Harley-Davidson, Inc. Company Profile

Four wheels move the body. Two wheels move the soul. Harley-Davidson is a major US maker of motorcycles and the nation's #1 seller of heavyweight cruisers. The company offers touring and custom Harleys through a worldwide network of more than 1,300 dealers. The company manufactures and markets five families of motorcycles: Touring, Dyna, Softail, 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, Latin America, and the US.


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, 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. Harley-Davidson introduced three new models for 2011, including the SuperLow, XR1200X, and a CVO (Custom Vehicle Operations) model -- the Road Glide Ultra.In 2012 it launched the Dyna FLD Switchback and the V-Rod VRSCDX Night Rod Special.

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 $80 million each year on advertising.

Financial Performance

Harley-Davidson has enjoyed three straight years of steady growth. Revenues increased by 5% from $5.3 billion in 2011 to $5.6 billion in 2012. Profits were up by 4% from $599 million in 2011 to $624 million in 2012.

The company's growth was primarily attributed to a 6% increase in worldwide independent dealer retail sales. Retail sales of Harley-Davidson motorcycles jumped by 7% in the US and by 6% overseas for 2012. It was particularly helped by double digit growth in Canada and Australia.


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.

The company plans to add 100 to 150 dealerships to its dealer network by the end of 2014. In 2012 it added 93 new international dealerships.

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3700 W Juneau Ave
Milwaukee, WI 53208-2865
Phone: 1 (414) 343-4056
Fax: 1 (414) 3434977


  • Employer Type: Public
  • Stock Symbol: HOG
  • Stock Exchange: NYSE
  • Chairman, President, and CEO: Keith Wandell
  • SVP and CFO: John Olin
  • Chairman, President, and CEO: Keith Wandell

Major Office Locations

  • Milwaukee, WI
  • Milwaukee, WI

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