Topic: How To Invest

Pat, Could you provide your current view on Harley Davidson? Regards.

Article Excerpt

Harley-Davidson Inc., $26.33, symbol HOG on New York (Shares outstanding: 234.6 million; Market cap: $6.2 billion), makes and sells heavyweight custom and touring motorcycles. The company also owns Eaglemark Financial, its wholesale and retail finance division. Harley is the only major U.S.-based heavyweight-motorcycle maker. In addition to heavyweight motorcycles, known as “Hogs,” Harley sells a complete line of motorcycle parts, accessories, clothing and general merchandise. Parts make up about 20% of its total sales, and merchandise is around 6%. About 30% of Harley’s sales come from outside of the U.S. The company was founded in Milwaukee 103 years ago, when it sold its first Harley-Davidson motorcycle to the public. The bike, built by 21-year old William S. Harley and 20-year old Arthur Davidson, was made in a 3 x 5-metre wooden shed. Demand for expensive recreational goods, such as Harley bikes, tends to rise and fall with the state of the economy. Because of lower sales caused by the recession, Harley will…