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 $26.84, down 2.65% from the previous day, and has decreased 10.71% in one year. It has overperformed other stocks in the Recreational Vehicles industry by 0.82 percentage points. Harley Davidson stock is currently +57.05% from its 52-week low of $17.09, and -11.1% from its 52-week high of $30.19.
As of Sep 16, 2026, there are 104.07M HOG shares outstanding. The market capitalization of HOG is $2.79B. In the last 24 hours, 2.03M HOG shares were traded.
How to Buy Harley Davidson Stock
Not sure how to invest in Harley Davidson stock? Here's how.
- Figure out where to buy Harley Davidson stock: You need to choose a stock brokerage, but don't worry - we've tried dozens of stock brokerages and apps to help you decide where to buy Harley Davidson stock.
- Create your brokerage account: Sign up for 0% fee trading with the highest-rated brokerage we've found.
- Fund your investment account: Pick your method of payment and add your details.
- 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 analysis website can help you evaluate 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 purchase HOG stock at a given price.
- Monitor your investment in HOG: Create a watchlist to monitor your position in Harley Davidson stock.
Step 1: Figure out where to buy Harley Davidson stock
You will need a brokerage account in order to access the NYSE market and buy HOG stock.
Our favorite brokerage: eToro
In our opinion, eToro is the best online stock brokerage. Here's why:
- You can invest in stocks with zero commissions: Invest without paying trading commissions.
- Buy fractional shares: Even if you can't afford a full share, you can still purchase the stock.
- Access to world financial markets: From Technology to Energy, New York to Tokyo (for US users, only US stocks are available) — you can fill your portfolio with stocks from the globe's leading exchanges.
- Social investing: eToro boasts a community with more than 20 million users around the world. Talk to, learn from, and copy the crypto trades of other investors.
- Security: eToro is a regulated and licensed fintech leader.
- Buy other financial assets: Such as ETFs and cryptocurrencies.
Get $10 towards your share purchase by opening an account with eToro now. This offer is only for US users.
Open eToro AccountStep 2: Create your brokerage account
Now that you've selected your brokerage, you need to fill out some personal details so you are able to buy HOG today.
How to Open 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 info to create your new brokerage account.
- Send your application by hitting the "Create Account" button. Get started with eToro today
Step 3: Fund your investment account
Now that you have opened your account on app for stock, you can securely and quickly fund your account:
Check out this video walkthrough to see the process of transferring funds into your new investment account.
Step 4: Analyze Harley Davidson stock
Once you have chosen the best place to buy Harley Davidson stock, it's crucial to analyze their stock before you buy, so you actually wrap your head around the risk as well as the upside.
Harley Davidson shares quick numbers
HOG Due Diligence Checks
WallStreetZen was designed to help average investors do better fundamental analysis in minutes instead of hours.
You can view 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 true value.
Using relative valuations metrics:
- HOG could be overvalued based on its P/E ratio of 14.35x, relative to Recreational Vehicles industry P/E ratio of 6.25x
- HOG may be undervalued based on its P/B ratio of 0.9x, relative to Recreational Vehicles industry P/B ratio of 1.58x
- HOG may be overvalued based on its PEG ratio of 1.06x
You can access more valuation research on HOG's stock here.
How do HOG Financials look?
Positive Financial Indicators:
- HOG has $3.54B in cash and short term investments. This is enough to cover its annual cash burn of $133.07M.
- Total HOG debt is lower than 5 years ago, relative to shareholder equity.
- There are more short-term assets than short-term liabilities on the HOG balance sheet.
- There are more short-term assets than long-term liabilities on the HOG balance sheet.
- HOG has cash burn of 133068000. It has sufficient cash and short-term investments to cover this for at least one year.
Negative Financial Indicators:
- HOG profit margin has gone down from 5.4% to 4.8% in the past year.
- HOG has a relatively high debt to equity ratio of 1.33.
Is HOG stock a Buy, Hold, or Sell, according to Wall Street analysts?
Out of 7 Wall Street analysts who give ratings 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 investment advice.
Latest HOG Analyst Recommendations
Brandon Rolle, a bottom 5% analyst from Loop Capital upgrades HOG to a strong buy rating, on Jul 20, 2026.
Anthony Bonadio, a top 19% analyst from Wells Fargo maintains HOG with a strong sell rating and raises their HOG price target from $15.00 to $19.00, on May 6, 2026.
You can dig deeper into what analysts are saying on the Harley Davidson stock forecast page.
HOG Momentum
HOG Performance Numbers
Last year, HOG earnings were $202.64M. In the last five year, HOG's earnings have increased by -10.07% per year. This was faster than the Recreational Vehicles industry average of -11.31%.
Last year, HOG revenue was $4.24B. In the past five year, HOG's revenue has grown by -2.64% per year. This was slower than the Recreational Vehicles industry average of 0.31%.
You can analyze HOG's earnings and revenue performance here.
Are HOG executives and large shareholders buying or selling the stock?
Over the past 12 months, executives and large shareholders at HOG have bought more shares than they have sold.
Jonathan R. Root, CFO;CCO of HOG, was the latest HOG insider to sell. They sold $42,672.84 worth of HOG stock on Sep 1, 2026.
Dig into more about who owns HOG stock here.
Does HOG stock generate passive income?
Harley Davidson pays a dividend of 2.77%, compared to the Recreational Vehicles industry's average dividend yield of 3.44%. If you owned $1,000 of HOG stock, you would have been paid $27.68 last year.
Harley Davidson dividend payments have not consistently grown over the past decade and have not remained stable.
Get more data about Harley Davidson dividend yield and history here.
HOG Social Trading Data
One of the reasons eToro is our highest-rated brokerage is because of its social trading community.
Click below to see what other community members have to say.
Step 5: Place your HOG trade
There are two main order types:
- Market order: A market order is an order to buy or sell a stock at the best price on the market.
Market orders are mostly fine for most investors. - 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 particular dollar amount limit, place a limit order.
Click the Open Trade button and your broker will execute the order.
If you need more help investing in stocks on eToro, click the helpful video below:
Step 6: Monitor your investment in HOG
Now that you own some shares in HOG, you'll want to stay up-to-date on your stock purchase.
Make a watchlist to keep track of your HOG stock.
HOG Feed
How to Buy Stock in Harley Davidson
To reiterate, 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, eToro is our favorite option.
Get Started with eToro TodayIf you would like to monitor your new investment in Harley Davidson, create a watchlist today.
Other Articles You Might Find Useful
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.