.2% | 9.3% | 7.9% | 0.0% | 12.2% | 12.9% | 12.1% | 8.8% | 7.6% |
| FCF margin | 15.3% | 14.1% | 17.4% | 12.8% | 25.8% | 16.0% | 6.9% | 9.4% | 16.7% | 9.3% |
| Returns | ||||||||||
| Return on capital | 8.9% | 6.6% | 6.8% | 5.1% | 0.1% | 8.7% | 9.1% | 7.3% | 4.1% | 4.8% |
| Return on capital employed | 14.7% | 12.7% | 10.3% | 7.7% | 0.1% | 10.5% | 11.6% | 9.3% | 4.9% | 5.6% |
| Return on equity | 36.8% | 27.7% | 29.4% | 23.7% | 0.1% | 30.4% | 27.2% | 23.0% | 14.2% | 10.7% |
| Return on assets | 7.0% | 5.3% | 5.2% | 4.0% | 0.0% | 5.6% | 6.6% | 6.0% | 3.8% | 3.4% |
| Growth | ||||||||||
| Revenue growth | 0.0% | β5.8% | 1.2% | β6.2% | β24.4% | 31.6% | 7.9% | 1.4% | β11.1% | β13.8% |
| Net income growth | β8.0% | β24.6% | 1.9% | β20.3% | β99.7% | 49,978.9% | 14.1% | β4.7% | β35.6% | β25.6% |
| EPS growth | 3.8% | β21.2% | 5.6% | β16.0% | β99.6% | 41,800.0% | 18.4% | β1.8% | β29.4% | β19.2% |
| FCF growth | 9.3% | β13.0% | 24.2% | β30.8% | 52.4% | β18.3% | β53.6% | 38.0% | 58.4% | β52.1% |
| Share count change | β11.4% | β4.2% | β3.7% | β5.2% | β2.5% | 0.7% | β3.6% | β2.8% | β8.8% | β8.3% |
| Financial health | ||||||||||
| Net debt / EBITDA | 4.8x | 5.7x | 6.5x | 8.4x | 29.3x | 5.1x | 5.2x | 6.0x | 9.3x | β0.2x |
| Debt / equity | 3.6x | 3.8x | 4.3x | 4.1x | 5.2x | 2.7x | 2.4x | 2.2x | 2.2x | 0.9x |
| Interest coverage | 35.3x | 28.5x | 23.1x | 17.9x | 0.3x | 26.6x | 29.1x | 25.3x | 13.6x | 11.6x |
| Current ratio | 1.4x | 1.2x | 1.3x | 1.3x | 1.5x | 1.4x | 1.3x | 1.5x | 1.4x | 2.1x |
| Quick ratio | 1.2x | 1.1x | 1.1x | 1.1x | 1.3x | 1.2x | 1.1x | 1.3x | 1.2x | 1.8x |
| Capital allocation | ||||||||||
| Capex / revenue | 4.3% | 3.7% | 3.7% | 3.4% | 3.2% | 2.3% | 2.6% | 3.6% | 3.8% | 3.4% |
| Stock comp / revenue | 0.5% | 0.6% | 0.6% | 0.6% | 0.6% | 0.8% | 0.9% | 1.4% | 0.9% | 0.7% |
| Payouts / FCF | 78.2% | 89.8% | 64.1% | 77.7% | 7.3% | 12.2% | 108.8% | 84.1% | 63.5% | 105.9% |
| Quality scores | ||||||||||
| Piotroski F-score | 5.0 | 4.0 | 7.0 | 6.0 | 6.0 | 6.0 | 6.0 | 7.0 | 5.0 | 6.0 |
| Altman Z'' | 2.1 | 1.8 | 1.8 | 1.9 | 1.6 | 2.1 | 2.3 | 2.6 | 2.4 | 4.9 |
| Accruals ratio | β4.9% | β4.9% | β6.5% | β4.2% | β10.4% | β2.8% | 1.7% | β0.4% | β5.1% | β2.3% |
Source: SEC EDGAR XBRL filings (CIK 0000793952). Data updated October 9, 2026. Quarterly fourth quarters are the full year minus the first nine months. For information only β not investment advice. Check the original filings before relying on any figure.
