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HARLEY-DAVIDSON UNIVERSITY
We fulfill 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.
1914
1960s
1980s
HARLEY-DAVIDSON INC. GLOBAL REVENUE US$6bn
80%
15% 5%
Motorcycles
Parts & Accessories
Motorclothes &Merchandise
Sourced Product • $450 M Retail
• Over 10 Million Units Sold Annually
• Over 16,000 SKUs
• 52 Suppliers Sourced From 12 Countries
Licensed Product
• $450 M Retail • 10 Million T-shirts Sold Annually • Over 51,000 SKUs • 100 Licensees Operating in 86
Countries
GENERAL MERCHANDISE OVERVIEW
LICENSED PRODUCT
Trademark/brand licensing an evolving/emerging market
• The top 150 Global Licensors accounted for almost $230 billion in retail sales in 2012.
• HDMC ranked #64 globally in License! Global’s exclusive Top 150 Global Licensors report in May 2014
LICENSED PRODUCT
Marketing & Distribution
• Independent H-D dealerships are primary channel (85% volume)
• Licensees primarily responsible for marketing and distribution
• Select Licensees authorized to sell product outside of dealer network
ASIA PACIFIC CUSTOMER SEGMENTS
CORE
12
Men 35+
YOUNG ADULT OUTREACH Men & Women 18-34
WOMEN’S OUTREACH Women 35+
1
2
3
ONE CUSTOMER - MULTIPLE OPPORTUNITIES
MOTORCYCLES
PARTS & ACCESSORIES
MERCHANDISE
MOTORCLOTHES
AFTER SALES & SERVICES
RIDER SERVICES
MOTORCLOTHES APPAREL & ACCESSORIES
Nearly a century of riding
experience has taught us
the value of functional
motorcycle gear.
MORE THAN MOTORCYCLES – KIDS
MORE THAN MOTORCYCLES – LIFESTYLE
Lifestyle products act as an
outreach to customers who
may not own a motorcycle.
LIFESTYLE PRODUCTS
These product
lines help our
customers make a
personal
statement about
their experience
with the
brand
LIFESTYLE PRODUCTS
DEALER TEES
Back-printed
dealer T-Shirts
promote customer
loyalty to a
dealership and are
collector’s items
for many Harley-
Davidson®
enthusiasts
RIDER & FINANCIAL SERVICES
Rentals
Popular way to “try before you buy” and/or just have fun
Tours
Global Authorized Tours program
Rider Academy
A training academy providing a variety of
courses for both learners and experienced
riders
Financial
Finance
Credit card
Insurance
Warranty
World's largest and
most successful
factory-sponsored
owners club, over 1
million members in
120 countries
worldwide
Unique Licensed
Products
H.O.G.
H-D MUSEUM
Located in Milwaukee,
Wisconsin
Leveraging an iconic brand rich in heritage and authenticity, with
diverse customers
GM & OLP are critical for potential and current customers
HDMC strategy involves:
Expanding geographically
Reaching new customer segments
Adding new channels such as ecommerce and Black Label
boutique stores
New licensees not being considered
We are seeking retail partners to open Black Label stores
RECAP
THANKYOU