HARLEY-DAVIDSON, INC. at a Glance

Uppers

  • Strong brand recognition and customer loyalty
  • Employee discounts on Harley-Davidson motorcycles and merchandise

Downers

  • Recent layoffs and restructuring
  • Pressure to cut costs

The Bottom Line

  • Harley-Davidson is an iconic American brand, a strong company, and a unique place to work.

About HARLEY-DAVIDSON, INC.

Four wheels move the body. Two wheels move the soul. Harley-Davidson is a major US maker of motorcycles and seller of heavyweight cruisers. The company offers touring and custom Harleys through a worldwide network of more than 1,400 dealers. The company manufactures and markets six families of motorcycles: Touring, Dyna, Softail, Street, Sportster, and V-Rod. It also makes three-wheeled motorcycles. Harley-Davidson sells attitude with its brand-name products, which include a line of clothing and accessories (MotorClothes). Harley-Davidson Financial Services (HDFS) offers financing to dealers and consumers in the US and Canada.

Geographic Reach

Harley-Davidson generates around 70% of its total sales from the US. Its operations are located in the Asia/Pacific, Europe, the Middle East, Africa, Latin America, and the US.

Operations

The company operates through two segments. Its core motorcycle manufacturing operations generate around 90% of its revenue each year; Harley-Davidson Financial Services contributes the remainder of revenue.

Harley-Davidson's Touring, Dyna, Softail, Street, and Sportster are equipped with air-cooled, twin-cylinder engines (in a 45-degree "V" configuration), while its V-Rod sports a 60-degree "V" configuration twin-cylinder engine that is liquid cooled.

The company also makes special editions for peace officers and firefighters. Its products and related lifestyle are supported by H.O.G. (Harley Owners Group). Harley also supports a rental and tour program market, and a rider training program known as Riders Edge.

Sales and Marketing

Harley-Davidson's motorcycles are sold to customers through a network of independent distributors. The company spends around $107 million each year on advertising. Its products are marketed to retail customers worldwide primarily through advertising and promotional activities via various broadcast, print, and electronic channels. The company targets young adults ages 18-34, women, African-Americans and Hispanics, as well as Caucasian men ages 35-plus.

Financial Performance

Harley-Davidson has enjoyed five straight years of steady growth. Revenues increased by 6% from $5.9 billion in 2013 to peak at a record-setting $6.2 billion in 2014. Profits were up 15% from $734 million in 2013 in $845 million in 2014 due to the higher revenue coupled with a decline in interest expense.

The company's revenue growth for 2014 was primarily attributed to a 6% increase within its motorcycles segment sales. It experienced an increase in US retail sales impacted by strong sales of Rushmore and Street motorcycles. In 2014 international retail sales grew in the Asia Pacific, Latin America (mostly in Mexico), and EMEA regions. The company was also helped by growth in financial services revenues due to higher interest income.

After declining from 2011 to 2012, Harley-Davidson's operating cash flow increased two straight years, jumping 17% from $977 million in 2013 to $1.2 billion in 2014.

Strategy

Harley-Davidson is focused on growing internationally. To support this initiative, it has two CKD (complete knock down) assembly plants, which assemble motorcycles from component kits produced by its US plants and by its suppliers. Its first CKD plant is located in Brazil and has been in operation since 1999, and its second CKD resides in India and has been in operation since 2011.

As a primary means of growth, the company adds new dealerships to its network each year. In 2013 it added 118 new international dealerships, and in 2014 it added 18 new international dealers.

Harley-Davidson also grows by introducing new product models. In 2013 it introduced the new Street motorcycles, designed for young urban riders around the world. In 2014 it launched a Harley-Davidson electric motorcycle.

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HARLEY-DAVIDSON, INC.

3700 W Juneau Ave
Milwaukee, WI 53208-2865
Phone: 1 (414) 342-4680
Fax: 1 (414) 343-4977
www.harley-davidson.com

Stats

  • Employer Type: Public
  • Stock Symbol: HOG
  • Stock Exchange: NYSE
  • President and CEO: Matthew S. Levatich
  • President and CEO: Matthew S. Levatich
  • SVP and CFO: John A. Olin

Major Office Locations

  • Milwaukee, WI

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