Harley Davidson Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of Harley Davidson Inc (HOG) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: Harley Davidson Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 4,240M vs 241,740M combined for its competitors (1.7% combined share).
- Trending: Latest-quarter revenue run-rate is accelerating (+16.1% annualized vs trailing 12 months), vs holding steady (-1.0%) for its tracked peer group.
- Growth: Harley Davidson Inc generated -5.9% revenue growth year over year in Q2 2026, vs 78.0% for its competitors combined.
- Profitability: Its 6.4% net margin compares with 21.2% for the peer group.
- Scale: Harley Davidson Inc ranks #17 of 56 companies by market capitalization in the Auto & Truck Parts industry, holding 1.7% of industry market cap.
- Peer revenue share: Harley Davidson Inc accounted for 2.0% of combined revenue among its tracked peer group, down from 3.8% a year earlier.
- Peer differentiation: Revenue per employee of $0.77M compares with $0.58M for the peer group (1.3x).
- Structure: Harley Davidson Inc operates in the following segments: HDMC, HDFS, LiveWire; and reports the following subsidiaries: Livewire Group Inc .
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
HOG Sales vs. its Competitors, Q2 2026
Harley Davidson Inc reported revenue contraction of 5.86 % year on year in Q2 2026, below its competitors' combined revenue growth of 78.04 %.
With a net margin of 6.42 %, Harley Davidson Inc reported lower profitability than its competitors (21.22 %).
Harley Davidson Inc generated 2.02 % of the combined sales of its peer group, down from 3.75 % a year earlier.
Harley Davidson Inc vs. its Competitors, Q2 2026
Revenue growth, year on year
Net income growth, year on year
Net margin
Revenue run-rate vs trailing 12 months
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in Harley Davidson Inc reports; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across Harley Davidson Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| Harley davidson Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| Similar-Size Competitors (10) | $12,345M | +12.3% · Accelerating |
| Similar Growth & Profitability (3) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across Harley Davidson Inc's competitor groups requires a Commercial License.
For context: the Auto & Truck Parts industry grew revenue 4.1% year over year, combined, vs -5.9% for Harley Davidson Inc. Harley Davidson Inc's share of combined industry revenue moved from 1.10% to 1.00%, a loss of 0.11 percentage points.
Harley Davidson Inc's Competitor Quality Breadth
Group definitions: see Methodology: Performance Group Definitions.
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| Harley davidson Inc | Yes | No | No | No |
| Competitors combined (8) | ||||
| Similar-Size Competitors (10) | ||||
| Similar Growth & Profitability (8) | 87.50 % (7 of 8) | 37.50 % (3 of 8) | 0.00 % (0 of 8) | 12.50 % (1 of 8) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
HOG Stock Performance relative to its Competitors
HOG Stock Performance relative to High-Confidence Competitors
HOG Stock Performance relative to Similar-Size Competitors
HOG Stock Performance relative to Similar Growth & Profitability Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | Keycorp | 282.9% | Outperformed |
| 2 | Huntington Bancshares Incorporated | 282.9% | Outperformed |
| 3 | Paccar Inc | 282.9% | Outperformed |
| 4 | American International Group Inc | 282.9% | Outperformed |
| 5 | Polaris Inc | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for Harley Davidson Inc's best-performing competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
Harley Davidson Inc's Comment on Competition and Industry Peers
Publicly Traded Peers of Harley davidson Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
 Harley davidson Inc |
3,755.37 | 4,239.84 |
 Wells Fargo and Company |
266,807.90 | 85,055.00 |
 Capital one financial corp |
125,745.95 | 54,798.00 |
 Paccar Inc |
56,020.63 | 49,990.30 |
 American International Group Inc |
43,598.38 | 26,636.00 |
 Huntington Bancshares Incorporated |
32,872.78 | 9,839.00 |
| SUBTOTAL | 555,816.19 | 245,979.82 |
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Sources: see Methodology: Peer & Competitor Identification, Sourcing.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on Harley davidson Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
Harley Davidson Inc's Competitors Named by the Company
Competitive relationships identified from Harley Davidson Inc reports and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| STACYC | Company report | 85% |
| USA BMX | Company report | 85% |
| KYMCO Group | Company report | 85% |
| HDFS | Company report | 85% |
| Polaris Inc | Company report | 85% |
| Wells Fargo and Company | Company report | 85% |
| Kandi Technologies Group Inc | Company report | 85% |
Company report basis, confidence, active dates and source counts for Harley Davidson Inc's named competitors require a Commercial License.
Methodology: see Methodology: Peer & Competitor Identification, Sourcing.
Harley Davidson Inc's Business Segment Mix vs Peers
Revenue by operating segment or division, as named and reported by each company. Segment names are the filer's own and are not standardized across companies. Do not assume a same-named or similarly-named segment is defined identically between two companies. Shares are of each company's own total revenue and are not required to sum to 100% (intersegment revenue, unallocated items).| Company | Largest Segment |
|---|---|
| Harley davidson Inc | HDMC 90.02 % |
| Capital one financial corp | Credit Card 74.32 % |
| Paccar Inc | Truck Subsegment 70.59 % |
| American International Group Inc | North America Operating 34.61 % |
| Polaris Inc | Polaris Powersports 89.20 % |
| Livewire Group Inc | STACYC 72.49 % |
Source: operating segment revenue as reported in each company's reports (10-K/10-Q), via the CSIMarket API, leaf-level reportable segments only (parent roll-up segments are excluded where sub-segments are separately disclosed).
Harley Davidson Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| Harley davidson Inc | 3,755 | 770,879 | 35,585 |
| Wells Fargo and Company | 266,808 | 355,879 | 96,699 |
| Capital one financial corp | 125,746 | 718,191 | 142,595 |
| Paccar Inc | 56,021 | 1,930,127 | 172,459 |
| American International Group Inc | 43,598 | 1,205,249 | 134,208 |
| Huntington Bancshares Incorporated | 32,873 | 481,737 | 122,307 |
| PEERS TOTAL | 552,061 | 580,746 | 109,768 |
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Harley Davidson Inc's Geographic Revenue Exposure vs Peers
Revenue by country/region as reported in each company's most recent report. Disclosure granularity varies by filer (some report by country, others by broad region) and is shown as disclosed.| Company | Largest Market |
|---|---|
| Polaris Inc | EMEA 0.00 % |
| Livewire Group Inc | United States 75.00 % |
Source: revenue geography as reported in each company's reports (10-K/10-Q), via the CSIMarket API. Percentages are of that company's own total consolidated revenue for its most recent reported period.
Harley Davidson Inc's Position in Industry Market Structure
Market-capitalization share and concentration across all 51 companies in Harley Davidson Inc's industry classification, broader than the peer set above. Market cap in millions of $.Harley Davidson Inc ranks #17 of 51 companies by market capitalization in its industry, holding 1.68 % of total industry market cap. The industry's Herfindahl-Hirschman Index (HHI) is 1,142, indicating a unconcentrated market structure (see Methodology: Market Structure & Concentration).
| Rank | Company | Market Cap | Industry Share |
|---|---|---|---|
| 1 | Cummins Inc | 65,350 | 29.28 % |
| 2 | Magna International Inc | 18,540 | 8.31 % |
| 3 | Genuine Parts Co | 17,440 | 7.81 % |
| 4 | Bwx Technologies Inc | 11,179 | 5.01 % |
| 5 | Borgwarner Inc | 1,234 | 5.2% |
| 6 | Allison Transmission Holdings Inc | 1,234 | 5.2% |
| 7 | Autoliv Inc | 1,234 | 5.2% |
| 8 | Aptiv Plc | 1,234 | 5.2% |
| 9 | Lear Corp | 1,234 | 5.2% |
| 10 | Lkq Corporation | 1,234 | 5.2% |
| 17 | Harley davidson Inc | 3,755 | 1.68 % |
Market cap and industry share for the rest of Harley Davidson Inc's industry peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation) across CSIMarket's industry classification, market capitalization as of 2026-11-04.
Harley Davidson Inc's Same-Size Peers & Stock Performance
Peers chosen by closeness in market-cap rank within the same industry classification (not the named-competitor list above). Trailing 12-month total return, 3-month price momentum, beta and Sharpe ratio vs the broad U.S. market.| Rank | Company | Market Cap | TTM Return |
|---|---|---|---|
| 12 | Modine Manufacturing Co | 5,322 | -33.26 % |
| 13 | Gentex Corporation | 4,343 | -11.03 % |
| 14 | Dorman Products Inc | 4,272 | 6.02 % |
| 15 | Atmus Filtration Technologies Inc | 3,922 | 4.28 % |
| 16 | Garrett Motion Inc | 1,234 | 12.3% |
| 17 | Harley davidson Inc | 3,755 | 26.34 % |
| 18 | Icahn Enterprises l p | 1,234 | 12.3% |
| 19 | Versigent Plc | 1,234 | 12.3% |
| 20 | Patrick Industries Inc | 1,234 | 12.3% |
| 21 | Phinia Inc | 1,234 | 12.3% |
| 22 | Dana Incorporated | 1,234 | 12.3% |
Market cap, return, momentum, beta and Sharpe ratio for the rest of Harley Davidson Inc's same-size peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation); returns and risk metrics as of 2026-11-04. Beta and Sharpe ratio are versus the broad U.S. equity market, not this industry.
Harley Davidson Inc's Profitability & Cost Structure
Trailing 12-month margins from SEC-filed financials. Operating margin is compared to the Auto & Truck Parts industry median; gross margin, EBITDA margin and capital intensity are compared to the live industry average (89 companies). See the full Auto & Truck Parts industry profitability benchmarks.| Metric | Company | Industry | Difference |
|---|---|---|---|
| Gross Margin | 74.40 % | 17.88 % (avg) | +56.5 pp |
| Operating Margin | 5.03 % | industry median | +5.0 pp |
| EBITDA Margin | 11.66 % | 1.54 % (avg) | +10.1 pp |
| Capital Intensity (Capex / Revenue) | 3.13 % | 5.60 % (avg) | -2.5 pp |
Source: CSIMarket API, trailing 12 months. SG&A and R&D as a share of revenue have limited coverage as this data is backfilled and appear only where reported. Higher capital intensity is not inherently negative; it reflects the industry's asset requirements.
Harley Davidson Inc's Valuation vs Competitive Position
Valuation multiples vs the Auto & Truck Parts industry average (89 companies, excluding loss-making/negative-equity outliers), alongside returns on capital for context on whether a premium or discount lines up with measurably stronger or weaker returns. See the full Auto & Truck Parts industry valuation benchmarks.| Metric | Company | Industry Average | Difference |
|---|---|---|---|
| P/E | 13.3x | 24.2x | -11.0x |
| EV / EBITDA | 7.2x | 12.8x | -5.6x |
| P/B | 0.8x | 2.5x | -1.7x |
| Return on Equity | 6.06 % | industry aggregate | -5.31 % |
| Return on Invested Capital | 2.51 % | -1.40 % (avg) | 3.91 % |
Source: CSIMarket API, trailing 12 months. A valuation premium or discount is not, by itself, a judgment of over- or under-valuation. Compare it against the return and growth context shown elsewhere on this page.
Harley Davidson Inc's Multi-Year Financial Trajectory
Fiscal-year revenue growth, operating margin, return on invested capital and P/E, as reported in company reports.| Metric | 2017 | 2018 | 2019 | 2020 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|---|---|---|
| Revenue Growth | -5.82 % | 1.23 % | -6.21 % | -24.38 % | 14.07 % | 1.41 % | -11.13 % | -13.76 % |
| Operating Margin | 15.78 % | 12.48 % | 10.36 % | 0.24 % | 15.80 % | 13.35 % | 8.03 % | 8.64 % |
| Return on Invested Capital | 9.83 % | 7.98 % | 6.25 % | 0.10 % | 8.62 % | 6.47 % | 3.59 % | 3.77 % |
| P/E | 16.9x | 11.9x | 13.8x | - | 9.0x | 6.3x | 9.7x | 8.8x |
Source: CSIMarket API, fiscal-year figures. P/E is this company's own historical ratio at each fiscal year end and can swing sharply around an earnings trough: that is real, not a data error.
Harley Davidson Inc's Strategic Group Map
Harley Davidson Inc is shown in red; its closest peers by combined growth, margin and ROIC are labeled. See Methodology: Strategic Group Map for how this chart is built.
Harley Davidson Inc's trailing-12-month revenue growth of -5.3% and operating margin of 5.0% compares with an average of -1.2% growth and 3.2% margin across its 8 closest peers by combined growth, margin and ROIC -- Harley Davidson Inc sits below that peer average on growth and above it on margin.
Source: CSIMarket API, trailing 12 months. Extreme outlier values (from near-zero-revenue companies) are excluded from the plotted cloud but never from the highlighted company or its labeled peers.
Harley Davidson Inc's BCG Growth-Share Matrix
See Methodology: BCG Growth-Share Matrix for how relative share and growth are calculated and thresholded.
Harley Davidson Inc falls in the Dog quadrant: relative market share of 0.06x vs its largest competitor, in an industry growing revenue 4.7% (median, trailing 12 months).
Source: CSIMarket API (market-cap share and industry revenue growth). The 10% growth and 1.0x share lines are standard textbook thresholds, not derived from this industry's own distribution.
Harley Davidson Inc's Competitive Forces (Porter's Five Forces)
Only the forces this data can support honestly are shown; the other three are marked as such rather than guessed.| Force | Assessment | Basis |
|---|---|---|
| Competitive Rivalry | High | Industry HHI of 1,142 (see Industry Market Structure & Concentration above) |
| Barriers to Entry | Lower than typical for the industry | Capital intensity (capex / revenue) of 3.13 % vs industry average 5.60 % (see Profitability & Cost Structure above) |
Note: see Methodology: Porter's Five Forces. Supplier power and buyer power are covered on Harley Davidson Inc's dedicated Suppliers and Customers pages, not here.
Harley Davidson Inc's Industry Attractiveness & Competitive Strength
See Methodology: GE/McKinsey Matrix for how the two axes are built.
Harley Davidson Inc falls in the Low attractiveness / Medium strength cell: Harvest.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
Harley Davidson Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
- Latest-quarter revenue run-rate is accelerating (+16.1% annualized vs trailing 12 months).
- Outperforming the U.S.A. 500 over the trailing 12 months.
Weaknesses
- Return on equity 5.3 points below the industry aggregate.
- Low relative market share vs the industry leader (0.06x).
Opportunities
- Trades at a lower P/E than the industry average (13.3x vs 24.2x) despite a higher return on invested capital -- a possible re-rating opportunity.
Threats
No rule matched.
Methodology: see Methodology: SWOT Analysis.
Harley Davidson Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| Harley davidson Inc | 0.80 | 2.14 | 0.97 |
| Wells Fargo and Company | 0.11 | 0.80 | 1.16 |
| Capital one financial corp | 0.05 | 1.03 | 0.58 |
| Paccar Inc | 1.92 | 5.43 | 0.32 |
| American International Group Inc | 0.04 | 1.44 | 0.17 |
| Huntington Bancshares Incorporated | 0.05 | 1.66 | 0.72 |
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Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
Harley Davidson Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| Harley davidson Inc | Q2 2026 | -5.9 % | -25.3 % |
| Wells Fargo and Company | Q3 2026 | +5.4 % | +6.9 % |
| Capital one financial corp | Q3 2026 | +29.3 % | +12.0 % |
| Paccar Inc | Q3 2026 | +3,264.3 % | +2,190.5 % |
| American International Group Inc | Q2 2026 | -0.1 % | -17.1 % |
| Huntington Bancshares Incorporated | Q3 2026 | +32.6 % | +13.9 % |
| PEERS TOTAL | +28.5 % | +14.6 % |
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Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
Harley Davidson Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| Harley davidson Inc | Q2 2026 | +797.6 % | -63.7 % |
| Wells Fargo and Company | Q3 2026 | +31.5 % | - |
| Capital one financial corp | Q3 2026 | +7.4 % | +1.3 % |
| Paccar Inc | Q3 2026 | +36,379.8 % | +15,588.9 % |
| American International Group Inc | Q2 2026 | +6.3 % | - |
| Huntington Bancshares Incorporated | Q3 2026 | - | +119.5 % |
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Harley Davidson Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| Harley davidson Inc | 2.36% | 3.72% | 6.06% |
| Wells Fargo and Company | 1.04% | 1.23% | 12.78% |
| Capital one financial corp | 1.61% | 1.59% | 9.69% |
| Paccar Inc | 10.09% | 11.44% | 22.26% |
| American International Group Inc | 1.83% | 2.10% | 7.26% |
| Huntington Bancshares Incorporated | 0.92% | 0.92% | 8.20% |
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ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
Harley Davidson Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| Harley davidson Inc | 19.11 | 0.89 |
| Wells Fargo and Company | 12.40 | 3.14 |
| Capital one financial corp | 11.74 | 2.29 |
| Paccar Inc | 20.22 | 1.12 |
| American International Group Inc | 15.10 | 1.64 |
| Huntington Bancshares Incorporated | 13.06 | 3.34 |
| PEERS AVERAGE | 12.11 | 2.26 |
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P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.