Harley Davidson 2009 Annual Report Download

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Courage. You can call it character.
You can call it determination.
Or you can just call it guts. But courage
changes everything. Ask any rider.
It’s the stuff that gives you the confidence
to power forward, seize the road and
live your dream. And it’s at the heart of
every hard decision. 2009 was a year
that called on Harley-Davidson to focus
our direction, move boldly and do the
right things to fuel our future.
After all, there’s a reason we’ve been
around 107 years. We know what it
takes to succeed.
HARLEYHARLEY-DAVIDSON, INC.DAVIDSON, INC. 2009 ANNUAL REPORT

Table of contents

  • Page 1
    ... heart of every hard decision . 2009 was a year that called on Harley - Davidson to focus our direction , move boldly and do the right things to f uel our future. After all , there's a reason we' ve been around 107 years. We know what it takes to succeed. HARLEY - DAVIDSON, INC. 2009 ANNUAL REPORT

  • Page 2
    ...ect the impact of reduced motorcycle shipments, restructuring and Buell exit costs, and non-cash charges related to Harley-Davidson Financial Services. When the loss from MV Agusta discontinued operations is included, the Company reported a full-year net loss of $55.1 million. At the same time, even...

  • Page 3
    ... the most customer-centered brands in the world, anchor our leadership of the custom touring and cruiser motorcycle segments, and develop relevant products to attract customers in new demographic segments. We'll expand our global presence by accelerating our reach into key international markets. And...

  • Page 4
    ... in each global market, improve speed to market and grow our family of riders. T O P & B OT T OM Inspiration comes in many shapes and colors; the 2010 CVOâ„¢ Ultra Classic® Electra Glide motorcycle in Scarlet Red Pearl with Dark Slate ï¬,ames for an ultimate custom touring ride, and the Iron 883...

  • Page 5
    ...COMMUNITY L E F T Dave Grohl of the band Foo Fighters with his ® his customized 2009 Tri Glide™ Ultra Classic, latest motorcycle acquisition-one of five HarleyDavidson motorcycles in his personal collection. CENTER Many customer journeys lead to Milwaukee. Randy Haase stops at Harley-Davidson...

  • Page 6
    ... venues like the South By Southwest ® music and culture festival, online communities, and Garage Party™ events just for women. And to help new customers feel confident on the machine of their dreams, we developed the Harley-Davidson Fit Shop, which enables dealers to outfit most any bike for any...

  • Page 7
    ...India, with media at the Delhi Auto Expo, introducing 12 Harley-Davidson motorcycle models destined for the India market in 2010. CENTER BUILDING SUCCESS, MARKET BY MARKET Europe continues to be a prime HarleyDavidson destination-an example of how we're fueling demand in more mature international...

  • Page 8
    ... HarleyDavidson dealership in France, in its new store just outside Paris. Through great execution of all the details, Harley-Davidson new motorcycle retail sales rose in France in 2009. Sharing passion for the brand and business experience at a recent Harley-Davidson dealer convention are dealers...

  • Page 9
    ...ANNUAL REPORT 15 WE'RE BUILDING THE BEST BIKES BETTER. To succeed as a manufacturer in today's global economy takes a lot more than the latest factory equipment or the right thickness of steel to form into motorcycle fenders and gas tanks. It takes a relentless commitment to customers and quality...

  • Page 10
    ... suppliers, has raised more than $70 million for patient services and research through rides and events. RESPECT In 2007, through The Harley-Davidson Foundation's $1 million gift, we teamed up with the nonprofit Disabled American Veterans to fund a ï¬,eet of offices on wheels that help veterans...

  • Page 11
    ... Dollars in millions WORLDWIDE 2009 MOTORCYCLES AND RELATED PRODUCTS REVENUE BY REGION Dollars in millions 7,434 9,061 782 09 74.1 % 17.9 % 6.6 % 1.1 % 0.3 % H-D Motorcycles ...$3,174.8 . Parts & Accessories ...767.3 General Merchandise ...282.2 Buell Motorcycles ...46.5 Other ...16.3 Total Net...

  • Page 12
    ... Juneau Avenue P .O. Box 653 Milwaukee, WI 53201-0653 © 2010 Harley-Davidson, Inc. Design: VSA Partners, Inc. Printing: Lake County Press Paper: Sappi Somerset Photography: Eric Perry, Peter Turnley, various 294.3 274.0 258.1 60.75 Executive Vice President, Corporate Product Planning JEFFREY...

  • Page 13
    ... We fulf ill 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. HARLEY - DAVIDSON, INC. 3700 West Juneau Avenue P .O. Box 653 Milwaukee, Wisconsin 53201...