Equity research / Harley Davidson: a future of transformation

Abstract

This report aims to give a buy recommendation for Harley Davidson, Inc, one of world ́s largest motorcycle manufacturers in the world. This company has been experiencing a setback in the last years, mainly regarding its sales, which suffered the biggest drop in 2020 due to Covid- 19. Currently, Harley is still recovering from the negative period. In the future, we believe the company will improve its situation, not only based on the positive growth rate, but also based on the return we consider it will give to its shareholders. The company faces an intense competitive environment, which forces it to pursue different strategies in order to reach unexploited demographic markets and geographic expansion.