HARLEY-DAVIDSON UNIVERSITY

We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our

customers to express their own individuality.

1914

1960s

1980s

HARLEY-DAVIDSON INC. GLOBAL REVENUE US$6bn

80%

15% 5%

Motorcycles

Parts & Accessories

Motorclothes &Merchandise

Sourced Product • $450 M Retail

• Over 10 Million Units Sold Annually

• Over 16,000 SKUs

• 52 Suppliers Sourced From 12 Countries

Licensed Product

• $450 M Retail • 10 Million T-shirts Sold Annually • Over 51,000 SKUs • 100 Licensees Operating in 86

Countries

GENERAL MERCHANDISE OVERVIEW

LICENSED PRODUCT

Trademark/brand licensing an evolving/emerging market

• The top 150 Global Licensors accounted for almost $230 billion in retail sales in 2012.

• HDMC ranked #64 globally in License! Global’s exclusive Top 150 Global Licensors report in May 2014

LICENSED PRODUCT

Marketing & Distribution

• Independent H-D dealerships are primary channel (85% volume)

• Licensees primarily responsible for marketing and distribution

• Select Licensees authorized to sell product outside of dealer network

ASIA PACIFIC CUSTOMER SEGMENTS

CORE

12

Men 35+

YOUNG ADULT OUTREACH Men & Women 18-34

WOMEN’S OUTREACH Women 35+

1

2

3

ONE CUSTOMER - MULTIPLE OPPORTUNITIES

MOTORCYCLES

PARTS & ACCESSORIES

MERCHANDISE

MOTORCLOTHES

AFTER SALES & SERVICES

RIDER SERVICES

MOTORCLOTHES APPAREL & ACCESSORIES

Nearly a century of riding

experience has taught us

the value of functional

motorcycle gear.

MORE THAN MOTORCYCLES – KIDS

MORE THAN MOTORCYCLES – LIFESTYLE

Lifestyle products act as an

outreach to customers who

may not own a motorcycle.

LIFESTYLE PRODUCTS

These product

lines help our

customers make a

personal

statement about

their experience

with the

brand

LIFESTYLE PRODUCTS

DEALER TEES

Back-printed

dealer T-Shirts

promote customer

loyalty to a

dealership and are

collector’s items

for many Harley-

Davidson®

enthusiasts

RIDER & FINANCIAL SERVICES

Rentals

Popular way to “try before you buy” and/or just have fun

Tours

Global Authorized Tours program

Rider Academy

A training academy providing a variety of

courses for both learners and experienced

riders

Financial

Finance

Credit card

Insurance

Warranty

World's largest and

most successful

factory-sponsored

owners club, over 1

million members in

120 countries

worldwide

Unique Licensed

Products

H.O.G.

H-D MUSEUM

Located in Milwaukee,

Wisconsin

Leveraging an iconic brand rich in heritage and authenticity, with

diverse customers

GM & OLP are critical for potential and current customers

HDMC strategy involves:

Expanding geographically

Reaching new customer segments

Adding new channels such as ecommerce and Black Label

boutique stores

New licensees not being considered

We are seeking retail partners to open Black Label stores

RECAP

THANKYOU