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Company Description

Contact Info

3700 West Juneau Avenue

Milwaukee, WI 53208

United States

Phone: 414-342-4680


Harley-Davidson, Inc., through its subsidiaries, provides motorcycles and related products (motorcycles), and financial services in the United States. Segments Motorcycles segment This segment consists of Harley-Davidson Motor Company, which designs, manufactures and sells at wholesale on-road Harley-Davidson motorcycles, as well as a line of motorcycle parts, accessories, general merchandise, and related services. The company’s products are sold to retail customers through a network of independent dealers. The company conducts business on a global basis, with sales in the Americas, Europe/the Middle East/Africa (EMEA), and the Asia-Pacific. Motorcycles, Parts and Accessories (P&A), and General Merchandise P&A products include replacement parts (Genuine Motor Parts) and mechanical and cosmetic accessories (Genuine Motor Accessories). General Merchandise includes MotorClothes apparel and riding gear. The company manufactures cruiser and touring motorcycles. The company primarily produces on-road motorcycles with engine displacements of 601cc and greater. Its engines range in displacement from 494cc to 1802cc. The on-road motorcycle market includes various categories, such as Cruiser (emphasizes styling and owner customization); Touring (emphasizes rider comfort and load capacity and incorporates features, such as saddlebags, fairings, or large luggage compartments); Standard (a basic motorcycle, which usually features upright seating for one or two passengers); Sportbike (incorporates racing technology, aerodynamic styling, low handlebars with a ‘sport’ riding position and high performance tires); and Dual (designed with the capability for use on public roads, as well as for some off-highway recreational use). In 2014, the company unveiled Project LiveWire, an electric motorcycle it is developing and continues to evaluate for possible distribution. Licensing The company creates an awareness of the Harley-Davidson brand among its customers and the non-riding public through a range of products for enthusiasts by licensing the name ‘Harley-Davidson’ and other trademarks owned by the company. Other Products and Services The company provides various services to its independent dealers, including motorcycle service and business management training programs and customized dealer software packages. Customers The company appeals to a range of customers across multiple demographics both in the U.S. and internationally. The U.S. retail purchasers of new Harley-Davidson motorcycles include both core and outreach customers. The company defines its U.S. core customers as Caucasian men over the age of 35 and its U.S. outreach customers as women (Caucasian, age 35+), young adults (ages 18-34), African-American adults (age 35+), and Latino adults (age 35+). The company defines it core customers outside the U.S. as men over the age of 35 and its outreach customers outside the U.S. as women and young adults. Marketing The company’s products are marketed to retail customers worldwide primarily through digital and experiential activities, as well as through more traditional promotional and advertising activities. Additionally, the company's independent dealers engage in a range of local marketing and experiential activities supported by cooperative programs with the company. Distribution The company’s products are retailed through a network of independent dealers, of which the majority sell Harley-Davidson motorcycles exclusively. These dealerships stock and sell the company’s motorcycles, P&A, general merchandise and licensed products, and perform service on Harley-Davidson motorcycles. P&A, general merchandise and licensed products are also retailed through e-commerce channels in certain markets. The company distributes its motorcycles and related products to a network of independent dealers located in approximately 95 countries worldwide. Patents and Trademarks The company’s trademarks include 5 HARLEY-DAVIDSON, H-D, HARLEY, the Bar & Shield Logo, MOTORCLOTHES, the MotorClothes Logo, HARLEY OWNERS GROUP, H.O.G., the H.O.G. Logo, SOFTAIL, SPORTSTER and V-ROD. The company’s trademark


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Valuation HAR Industry Range
Price/Earnings 16.0x
Price/Sales 1.8x
Price/Book 5.4x
Price/Cash Flow 15.4x
TEV/Sales 0.5x

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