Harley Davidson 2011 Annual Report Download - page 5

Together with our dealers, we are
marshalling the resources, the systems,
the tools, capabilities and talent that
will improve all the ways Harley-Davidson
interacts with customers. One example
is eCommerce, where later this year
we will roll out an entirely new, rich and
distinctly Harley-Davidson online
shopping experience.
The goal of this transformation at
retail is quite simple: to provide a
premium retail experience with every
customer, every day and everywhere,
while strengthening dealer profitability.
Just as with the transformations in
product development and manufacturing,
we believe the opportunities and
potential are tremendous.
contributions of Willie G. Davidson,
who is retiring at the end of April after
nearly half a century as head of styling.
Willie will stay close to Harley-Davidson
as Chief Styling O≈cer Emeritus, and
through special design projects and his
presence at rallies and events.
Few individuals have the kind of
impact on an organization, a brand and a
lifestyle that Willie has had, and his
legacy will continue to grow, thanks to the
talent he has nurtured in the Harley-
Davidson styling studios. Everyone with
a love for motorcycles owes a great deal to
his vision and talent. All of us are honored
to have been blessed by his presence.
Clearly, Harley-Davidson has an amazing
history and story. We also believe there is
We also continue to expand the
Harley-Davidson experience to the many
roads of the world. In 2011, we added 35
dealers in international markets, including
Mexico, India, Thailand, Turkey, China
and Brazil.
Fulfilling Dreams
At the core, these three transformations—
in manufacturing, product development and
at retail—come down to one thing: we
must ensure, in a world of ever-increasing
customer expectations, Harley-Davidson
continues to fulfill dreams through
remarkable motorcycles and extraordinary
customer experiences far into the future.
While fulfilling dreams is truly a team
effort, I want to recognize, on behalf of all
of us at Harley-Davidson, the extraordinary
tremendous untapped potential in this great
brand, and through our transformation
we are unleashing that potential.
While much remains to be done, we are
well down the road and everyone involved
deserves much credit for bringing these
changes to life. I continue to be impressed
by the efforts of all our employees, dealers
and suppliers to deliver for our customers.
No doubt there will be challenges on
the road ahead. But our vision is clear and
we are resolute in our determination,
working as one company, one team and
moving in one direction, to deliver for
all our stakeholders.
Keith E. Wandell
Chairman, President and
Chief Executive O≈cer
Harley-Davidson, Inc.
We believe there is tremendous untapped potential in
this great brand, and through our transformation we are
unleashing that potential.
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