Presentation on the company Harley Davidson Inc.

1. ALFRED GEORGE
PGDM B
P18170

2. Taglines
•“All for Freedom, Freedom for all”
•“American by birth, rebel by choice”
•“Until you’ve been on a Harley Davidson, you haven’t been on a motorcycle”
•“Screw it, let’s ride”

3. Logo history

4. Origin and about the Company
•Harley-Davidson, Inc., incorporated on March 8, 1991, is the parent company for the groups of companies doing
business as Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS).
•Harley-Davidson, Inc. (H-D), or Harley, is an American motorcycle manufacturer, founded
in Milwaukee, Wisconsin in 1903.
•The Motorcycles segment consists of HDMC, which designs, manufactures and sells at wholesale on-road Harley-
Davidson motorcycles, as well as motorcycle parts, accessories, general merchandise and related services.
•The Company's on-road motorcycle market comprises categories, such as Cruiser, Touring, Standard, and Sports.
• Internationally, the Company operates facilities in Brazil, India and Australia.
•More than 1,400 independently owned dealerships in nearly 100 countries.
• Annual Revenue $5.6 Billion
• Employees 5,200

5. History and key people

6. Milwaukee, Wisconsin, United States

7. MATTHEW S. LEVATICH
President and Chief
Executive Officer,
Harley-Davidson, Inc.
MICHELLE A.
KUMBIER
Senior Vice President
and Chief Operating
Officer, Harley-
Davidson Motor
Company
JOHN OLIN
Senior Vice
President & Chief
Financial Officer,
Harley-Davidson
Motor Company
TCHERNAVIA
ROCKER
Vice President
and Chief
Human
Resources
Officer

8. Products and services
Harley-Davidson manufactures and sells custom, cruiser and touring motorcycles that feature
leading-edge styling, innovative design, distinctive sound, and superior quality with the ability to
personalize.
•Riding experiences and events
•Accessories to customize our motorcycles
•Riding apparel and gear for riders and passengers
•Casual apparel and accessories for riders, passengers and enthusiasts
•Motorcycle service parts

9. Harley-Davidson Street™
Part of Harley-Davidson’s newest lineup, Street™ models are built for a new era of motorcycling. Light and lean, they
provide nimble but powerful city riding, but with the same style you’d demand from any other Harley-Davidson.
$7000= Rs. 4,83,665

10. Sportster®
Sportster® Harley-Davidson models are both smaller and lighter than most others, with an appearance clearly
inspired by racing cycles. Using either 883 cc or 1,200 cc Evolution engines to provide agile power on both
highway and city streets.
$9000 = Rs. 6,21,855

12. Softail®
With big-twin engines and styling designed to perfectly resemble a traditional hardtail chopper, these
models are provided with hidden rear-wheel suspensions for enhanced comfort.
$15,000= Rs. 10,36,425(ex-showroom)

14. Touring
Longer and heavier than most other breeds of Harley-Davidson, Touring models are built for the long haul.
Comfort, carrying potential, and capable cruising are focused upon in order to provide some of the best coast-
to-coast machines in the country.
$20,000= Rs. 13,81,900

16. CVO™
CVO™ (Custom Vehicle Operations) models are hand-crafted Harley-Davidson motorcycles that cater to rider
choice in terms of style, comfort, performance, and anything else that can be customized. Large engines and
dramatic paintjobs are highly characteristic of CVO™ Harley-Davidson models.
$40,000= Rs. 27,63,800

17. Trike
Harley-Davidson Trike models are all about one thing: freedom. With even more cargo space and long-range
potential than models in the venerable Touring lineup, these three-wheelers are built to go the distance and then
some.

18. The Harley Davidson BLUE
EDITION is a handmade
motorbike, which took over
2,500 hours of work to
produce
Only one unit in the world.
Cost- 13 crores
Collaboration with motorcycle
specialist Bundnerbike and
watchmakers Carl F. Bucherer.

19. Competitors
BRITISH AMERICAN JAPANESE
JAPANESE CANADIAN

20. India Operations
•Commenced operations in 2009
•Started selling in 2010
•Established as a wholly owned subsidiary company as Harley Davidson India.
•Based in Gurgaon
•Around 29 dealerships across India
•New Delhi, Gurgaon, Chandigarh, Mumbai, Hyderabad, Bangalore, Chennai, Kochi, Calicut,
Kolkata, Ahmedabad, Indore, Pune, Goa, Guwahati and Jaipur are some among them.
•Assembly and manufacturing unit Bawal, Haryana.
•Harley-Davidson India also sponsors the country’s Harley Owners Group (H.O.G.)
•The company organizes five big rides across the north, south, east and west zones along with the
India H.O.G. Rally that takes place every year in Goa

21. Current scenario
•Donald Trump Slams India for High Import Tariffs on
Harley-Davidson
•Harley Davidson shifts production to other countries
over trade war concern.
•Hollywood Superstar Arnold Schwarzenegger's
'Terminator 2' Harley-Davidson Sold for Rs 3.3 Crore
•Current market price 43.25 USD on NYSE

22. Market share in USA

23. Future plans
•Harley-Davidson to Launch Lightweight 250-500 cc Motorcycle
for Asian Markets Including India
•Harley-Davidson Pan America 1250
•Harley-Davidson’s first electric motorcycle, LiveWire, in 2019
•Creating high-engagement customer experiences across all
retail channels
•Establishing strategic alliances with global leading e-commerce
providers to extend access to Harley-Davidson to a pool of
millions of potential new customers.
•New retail formats — including smaller, urban storefronts
globally to expose the brand to urban populations and drive
sales of the expanded Harley-Davidson product portfolio and
expand international apparel distribution.