Brand Investment

        Reductions in Harley-Davidson’s motorcycle shipment plans for 2009 reflect the Company’s intense focus on maintaining brand strength. “When it comes to protecting and enhancing the brand, managing supply in line with demand is one of the most important things we can do. We plan to ship fewer Harley-Davidson motorcycles worldwide this year than we anticipate dealers will sell at retail,” Wandell said.

        At the same time, Harley-Davidson continues to make significant investments in product development and marketing, and the Company is more focused than ever on making those investments work harder and smarter, according to Wandell. “We’ve got a great lineup of motorcycles and one of our top priorities is to reduce complexity and improve efficiency throughout our product development and manufacturing processes,” said Wandell.

        On July 25, 2009, Harley-Davidson Motor Company introduces 2010 model year motorcycles at its Summer Dealer Meeting in Denver.

Brand Investment

        Reductions in Harley-Davidson’s motorcycle shipment plans for 2009 reflect the Company’s intense focus on maintaining brand strength. “When it comes to protecting and enhancing the brand, managing supply in line with demand is one of the most important things we can do. We plan to ship fewer Harley-Davidson motorcycles worldwide this year than we anticipate dealers will sell at retail,” Wandell said.

        At the same time, Harley-Davidson continues to make significant investments in product development and marketing, and the Company is more focused than ever on making those investments work harder and smarter, according to Wandell. “We’ve got a great lineup of motorcycles and one of our top priorities is to reduce complexity and improve efficiency throughout our product development and manufacturing processes,” said Wandell.

        On July 25, 2009, Harley-Davidson Motor Company introduces 2010 model year motorcycles at its Summer Dealer Meeting in Denver.

Brand Investment

        In the first quarter, the Company’s “Ride Free” Sportster® motorcycle trade-up program successfully created consumer interest and reinforced the brand value of Harley-Davidson motorcycles. Starting in April, the Company rolled out a national “Super Ride” program. This program provides an expanded opportunity for U.S. consumers to test ride a wide range of Harley-Davidson motorcycles at participating dealerships. 

        “Demo rides have proven to be one of the most effective ways to turn dreamers into customers and to get current customers excited about a new motorcycle. Through all of our marketing, we are reaching consumers in ways that support the brand and the value proposition of our motorcycles,” said Ziemer.