In Patriotic Times, You Are What You Believe

Consumers Go Public With Visible Symbols of Passions, Values, Beliefs

MILWAUKEE, June 28 -- As the desire for authenticity rises, Americans are becoming less concerned about impressing others and more inclined to go public with visible expressions of their passions and beliefs, including patriotism and citizenship. Whether it's supporting U.S. troops by displaying a yellow ribbon on their car's back bumper, sporting a brightly colored wristband on behalf of a favorite charity, or wearing their patriotism on their sleeve with clothing emblazoned with the red, white and blue, consumers have become billboards of personal values.

According to a report by Yankelovich Monitor*, a significant change has occurred in how people want to be perceived by others as it relates to their beliefs, values and morals. In the past year there has been an increase in consumers' desire to be seen by others as loyal, community oriented and passionate about things they care about. Seventy-four percent say it is extremely or very important to be seen as a good citizen, and 73 percent want to be seen as passionate about the things that are most important to them

This is especially true at a time when Americans are wishing to express their patriotism and love of freedom. Manufacturers are responding by offering clothing that makes a statement about one's beliefs. For Harley-Davidson patriotism and expression are old hat -- the company has patriotic-themed clothing and accessories for men, women, riders and non-riders that take freedom of expression to the "nth" degree. The items include everything from leather jackets emblazoned with the words "Ride Free," to accessories and collectibles bearing the American Eagle or the Stars and Stripes.

Harley-Davidson offers the following clothing and accessory options for expressing one's authenticity:

Let freedom ring in clothing with attitude

Patriotism burns deep with the American Legend Leather Jacket. The mid- weight bold black jacket proudly presents the American flag on the left sleeve and "Harley-Davidson American Legend" on the back.

Let patriotism fly high with the American Eagle

As the ultimate expression of patriotism, the American Eagle flies free on Harley-Davidson jackets and headgear. For example, the Harley-Davidson eagle- wings logo takes flight in the form of a metal stud design on the back of a soft, supple lambskin jacket. Eagle motifs also adorn accessories such as leather or fabric caps, metal key chains and belt buckles.

Ride with the Stars and Stripes forever

A flash of red, white and blue swoops around the curves of Harley- Davidson's Americana Half Helmet, which features a stylized stars-and-stripes design on a sleek black background. A youth helmet also is reminiscent of the American flag, with the words Harley-Davidson spelled out in a red, white and blue design.

Patriotic designs in Ride Free, American Eagle and Stars and Stripes designs also decorate an assortment of Harley-Davidson(R) MotorClothes(R), accessories and collectibles including coffee mugs, bar glasses, lighters, scarves and pins. In addition to USA-themed items, the company also offers riding and racing gear, accessories and collectibles in a wide range of other designs for men, women and children. All items feature the same detailing and styling that goes into Harley-Davidson(R) motorcycles.

Harley-Davidson MotorClothes and accessories are available through http://www.harley-davidson.com/ and participating dealerships. For more information and price information, visit http://www.harley-davidson.com/ .

Harley-Davidson, Inc. is the parent company for the group of companies doing business as Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services, Inc. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport motorcycles in addition to motorcycle parts, accessories and apparel. Harley- Davidson Financial Services, Inc. provides wholesale and retail financing and insurance programs to Harley-Davidson dealers and customers.