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Harley-Davidson Reports Record Q4 and 15th Consecutive Record Year

18 January 2001

Harley-Davidson Reports Record Fourth Quarter and 15th Consecutive Record Year; 2000 Net Income Increased 30.1% on 18.5% Higher Revenue
    MILWAUKEE, Jan. 17 Harley-Davidson, Inc. today
announced record sales and earnings for its fourth quarter and year ended
December 31, 2000.  Revenue for the quarter was $756.2 million compared with
$662.5 million in the year-ago quarter, a 14.1 percent increase.  Fourth
quarter diluted earnings per share (EPS) were 31 cents, a 26.5 percent
increase compared with last year's 24 cents.  Revenue for the full year was
$2.91 billion, compared with $2.45 billion in 1999, an 18.5 percent increase.
Diluted EPS for the full year were $1.13, a 31.1 percent increase compared
with $0.86 in 1999.
    "Our 15th consecutive record year exceeded our expectations, and despite
the current economic uncertainty in the United States, the outlook for retail
sales of Harley-Davidson(R) motorcycles continues to be very strong," said
Jeffrey L. Bleustein, chairman and chief executive officer of Harley-Davidson,
Inc.
    "Through the continued introduction of market-defining products, a dealer
network that is the envy of the industry, and our demonstrated ability to
focus on and to fulfill our customers' dreams, we are confident we will
continue to deliver record revenues and income."
    "Fourth quarter results, current demand and our continued success in
expanding motorcycle production, have given us the confidence to increase our
production target to 227,000 Harley-Davidson motorcycles for 2001," said
Bleustein.

    Motorcycles and Related Products Segment - Fourth Quarter Results
    Fourth quarter shipments of Harley-Davidson motorcycles totaled 54,129
units, up 5,509 units or 11.3 percent over the same period last year.  Sales
of Harley-Davidson motorcycles were $606.1 million, an increase of
$75.9 million or 14.3 percent.
    Sales of Parts and Accessories (P&A), which consist of Genuine Motor Parts
and Genuine Motor Accessories, totaled $98.5 million, an increase of
$20.2 million or a 25.9 percent increase from the year-ago quarter.  Fourth
quarter sales of General Merchandise, which consists of MotorClothes(TM)
apparel and collectibles, totaled $40.7 million, an increase of $5.6 million
or 15.9 percent over the same period last year.
    "We are very pleased with the outstanding performance of both our Parts &
Accessories and General Merchandise businesses during the fourth quarter.
These exceptional results are evidence of our customers' strong desire for the
total Harley-Davidson experience," added Bleustein.
    Longer term, the Company expects the growth rate for P&A revenues to
increase slightly faster than Harley-Davidson's motorcycle unit growth rate,
while it expects the growth rate for General Merchandise to grow slightly
slower than the motorcycle unit growth rate.
    Fourth quarter gross margin was 34.7 percent of revenue, up slightly from
34.6 percent of revenue last year.
    Fourth quarter operating margin for the Motorcycles and Related Products
Segment was 17.3 percent of revenue, which was better than last year's fourth
quarter operating margin of 16.6 percent.  Operating expenses did not increase
as rapidly as revenue, resulting in improved operating margins.  Included in
operating expenses was a charge of $4 million related to the cost of extending
the warranty for a rear cam bearing in certain Twin Cam 88(TM) engines.
    Harley-Davidson/Buell retail registrations in 2000 have grown in all major
markets, with the U.S. up 15.4 percent through November, Europe up 8.8 percent
through October and Japan/Australia up 3.6 percent through October. (See Table
that follows for more detail.)
    "Our success in international markets is a direct result of the actions we
have taken over the last several years, such as accelerated dealer
development, new product introductions and focused marketing programs.  In
fact, 2000 will mark the second consecutive year that we will gain market
share in Europe and Japan," commented Bleustein.

    Financial Services Segment
    Harley-Davidson Financial Services, Inc. (HDFS), a subsidiary of
Harley-Davidson, Inc., reported fourth quarter operating income of
$13.0 million, up $4.5 million compared to the year-ago quarter.
    "Harley-Davidson Financial Services continues to help make the dream of
owning a new Harley-Davidson motorcycle a reality, with strong customer demand
for its product offerings," said Bleustein.  A significant contributor to the
segment's outstanding financial performance was the favorable market
acceptance of its fourth quarter asset-backed securitization.  Advantageous
pricing was achieved through a combination of high quality retail credit
contracts secured by the solid collateral of Harley-Davidson motorcycles.

    Share Repurchase
    During the fourth quarter, Harley-Davidson repurchased approximately
1.5 million shares of its common stock, which brings the full year total to
just under 3.3 million shares.

    Twelve Month Results
    For the fiscal year ended 2000, total Harley-Davidson motorcycle shipments
were 204,592 units compared with 177,187 units in 1999, a 15.5 percent
increase.  Harley-Davidson motorcycle revenue was $2.25 billion, an increase
of $355.5 million or an 18.8 percent increase.
    Total Buell(R) motorcycle shipments were 10,189 units compared with
7,767 units in 1999, a 31.2 percent gain.  Buell motorcycle revenue was
$58.1 million, a decrease of $5.4 million or 8.5 percent.  The decline in
revenue was driven primarily by a shift to production of lower-priced Buell
Blast motorcycles, which target new riders.
    P&A revenue totaled $447.8 million, a 23.5 percent increase, while General
Merchandise revenue totaled $151.4 million, a 14.1 percent increase compared
to 1999.
    Full year operating income for HDFS was $37.2 million, an increase of
$9.5 million or 34.3 percent compared to 1999.
    Diluted earnings per share were $1.13, an increase of 31.1 percent.  After
the first quarter sale of the Harley-Davidson(R) Chrome VISA(R) card is
excluded, diluted earnings per share were $1.11, an increase of 28.5 percent.
    
                                TABLES FOLLOW

                            Harley-Davidson, Inc.
                 Condensed Consolidated Statements of Income
                   (In thousands, except per share amounts)

                               Three Months Ended       Twelve Months Ended
                                   December 31,              December 31,
                               2000          1999         2000         1999
                                  (unaudited)

    Net sales               $756,160      $662,463   $2,906,365    $2,452,939
    Gross profit             262,753       228,900      990,818       835,686
    Operating income
     Motorcycles and
      related products       131,179       110,077      487,485       397,601
     Financial services       12,955         8,411       37,178        27,685
     Corporate expenses       (2,409)       (1,977)      (9,691)       (9,427)
    Total operating income   141,725       116,511      514,972       415,859
    Gain on sale of credit
     card business                --            --       18,915            --
    Interest income, net       5,964         2,443       17,583         8,014
    Other income, net         (2,166)       (2,062)      (2,914)       (3,080)
    Income before provision
     for taxes               145,523       116,892      548,556       420,793
    Provision for income
     taxes                    51,662        42,668      200,843       153,592
    Net income               $93,861       $74,224     $347,713      $267,201

    Earnings per common
     share:
      Basic                     $.31          $.25        $1.15          $.88
      Diluted                   $.31          $.24        $1.13          $.86

    Weighted-average common
     shares:
      Basic                  302,560       302,528      302,691       304,748
      Diluted                307,158       307,244      307,470       309,714

                            Harley-Davidson, Inc.
                    Condensed Consolidated Balance Sheets
                                (In thousands)

                                                            December 31,
                                                        2000           1999

    ASSETS
    Current assets:
     Cash and cash equivalent                        $419,736       $183,415
     Accounts receivable, net                          98,311        101,708
     Finance receivables, net                         530,859        440,951
     Inventories                                      191,931        168,616
     Other current assets                              56,427         54,304
    Total current assets                            1,297,264        948,994

    Finance receivables, net                          234,091        354,888
    Other long-term assets                            905,049        808,195

    Total assets                                   $2,436,404     $2,112,077

    LIABILITIES AND SHAREHOLDERS' EQUITY
    Current liabilities:
     Current portion of finance debt                  $89,509       $181,163
     Other current liabilities                        408,234        336,991
    Total current liabilities                         497,743        518,154

    Finance debt                                      355,000        280,000
    Other long-term liabilities                        97,340         77,124
    Postretirement health care benefits                80,666         75,719
    Total shareholders' equity                      1,405,655      1,161,080

    Total liabilities and shareholders' equity     $2,436,404     $2,112,077


                            Harley-Davidson, Inc.
                           Net Sales and Motorcycle
                                Shipment Data

                                    Three Months Ended   Twelve Months Ended
                                        December 31,         December 31,
                                      2000      1999       2000        1999
    NET SALES (in thousands)
    Harley-Davidson(R) motorcycles $606,076  $530,199  $2,246,403  $1,890,932
    Buell(R) motorcycles             10,661    18,160      58,053      63,474
    Parts & Accessories              98,473    78,245     447,846     362,598
    General Merchandise              40,660    35,080     151,438     132,705
    Other                               290       779       2,625       3,230
    Total net sales                $756,160  $662,463  $2,906,365  $2,452,939


    HARLEY-DAVIDSON UNITS
    Motorcycle shipments:
     United States                   44,035    38,074     158,817     135,614
     Export                          10,094    10,546      45,775      41,573
    Total                            54,129    48,620     204,592     177,187


    Motorcycle product mix:
     Touring                           27.7%     25.7%       28.1%       26.8%
     Custom                            49.1      50.6        49.3        49.6
     Sportster                         23.2      23.7        22.6        23.6
    Total                             100.0%    100.0%      100.0%      100.0%


    BUELL UNITS
     Buell (excluding Blast)          1,014     2,258        5,043      7,767
     Blast                              926        --        5,146         --
    Total                             1,940     2,258       10,189      7,767


          Available 651cc+ Motorcycle Retail Registrations (Units).

                                             2000       1999     % change

    UNITED STATES (November YTD)            320,879    261,368      +22.8
    HDI                                     149,225    129,268      +15.4

    EUROPE (October YTD)                    277,410    291,084       -4.7
    HDI                                      20,379     18,732       +8.8

    JAPAN/AUSTRALIA (October YTD)            53,769     54,712       -1.7
    HDI                                      10,836     10,458       +3.6

    HDI includes both Harley-Davidson and Buell motorcycles

    Sources:  Motorcycle Industry Council, Giral S.A., JAMA, ABS