HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

Harley-Davidson and Buell have enjoyed
great success over the past years in
both the domestic (US) and international
markets. This consistent and sustained
growth has been achieved through a
deep understanding of the marketplace,
competitors and our customers, with
landmark products such as the Fat Boy ® ,
the VRSC range, and more recently,
our Dyna ® Street Bob ® and Fat Bob ® , and
our Roadster class-leading motorcycle,
the XR 1200. For Buell, innovations like
the “Trilogy of Technology” have led to the
development of the XB and 1125 product
families, which offer an exhilarating riding
experience for their riders.
Harley-Davidson Motor Company’s
revenue come from Motorcycles (80%
of revenue), Parts and Accessories
(15%), and MotorClothes ® apparel and
collectibles (5%), which uniquely enable the
company to offer the ultimate motorcycling
experience. Harley-Davidson Financial
Services, Inc. completes the experience
by offering financing, insurance and credit
card programmes.
2007 Global Operating Highlights:
• $5.59 Billion Total Revenue
• $655 Million Net Income
• 303,400 H-D units shipped
• $2.79 Annual EPS
In Europe, we’ve had a steady growth in
retail sales in both Harley-Davidson and
Buell from 2003, with a growth of over 50%
combined in both brands, retailing 41000
and 4200 units respectively in 2008.
Worldwide, our plans going forward
are to further strengthen our brands and
keep on offering extraordinary customer
experiences to existing and
new customers.
HARLEy-DAviDSON ® & BUELL ® DEALER PROSPECT HANDBOOK
THE figURES
A gOOD iNvESTMENT fOR THE fUTURE THE PRODUCTS
THREE KEy QUALiTiES. ONE iNCREDiBLE MOTORCyCLE ExPERiENCE
Few vehicles are as aspirational and inspiring as a Harley-Davidson ® motorcycle. A
Harley ® motorcycle has a certain unmistakable presence and aura that is engaging and
exciting to behold. The admiring looks, the respect, the ‘wow’ factor when you ride by or
refuel are no accident. For all the science and engineering that goes into it, every
Harley-Davidson model is just as much the product of art and passion. It’s all about
three things. Look, Sound and Feel.
The “Look” relates to the styling of
our bikes. The Styling team at our Product
Development Center in Milwaukee are true
custodians of the Harley-Davidson image
that has stood out through the decades.
Tremendous attention is paid to proportions,
form, finishes, quality, materials and detailing
to ensure that every Harley is true to our
heritage and our brand.
The “Sound” is our unique exhaust
note. There are few things more evocative
than the soulful sound of a Harley pulling
away from a standstill. You may have
heard people refer to the “Potato, Potato,
Potato” sound of a Harley. This relates
to the emotive, signature sound of the
irregular beat of the big, 45° V-Twin engine
at tick-over.
The “Feel” relates to the physical
sensations that combine to create our
unique riding experience. It’s a result of the
riding position and ergonomics, the beat of
the engine, the solidity of the materials and
the architecture of the chassis.
We continue to maintain our edge and keep our secrets. “Look, Sound and Feel” are three
principal qualities that are designed into every Harley-Davidson motorcycle and it’s been
that way through the decades of our long, rich past.
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