Harley-Davidson (HOG) is back in focus after reporting second quarter 2026 results that showed net income and earnings per share below the prior year, alongside an update on its ongoing share repurchase activity.

Harley-Davidson’s latest results landed as the share price trades at US$26.19, with a 7 day share price return of 5.48% and a year to date share price return of 26.89%. Momentum has improved in recent months, although longer term total shareholder returns, including dividends, show an 11.65% gain over 1 year but declines over the 3 and 5 year periods.

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Harley-Davidson now trades close to analyst targets and appears slightly above its estimated intrinsic value, even after the recent bounce. Is that a sign the market remains too cautious, or that current concerns are well placed?

Most Popular Narrative: 2.7% Undervalued

On the most followed narrative, Harley-Davidson’s fair value of $26.91 sits slightly above the last close at $26.19. This frames a modest undervaluation argument that rests heavily on execution.

The new partnership in HDFS unlocks significant cash ($1.25b) and reduces leverage, enabling accelerated share buybacks and freeing up $300m for growth investments, which can directly bolster EPS and future revenue streams through both financial engineering and new business initiatives.

Want to see what this cash unlock assumes for Harley-Davidson’s future margins and earnings power? The narrative leans on a specific revenue path and a tighter share count that could reshape the per share math.

Result: Fair Value of $26.91 (UNDERVALUED)

However, Harley-Davidson’s narrative still faces pressure from declining global motorcycle retail sales in recent quarters and S&P’s BB+ junk rating, which is tied to margin concerns.

Another View: Harley-Davidson Through A Different Lens

The DCF work above suggests Harley-Davidson is trading above an estimate of future cash flow value at $6.57 per share, which leans toward an overvalued signal. That sits against the earlier narrative that frames a small undervaluation. Which lens do you trust more for your own assumptions?

Simply Wall St performs a discounted cash flow (DCF) on every stock in the world every day (check out Harley-Davidson for example). We show the entire calculation in full. You can track the result in your watchlist or portfolio and be alerted when this changes, or use our stock screener to discover 51 high quality undervalued stocks. If you save a screener we even alert you when new companies match - so you never miss a potential opportunity.

Next Steps

Given the mixed signals around Harley-Davidson, it makes sense to look past the headlines and review the underlying data yourself. To weigh both sides of the story in one place, start with 3 key rewards and 1 important warning sign

Looking for more investment ideas beyond Harley-Davidson?

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• Target potential mispricing opportunities by checking companies that screen well on quality and valuation through the 51 high quality undervalued stocks.
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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.