Harley-Davidson Inc. (HOG) stock is rising but why?

Harley-Davidson, Inc. the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services, specializing in innovation and distinctive motorcycle ‘culture’, recently announced a much stronger-than-expected first-quarter financial report. Harley Davidson saw its consolidated revenue increased by 10 percent in the first quarter compared to Q1 2020. HOG shares surged adjacent to the news.

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At last check, shares of Harley-Davidson Inc. (HOG) were soaring 13.52% at $45.77. HOG stock declined 0.15% to complete the last trading session at $40.38.The price range of the company’s shares fluctuated between $40.22 and $41.25. In the last year, the company’s stock has surged 120.05%, with a current market of $6.20 billion and its outstanding shares standing at 153.28 million.

Harley-Davidson to face EU tariff ruling.

Harley-Davidson has been notified from the Economic Ministry of Belgium, that in accordance to the European Union, it would be subject to the revocation of Binding Origin Information credentials. BOI regulatory credentials allowed the company to distribute specific motor vehicles at a reduced tariff rate of 6%.

The newly made policy will apply to complete the Harley-Davidson product line and will halt the company to sell competitively within Europe. After June 2021, the whole product portfolio of Harley-Davidson will include a massive 56% import tariff within the European Union. However, Harley-Davidson is aggressively trying to defend its position and revert the decision through legal means.

Harley-Davidson’s motorcycle market is diminishing.

HOG’s customer demographic and target audience has shifted towards growing markets such as electric bikes and scooters, with HOG revenue declining since half a decade. HOG strategies to initiate electric motorcycle production has immensely failed, with their core business having no plans to transition fully to Electric motorcycles.

Harley Davidson Management has tried to shift its product lines, focusing on electric bike manufacturing. However, due to late realization by the company, investors are not sure if it will be able to grab a significant market share in smaller electric mobility products.


HOG, offered a better-than-expected outlook for the current quarter, with significantly improved Motorcycle segment gross margins and increased cash flow from operations. However, consumer transition to electric bikes has halted the company to further skyrocket.


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