Head-To-Head Review: Harley-Davidson (HOG) versus Fox Factory (FOXF)

Harley-Davidson (NYSE: HOG) and Fox Factory (NASDAQ:FOXF) are both auto/tires/trucks companies, but which is the superior business? We will contrast the two companies based on the strength of their earnings, profitability, valuation, institutional ownership, analyst recommendations, risk and dividends.

Dividends

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Harley-Davidson pays an annual dividend of $1.48 per share and has a dividend yield of 3.5%. Fox Factory does not pay a dividend. Harley-Davidson pays out 42.3% of its earnings in the form of a dividend. Harley-Davidson has raised its dividend for 7 consecutive years.

Analyst Recommendations

This is a summary of current recommendations and price targets for Harley-Davidson and Fox Factory, as reported by MarketBeat.com.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Harley-Davidson 1 13 6 0 2.25
Fox Factory 0 6 1 0 2.14

Harley-Davidson currently has a consensus price target of $51.50, indicating a potential upside of 22.07%. Fox Factory has a consensus price target of $39.80, indicating a potential upside of 15.20%. Given Harley-Davidson’s stronger consensus rating and higher probable upside, equities analysts clearly believe Harley-Davidson is more favorable than Fox Factory.

Valuation & Earnings

This table compares Harley-Davidson and Fox Factory’s top-line revenue, earnings per share (EPS) and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Harley-Davidson $4.92 billion 1.45 $521.75 million $3.50 12.05
Fox Factory $475.63 million 2.74 $43.12 million $1.59 21.73

Harley-Davidson has higher revenue and earnings than Fox Factory. Harley-Davidson is trading at a lower price-to-earnings ratio than Fox Factory, indicating that it is currently the more affordable of the two stocks.

Profitability

This table compares Harley-Davidson and Fox Factory’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Harley-Davidson 10.62% 31.23% 5.92%
Fox Factory 9.07% 27.95% 16.20%

Risk and Volatility

Harley-Davidson has a beta of 0.88, indicating that its share price is 12% less volatile than the S&P 500. Comparatively, Fox Factory has a beta of 0.63, indicating that its share price is 37% less volatile than the S&P 500.

Insider and Institutional Ownership

95.9% of Harley-Davidson shares are held by institutional investors. Comparatively, 98.1% of Fox Factory shares are held by institutional investors. 0.7% of Harley-Davidson shares are held by company insiders. Comparatively, 5.6% of Fox Factory shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock will outperform the market over the long term.

Summary

Harley-Davidson beats Fox Factory on 11 of the 17 factors compared between the two stocks.

Harley-Davidson Company Profile

Harley-Davidson, Inc. is the parent company for the groups of companies doing business as Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS). The Company operates in two segments: the Motorcycles & Related Products (Motorcycles) and the Financial Services. The Motorcycles segment consists of HDMC, which designs, manufactures and sells at wholesale on-road Harley-Davidson motorcycles, as well as motorcycle parts, accessories, general merchandise and related services. The Company manufactures and sells at wholesale cruiser and touring motorcycles. The Financial Services segment consists of HDFS, which provides wholesale and retail financing and insurance-related programs to the Harley-Davidson dealers and their retail customers. HDFS is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans for the purchase of Harley-Davidson motorcycles.

Fox Factory Company Profile

Fox Factory Holding Corp. is engaged in the manufacturing, sale and service of ride dynamics products. The Company’s products fall into two categories: bikes, and powered vehicles, including side-by-sides, on-road vehicles with off-road capabilities, off-road vehicles and trucks, all-terrain vehicles (ATVs), snowmobiles, specialty vehicles and applications, and motorcycles. The Company’s brands include FOX, FOX RACING SHOX and RACE FACE. The Company’s products include 34 Factory Series FLOAT FIT4, which provides external adjustability with its fourth-generation FOX Isolated Technology and closed-cartridge damper, and includes a self-adjusting negative chamber air spring; X2 technology, utilized in its Factory Series FLOAT and DH rear shocks; PODIUM Internal Bypass, and X2 technology utilized in its 2.5 PODIUM shocks for side-by-sides that feature high and low speed rebound adjustment, high and low speed compression adjustment, and a dual-rate spring for the rear shocks.

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