• Mishal

• Ramesh
• Satyendra
• Sreekumar
• Suraj
• Vikash
Mission: We fulfill dreams through the experience of motorcycling, by
providing an expanding line of products & services in selected
market segment.
Atlanta Toronto UK

Tokyo Hamburg Sydney

•Type Public-1984, NYSE-1987
•Founded 1903
•Founder William S. Harley
Arthur Davidson
Walter Davidson
William A. Davidson
•Headquarters Milwaukee, Wisconsin, USA
•Key People James L. Ziemer (CEO)
Thomas E. Bergmann (CFO)
James A. McCaslin (COO)
Syed Naqvi (President, HDFS)
•Industry Recreational Vehicles
•Revenue ▲ 8.8 Billion USD (2008)
•Employees 9,700 (2006)
•Subsidiary Buell, HDFS
•Website www.harley-davidson.com
• 1901- Genesis, William S Harley plans for 116cc
Pedal cycle engine
• 1903- Developed power cycle with Arthur & Walter Davidson
at Milwaukee's, Wisconsin
• 1907- Harley-Davidson motor Company Was Incorporated

• 1913- Famous ‘V-Twin’ Engine built. Produced >16,000 units

• 1917- WW1, 20,000 units to U S Military
• 1920- Largest Producer, Dealers in 67 nations, >28,000 units

• 1933- Manufactured 3wheeler goods carrier to Survive

• 1942- WW2, 90,000 units to U S Military

• 1969- Acquired by American Machinery & Foundry Co. (AMF)

• 1970’s- Labour Strike & Japanese competition, on the brink of
bankruptcy
contd….
•1981- Acquired by group of 13 investors, led by
William G Davidson
•1990- Launched Fat Boy, became Market Leader

•1990’s- Acquired Buell motors & entered Sports segment

•1998- Claims of Stock Price Manipulation

•2002- The famous ‘V-ROD’

•2007- Strike of Workmen

•2008- Acquired MV Agusta for $109 mn

•2008- Opening of Harley-Davidson Museum, 12th july

 Product Line
Motorcycles

>$6,999 >$11,999 >$15,899 >$14,999

Accessories
Men's Womens Kids Gifts Items
FIRE DEPT.
 Income over years
1200000
1000000

800000
600000 Net Income(in
US $)
400000
200000

0
97 99 01 03 05 07
 • BMW, Germany 02.3%
Competition !!!! • Daelim, S. Korea02.6%
• Ducati, Italia 00.9%
• Honda, Japan 21.7%
• Kawasaki, USA 13.6%
• Polaris, Britain 01.5%
• Suzuki, Japan 12.6%
• Yamaha, Japan 10.0%
• HDMC, USA 34.8%
2007 HDMC INDUSTRY
Median age 44.4 yrs. 32.6 yrs.
Median Household Income $80,700 $42,500
Male 95% 90%
Married 57% 49%
Occupation
Blue Collar 53% 55%
White Collar 40% 31%
Education
High School Graduate 90% 75%
College/Degree 44% 38%

Owned Harley-Davidson® motorcycle

52%
previously at any point during lifetime
33% Owned a competitive motorcycle
previously
15% First motorcycle purchased
 The Indian Connection
• Meeting with Mr. Kamal Nath (Minister of Commerce and Industry)
on April 2007

• 13th April 07 relaxation of emission norms

• Quid-pro-Quo with American government

• Initial sales target 500 units for 3 years

 S W O T analysis
Strengths Weakness

•American company •Bad boy image

•Huge fan following •High cost
•Range of good products •Poor emission records

Opportunity Threats

•Large untapped market •Competitors

•Booming tourism sector •Restrictive government
•Movement of customers policies
towards high end products •Time
 HARLEY DAVIDSON ON INDIAN
ROADS
Model US $ Indian Rs
(approx)
Sportster® $6,999 5,97,000/-
Dyna® $11,999 10,23,000/-
Softtail® $15,899 13,55,000/-
VRSC® $14,999 12,80,000/-
Touring® $16,999 14,50,000/-

•Prices have been arrived at by calculating the various surcharges and

import duty amounting to 103% of original rate (www.thekneeslider.com)
•Exchange rate – US $ (in Rs.) 42.79/- as on 30/07/2008
•Price in US $ courtesy –www.harley-davidson.com
 Facts & Figures from www.harley-davidson.com

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