Harley Davidson Financial Analysis

Harley-Davidson is a well-established motorcycle company who continues to expand over time and gain new customers. The company holds fifty-six percent of the stockholder’s equity, compared to their top three competitors; Polaris, Thor, and Drew. Together they make up the other forty-four percent. Although Harley-Davidson’s current stock prices are lower than the market, they are still doing well as a whole company compared to their competitors. Harley-Davidson’s total assets were just over nine and a half million in 2014. This was an increase for the company from both 2013 and 2012. Their short term investments were fifty-seven thousand in 2014, which is a decrease of forty thousand from 2013, and almost eighty thousand from 2012. The

The company’s goodwill decreased in 2014, but was higher in 2013 than what it was in 2012. Their other assets have had a huge jump in 2013, but dropped significantly in 2014. The deferred long term assets charges were just over one hundred and seventy thousand dollars in 2012, then dropped to three thousand, thirty-nine in 2013, and in 2014 went back up to almost seventy-eight thousand. According to Investopedia, “this figure should stay relatively constant from year to year; and, as such, investors should be wary if this figure is rising significantly” (Investopedia, LLC., 2014). Harley-Davidson’s total liabilities increased in 2014 to just over 6.6 million dollars, which is about 5 thousand more than they were in 2012. This means they owe money or other services to someone. Although the company did pay down some of their total current liabilities in 2014, it would be more beneficial if their total liabilities where decreasing instead of increasing. The company’s total stock holder equity in 2014 was just over 2.9 million, which is a decrease from 2013, but an increase from 2012. Harley-Davidson sold stock to accommodate for their loss in 2014, this is a strength for the