Harley-Davidson and Lucid Group Compared: Which is the Better Buy?

Analysts see more upside potential in electric vehicle maker Lucid Group compared to motorcycle manufacturer Harley-Davidson.

Jan. 30, 2026 at 3:15am

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Harley-Davidson (NYSE:HOG) and Lucid Group (NASDAQ:LCID) are both mid-cap companies in the auto/tires/trucks industry, but which stock is the better investment? This analysis compares the two companies across key metrics like analyst ratings, volatility, institutional ownership, valuation, revenue, and earnings.

Why it matters

As the auto industry continues its transition to electric vehicles, investors are closely watching the performance of legacy automakers like Harley-Davidson as well as newer EV startups like Lucid Group. This comparison can help investors assess the relative strengths and weaknesses of these two companies and determine which may be the better long-term investment.

The details

Lucid Group has a higher potential upside according to analyst price targets, with a consensus target of $18.92 suggesting 67% upside compared to 31% for Harley-Davidson. Lucid Group also has a lower beta, indicating its stock is less volatile than the broader market. However, Harley-Davidson has stronger institutional ownership at 85.1% versus 75.2% for Lucid. In terms of valuation, Harley-Davidson has higher revenue and earnings than Lucid, but Lucid trades at a lower price-to-earnings ratio.

  • The analysis is based on data as of January 30, 2026.

The players

Harley-Davidson, Inc.

A manufacturer and seller of motorcycles, parts, accessories, and apparel, operating in the U.S. and internationally.

Lucid Group, Inc.

A technology company that designs, engineers, manufactures, and sells electric vehicles, EV powertrains, and battery systems.

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The takeaway

As the auto industry evolves, investors must carefully weigh the relative merits of legacy manufacturers like Harley-Davidson against newer EV startups like Lucid Group. While Harley-Davidson has stronger financials and institutional backing, analysts see more upside potential in Lucid Group's stock price, suggesting the electric vehicle maker may be the better long-term investment of the two.