NIO (NYSE:NIO – Get Free Report) and Harley-Davidson (NYSE:HOG – Get Free Report) are both mid-cap consumer discretionary companies, but which is the better stock? We will compare the two companies based on the strength of their profitability, dividends, valuation, risk, institutional ownership, analyst recommendations and earnings.
Valuation and Earnings
This table compares NIO and Harley-Davidson”s revenue, earnings per share and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| NIO | $114.11 billion | 0.08 | -$2.14 billion | ($0.27) | -13.65 |
| Harley-Davidson | $4.47 billion | 0.65 | $338.74 million | $1.63 | 17.06 |
Institutional and Insider Ownership
48.5% of NIO shares are held by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are held by institutional investors. 1.0% of NIO shares are held by insiders. Comparatively, 1.0% of Harley-Davidson shares are held by insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a stock will outperform the market over the long term.
Risk and Volatility
NIO has a beta of 0.92, suggesting that its stock price is 8% less volatile than the S&P 500. Comparatively, Harley-Davidson has a beta of 1.29, suggesting that its stock price is 29% more volatile than the S&P 500.
Profitability
This table compares NIO and Harley-Davidson’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| NIO | -3.95% | -111.37% | -3.62% |
| Harley-Davidson | 4.78% | 6.28% | 2.45% |
Analyst Recommendations
This is a breakdown of current ratings and price targets for NIO and Harley-Davidson, as reported by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| NIO | 2 | 8 | 6 | 0 | 2.25 |
| Harley-Davidson | 2 | 5 | 4 | 1 | 2.33 |
NIO presently has a consensus price target of $6.21, suggesting a potential upside of 68.50%. Harley-Davidson has a consensus price target of $27.44, suggesting a potential downside of 1.28%. Given NIO’s higher probable upside, analysts plainly believe NIO is more favorable than Harley-Davidson.
Summary
Harley-Davidson beats NIO on 11 of the 15 factors compared between the two stocks.
About NIO
NIO Inc. designs, manufactures, and sells electric vehicles in the People's Republic of China. The company is also involved in the manufacture of e-powertrain, battery packs, and components; and racing management, technology development, and sales and after-sales management activities. In addition, it offers power solutions for battery charging needs; and other value-added services. The company was formerly known as NextEV Inc. and changed its name to NIO Inc. in July 2017. NIO Inc. was founded in 2014 and is headquartered in Shanghai, the People's Republic of China.
About Harley-Davidson
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.
Receive News & Ratings for NIO Daily - Enter your email address below to receive a concise daily summary of the latest news and analysts' ratings for NIO and related companies with MarketBeat.com's FREE daily email newsletter.
