Lee Roach@leevalueroach
Every time I post about this company on X, the replies come fast and they come ugly. “Boomer brand.” “Going to zero.” “Who even uses these products anymore?” I have been called an idiot more times on this one name than any other idea I have shared publicly in the last two years.
I love it.
There is a principle that has guided value investors since Benjamin Graham first wrote it down: the market is not always right, and the times it is most wrong are precisely the times when everyone agrees on the narrative. When a stock has nearly 14% of its float sold short, when the comment section fills with contempt, when the sell-side has a consensus “Hold” and the price is near a multi-year low, that is not evidence the thesis is wrong. That is evidence that expectations have been reset to a level where almost any improvement becomes a positive surprise.
Here is what I will tell you in the free section, and it is already more than most people following this story have bothered to figure out.
This company is being valued by almost everyone, including the sell-side analysts who cover it daily, using a completely wrong enterprise value. Not slightly off. Not a rounding error. The number most investors are looking at is roughly five times higher than the real number. The reason is a balance sheet technicality that takes about twenty minutes to work through, and almost nobody has done it. When you do the work and strip out the non-recourse financing subsidiary that has nothing to do with the core operating business, you find a company trading at an enterprise value of roughly one billion dollars on a business that has historically generated hundreds of millions in annual EBITDA and billions in revenue.
You also find something else. A new CEO who just bought stock in the open market with his own money. A board member who did the same. Three hundred and forty-seven million dollars in share buybacks completed in 2025 alone, retiring eleven percent of shares outstanding in a single year. An investor day coming in May that could be the most important single catalyst this company has seen in a decade, specifically because management has signaled the return of the one product that dealers loved, that entry-level riders needed, and that the previous CEO killed for reasons that had more to do with his own preferences than with any rational business logic.
The previous CEO is gone. He was pushed out after a proxy fight. The new man came from a consumer brand background, flew to Milwaukee, sat with dealers, and listened. His first moves were to stop doing the things that were destroying the business and start doing the things that the people actually closest to the product had been begging for.
Meanwhile, there is a pension fund sitting on the balance sheet that is overfunded by nearly half a billion dollars. There are four owned manufacturing facilities plus a corporate headquarters building that would take hundreds of millions of dollars to replace. There is over a billion dollars in net cash at the parent company, completely separate from the financing subsidiary, that most investors do not realize is there because they are reading the consolidated statements without doing the work of separating the pieces.
Nearly 14% of the float is sold short. That is not a warning sign. That is a coiled spring.
I am a member of the Ben Graham school. I do not buy on hope. I buy on math. The math here, when you do it correctly, is among the most compelling I have seen in years on a company of this size, this brand recognition, and this operating history.
The full analysis is below for paid subscribers. It covers the balance sheet deconsolidation in detail, the real enterprise value, the valuation case, every catalyst I can see between now and year-end, and what I think this is worth on a conservative recovery scenario.
