ECD Automotive Design (NASDAQ:ECDA – Get Free Report) and Harley-Davidson (NYSE:HOG – Get Free Report) are both auto/tires/trucks companies, but which is the superior stock? We will compare the two companies based on the strength of their profitability, valuation, risk, analyst recommendations, earnings, dividends and institutional ownership.
Profitability
This table compares ECD Automotive Design and Harley-Davidson’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| ECD Automotive Design | -33.06% | N/A | -52.37% |
| Harley-Davidson | 11.37% | 15.19% | 4.28% |
Valuation & Earnings
This table compares ECD Automotive Design and Harley-Davidson”s revenue, earnings per share (EPS) and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| ECD Automotive Design | $24.50 million | 0.00 | -$10.77 million | ($53.00) | 0.00 |
| Harley-Davidson | $4.66 billion | 0.53 | $455.36 million | $4.12 | 5.09 |
Harley-Davidson has higher revenue and earnings than ECD Automotive Design. ECD Automotive Design is trading at a lower price-to-earnings ratio than Harley-Davidson, indicating that it is currently the more affordable of the two stocks.
Analyst Recommendations
This is a summary of current recommendations for ECD Automotive Design and Harley-Davidson, as reported by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| ECD Automotive Design | 1 | 0 | 0 | 0 | 1.00 |
| Harley-Davidson | 1 | 6 | 1 | 0 | 2.00 |
Harley-Davidson has a consensus price target of $25.86, suggesting a potential upside of 23.25%. Given Harley-Davidson’s stronger consensus rating and higher probable upside, analysts clearly believe Harley-Davidson is more favorable than ECD Automotive Design.
Institutional & Insider Ownership
94.8% of ECD Automotive Design shares are held by institutional investors. Comparatively, 85.1% of Harley-Davidson shares are held by institutional investors. 17.8% of ECD Automotive Design shares are held by insiders. Comparatively, 0.9% of Harley-Davidson shares are held by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company will outperform the market over the long term.
Summary
Harley-Davidson beats ECD Automotive Design on 11 of the 13 factors compared between the two stocks.
About ECD Automotive Design
ECD Automotive Design, Inc. engages in the production and sale of customized Land Rover vehicles in the United States. The company also provides repair or upgrade services and extended warranties to customers. It restores various vehicles, including Land Rovers Defenders, Land Rover Series IIA and III, the Range Rover Classic, and Jaguar E-Type. The company was founded in 2013 and is based in Kissimmee, Florida.
About Harley-Davidson
Harley-Davidson, Inc. manufactures and sells motorcycles in the United States and internationally. The company operates in three segments: Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. The Harley-Davidson Motor Company segment designs, manufactures, and sells motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport, as well as motorcycle parts, accessories, and apparel, as well as licenses its trademarks and related services. This segment sells its products to retail customers through a network of independent dealers, as well as e-commerce channels. The LiveWire segment sells electric motorcycles, balance bikes for kids, parts and accessories, apparel, and related parts and services. The Harley-Davidson Financial Services segment provides wholesale financing services, such as floorplan and open account financing of motorcycles, and parts and accessories; and retail financing services, such as installment lending for the purchase of new and used Harley-Davidson motorcycles, as well as point-of-sale insurance and voluntary protection products. This segment also licenses third-party financial institutions that issue credit cards bearing the Harley-Davidson brand. Harley-Davidson, Inc. was founded in 1903 and is based in Milwaukee, Wisconsin.
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