Harley Davidson 2009 Annual Report Download - page 4

0404 HARLEYHARLEY-DAVIDSON, INC.DAVIDSON, INC. 2009 ANNUAL REPORT
MACHINES THAT
FIT THE MINDSET
.
Everyone has a vision of what a Harley-
Davidson® motorcycle should be. And as
we build on our position as the leader of
two-wheeled authenticity, we’re looking
deep into the dreams of new riders, long-
time customers and young customers alike
to develop motorcycles that fi t individual
lives and lifestyles.
There’s a powerful reason for this
approach: it works. Motorcycles are all
about emotion, and no motorcycles inspire
as much of it as ours.
THE RIDE COMES FIRST
More than ever, we’re developing prod-
ucts that appeal across generations and
cultures. Dark Custom™ bikes like the Iron
883™ and the new Forty-Eight,
™ with
their stripped-down, rebellious attitude,
are drawing in young adult riders. Prod-
ucts like the Electra Glide® Ultra Limited,
Tri Glide™ and motorcycles from Custom
Vehicle Operations
™ deliver a premium
experience for our core customers, giving
them reasons to trade up and ways to
extend the ride. And through customiza-
tion and MotorClothes® riding gear, each
riding experience can truly be individu-
alized to fi t the owner’s mindset.
THE DISCIPLINE OF PRODUCT DEVELOPMENT
The best companies do more than move
the market; they move ahead of it. To
further strengthen our effectiveness at
delivering twist-of-the-throttle emotion
to diverse customers, we are transforming
product development in ways that sharpen
our focus on what riders want, deliver
relevant products in each global market,
improve speed to market and grow our
family of riders.
TOP & BOTTOM Inspiration comes in many shapes
and colors; the 2010 CVO™ Ultra Classic® Electra
Glide motorcycle in Scarlet Red Pearl with Dark
Slate fl ames for an ultimate custom
touring ride, and the Iron 883 motorcycle, with
its blacked-out street smarts.