Harley Davidson 2009 Annual Report Download - page 12

349.2
330.6
303.5
329.0
317.3
291.1
263.7
234.5
204.6
177.2
UNITED STATES
INTERNATIONAL
350
0
250
300
150
200
100
50
0706
05
030099 01 02 04 08 09
223.0
232.8
0605 07 08
274.0
04
294.3
03
301.5
02
302.7
01
302.7
00
302.1
99
302.7
258.1
238.5
350
0
100
50
300
200
250
150
234.3
09
5,801
5,727
5,594
5,342
5,015
4,624
4,091
3,407
2,943
2,453
0605040299 00 01 03 07 08
6,000
0
2,000
1,000
5,000
4,000
3,000
4,287
09
219.6
242.1
229.0
198.4
213.6
227.2
323.9
290.4
203.6
165.8
0605040299 00 01 03 07 08
350
0
250
300
150
200
100
50
116.7
09
0605040299
70.47
46.71
16.97
51.49
60.75
47.53
46.20
54.31
39.75
32.03
00 01 03 07 08
80
0
20
10
60
70
40
50
30
25.20
09
1,043
934
684
960
890
761
580
438
348
267
0605040299 00 01 03 07 08
0
300
100
900
700
500
1,1 00
400
200
1,000
800
600
Dollars in millions
71
09
,043
HARLEY-DAVIDSON, INC.
I NCO ME FROM CONTINUING OPERATIONS
Dollars in millions
HARLEY-DAVIDSON, INC.
DIVIDENDS PER SHARE
In dollars, adjusted for splits
This document contains statements of our beliefs, expecta-
tions and objectives and other forward-looking statements
that are subject to risks that could cause actual results to
be materially different. Those risks include, among others,
that we may not be able to execute our long-term strategy,
capital markets uncertainties and matters we have noted
in our fi lings with the SEC, including risk factors that we
identifi ed in our Annual Report on Form 10-K for 2009, a
copy of which is included as a separate enclosure. Harley-
Davidson disclaims any obligation to update information in
this document.
2020 HARLEYHARLEY-DAVIDSON, INC.DAVIDSON, INC. 2009 ANNUAL REPORT
3.93
3.74
2.92
3.41
3.00
2.50
1.90
1.43
1.13
0.86
0605040299 00 01 03 07 08
4.00
3.00
2.50
3.50
2.00
1.0 0
0.50
1.5 0
0
0.30
09
HARLEY-DAVIDSON, INC.
CAPITAL EXPENDITURES ON CONTINUING OPERATIONS
Dollars in millions
HARLEY-DAVIDSON, INC.
COMMON SHARES OUTSTANDING
Shares outstanding, in millions
HARLEY-DAVIDSON, INC.
YEAR-END STOCK PRICES
In dollars, adjusted for splits
HARLEY-DAVIDSON, INC.
DILUTED EARNINGS PER SHARE FROM CONTINUING OPERATIONS
In dollars
0.810
1.060
1.290
0.625
0.405
0.195
0.135
0.115
0.098
0.088
0605040299 00 01 03 07 08
1.300
0
0.300
0.100
1.1 0 0
0.700
0.900
0.500
0.40
09
HARLEY-DAVIDSON, INC.
MOTORCYCLES AND RELATED PRODUCTS REVENUE
Dollars in millions
349.2
330.6
303.5
329.0
317.3
291.1
63.7
5
UNITED STATES
INTERNATIONAL
350
300
HARLEY-DAVIDSON MOTORCYCLE
WORLDWIDE SHIPMENTS
Units in thousands
BOARD OF DIRECTORS
HARLEY-DAVIDSON INC.
BARRY K. ALLEN
Senior Advisor, Providence
Equity Partners, President,
Allen Enterprises, LLC
RICHARD I. BEATTIE
Chairman, Simpson
Thacher & Bartlett LLP
MARTHA F. BROOKS
Former President and Chief
Operating Offi cer, Novelis Inc.
GEORGE H. CONRADES
Executive Chairman,
Akamai Technologies, Inc.
JUDSON C. GREEN
Vice Chairman, NAVTEQ
DONALD A. JAMES
Chairman and Chief
Executive Offi cer, Deeley
Harley-Davidson Canada/
Fred Deeley Imports Ltd.
SARA L. LEVINSON
Former President of the
Women’s Group of Rodale, Inc.
N. THOMAS LINEBARGER
President and Chief Operating
Offi cer, Cummins, Inc.
GEORGE L. MILES, JR.
President and Chief Executive
Offi cer,
WQED Multimedia
JAMES A. NORLING
Former Chairman of
the Board, Chartered
Semiconductor
Manufacturing Ltd.
(now known as
GlobalFoundries, Inc.)
KEITH E. WANDELL
President and Chief
Executive Offi cer,
Harley-Davidson, Inc.
JOCHEN ZEITZ
Chief Executive Offi cer and
Chairman of the Board,
Puma AG
HARLEY-DAVIDSON, INC.
LEADERSHIP
TONIT M. CALAWAY
Vice President,
Human Resources
PERRY A. GLASSGOW*
Vice President, Treasurer
and Controller
SUSAN K. HENDERSON
Vice President,
Communications
GAIL A. LIONE*
Executive Vice President,
General Counsel, Secretary
and Chief Compliance Offi cer
JOHN A. OLIN*
Senior Vice President and
Chief Financial Offi cer
KEITH E. WANDELL*
President and
Chief Executive Offi cer
*Corporate Offi cer
HARLEY-DAVIDSON
MOTOR COMPANY
LEADERSHIP
CHARLES R. BAKER
Vice President,
OE Engineering
JOANNE M. BISCHMANN
Vice President, Licensing
and Special Events
RODNEY J. COPES
Senior Vice President, Inter-
national Sales, Marketing
and Business Development
WILLIAM G. DAVIDSON
Senior Vice President and
Chief Styling Offi cer
WILLIAM J. DAVIDSON
Vice President,
Core Customer Marketing
KARL M. EBERLE
Senior Vice President,
Manufacturing
FRED C. GATES
Vice President and
General Manager,
York Vehicle Operations
DONALD M. GOGAN
Vice President, Global
Advanced Manufacturing
JAMES E. HANEY
Vice President and
Chief Information Offi cer
MICHAEL P. HEERHOLD
Vice President and General
Manager, Powertrain
Operations, Pilgrim Road
TIMOTHY K. HOELTER
Vice President,
Government Affairs
EDWARD M. KRISHOK
Vice President,
General Counsel
MICHELLE A. KUMBIER
Vice President and
General Manager,
Materials Management
MATTHEW S. LEVATICH
President and
Chief Operating Offi
cer
ROBERT N. LINDLEY
Vice President and
Managing Director, Europe
JAMES A. McCASLIN
Executive Vice President,
Corporate Product Planning
JEFFREY A. MERTEN
Vice President and
General Manager,
North American Sales
SCOTT C. MILLER
Vice President and
General Manager,
Parts and Accessories
MARK-HANS RICHER
Senior Vice President and
Chief Marketing Offi cer
PATRICK SMITH
Vice President and
General Manager,
General Merchandise
MARK VAN GENDEREN
Vice President and Managing
Director, Latin America
BUELL MOTORCYCLE
COMPANY LEADERSHIP
JON R. FLICKINGER
President and
Chief Operating Offi cer,
Buell Motorcycle Company
HARLEY-DAVIDSON
FINANCIAL SERVICES
LEADERSHIP
STEVEN E. CUNNINGHAM
Vice President and Chief
Financial Offi cer, Harley-
Davidson Financial Services
LAWRENCE G. HUND
President, Harley-Davidson
Financial Services
MV AGUSTA
GROUP LEADERSHIP
CLAUDIO CASTIGLIONI
Chairman, MV Agusta
ENRICO D’ONOFRIO
President and Managing
Director, MV Agusta
COMPANY
INFORMATION
HARLEY-DAVIDSON, INC.
3700 West Juneau Avenue
P. O . Box 653
Milwaukee, WI 53201-0653
414-343-4680
Internet Addresses:
www.harley-davidson.com
www.buell.com
www.mvagusta.com
MUSEUM INFORMATION:
Harley-Davidson Museum
400 Canal Street
Milwaukee, WI 53201
877-436-8738
www.h-dmuseum.com
PLANT TOUR INFORMATION:
877-883-1450
York, PA motorcycles
Kansas City, MO motorcycles
The following are among
the Company’s trademarks:
HARLEY-DAVIDSON, HARLEY,
the Bar & Shield Logo,
MOTORCLOTHES, RIDER’S
EDGE, HARLEY OWNERS
GROUP, H.O.G., SPORTSTER,
V-ROD, ELECTRA GLIDE,
TRI GLIDE, DARK CUSTOM,
STREET GLIDE, IRON 883,
FORTY-EIGHT, GARAGE
PARTY, SCREAMIN’ EAGLE
and BUELL. The HARLEY-
DAVIDSON trademark has
been used since 1903 and
the Bar and Shield trademark
since at least 1910. The
BUELL trademark has been
used since 1984. With the
exception of the MV Agusta
trademarks, substantially all of
the Company’s trademarks are
owned by H-D Michigan, LLC,
a subsidiary of the Company,
which also manages the
Company’s trademark strategy
and portfolio. The MV Agusta
trademarks are owned
by MV Agusta Motor S.p.A.
SHAREHOLDER
INFORMATION
ANNUAL SHAREHOLDERS
MEETING
The Annual Meeting of
Shareholders will convene at
10:30 a.m., CT, on Saturday,
April 24, 2010, at the
Harley-Davidson Museum,
400 Canal Street,
Milwaukee, WI 53201.
SEC FORM 10-K
A copy of the Company
Annual Report, as fi led with the
Securities and Exchange
Commission on Form 10-K,
may be obtained from the
Company without charge to
the shareholders or via the
Company’s Web site.
DIRECT STOCK REPURCHASE
AND DIVIDEND
REINVESTMENT PLAN
To obtain information on our
Direct Stock Purchase and
Dividend Reinvestment Plan,
please contact our registrar
and transfer agent:
Computershare CIP
250 Royall Street,
Mail Stop 1A
Canton, MA 02021
www.computershare.com
866-360-5339 toll-free
or 312-360-5339
CONTACT INVESTOR
RELATIONS AT:
877-HDSTOCK toll-free
414-343-4782
or e-mail: investor.relations
@harley-davidson.com
Corporate Governance
materials may be obtained
via our Web site at
www.harley-davidson.com,
including our Code of Business
Conduct, which is available
in eight languages. In addition,
we maintain an ethics
hotline at 800-688-2316.
Communication with the
Board c/o the Secretary of
Harley-Davidson, Inc.
3700 West 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
0605040299
361.3
387.9
389.7
333.2
336.7
323.9
333.3
321.3
322.7
335.4
00 01 03 07 08
450
0
400
200
250
300
350
100
50
150
H-D MOTORCYCLES REST OF INDUSTRY
313.6
09
0605040299
543.0
516.1
479.8
517.6
494.0
461.2
442.3
394.3
340.0
275.6
00 01 03 07 08
600
0
400
500
200
300
100
H-D MOTORCYCLES REST OF INDUSTRY
304.0
09
U.S. industry data is derived from submissions of motorcycle
retail sales by each major manufacturer to an independent
third party. This third party data is subject to revision and
update. 2009 and 2008 U.S. industry data includes three-wheeled
vehicles. The Company did not ship three-wheeled vehicles
until 2008 and does not believe three-wheeled vehicle retail
registrations were signifi cant in the U.S. for 2007 and prior.
Europe data includes registrations in Austria, Belgium,
Denmark, Finland, France, Germany, Greece, Italy, Netherlands,
Norway, Portugal, Spain, Sweden, Switzerland, and the United
Kingdom. The Company derives its Europe industry data
from information provided by Giral S.A., an independent
agency. This third party data is subject to revision and update.
Europe industry data includes three-wheeled vehicles.
The retail registration data for Harley-Davidson motorcycles
presented in these tables may differ slightly from the Harley-
Davidson retail sales data presented elsewhere in this report.
The Company’s source for retail sales presented elsewhere in
this report is sales and warranty registrations provided by
Harley-Davidson dealers as compiled by the Company. The
differences are not signifi cant and generally relate to the
timing of data submissions to the independent sources.
(1)
10%
Cert no. SW-COC-001613
CORPORATE SUMMARY
49.349.049.247.548.8 45.6 45.0 49.5 48.7 45.5 53.3 %
UNITED STATES(1)
651+ CC MOTORCYCLE REGISTRATIONS
H-D vs. Industry, units in thousands
MARKET SHARE
9.58.97.77.16.17.27.18.110.0 10.6 12.0
MARKET SHARE
%
EUROPE(1)
651+ CC MOTORCYCLE REGISTRATIONS
H-D vs. Industry, units in thousands
2121