Harley-Davidson (NYSE:HOG – Get Free Report) and Workhorse Group (NASDAQ:WKHS – Get Free Report) are both consumer discretionary companies, but which is the better stock? We will compare the two companies based on the strength of their valuation, dividends, analyst recommendations, institutional ownership, earnings, risk and profitability.
Institutional and Insider Ownership
85.1% of Harley-Davidson shares are held by institutional investors. Comparatively, 16.0% of Workhorse Group shares are held by institutional investors. 1.0% of Harley-Davidson shares are held by company insiders. Comparatively, 0.0% of Workhorse Group shares are held by company 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.
Analyst Recommendations
This is a breakdown of current ratings and recommmendations 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 |
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% |
Risk & Volatility
Harley-Davidson has a beta of 1.29, meaning that its share price is 29% more volatile than the S&P 500. Comparatively, Workhorse Group has a beta of 2.61, meaning that its share price is 161% more volatile than the S&P 500.
Valuation and Earnings
This table compares Harley-Davidson and Workhorse Group”s gross revenue, earnings per share and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Harley-Davidson | $4.24 billion | 0.69 | $338.74 million | $1.63 | 17.36 |
| Workhorse Group | $21.21 million | 1.59 | -$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.
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.
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