How to Buy Harley Davidson Stock
Harley Davidson Inc
Harley Davidson is a recreational vehicle company located in Wisconsin, United States, which is part of the Consumer Cyclical sector, and is traded under the ticker HOG on the NYSE exchange.
Harley Davidson stock last closed at $21.59, down 3.4% from the previous day, and has decreased 34.64% in one year. It has underperformed other stocks in the Recreational Vehicles industry by 0.24 percentage points. Harley Davidson stock is currently +5.57% from its 52-week low of $20.45, and -33.49% from its 52-week high of $32.46.
At the moment, there are 118.14M HOG shares outstanding. The market value of HOG is $2.55B. In the past 24 hours, 3.69M HOG shares were traded.
How to Buy Harley Davidson Stock
Wondering how to invest in Harley Davidson stock? Here's how.
- Figure out where to buy Harley Davidson stock: You need to decide on a stock brokerage, but don't worry - we've analyzed dozens of online stock brokerages and apps to help you figure out where to buy Harley Davidson stock.
- Create your brokerage account: Sign up for 0% commission trading with the highest-rated brokerage we've identified.
- Fund your investment account: Choose your method of payment and add your info.
- Analyze Harley Davidson stock: The Harley Davidson ticker symbol is HOG. Is Harley Davidson stock a good investment? Should you buy shares of HOG? How do HOG's underlying business fundamentals look? Do top analysts think Harley Davidson is a good buy? Why has HOG's stock price moved recently? (Hint: Our stock research tools can help you figure out if HOG is a good stock to buy).
- Place your HOG trade: Decide if you will purchase HOG shares at the current market price or use a limit order to buy HOG stock at a specific price.
- Monitor your investment in HOG: Create a watchlist to get live updates on your new investment in Harley Davidson shares.
Step 1: Figure out where to buy Harley Davidson stock
You need an online brokerage account to access the NYSE market and buy HOG shares.
Our favorite brokerage: eToro
In our opinion, eToro is the best online stock brokerage. Here's why:
- Invest in stocks with zero commissions: Invest without paying trading commissions.
- Buy fractional shares: Even if you don't have the money to buy a full share, you can still buy the stock.
- Access to global markets: From Technology to Utilities, New York to London (for US users, only US stocks are available) — you can fill your portfolio with stocks from the globe's leading stock exchanges.
- Social investing: eToro boasts a community with more than 20 million users globally. Talk to, learn from, and copy the crypto trades of other investors.
- Security: eToro is a regulated and licensed brokerage platform.
- Buy other assets: Such as ETFs and cryptos.
Get $10 towards your stock purchase by opening an account with eToro today. This offer is only for US users.
Open eToro AccountStep 2: Create your brokerage account
Now that you've selected the right brokerage, it's time to fill out some personal info so you can invest in HOG today.
How to Create a New Account on eToro
- Click here to get started.eToro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk.
- Enter your personal data to create your new brokerage account.
- Send your details by hitting the "Create Account" button. Get started with eToro today
Step 3: Fund your investment account
Now that you've opened your account on our top ranked stock trading app, your next step is to transfer the money for your investment:
Watch the tutorial below for more details depositing funds into your new brokerage account.
Step 4: Analyze Harley Davidson stock
After you have identified the best place to buy Harley Davidson stock, it's crucial to analyze their stock prior to investing, so you truly comprehend the risk as well as the opportunity.
Harley Davidson Metrics
HOG Overview
WallStreetZen was built to help everyday investors perform better fundamental analysis in less time.
You can see all of the due diligence checks on HOG's stock page.
Is HOG stock undervalued or overvalued?
Investors use many financial metrics, analyses, models, and charts to gauge HOG's fair value.
Using relative valuations methods:
- HOG could be undervalued based on its P/E ratio of 5.08x, relative to Recreational Vehicles industry P/E ratio of 63.12x
- HOG could be undervalued based on its P/B ratio of 0.71x, relative to Recreational Vehicles industry P/B ratio of 1.86x
You can do more valuation analysis on HOG's stock here.
Is HOG a healthy company?
Positive Financial Indicators:
- There are more short-term assets than long-term liabilities on the HOG balance sheet.
- There are more short-term assets than short-term liabilities on the HOG balance sheet.
- HOG earnings of $670.57M is not sufficient to cover its interest payments.
- Total HOG debt is lower than 5 years ago, relative to shareholder equity.
Negative Financial Indicators:
- HOG profit margin has gone down from 10.8% to 10.7% in the past year.
- HOG has a relatively high debt to equity ratio of 1.96.
- HOG's operating cash flow of $550.08M allows it to safely service it's debt of $5.21B.
Is HOG stock a Buy, Hold, or Sell, according to analysts?
Out of 4 Equities analysts who give forecasts on HOG, the consensus analyst rating on HOG is a Hold
It's important to note that analyst ratings are not stock recommendations, nor are they financial advice.
You can dig deeper into what analysts are projecting on the Harley Davidson stock forecast page.
Metrics for Advanced HOG Traders
HOG Performance Numbers
Last year, HOG earnings were $501.15M. In the last five year, HOG's earnings have increased by 41.47% per year. This was faster than the Recreational Vehicles industry average of -3.5%.
Last year, HOG revenue was $4.66B. In the last five year, HOG's revenue has increased by 1.17% per year. This was slower than the Recreational Vehicles industry average of 3.91%.
Learn more about HOG's earnings and revenue performance here.
Are HOG insiders buying or selling the stock?
Over the last year, insiders at HOG have sold more shares than they have bought.
Luke Christopher Mansfield, Chief Commercial Officer of HOG, was the latest HOG insider to sell. They sold $266,949.50 worth of HOG shares on Nov 20, 2025.
Get more info about who owns HOG shares here.
Does HOG provide a stable income stream?
Harley Davidson pays a dividend of 2.5%, compared to the Recreational Vehicles industry's average dividend yield of 2.93%. If you owned $1,000 of HOG stock, you would have been paid $25.01 in the past 12 months.
Harley Davidson dividend payments have not consistently grown over the past decade and have not remained stable.
Dig into more info about Harley Davidson dividend yield and history here.
What do other traders have to say about HOG?
One of the major reasons eToro is our top-rated brokerage is because of its social trading community.
Click below to learn what other community members have to say.
Step 5: Place your HOG trade
You have two main options:
- Market order: A market order is an order to buy or sell a security at the best possible price.
Market orders are usually the easiest way to buy. - Limit order: A limit order lets you buy or sell a security at a specific price (or better).
If you want to be sure you're buying or selling at a specific dollar amount, place a limit order.
Press the Open button and eToro will place your order.
If you require more assistance investing in stocks on eToro, click the how to video below:
Step 6: Monitor your investment in HOG
Now that you own some shares in HOG, you'll want to keep up with your new company.
Create a watchlist to monitor your HOG stock.
HOG Feed
How to Buy Stock in Harley Davidson
To summarize, here are the 6 steps for buying Harley Davidson stock:
- Figure out where to buy Harley Davidson stock
- Create your brokerage account
- Fund your investment account
- Analyze Harley Davidson stock
- Place your HOG trade
- Monitor your investment in HOG
If you need a brokerage account, eToro is our favorite option.
Get Started with eToro TodayIf you want to keep track of your new investment in Harley Davidson, create your watchlist below.
Related "How To" Guides
FAQ
Company
AboutNewsBlogStock Investing FAQPlansPrivacy PolicyTerms of ServiceCancellation & RefundsPerformanceHelp GuidesContactTwitterYouTubeNewsletterInformation is provided 'as-is' and solely for informational purposes and is not advice. WallStreetZen does not bear any responsibility for any losses or damage that may occur as a result of reliance on this data.