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1010
HARLEYHARLEY-DAVIDSON, INC.DAVIDSON, INC. 2009 ANNUAL REPORT
OVER O UR
HANDLEBARS,
WE CAN SEE
THE WHOLE WORLD.
LEFT The XR1200X™ motorcycle, with its race-
inspired riding position and hard-hitting
style, is part of the product appeal behind our
market share growth in Europe.
CENTER Anoop Prakash, Managing Director of
Harley-Davidson India, with media at the
Delhi Auto Expo, introducing 12 Harley-Davidson
motorcycle models destined for the India
market in 2010.
RIGHT More leisure time, enthusiasm for the brand
and rising disposable income equal opportunity in
India for Harley-Davidson as the ultimate symbol
of freedom of the open road.
1111
Harley-Davidson is crossing borders like
never before. Our brand has remarkable
global strength and we’re translating that
appeal in ways that speak powerfully to
local enthusiasts. Our motorcycles now
roll out of dealerships in more than 70
countries on six continents. By 2014, our
plans call for international retail sales
of Harley-Davidson motorcycles to exceed
40 percent of our total retail unit sales.
BUILDING SUCCESS, MARKET BY MARKET
Europe continues to be a prime Harley-
Davidson destination
—
an example of how
we’re fueling demand in more mature
international motorcycle markets. Today,
we’re a major player in Europe, climb-
ing into the number three spot in the
heavyweight segment in 2009 with a
market share that’s double what it was
a decade ago. We did it through strong
execution on the basics of product selec-
tion, distribution, effective marketing and
retail execution, and above all, outstand-
ing customer experiences.
A disciplined, systematic approach is
also key to growing our global family in
places like India, where we are taking
a primary role in defi ning the emerging
leisure riding market. We’ve studied the
market in depth, laid the groundwork
and will start selling this summer. And
consumer enthusiasm is greater than we
ever imagined. We see long-term oppor-
tunities in India, as disposable incomes
and aspirations rise. Over time, when
riders look to hit the roads, we believe we
will be at the leading edge of the market.