Mad Money

Harley-Davidson: A Discretionary Spending Play

Cramer: 'HOG' Wild for Harley-Davidson

We’ve seen a huge rebound in discretionary spending, Cramer said Wednesday. He thinks one way to profit from the trend is by buying Harley-Davidson.

“This business is back, demand is rebounding—some would say its booming—and the Harley-Davidson of today is a much better company than the Harley of five or six years ago,” he said.

Harley Davidson recently reported a 7 cent earnings beat off a 22 cent basis, with a larger-than-expected 11.9 percent increase in revenues. Retail sales are also accelerating and Harley has significantly increased market share with young adults, women, Hispanics and African-Americans.

HOG began a major restructuring in 2009 and is now a “leaner, meaner, more profitable motorcycle-making machine,” Cramer said. Manufacturing costs have been cut and the inventories are relatively low.

“Harley-Davidson is primed to kick-start your portfolio with its dominant market share, successful restructuring, and surging sales,” Cramer said. He thinks it could run to at least $60 before it gets too expensive.

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