Harley-Davidson, Inc

Harley-Davidson, Inc.Harley-Davidson, Inc.
Corporate Plan PresentationCorporate Plan Presentation
20102010

Board of DirectorsBoard of Directors
 Human Resources Manager (HRM)Human Resources Manager (HRM)
 Jennifer TimmonsJennifer Timmons
 Chief Financial Officer (CFO)Chief Financial Officer (CFO)
 Drew LisenoDrew Liseno
 Chief Marketing Officer (CMO)Chief Marketing Officer (CMO)
 Michael CarignanMichael Carignan
 Chief Operating Officer (COO)Chief Operating Officer (COO)
 Kenneth UpsallKenneth Upsall
 Chief Information Officer (CIO)Chief Information Officer (CIO)
 Belinda A. SanchezBelinda A. Sanchez

Mission Statement (HRM)Mission Statement (HRM)
Our mission is to simply fulfill dreamsOur mission is to simply fulfill dreams
through the experiences of motorcycling,through the experiences of motorcycling,
by providing to motorcyclists and to theby providing to motorcyclists and to the
general public an expanding line ofgeneral public an expanding line of
motorcycles, branded products andmotorcycles, branded products and
services in selected market segments.services in selected market segments.

Vision Statement (HRM)Vision Statement (HRM)
Our Vision states, “Across countriesOur Vision states, “Across countries
Harley-Davidson aims to beHarley-Davidson aims to be
an action-oriented, employeean action-oriented, employee
focused company creating beneficialfocused company creating beneficial
situations for stakeholders andsituations for stakeholders and
everyone who we do business with.”everyone who we do business with.”

Harley-Davidson, Inc. Code of ConductHarley-Davidson, Inc. Code of Conduct
Directed by HDirected by HRMRM
This Code of Conduct – along withThis Code of Conduct – along with
Harley-Davidson’s five overarchingHarley-Davidson’s five overarching
Values encourage Intellectual CuriosityValues encourage Intellectual Curiosity
within our actions:within our actions:
 To Tell the Truth, Be Fair, Keep Your Promises,To Tell the Truth, Be Fair, Keep Your Promises,
Respect the Individual, and provides a strong andRespect the Individual, and provides a strong and
time-tested framework to guidetime-tested framework to guide ..

Financial Code of Conduct (HRM)Financial Code of Conduct (HRM)
 1. I will act honestly and ethically in all my professional relationships.1. I will act honestly and ethically in all my professional relationships.
 2. I will endeavor to avoid all conflicts of interests and in any case will immediately2. I will endeavor to avoid all conflicts of interests and in any case will immediately
and fully disclose to the General Counsel of Harley-Davidson, Inc. any transaction orand fully disclose to the General Counsel of Harley-Davidson, Inc. any transaction or
relationship that reasonably could be expected to give rise to an actual or apparentrelationship that reasonably could be expected to give rise to an actual or apparent
conflict of interest between the Company and me.conflict of interest between the Company and me.
 3. I will ensure, to the best of my knowledge, the timely and understandable3. I will ensure, to the best of my knowledge, the timely and understandable
disclosure of information that is accurate, complete, objective, and relevant in alldisclosure of information that is accurate, complete, objective, and relevant in all
reports and documents filed with or submitted to the Securities and Exchangereports and documents filed with or submitted to the Securities and Exchange
Commission or in other public communications that the Company makes.Commission or in other public communications that the Company makes.
 4. I will endeavor to comply with all rules and regulations of federal, state, provincial4. I will endeavor to comply with all rules and regulations of federal, state, provincial
and local governments, and other appropriate private and public regulatory agencies.and local governments, and other appropriate private and public regulatory agencies.
 5. I will act in good faith, responsibly, with due care, competence and diligence,5. I will act in good faith, responsibly, with due care, competence and diligence,
without misrepresenting material facts or allowing my independent judgment to bewithout misrepresenting material facts or allowing my independent judgment to be
subordinated.subordinated.
 6. I will respect the confidentiality of information acquired in the course of my work6. I will respect the confidentiality of information acquired in the course of my work
and will not disclose such information, except when authorized or otherwise legallyand will not disclose such information, except when authorized or otherwise legally
obligated to disclose it. I will not use confidential information acquired in the course ofobligated to disclose it. I will not use confidential information acquired in the course of
my work for my personal advantage.my work for my personal advantage.

Financial Code of ConductFinancial Code of Conduct
7. I will maintain skills important and relevant to the Company’s needs.7. I will maintain skills important and relevant to the Company’s needs.
8. I will promote ethical behavior as a responsible partner among peers in my work8. I will promote ethical behavior as a responsible partner among peers in my work
environment and community.environment and community.
9. I will responsibly use and exercise reasonable control over all assets and9. I will responsibly use and exercise reasonable control over all assets and
resources employed or entrusted to me.resources employed or entrusted to me.
10. I understand that I am obligated to report questionable accounting or auditing10. I understand that I am obligated to report questionable accounting or auditing
matters or any violations to this Code to the General Counsel of Harley- Davidson, Inc.matters or any violations to this Code to the General Counsel of Harley- Davidson, Inc.
or the Chairman of the Audit Committee of the Board of Directors of Harley-Davidson,or the Chairman of the Audit Committee of the Board of Directors of Harley-Davidson,
Inc. If I report questionable accounting or auditing matters to the General Counsel ofInc. If I report questionable accounting or auditing matters to the General Counsel of
Harley-Davidson, Inc. and I deem that my report has not received an appropriateHarley-Davidson, Inc. and I deem that my report has not received an appropriate
response, I am required to report these matters to the Chairman of the Audit Committeeresponse, I am required to report these matters to the Chairman of the Audit Committee
of the Board of Directors of Harley-Davidson,of the Board of Directors of Harley-Davidson,
Inc. I also understand that I can anonymously report questionable accounting or auditingInc. I also understand that I can anonymously report questionable accounting or auditing
matters or any violations of this Code as provided in the Company’s Code of Businessmatters or any violations of this Code as provided in the Company’s Code of Business
Conduct.Conduct.
11. I understand that if I violate the principles of this Code, the Company may take11. I understand that if I violate the principles of this Code, the Company may take
disciplinary actions against me. Disciplinary actions may range from a verbal warningdisciplinary actions against me. Disciplinary actions may range from a verbal warning
to dismissal or referral for criminal prosecution, depending upon the situation.to dismissal or referral for criminal prosecution, depending upon the situation.

Harley-Davidson, IncHarley-Davidson, Inc..
Financial Code of ConductFinancial Code of Conduct
 12. I recognize that these principles and obligations are in addition12. I recognize that these principles and obligations are in addition
to those set forth in the Company’s Code of Business Conduct andto those set forth in the Company’s Code of Business Conduct and
any other code that I have sworn to uphold which governs myany other code that I have sworn to uphold which governs my
professional and ethical conduct. I also understand that I canprofessional and ethical conduct. I also understand that I can
anonymously report questionable accounting or auditing matters oranonymously report questionable accounting or auditing matters or
any violations of this Code or the Company’s Code of Businessany violations of this Code or the Company’s Code of Business
Conduct as provided in the Company’s Code of Business Conduct.Conduct as provided in the Company’s Code of Business Conduct.

Employment overview by HRMEmployment overview by HRM
•Just like the V-Twin beats at the heart of every bike we produce, the Harley-DavidsonJust like the V-Twin beats at the heart of every bike we produce, the Harley-Davidson
culture strongly propels our company to the successful heights we enjoy today. The H-culture strongly propels our company to the successful heights we enjoy today. The H-
D culture provides employees with continued opportunities for growth and professionalD culture provides employees with continued opportunities for growth and professional
development because we believe that people are our only long term competitivedevelopment because we believe that people are our only long term competitive
advantage. Our culture believes in providing high customer satisfaction by supplyingadvantage. Our culture believes in providing high customer satisfaction by supplying
products and services that delight customers and offer value. And, our culture valuesproducts and services that delight customers and offer value. And, our culture values
and promote employee development, diversity, and leadership excellence. To us, ourand promote employee development, diversity, and leadership excellence. To us, our
culture is as strong as the iron and steel we put into our bikes, and shines as bright asculture is as strong as the iron and steel we put into our bikes, and shines as bright as
the chrome.the chrome.
•Among other things, the values encourage employees to push back on all levels ofAmong other things, the values encourage employees to push back on all levels of
decisions and take calculated, measured risks in their work—a way of operatingdecisions and take calculated, measured risks in their work—a way of operating
termed “freedom with fences." These efforts are underscored by Harley-Davidson’stermed “freedom with fences." These efforts are underscored by Harley-Davidson’s
commitment to employee development and lifelong learning, which includes numerouscommitment to employee development and lifelong learning, which includes numerous
training programs and opportunities. Finally, a performance-management andtraining programs and opportunities. Finally, a performance-management and
succession-planning process that annually brings together all senior leaders withinsuccession-planning process that annually brings together all senior leaders within
each functional area to discuss employee performance, bench strength, and potentialeach functional area to discuss employee performance, bench strength, and potential
ensures that employees’ talents are visible not just to their own supervisors, but to allensures that employees’ talents are visible not just to their own supervisors, but to all
managers within their area and across other functional areas.managers within their area and across other functional areas.

Employee Benefits directed by HRMEmployee Benefits directed by HRM
While becoming an employee of Harley-Davidson not only do we promise a long-termWhile becoming an employee of Harley-Davidson not only do we promise a long-term
rewarding career for you but we will provide you the following coverage andrewarding career for you but we will provide you the following coverage and
advancements in order for you to better your current life style. We seek employmentadvancements in order for you to better your current life style. We seek employment
opportunities for those who are only the best, committed, and driven to become apartopportunities for those who are only the best, committed, and driven to become apart
of our family oriented and wicked friendly staff.of our family oriented and wicked friendly staff.
 Medical PlanMedical Plan
 Prescription Drug PlanPrescription Drug Plan
 Dental PlanDental Plan
 Vision Plan Retirement Plan – 401(k) and/or Pension PlanVision Plan Retirement Plan – 401(k) and/or Pension Plan
 Life InsuranceLife Insurance
 Disability BenefitsDisability Benefits
 Employee AssistanceEmployee Assistance
 Plan Flexible Spending AccountsPlan Flexible Spending Accounts
 Vacation and HolidaysVacation and Holidays
 Tuition reimbursementTuition reimbursement
 Harley-Davidson Stock Purchase PlanHarley-Davidson Stock Purchase Plan
 Discounts and/or Financing on Company productsDiscounts and/or Financing on Company products
 Wellness ResourcesWellness Resources
 Variable Compensation ProgramsVariable Compensation Programs

Strategic Approach directed by HRMStrategic Approach directed by HRM
 Harley-Davidson Inc. designs, manufactures and markets heavyweightHarley-Davidson Inc. designs, manufactures and markets heavyweight
motorcycles, parts, accessories, collectibles and riding apparel.motorcycles, parts, accessories, collectibles and riding apparel.
 Harley-Davidson Inc. also provides through Harley-Davidson FinancialHarley-Davidson Inc. also provides through Harley-Davidson Financial
Services, named Eagle mark Financial Services, financing servicesServices, named Eagle mark Financial Services, financing services
programs to dealers and retail customers. Harley-Davidson Inc. states, “Weprograms to dealers and retail customers. Harley-Davidson Inc. states, “We
fulfill dreams through the experience of motorcycling, by providing tofulfill dreams through the experience of motorcycling, by providing to
motorcyclists and to the general public an expanding line of motorcyclesmotorcyclists and to the general public an expanding line of motorcycles
and branded products and services in selected market segments”.and branded products and services in selected market segments”.
 The steps we plan to take provide us the direction to plan continued andThe steps we plan to take provide us the direction to plan continued and
increasing demand with goals directed towards specific motorcycles,increasing demand with goals directed towards specific motorcycles,
merchandising, licensing, and assigned locations.merchandising, licensing, and assigned locations.
 Continuing the level of high quality products Harley-Davidson Inc. produces.Continuing the level of high quality products Harley-Davidson Inc. produces.
 Improve the information system network.Improve the information system network.
 Be a high performance company financially and establishing Harley-Be a high performance company financially and establishing Harley-
Davidson Inc. as a pioneer in co-determination practicesDavidson Inc. as a pioneer in co-determination practices..

Time Line from 2000-2010Time Line from 2000-2010
 2000 The FXSTD Softail® Deuce™ is introduced to the immediate delight of riders and the2000 The FXSTD Softail® Deuce™ is introduced to the immediate delight of riders and the
motorcycle media. The 2000 model year Softail® models are outfitted with the Twin Cam 88B™motorcycle media. The 2000 model year Softail® models are outfitted with the Twin Cam 88B™
engine, a counter-balanced version of the Twin Cam 88. Fuel injection is unveiled as a featureengine, a counter-balanced version of the Twin Cam 88. Fuel injection is unveiled as a feature
new to the Softail line of motorcycles for the 2001 model year. Buell introduces the Blast®, anew to the Softail line of motorcycles for the 2001 model year. Buell introduces the Blast®, a
single-cylinder motorcycle, for the 2000 model year. The Blast receives excellent reviews. It'ssingle-cylinder motorcycle, for the 2000 model year. The Blast receives excellent reviews. It's
introduced in tandem with the Rider's Edge® Academy of Motorcycling, a beginner's rider courseintroduced in tandem with the Rider's Edge® Academy of Motorcycling, a beginner's rider course
available through Harley-Davidson and Buell dealerships. available through Harley-Davidson and Buell dealerships.
 2001 The VRSCA V-Rod® is introduced for the 2002 model year. Inspired by the VR-1000 racing2001 The VRSCA V-Rod® is introduced for the 2002 model year. Inspired by the VR-1000 racing
motorcycle, the V-Rod is Harley-Davidson's first motorcycle to combine fuel injection, overheadmotorcycle, the V-Rod is Harley-Davidson's first motorcycle to combine fuel injection, overhead
cams and liquid cooling, and delivers 115 horsepower. Harley-Davidson Racing announces thecams and liquid cooling, and delivers 115 horsepower. Harley-Davidson Racing announces the
latest addition to the team: 17 year old Jennifer Snyder, the first woman to win a national event inlatest addition to the team: 17 year old Jennifer Snyder, the first woman to win a national event in
the Formula USA National Dirt Track Series. Harley-Davidson announces expansions at thethe Formula USA National Dirt Track Series. Harley-Davidson announces expansions at the
Product Development Center (Milwaukee), as well as Tomahawk, WI, and York, PA, facilities. Product Development Center (Milwaukee), as well as Tomahawk, WI, and York, PA, facilities.
 2002 The all-new Buell® Firebolt® storms onto the scene. The Open Road Tour debuts in2002 The all-new Buell® Firebolt® storms onto the scene. The Open Road Tour debuts in
Atlanta, GA, in July to celebrate the upcoming Harley-Davidson 100th Anniversary. Atlanta, GA, in July to celebrate the upcoming Harley-Davidson 100th Anniversary.
 2003 Buell Motorcycle Company unleashes the Lightning® XB9S. More than 250,000 people2003 Buell Motorcycle Company unleashes the Lightning® XB9S. More than 250,000 people
come to Milwaukee for the final stop of the Open Road Tour and the Harley-Davidson 100thcome to Milwaukee for the final stop of the Open Road Tour and the Harley-Davidson 100th
Anniversary Celebration and Party. Anniversary Celebration and Party.
 2004 For the 2004 model year, the Sportster® family models receive rubber engine mounting, a2004 For the 2004 model year, the Sportster® family models receive rubber engine mounting, a
new frame, and a wider rear tire. Some Sportster® models receive a redesigned gas tank. Thenew frame, and a wider rear tire. Some Sportster® models receive a redesigned gas tank. The
FLHRSI Road King® Custom is introduced. With its low rear suspension and wide handlebars,FLHRSI Road King® Custom is introduced. With its low rear suspension and wide handlebars,
the FLHRSI brings a beach look to a classic Harley-Davidson motorcycle. Andrew Hines of thethe FLHRSI brings a beach look to a classic Harley-Davidson motorcycle. Andrew Hines of the
Screamin' Eagle®/Vance & Hines Harley-Davidson drag racing team clinches his first NHRAScreamin' Eagle®/Vance & Hines Harley-Davidson drag racing team clinches his first NHRA
PowerAde Pro Stock Motorcycle Championship at age 21, the youngest champion in NHRAPowerAde Pro Stock Motorcycle Championship at age 21, the youngest champion in NHRA
history. history.

Time Line 2000-2010Time Line 2000-2010
 2005 The XL 883L Sportster® 883 Low brings a lowered seating position to the2005 The XL 883L Sportster® 883 Low brings a lowered seating position to the
Sportster® line. The FLSTNI Softail® Deluxe adds a sleek look to the Softail® lineSportster® line. The FLSTNI Softail® Deluxe adds a sleek look to the Softail® line
and a paint scheme reminiscent of 1939 Harley-Davidson motorcycles. Also, theand a paint scheme reminiscent of 1939 Harley-Davidson motorcycles. Also, the
FLSTSC/I Softail® Springer® Classic revives looks from the late 1940s. FLSTSC/I Softail® Springer® Classic revives looks from the late 1940s.
 Andrew Hines wins his second straight NHRA Powerade Pro Stock MotorcycleAndrew Hines wins his second straight NHRA Powerade Pro Stock Motorcycle
Championship. G.T. Tonglet, also of the Screamin' Eagle®/Vance & Hines Harley-Championship. G.T. Tonglet, also of the Screamin' Eagle®/Vance & Hines Harley-
Davidson team, places second. Harley-Davidson and the Muscular DystrophyDavidson team, places second. Harley-Davidson and the Muscular Dystrophy
Association (MDA) mark the 25th anniversary of their partnership. Association (MDA) mark the 25th anniversary of their partnership.
 2006 The first of the 6-speed transmissions are made available on 2006 model year2006 The first of the 6-speed transmissions are made available on 2006 model year
Dyna™ motorcycles. Also joining the Dyna™ family is the FXDB/I Street Bob™. TheDyna™ motorcycles. Also joining the Dyna™ family is the FXDB/I Street Bob™. The
2006 model year includes the all-new FLHX/I Street Glide™, a lower profile touring2006 model year includes the all-new FLHX/I Street Glide™, a lower profile touring
motorcycle. Harley-Davidson unveils plans for an all-new museum in Milwaukee,motorcycle. Harley-Davidson unveils plans for an all-new museum in Milwaukee,
scheduled for opening in 2008. Harley-Davidson appoints Beijing Feng Huo Lunscheduled for opening in 2008. Harley-Davidson appoints Beijing Feng Huo Lun
(FHL) as the first authorized Harley-Davidson dealer on mainland China. (FHL) as the first authorized Harley-Davidson dealer on mainland China.
 2007 Eddie Krawiec joins the Screamin’ Eagle/Vance & Hines Harley-Davidson2007 Eddie Krawiec joins the Screamin’ Eagle/Vance & Hines Harley-Davidson
NHRA Pro Stock Team. Kenny Coolbeth wins his second consecutive AMA FlatNHRA Pro Stock Team. Kenny Coolbeth wins his second consecutive AMA Flat
Track Twins Championship. The XL 1200N Nightster arrives on the scene with blackTrack Twins Championship. The XL 1200N Nightster arrives on the scene with black
rims, fork gaiters, and side mount license plate holder. rims, fork gaiters, and side mount license plate holder.

Time line 2000-2010Time line 2000-2010
 Announced for the 2008 model year, the new FXCWC Rocker introduces Harley-Announced for the 2008 model year, the new FXCWC Rocker introduces Harley-
Davidson’s first swing arm-mounted rear fender and 2-into-1 Trick seat. 2008 TheDavidson’s first swing arm-mounted rear fender and 2-into-1 Trick seat. 2008 The
Touring family now has an all new frame, providing longer wheelbase, lower seatingTouring family now has an all new frame, providing longer wheelbase, lower seating
position and better maneuverability. The all new Harley-Davidson Museum opens inposition and better maneuverability. The all new Harley-Davidson Museum opens in
Milwaukee on July 12. Located at 6th and Canal streets, the Museum showcasesMilwaukee on July 12. Located at 6th and Canal streets, the Museum showcases
hundreds of classic and custom motorcycles, interactive exhibits and never-before-hundreds of classic and custom motorcycles, interactive exhibits and never-before-
seen films and photographs. In keeping with tradition, hundreds of thousands ofseen films and photographs. In keeping with tradition, hundreds of thousands of
riders from around the world converge on Milwaukee to celebrate Harley-Davidson’sriders from around the world converge on Milwaukee to celebrate Harley-Davidson’s
105th Anniversary. Riders and dealers raise more than $6.7 million for MDA.105th Anniversary. Riders and dealers raise more than $6.7 million for MDA.
Entertainment includes the Foo Fighters and Bruce Springsteen. That sameEntertainment includes the Foo Fighters and Bruce Springsteen. That same
weekend, HOG marks 25 years with its own party. Kenny Coolbeth clinches his thirdweekend, HOG marks 25 years with its own party. Kenny Coolbeth clinches his third
consecutive Grand National Championship. On the drag strip, Eddie Krawiec wins theconsecutive Grand National Championship. On the drag strip, Eddie Krawiec wins the
fourth NHRA Pro Stock title for Harley-Davidson in five yearsfourth NHRA Pro Stock title for Harley-Davidson in five years
 2009 Harley-Davidson announces expansion into India. The AMA Flat Track team2009 Harley-Davidson announces expansion into India. The AMA Flat Track team
wins yet another Grand National Championship, this time with Jared Mees at the top.wins yet another Grand National Championship, this time with Jared Mees at the top.
The 2009 model year brings the first three-wheeler for public purchase in the new The 2009 model year brings the first three-wheeler for public purchase in the new
FLHTCUTG Tri Glide Ultra Classic. Also new is the history-inspired Cross Bones, aFLHTCUTG Tri Glide Ultra Classic. Also new is the history-inspired Cross Bones, a
bobbed factory custom.bobbed factory custom.
 2010 The XL Forty-Eight is introduced, recalling the raw, custom Sportsters of earlier2010 The XL Forty-Eight is introduced, recalling the raw, custom Sportsters of earlier
days. Seth Enslow on a Harley-Davidson XR1200 breaks the world record for a longdays. Seth Enslow on a Harley-Davidson XR1200 breaks the world record for a long
distance motorcycle jump on a Harley-Davidson at 183.7 feet. Previously, the recorddistance motorcycle jump on a Harley-Davidson at 183.7 feet. Previously, the record
was proudly held by Bubba Blackwell (1999) and Evel Kneivel (1975).was proudly held by Bubba Blackwell (1999) and Evel Kneivel (1975).

Marketing – Latin AmericaMarketing – Latin America

Marketing - EuropeMarketing - Europe

Map Of Harley Locations in USMap Of Harley Locations in US

Financial GoalsFinancial Goals
 Harley Davidson has a bright future in theHarley Davidson has a bright future in the
motorcycle industry and is looking to growmotorcycle industry and is looking to grow
sales not just in the U.S. but also in Asia,sales not just in the U.S. but also in Asia,
Latin America and Europe as well.Latin America and Europe as well.
 Here are our financial goals that go alongHere are our financial goals that go along
with our yearly plan.with our yearly plan.

Year 1 Financial GoalsYear 1 Financial Goals
 Keep U.S. sales from decreasingKeep U.S. sales from decreasing
 From 2007 to 2008 they decreased 13%From 2007 to 2008 they decreased 13%
 Increases Sales for generalIncreases Sales for general
merchandising & licensing.merchandising & licensing.
 Increase sales for parts & accessories.Increase sales for parts & accessories.

 Increase sales by 25% from previousIncrease sales by 25% from previous
year.year.
 Work on manufacturing efficiency toWork on manufacturing efficiency to
decrease prices.decrease prices.

 Increase Sales in Asia by 10%Increase Sales in Asia by 10%
 Increase Sales in Europe by 10%Increase Sales in Europe by 10%
 Maintain overall sales with higherMaintain overall sales with higher
profitability due to new marketingprofitability due to new marketing
techniquestechniques

Financial StatementsFinancial Statements

2006 2007 2008 2009 2011 2013 Comments
NETREVENUE
H-DMotorcycle 4,553,561 4,446,637 4,278,241 4,278,241 5,124,655 4,278,241
Parts&Accessories 862,251 868,297 858,748 870,000 1,000,000 1,000,000 Increasesalesfor2009
GeneralMerchandise 277,490 305,435 313,835 320,000 600,000 600,000 Increasesalesfor2009
BuellMotorcycle 102,227 100,534 123,086 123,086 250,000 275,000 Increasesalesby10%inEurope&Asiafor2013
Defense&Other 5,157 5,945 20,397 20,397 40,000 40,000
TOTAL 5,800,686 5,726,848 5,594,307 5,611,724 7,014,655 7,039,655 KeepU.S.SalesfromDecreasingin2009
Increasesalesby25%from2009for2011
GrossProfit 2,232,847 2,114,100 1,930,819 1,930,819 1,930,819 1,930,819
HDMCOperatingExpense 823,857 883,457 964,429 1,200,000 1,000,000 1,000,000 IncreaseMarketing&Promotionsin2009,eliminatecertainlocationswithinU.S.for2011
HDMCOperatingIncome 1,408,990 1,230,643 966,390 966,390 966,390 966,390
HDFSOperatingIncome 210,724 212,169 82,765 82,765 82,765 82,765
CorporateOperatingExpense 22,561 17,251 20,131 50,000 50,000 50,000 IncreaseMarketing&Promotions2009
TotalOperatingIncome 1,597,153 1,425,561 1,029,024 1,029,024 1,029,024 1,029,024
InvestmentIncome 27,087 22,258 9,495 9,495 9,495 9,495
InterestExpense - - 4,542 4,542 4,542 4,542
IncomebeforeProvisionforTaxes 1,624,240 1,447,819 1,033,977 1,033,977 1,033,977 1,033,977
ProvisionforIncometaxes 581,087 513,976 379,259 379,259 379,259 379,259
NetIncomefromContinuingOps 1,043,153 933,843 654,718 654,718 654,718 654,718
NetIncome(Loss)fromDiscOps - - - - - -
ExtraordinaryItems - - - - - -
NETINCOME 1,043,153 933,843 654,718 654,718 654,718 654,718
Basic/PrimaryEPCS $3.94 $3.75 $2.80 $2.80 $2.80 $2.80
DilutedEPCS $3.93 $3.74 $2.79 $2.79 $2.79 $2.79
WeightedAverageShares:
Basic 264,453 249,205 234,225 234,225 234,225 234,225
Diluted 265,273 249,882 234,477 234,477 234,477 234,477
DividendsPaid: $0.81 $1.06 $1.29 $1.29 $1.29 $1.29
DomesticRevenue 4,629,895 4,206,427 3,853,242 3,853,242 3,853,242 3,853,242
InternationalRevenue 1,170,791 1,520,421 1,741,065 1,741,065 1,741,065 1,741,065
5,800,686 5,726,848 5,594,307 5,594,307 5,594,307 5,594,307
HarleyDavidsonIncomeStatement(InThousands)

2013 2011 2009 2008 2007
(Decrease)
Increase %Change Goalbasedonplan
NorthAmericaRegion
UnitedStates 218,939 218,939 251,772 -32833 -15% KeepUSsalesfromdropping(2009)
Canada 16,502 14,779 1723 10% Increasesalesworldwide25%byyear3
TotalNorthAmericanRegion 294,158 235,441 266,551 -31110 -13%
EuropeRegion(IncludesMiddleEastandAfrica)
Europe 40,725 38,866 1859 5%
Other 4,317 3,436 881 20%
TotalEuropeRegion 54,910 45,042 42,302 2740 6%
AsiaPacificRegion
Japan - 14,654 13,765 889 6% IncreaseAsiansales10%inyear5
Other - 10,595 9,689 906 9%
TotalAsiaPacificRegion 34,515 31,377 25,249 23,454 1795 7%
LatinAmericaRegion 7,844 8,037 5,467 2570 32%
ProjectedIncreasesinRetailSales 392,211
TotalWorldwideRetailSales 388,289 313,769 337,774 -24005 -8%
Harley-DavidsonMotorcycleRetailSales
Heavyweight(651+cc)

CIO – Objectives & GoalsCIO – Objectives & Goals
 For Research and Development (R&D)For Research and Development (R&D)
Year 1:Year 1:
 implement customer surveys (via website,implement customer surveys (via website,
email, and sales receipts). Get the customersemail, and sales receipts). Get the customers
opinions of what works and what they wouldopinions of what works and what they would
like to see.like to see.

CIO – Goals & ObjectivesCIO – Goals & Objectives
 R&D – Year 3R&D – Year 3
 Compile, analyze, and implement new ideasCompile, analyze, and implement new ideas
from customer surveys. After seeing what thefrom customer surveys. After seeing what the
customers want the organization to improvecustomers want the organization to improve
upon can test market some of theupon can test market some of the
improvements.improvements.

CIO – Goals & ObjectivesCIO – Goals & Objectives
 R & D – Year 5R & D – Year 5
 Hold trade shows and conventions in theHold trade shows and conventions in the
international markets (i.e. Latin America,international markets (i.e. Latin America,
Europe, and Asia). Get our product out thereEurope, and Asia). Get our product out there
and present it in a laid-back and fun venue toand present it in a laid-back and fun venue to
the consumer and entrepreneur (franchise).the consumer and entrepreneur (franchise).

Harley-Davidson, Inc

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