HARLEY-DAVIDSON, INC.
Harley-Davidson, Inc. (NYSE: HOG) is a legendary American motorcycle manufacturer founded in 1903 and incorporated as a publicly held company in 1986. The company operates through three reportable segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). The company's… From the company’s description.
Margins and return on equity change in ; everything else in percent. Fewer shares and less debt are shown plainly, not as bad news — it depends what you make of buybacks. Dotted labels explain each measure. is shown separately from the annual figures.
What HARLEY-DAVIDSON, INC. does
In the company’s own words
Harley-Davidson, Inc. (NYSE: HOG) is a legendary American motorcycle manufacturer founded in 1903 and incorporated as a publicly held company in 1986. The company operates through three reportable segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). The company's website is http://www.harley-davidson.com.
HDMC designs, manufactures, and sells Harley-Davidson motorcycles along with parts, accessories, and apparel globally. The segment generated approximately 80 percent of total company revenue in 2025, with motorcycles representing 74.3 percent of HDMC revenue. HDMC offers motorcycles in six categories including Grand American Touring, Trike, Cruiser, Sport, Lightweight, and Adventure Touring models, primarily featuring internal combustion engines with displacements greater than 600 cubic centimeters. The company operates manufacturing facilities in the United States, Thailand, and Brazil, serving a global network of approximately 1,174 independent dealership points as of December 31, 2025. Approximately 79 percent of annual dealer retail sales occur in the U.S. and European markets.
LiveWire is an all-electric motorcycle brand representing approximately 0.6 percent of total revenue. The segment manufactures electric motorcycles, electric balance bikes under the STACYC brand, and related accessories sold through independent retailers and direct-to-consumer channels in the United States and select international markets.
HDFS provides wholesale and retail financing for Harley-Davidson and LiveWire motorcycles, motorcycle insurance, and voluntary protection products, contributing approximately 19.4 percent of total revenue. HDFS financed 68.4 percent of new Harley-Davidson motorcycles retailed in the U.S. during 2025 and operates primarily in the U.S. and Canada.
As of December 31, 2025, the company employed approximately 5,500 employees globally, with 80.6 percent based in the United States. Approximately 31.5 percent of employees are unionized hourly workers at U.S. manufacturing facilities. The company maintains iconic trademarks including HARLEY-DAVIDSON, the Bar and Shield logo, and H.O.G. (Harley Owners Group), which collectively represent significant brand equity and competitive advantages in the premium motorcycle market.
Company details
- Sector
- Industrials
- Industry
- Transportation Equipment
- Headquarters
- MILWAUKEE, WI
- Fiscal year end
- December
- CIK
- 793952
- SIC
- 3751
Financial performance, year by year
Fiscal 2013–2025 · USDThe full income statement, balance sheet and cash flow for each of these years — every figure traceable to its filing — is on the Financials tab with a free account.
Who owns HARLEY-DAVIDSON, INC. — and what changed
Funds as of 2026Q2 · superinvestors as of 2026-06-30
Largest fund holders · HARLEY-DAVIDSON, INC.’s weight in each
Fund ownership is a floor, not a census — pensions, insurers and people holding shares directly are not visible here.
HARLEY-DAVIDSON, INC.’s bonds, as funds hold them
Funds report holding 9 issues of HARLEY-DAVIDSON, INC.’s debt, $100.99M at market value — what funds hold, not the company’s total debt. Weighted-average coupon 2.21%, maturing 2026 to 2045.
Fund ownership counts N-PORT filers only, so it is a floor rather than a census — pensions, insurers and direct holders are not visible here, and the remainder is not “held by individuals”.
Every fund and institutional holder, quarter by quarter, is on the Ownership tab with a free account.
Recent filings
All filings →Each filing opens into its own statements and disclosures here.
Put this business in context.
Compare this company with peers, find it in your funds and follow its financial history with your connected AI:
- “How do HARLEY-DAVIDSON, INC. and its peers compare on margins and cash generation over ten years?”
- “Where did five years of HARLEY-DAVIDSON, INC.'s earnings go — cash, debt, buybacks, reinvestment?”
- “What changed in HARLEY-DAVIDSON, INC.'s last four quarterly filings that the numbers alone won't show?”