Harley-Davidson (NYSE:HOG – Get Free Report) and Workhorse Group (NASDAQ:WKHS – Get Free Report) are both consumer discretionary companies, but which is the superior business? We will compare the two businesses based on the strength of their analyst recommendations, earnings, dividends, risk, institutional ownership, profitability and valuation.
Volatility and Risk
Harley-Davidson has a beta of 1.29, indicating that its stock price is 29% more volatile than the S&P 500. Comparatively, Workhorse Group has a beta of 2.61, indicating that its stock price is 161% more volatile than the S&P 500.
Profitability
This table compares Harley-Davidson and Workhorse Group’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Harley-Davidson | 4.78% | 6.28% | 2.45% |
| Workhorse Group | -357.61% | -311.04% | -75.40% |
Valuation and Earnings
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Harley-Davidson | $4.47 billion | 0.63 | $338.74 million | $1.63 | 16.52 |
| Workhorse Group | $21.21 million | 1.57 | -$64.09 million | ($12.31) | -0.25 |
Harley-Davidson has higher revenue and earnings than Workhorse Group. Workhorse Group is trading at a lower price-to-earnings ratio than Harley-Davidson, indicating that it is currently the more affordable of the two stocks.
Analyst Recommendations
This is a breakdown of current ratings and price targets for Harley-Davidson and Workhorse Group, as reported by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Harley-Davidson | 2 | 5 | 4 | 1 | 2.33 |
| Workhorse Group | 1 | 0 | 0 | 0 | 1.00 |
Harley-Davidson presently has a consensus target price of $27.44, indicating a potential upside of 1.92%. Given Harley-Davidson’s stronger consensus rating and higher possible upside, analysts plainly believe Harley-Davidson is more favorable than Workhorse Group.
Institutional and Insider Ownership
85.1% of Harley-Davidson shares are owned by institutional investors. Comparatively, 16.0% of Workhorse Group shares are owned by institutional investors. 1.0% of Harley-Davidson shares are owned by company insiders. Comparatively, 0.0% of Workhorse Group shares are owned by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a stock will outperform the market over the long term.
Summary
Harley-Davidson beats Workhorse Group on 13 of the 15 factors compared between the two stocks.
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.
About Workhorse Group
Workhorse Group Inc., a technology company, engages in design, manufacture, and sale of zero-emission commercial vehicles in the United States. The company offers commercial vehicles under the Workhorse brand. The company was formerly known as AMP Holding Inc. and changed its name to Workhorse Group Inc. in April 2015. Workhorse Group Inc. was founded in 2007 and is headquartered in Sharonville, Ohio.
Receive News & Ratings for Harley-Davidson Daily - Enter your email address below to receive a concise daily summary of the latest news and analysts' ratings for Harley-Davidson and related companies with MarketBeat.com's FREE daily email newsletter.
