EXPERIENCEBUSINESS - Harley-Davidson

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It’s true, our motorcycles are the center of the Harley-Davidson universe, but creating the experiences that fulfill the dreams of our customers requires much more. In the end, we’re not just selling products. We’re offering a unique and fulfilling lifestyle. We’re helping customers create an experience like no other. Parts & Accessories They are the jewels that adorn our motorcycles and anyone who has experienced a Harley-Davidson ® motorcycle decked out in our Genuine Motor Parts & Genuine Motor Accessories understands. An aggressive customer-focused product development program has created thousands of different parts and accessories for models across the Buell ® and Harley lines. From custom paint, to leather saddlebags, to exhaust systems, to engine performance parts, our riders create their own experiences by creating a motorcycle only they can own. And demand grows stronger everyday. In 2000, P&A revenues totaled almost $448 million, a 23.5 percent increase over the prior year. 1 SM Rider’s Edge The experience of riding a motorcycle isn’t restricted to our current owners. Now, with Rider’s Edge, the Harley-Davidson Academy of Motorcycling, those interested in learning to ride can get in on the action at their participating Harley-Davidson/ Buell dealership. During 2000, the Rider’s Edge New Rider Course provided instruction to approximately 1,000 new members of the Harley family. Those new riders first experienced Harley-Davidson on board the new single-cylinder Buell ® TM Blast. Introduced in 2000, the Blast provides new riders a low seat height and even lower center of gravity to make their first step into motorcycling an enjoyable one. 2 TM MotorClothes Products and Licensed Products Our extensive line of General Merchandise products, comprised of MotorClothes branded and licensed products, adds significant value to our customers’ experience with Harley-Davidson. From kid’s toys, to leather jackets and functional riding gear, to collectibles and t-shirts, we understand what our customers want and we deliver. Our line of fashion merchandise continued to expand and we began a concentrated effort to develop a fashion line that reflects the culture and style preferences of Europe and Japan. General Merchandise revenues were $151 million in 2000, up 14.1 percent over 1999. 3, 4, 5 Financial Services Harley-Davidson Financial Services also makes entry into the Harley-Davidson family easier. During 2000, a partnership with U.S. Bancorp expanded the marketing of the popular Harley-Davidson ® Chrome Visa ® Card throughout the U.S. Almost 60,000 Harley and Buell customers financed their purchases with the help of HDFS and more than 150,000 riders were protected by an Extended Service Plan. Almost 100,000 carried HDFS Casualty Insurance. To assist our dealers, new E* Pay and E* Fund programs were introduced by HDFS to help reduce paperwork and improve efficiency in the finance and sales process. With the help of an expanding list of services and marketing initiatives, HDFS posted operating income of $37 million during 2000, a 34.3 percent increase over 1999. 6 4 5 6
Page 1 and 2: EXPERIENCEBUSINESS Harley-Davidson,
Page 3 and 4: W hether it’s the excitement of a
Page 5 and 6: CHAIRMAN’S LETTER We fulfill drea
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Page 10 and 11: The shifting of gears may seem like
Page 13 and 14: THE FAMILY MILWAUKEE, WISCONSIN Sat
Page 15: H.O.G. ® Nobody understands the Ha
Page 21 and 22: THE CONNECTION CODY, WYOMING Thursd
Page 23 and 24: 3 4 otorcycle seems to be a solitar
Page 25 and 26: TABLE OF CONTENTS Performance Chart
Page 27 and 28: 40 HARLEY-DAVIDSON, INC. YEAR-END S
Page 29 and 30: WORLDWIDE HARLEY-DAVIDSON, INC. REV
Page 31 and 32: HARLEY- DAVIDSON, INC. SELECTED FIN
Page 33 and 34: MANAGEMENT’ S DISCUSSION AND ANAL
Page 41 and 42: HARLEY- DAVIDSON, INC. CONSOLIDATED
Page 47 and 48: HARLEY- DAVIDSON, INC. NOTES TO CON
Page 65 and 66: SUPPLEMENTARY DATA QUARTERLY FINANC
Page 67 and 68: Sarah L. Levinson ChairMom and Chie
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OU R MI S SI ON We fulfill dreams t
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EXPERIENCEBUSINESS - Harley-Davidson

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