During the current COVID-19 environment, technology stocks seem to get all of the glory. However, I believe that by looking beyond the headlines, one can find value in stocks that are positioned to benefit from the current environment. One such stock that I see is Harley-Davidson (NYSE:HOG), which is a well-recognized, classic American company. In this article, I evaluate what makes this an attractive investment at the current valuation; so let’s get started.
(Source: Company website)
Looking Into Harley-Davidson
There are perhaps few companies that spell Americana more than Harley-Davidson. Its iconic brand is synonymous with motorcycles and is loved by enthusiasts in the U.S. and around the world. Its loyal customer base like the fact that the bikes are highly customizable, therefore making each bike their own personal expression.
What I like about the company is that its brand transcends beyond just the product, and into a feeling. Emotions play a huge role behind consumers’ large discretionary purchases, and this is exemplified by the following quote from the company:’
(Source: Company website)
The current environment, however, has not been kind to Harley. Revenue was down by 47% YoY in the latest quarter due to lower shipments, and the company posted a net loss of -$1.83 per share. This was due to a combination of restructuring charges and the fact that nearly 60% of its global dealer network was closed back in April. In addition, Harley had lingering issues with a bloated cost structure and an inefficient supply chain. These factors led to the company cutting its quarterly dividend to just $0.02 per share.
These challenges have resulted in the shares widely underperforming both the market and that of its competitor Polaris (PII), which makes off-road vehicles, snowmobiles, and the Indian brand motorcycles. As seen below, HOG has returned -39% on a YTD basis, while PII
