EXPERIENCEBUSINESS - Harley-Davidson

The shifting of gears may seem like a relatively
isolated moment, however, in reality, it is a point
in time that has taken years to create. From styling
and manufacturing, to the dealer who adjusts the
clutch tension, each customer experience relies on a
finely tuned collaboration. It is this teamwork that
helps drive us into the future; a future our customers
are just now beginning to dream about.
Product Development
The ride actually begins years earlier at the Willie G. Davidson Product Development
Center (PDC) in Milwaukee. There, Willie G. and his team of styling masters begin to turn
dreams into reality by drawing on a lifetime of experience. At the PDC, a concurrent
development process pulls styling, engineering, marketing, manufacturing and purchasing
together as new motorcycle and accessory ideas work their way through to fruition. 1
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Engineering & Product Innovation
Engineering designs take form as rough conceptual
drawings, which are reviewed and elaborated
upon. Then, sophisticated computer equipment
guided by experienced hands helps render the
drawings into three dimensions.Harley-Davidson
employs some of the most advanced technology
in the industry including computer design modeling,
finite element analysis, electro magnetic
compatibility and radiated immunity testing as
our engineering and design teams take projects
forward. 2, 3
Manufacturing
During the past five years, we have invested
more than $800 million in new and upgraded
information systems, R&D technology, manufacturing
facilities and more, but we’ve also
invested in our people. By empowering our
employees and working in a Partnering relationship
with our unions, all our employees are
able to grow both personally and professionally
right along with the Company. 4
The Motorcycle
Since 1903, Harley-Davidson has produced the
world’s best heavyweight motorcycles and our
bikes lead the cruiser and touring segments
everywhere they are sold. In 2000, we surpassed
our production target for 2003, by producing
and selling 204,592 units. Current demand has
given us the confidence to raise Harley-Davidson
production targets to 227,000 units in 2001.
In North America, our retail sales reached
163,984 units during 2000, in Europe, 19,870;
and in the Asia/Pacific Region, 12,213 units.
Harley-Davidson ® motorcycles continue to win
worldwide acclaim. For example, one of the
leading motorcycle magazines in North America
selected the Softail ®
TM
Deuce as Cruiser of the
Year and named the Electra Glide ®
the Touring
Bike of the Millennium. In Australia, the Buell ®
Lightning ®
X1 was named Best Naked Sport
Bike for the second year in a row. 5
Supplier Network
Experience has taught us that our relationships
with suppliers should focus on mutual success.
Today, we are jointly committed to developing
strategies for sustained growth, while at the
same time improving delivery, raising quality
and reducing costs. From the custom seats
that adorn our motorcycles to the complex
mechanical components formed from hot
wax and molten steel, our suppliers provide an
extension of our design and manufacturing
capabilities. 6, 7
Dealer Network
Our dealers are the envy of the industry and in
their stores they deliver an experience beyond
motorcycle sales and service. Today, there are
more than 1,300 Harley-Davidson dealerships
around the world. From Japan to Jamaica, from
Italy to Indonesia, Harley-Davidson dealers set
the standard for motorcycle retailing. 8, 9
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