HARLEY DAVIDSON INC
10-Q, 1995-10-27
MOTORCYCLES, BICYCLES & PARTS
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                UNITED STATES SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549


                                    Form 10-Q


   (X)     Quarterly Report Pursuant to Section 13 or 15(d) of the
           Securities Exchange Act of 1934
           For the quarterly period ended September 24, 1995 
                or 
   (  )    Transition Report Pursuant to Section 13 or 15(d) of the
           Securities Exchange Act of 1934

           For the transition period from ______________________ to
           ______________________


   Commission File Number 1-9183 


                                Harley-Davidson, Inc.              
             (Exact name of registrant as specified in its Charter) 

             Wisconsin                                         39-1382325    
   (State or other jurisdiction of                         (I.R.S. Employer 
   incorporation or organization)                         Identification No.)



   3700 West Juneau Avenue, Milwaukee, Wisconsin                 53208
   (Address of principal executive offices)                    (Zip Code)


   (Registrant's telephone number, including area code)  (414) 342-4680


                                      None                   
                     (Former name, former address and former
                   fiscal year, if changed since last report) 


   Indicate by check mark whether the registrant: (1) has filed all reports
   required to be filed by Section 13 or 15(d) of the Securities Exchange Act
   of 1934 during the preceding 12 months (or for such shorter period that
   the registrant was required to file such reports), and (2) has been
   subject to such filing requirements for the past 90 days.  Yes  X   No     


   Indicate the number of shares outstanding of each of the issuer's classes
   of common stock, as of the latest practicable date.

   Common Stock Outstanding as of October 20, 1995     77,269,617   Shares
   <PAGE>

                              HARLEY-DAVIDSON, INC.

                                 Form 10-Q Index
                    For the Quarter Ended September 24, 1995


                                                                     Page  
   Part I.  Financial Information 

            Item 1.  Financial Statements

                    Condensed Consolidated Statements 
                    of Income                                        3

                    Condensed Consolidated Balance Sheets            4

                    Condensed Consolidated Statements of 
                    Cash Flows                                       5

                    Notes to Condensed Consolidated 
                    Financial Statements                           6-8


            Item 2.  Management's Discussion and Analysis 
                     of Financial Condition and Results 
                     of Operations                                9-15 



   Part II.  Other Information


            Item 1. Legal Proceedings                             16

            Item 6. Exhibits and Reports on Form 8-K              16

            Signatures                                            17

            Exhibit Index                                         18
   <PAGE>

                         PART I - FINANCIAL INFORMATION

   Item 1. Consolidated Financial Statements


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



                                           
                                   Three months ended     Nine months ended    
                                   Sept 24,  Sept 25,     Sept 24,  Sept 25, 
                                    1995      1994         1995      1994    

   Sales                          $427,005   $384,026  $1,303,242 $1,129,103 
   Cost of goods sold              316,205    277,514     958,758    818,943 
                                   -------   --------  ---------- ----------
   Gross profit                    110,800    106,512     344,484    310,160 
   Selling, administrative 
   and engineering expenses         74,497     68,745     215,448    190,638 
                                   --------   -------   --------- ----------
   Income from operations           36,303     37,767     129,036    119,522 
   Interest income 
     (expense) - net                   198        137      (1,213)      (230)
   Other income - net                1,276         61         379      2,021 
                                   --------  ---------  ----------  ---------
   Income before provision 
     for income taxes               37,777     37,965     128,202    121,313 
   Provision for income taxes       14,064     14,192      47,500     42,106 
                                   --------   --------  ----------  ---------
   Net income                     $ 23,713   $ 23,773  $   80,702 $   79,207 
                                   ========  =========  ========== ==========
   Weighted average common 
    shares outstanding              74,776     76,249      75,173     76,160 
                                    ======     ======      ======     ======
   Net income per common share       $0.32      $0.31       $1.07      $1.04 
                                     =====      =====       =====      =====
   Cash dividends per share          $0.05      $0.04       $0.13      $0.10 
                                     =====      =====       =====      =====

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

                                     ASSETS

                                         Sept 24,   Dec. 31,    Sept 25, 
                                          1995        1994*      1994    
                                      (Unaudited)              (Unaudited)
   Current assets:
      Cash and cash equivalents          $ 25,514   $ 59,285    $ 63,293 
      Accounts receivable, net            191,714    143,396     156,754 
      Inventories (Note 2)                180,329    173,420     159,473 
      Deferred income taxes                20,111     20,111      20,296 
      Prepaid expenses                     11,168      9,424       8,261 
                                         --------    -------     -------
         Total current assets             428,836    405,636     408,077 
   Property, plant and equipment, net     303,286    262,787     228,339 
   Deferred income taxes                   22,924     22,924      16,276 
   Other assets                            58,777     47,868      43,393 
                                          -------    -------     -------
                                         $813,823   $739,215    $696,085 
                                         ========   =========   ========

                      LIABILITIES AND STOCKHOLDERS' EQUITY

   Current liabilities:
      Notes payable                      $ 21,794   $ 17,890    $ 15,103 
      Current maturities of 
       long-term debt                         314        413         433 
      Accounts payable                     85,903     63,988      64,083 
      Accrued expenses and other          135,130    133,987     133,015 
                                          -------    -------     -------
         Total current liabilities        243,141    216,278     212,634 

   Postretirement health care benefits     62,768     60,283      58,985 
   Other long-term liabilities             41,638     29,422      22,230 

   Contingencies (Note 4)

   Stockholders' equity:
      Common stock                            778        772         771 
      Additional paid-in capital          153,131    150,728     141,565 
      Retained earnings                   353,928    283,010     260,997 
      Cumulative foreign currency 
         translation adjustment             1,781      1,174       1,500 
                                         --------    -------     -------
                                          509,618    435,684     404,833 
      Less:
         Treasury stock, at cost          (41,899)    (1,581)     (1,581)
         Unearned compensation             (1,443)      (871)     (1,016)
                                          -------    -------    --------
      Total stockholders' equity          466,276    433,232     402,236 
                                          -------    -------     -------
                                         $813,823   $739,215    $696,085 
                                         ========   ========    ========

   * Condensed from audited financial statements.

   <PAGE>

                              Harley-Davidson, Inc.
                 Condensed Consolidated Statements of Cash Flows
                                   (Unaudited)
                                 (In thousands)

                                                          
                                                    Nine months ended       
                                                   Sept 24,     Sept 25,
                                                    1995         1994   
   Cash flows from operating activities:
      Net income                                   $80,702      $79,207 
      Depreciation and amortization                 31,862       26,846 
      Long-term employee benefits                    3,944        5,661 
      Loss on disposal of long-term assets             233           21 
      Equity in net loss of joint ventures             414          141 
      Deferred income taxes                              -       (4,600)
      Change in current assets and 
      current liabilities:
         Accounts receivable                       (48,318)     (70,723)
         Inventories                                (6,909)     (19,322)
         Prepaid expenses                           (1,744)       1,310 
         Accounts payable and 
          accrued liabilities                       23,058       27,705  
                                                   -------       ------
   Net cash provided by operating activities        83,242       46,246 

   Cash flows from investing activities:
      Purchase of property and equipment           (73,443)     (49,090)
      Other - net                                      617       (3,076)
                                                    ------       ------
   Net cash used in investing activities           (72,826)     (52,166)

   Cash flows from financing activities:
      Proceeds from issuance of long-term debt         441            - 
      Reduction of long-term debt                     (838)        (328)
      Net increase (decrease) in notes payable       3,904       (5,477)
      Dividends paid                                (9,784)      (7,620)
      Stock repurchases                            (40,318)           - 
      Issuance of stock under employee 
         stock and option plans                      2,408        4,929 
                                                     -----       ------
   Net cash used in financing activities           (44,187)      (8,496)
                                                   -------       ------

   Net decrease in cash and cash equivalents       (33,771)     (14,416)

   Cash and cash equivalents:
         At beginning of period                     59,285       77,709 
                                                   -------       ------
         At end of period                          $25,514      $63,293 
                                                   =======      =======

   <PAGE>

                              HARLEY-DAVIDSON, INC.
              Notes to Condensed Consolidated Financial Statements
                                   (Unaudited)



   Note 1 - Basis of Presentation
   The condensed interim consolidated financial statements included herein
   have been prepared by Harley-Davidson, Inc. (the "Company") without audit. 
   Certain information and footnote disclosures normally included in complete
   financial statements have been condensed or omitted pursuant to the rules
   and regulations of the Securities and Exchange Commission and generally
   accepted accounting principles for interim financial information. However,
   the foregoing statements contain all adjustments (consisting only of
   normal recurring adjustments) which are, in the opinion of Company
   management, necessary to present fairly the consolidated financial
   position as of September 24, 1995 and September 25, 1994, and the results
   of operations for the three- and nine-month periods then ended.  For
   further information, refer to the consolidated financial statements and
   footnotes thereto included in the Company's annual report on Form 10-K for
   the year ended December 31, 1994.

   Note 2 - Inventories
   The Company values its inventories at the lower of cost, principally using
   the last-in, first-out (LIFO) method, or market.  Inventories consist of
   the following (in thousands): 

                                           Sept 24,    Dec. 31,   Sept 25, 
                                             1995        1994       1994   
   Components at the lower of cost, 
     first-in, first-out (FIFO), 
     or market:
        Raw material & work-in-process     $ 73,984    $ 70,685   $ 60,910
        Finished goods                       69,423      69,745     68,607
        Parts & accessories                  60,305      52,554     49,069
                                            -------     -------    -------
                                            203,712     192,984    178,586
   Excess of FIFO over LIFO                  23,383      19,564     19,113
                                            -------     -------    -------
   Inventories as reflected in the
     accompanying condensed consolidated
     balance sheets                        $180,329    $173,420   $159,473
                                           ========    ========   ========


   Note 3 - Capital Stock
   On August 17, 1994, The Company's Board of Directors declared a two-for-
   one stock split effected in the form of a 100 percent stock dividend to
   shareholders of record on August 29, 1994, payable on September 12, 1994. 
   Outstanding stock options and shares available under option plans have
   been adjusted to reflect the split. An amount equal to the par value of
   the shares issued has been transferred from additional paid-in capital to
   the common stock account. All references to number of shares, except
   shares authorized, have been adjusted to reflect the stock split on a
   retroactive basis.

   The Company announced on March 9, 1995 that it intended to repurchase up
   to 4 million shares of its outstanding common stock pursuant to authority
   previously granted by its Board of Directors.  During the first quarter,
   the Company repurchased 1,650,000 shares of its common stock for
   approximately $40 million.  Related to this purchase, the Company borrowed
   $20 million under a note which was repaid in full in June, 1995.

   Note 4 - Contingencies  
   The Company is involved with government agencies in various environmental
   matters, including a matter involving soil and groundwater contamination
   at its York, Pennsylvania facility (the Facility). The Facility was
   formerly used by the U.S. Navy and AMF (the predecessor corporation of
   Minstar). The Company purchased the facility from AMF in 1981.  Although
   the Company is not certain as to the extent of the environmental
   contamination at the Facility, it is working with the Pennsylvania
   Department of Environmental Resources in undertaking certain investigation
   and remediation activities.  In March 1995, the Company entered into a
   settlement agreement (the Agreement) with the Navy.  The Agreement calls
   for the Navy and the Company to contribute amounts into a trust equal to
   53% and 47%, respectively, of future costs associated with investigation
   and remediation activities at the Facility (response costs).  The trust
   will administer the payment of the future response costs at the Facility
   as covered by the Agreement.  In addition, in March 1991 the Company
   entered into a settlement agreement with Minstar related to certain
   indemnification obligations assumed by Minstar in connection with the
   Company's purchase of the Facility. Pursuant to this settlement, Minstar
   is obligated to reimburse the Company for a portion of its response costs
   at the Facility. Although substantial uncertainty exists concerning the
   nature and scope of the environmental remediation that will ultimately be
   required at the Facility, based on preliminary information currently
   available to the Company and taking into account the Company's settlement
   agreement with the Navy and the settlement agreement with Minstar, the
   Company estimates that it will incur approximately $6 million of net
   additional response costs at the Facility. The Company has established
   reserves for this amount. The Company has also put certain of its
   insurance carriers on notice that it intends to make claims relating to
   the environmental contamination at the Facility. However, the Company is
   currently unable to determine the probable amount of recovery available,
   if any, under insurance policies.

   The Company and Lorillard Tobacco Company settled their trademark license
   dispute by agreeing to discontinue the use of Harley-Davidson trademarks
   on cigarettes by September 2001.  The lawsuit brought by Lorillard in
   which the Company had filed counterclaims was also dismissed.  The
   settlement does not involve the payment of compensatory amounts.

   The Company (including its wholly-owned subsidiaries Harley-Davidson Motor
   Company and H-D Michigan, Inc.), filed a lawsuit in May, 1995 against
   Motorcycle Equities, Inc. ("MEI") in the United States District court for
   the Eastern District of Wisconsin.  The Company seeks a determination of
   the parties' respective rights and obligations under a license agreement
   with MEI for the Harley-Davidson Cafe in New York City.  MEI has asserted
   numerous counterclaims in the action and seeks damages of $500 million,
   contending, among other things, that the Company breached the license
   agreement and acted in bad faith by exercising its contractual right to
   decide against expansion of the restaurant business in the continental
   United States.  The Company will vigorously contest MEI's counterclaims
   and continue to seek a judgment declaring the parties rights and
   obligations from the Court.  As this litigation is in a very preliminary
   stage, the Company cannot predict the outcome of this matter with a
   reasonable degree of certainty.


   Item 2.  Management's Discussion and Analysis of Financial Condition and
   Results of Operations

       Results of Operations for the Three Months Ended September 24, 1995
              Compared to the Three Months Ended September 25, 1994

                   Motorcycle Units and Consolidated Net Sales
                      For the Three-Month Periods Ended
                  September 24, 1995 and September 25, 1994


                                                       Incr          %
                                  1995        1994     (Decr)      Change
    Motorcycle units
    (excluding Buell)            25,012     22,503     2,509       11.1%

    Net sales (in millions):

      Motorcycles                $247.3     $209.8     $37.5       17.9%

      Motorcycle Parts and
       Accessories                 75.9       78.3      (2.4)      (3.2)  

      Other                         3.9        3.8        .1        2.6   

        Total Motorcycles
        and Related Products      327.1      291.9      35.2       12.0   

      Recreational Vehicles        65.3       68.0      (2.6)      (3.9)  

      Commercial Vehicles          33.2       20.8      12.4       59.8   

      Other                         1.4        3.3      (2.0)     (59.3)  

        Total Transportation
        Vehicles                   99.9       92.1       7.8        8.5   

      Harley-Davidson, Inc.
      Consolidated Net Sales     $427.0     $384.0     $43.0       11.2% 



   The Company reported consolidated net sales of $427.0 million during the
   third quarter of 1995, a $43.0 million (11.2%) increase over the third
   quarter of 1994. Both the Motorcycles and Related Products segment (the
   "Motorcycles segment") and the Transportation Vehicles segment contributed
   to the increase. 

   Net sales increases in the Motorcycles segment were driven primarily by
   motorcycle production and shipment increases.  Motorcycle unit shipments
   increased 11.1% compared to the same quarter in 1994 due to an average
   production rate for the quarter of 430 units per day (compared to
   approximately 380 units in 1994).

   The manufacturing capacity improvements at the two major facilities
   continue to be ahead of schedule.  Accordingly, the Company announced that
   it plans to increase daily motorcycle production to an average of 455
   units per day for the remainder of the year and attain 1995 and 1996
   shipments of at least 104,000 and 115,000 units, respectively.

   Parts and Accessories sales totaled $75.9 million during the third quarter
   of 1995, a $2.4 million (3.2%) decrease from the same period last year. 
   MotorClothes (and collectibles) sales were down $5.6 million or 18.7%. 
   While orders for Genuine Motor Accessories (mechanical accessories) during
   the third quarter of 1995 were in line with expectations, revenue growth
   was below expectations. Genuine Motor Parts (service parts) revenues
   during the third quarter of 1995 were in line with expectations.

   MotorClothes has historically been the fastest growing part of the Parts
   and Accessories business.  Management believes that the decrease in
   MotorClothes sales and a corresponding drop in MotorClothes orders taken
   at the July 1995 dealer show are largely attributable to declines in
   retail floor traffic in U.S. Harley-Davidson dealerships and customer
   buying habits that have led to the general slowdown in the U.S. retail
   apparel industry.  Floor traffic has been negatively affected by the lack
   of new motorcycle inventory in the dealerships.  Without new motorcycles
   on display, many potential customers are not being drawn into the
   dealerships.  The maturation of the Company's designer store program is
   also having an impact on MotorClothes sales growth.  The opening of new
   designer stores typically results in increased floor traffic and a
   substantial increase in MotorClothes orders.   414 domestic dealers out of
   594 have already completed at least one designer store remodeling.  The
   Company does not anticipate that the rate of new designer store openings
   will significantly increase for the foreseeable future.

   Sales of Genuine Motor Accessories (and to a lesser extent sales of
   MotorClothes) were constrained by shipping delays.  Although the orders
   taken at the July 1995 dealer show met our expectations, some of the most
   popular products were not originally scheduled to be available for
   shipping until between 30 and 180 days after the show.  In addition, in
   some cases the Company and its suppliers have been unable to meet the
   original schedule.  Since many dealers were waiting for delivery of their
   July dealer show orders, reorder activity in the third quarter of 1995 was
   reduced.  In the third quarter of 1994, substantially all of the products
   for which orders were taken at the July dealer show were immediately
   available for shipping.

   The Company initiated several promotional programs and product incentives
   in the third quarter of 1995 that will run through the fourth quarter to
   encourage dealers to build floor traffic.  Management is developing an
   improved system to better monitor dealer inventories and retail traffic so
   that the Company can be more responsive to changes in retail demand and
   dealer needs.

   The Transportation Vehicles segment recorded 1995 third quarter net sales
   of $99.9 million, a $7.8 million (8.5%) increase over the same period
   during 1994. The Recreational Vehicles division's sales decreased $2.6
   million (3.9%) primarily due to a shift in mix from the high end "Class A"
   motorhomes to the low end towables units. 

   The Commercial Vehicles division recorded quarterly sales of  $33.2
   million during the third quarter of 1995, a $12.4 million (59.8%) increase
   over the third quarter of 1994.  The increase is largely a result of the
   continuing work on the major contract with Federal Express Corporation. 
   Although the Commercial Vehicles division had an excellent third quarter,
   the division is feeling the negative impact of the nearly five-week-long
   Teamsters strike against Ryder Automotive Carrier Group Inc., the trucking
   company that delivers truck chassis used to make walk-in vans, such as
   those built for Federal Express.  The strike ended early in the fourth
   quarter and will have an effect on the Commercial Vehicles division's
   fourth quarter results since the division lost three weeks of production
   on its major product lines. 


                            Consolidated Gross Profit
                         For the Three-Month Periods Ended
                     September 24, 1995  and September 25, 1994
                              (Dollars in Millions)
  
                                                         Percent     Percent
                                               Incr      of sale     of sales
                             1995      1994    (Decr)     1995         1994
   Motorcycles and
   Related Products        $ 96.8    $ 90.3    $6.5       29.6%        30.9%

   Transportation
   Vehicles                  14.0      16.2    (2.2)      14.0         17.6   

   Consolidated Harley-
   Davidson, Inc.          $110.8    $106.5    $4.3       25.9%        27.7%


   Consolidated gross profit increased $4.3 million (4.0%) compared to the
   third quarter of 1994. The Motorcycles segment gross profit increased
   primarily due to volume increases in motorcycle unit shipments. Compared
   to the third quarter of 1994, the segment's gross profit percentage was
   negatively impacted by an additional $3 million in new model year start-up
   costs, approximately $3 million in lost margin from lower than anticipated
   Parts and Accessories sales and additional costs from the continuation of
   the manufacturing expansion strategy.

   The Transportation Vehicles segment's gross profit decreased $2.2 million
   (13.5%) and its gross profit percentage decreased to 14.0% during the
   third quarter of 1995 from 17.6% in the same quarter in 1994.  Both the
   Recreational Vehicles division and the Commercial Vehicles division were
   responsible for the decrease in the gross profit percentage. The
   Commercial Vehicles division's gross margin decreased primarily due to
   operating inefficiencies incurred in adding production capacity.  The
   Recreational Vehicles division incurred a shift in mix to lower margin
   towables units from "Class A" motorhomes which had a negative impact on
   gross margins.  In addition, the previously announced travel trailer
   recall resulted in a charge of approximately $1 million in the third
   quarter.

                         Consolidated Operating Expenses
              For the Three-Month Periods Ended September 24, 1995 
                             and September 25, 1994
                              (Dollars in Millions)

                                                Incr        %
                             1995      1994    (Decr)    Change

   Motorcycles and
   Related Products         $58.9     $52.5     $6.4       12.3%

   Transportation
   Vehicles                  13.5      14.1      (.6)      (4.1)  
   Corporate                  2.1       2.1        -          -    

   Consolidated Harley-
   Davidson, Inc.           $74.5     $68.7     $5.8        8.4% 


   Consolidated operating expenses increased $5.8 million, or 8.4%, compared
   to the third quarter of 1994.  Increases in the Motorcycles segment were
   primarily volume related.  Other areas of increased spending included
   engineering, information services, international operations and product
   warranty.

   The Transportation Vehicles segment operating expenses decreased slightly
   during the third quarter of 1995 compared to the third quarter of 1994. 
   Promotional programs covering the high end "Class A" motorhomes will be in
   place for the fourth quarter and are expected to result in higher
   promotional expenses for the fourth quarter of 1995 compared to the same
   quarter last year.


       Results of Operations for the Nine Months Ended September 24, 1995
              Compared to the Nine Months Ended September 25, 1994


                   Motorcycle Units and Consolidated Net Sales
                       For the Nine-Month Periods Ended
                    September 24, 1995 and September 25, 1994

                                                     Incr          %
                                 1995       1994     (Decr)       Change
    Motorcycle units
    (excluding Buell)            76,830    70,565     6,265        8.9%

    Net sales (in millions):

      Motorcycles                $747.0    $648.2     $98.8       15.2%

      Motorcycle Parts and
      Accessories                 216.5     192.3      24.2       12.6   

      Other                        14.1       6.9       7.2      104.3   

      Total Motorcycles
      and Related Products        977.6     847.4     130.2       15.4   

      Recreational
      Vehicles                    218.1     202.2      15.9        7.9   

      Commercial Vehicles         101.1      69.9      31.2       44.6   
      Other                         6.4       9.6      (3.2)     (33.3)  

        Total Transportation
         Vehicles                 325.6     281.7      43.9       15.6

    Harley-Davidson, Inc.
    Consolidated Net Sales     $1,303.2  $1,129.1    $174.1       15.4%



   The Company reported record net sales for the first nine months of $1.3
   billion, an increase of $174.1 million (15.4%) compared to the first nine
   months of 1994. Net sales increases were generated by both the Motorcycles
   segment and the Transportation Vehicles segment.  

   Worldwide demand within the Motorcycles segment continues to outweigh
   supply in virtually all markets in which the Company competes.  The most
   recent information available (through July) indicates a U.S. heavyweight
   (751cc+) market share of 52.6% compared to 54.2% for the same period in
   1994.  The decrease in market share is attributable to the Company's
   capacity constraints in a growing market.  The U.S. heavyweight market is
   up 12% through July and is continuing to grow faster than the Company's
   production capacity.

   Sales of Buell motorcycles (which have been distributed to select Harley-
   Davidson dealers through the Company's wholly-owned subsidiary, Buell
   Distribution Corporation, beginning in the third quarter of 1994)
   contributed approximately $8 million of additional revenues in the first
   nine months of 1995 as compared to the same period in 1994.  (Included in
   the "Other" category).

   Overall, net sales of the Parts and Accessories business increased 12.6%
   compared to the first nine months of 1994.  The rate of increase is lower
   than experienced last year due to the same factors that affected the third
   quarter results described above.  Management believes that the Parts and
   Accessories business, in the aggregate, should grow at a rate similar to
   the annual growth in motorcycle unit shipments for the foreseeable future.

   The Transportation Vehicles segment recorded net sales of $325.6 million
   during the first nine months of 1995, an increase of $43.9 million (15.6%)
   compared to the first nine months of 1994. The Recreational Vehicles
   division's net sales increased primarily due to volume increases in the
   first and second quarters.   The Recreational Vehicles division's retail
   sales are outperforming the recreational vehicle industry in a difficult
   year.  Industry-wide, Class A motorhome registrations are down 5.8% and
   towable registrations are down .8% through July.  During the same period,
   Holiday Rambler's Class A unit retail sales are up 6.0% and market share
   is 6.2% versus 5.5% in 1994.  Holiday Rambler's towable retail unit sales
   are up 15.4% and market share is 2.5% versus 2.1% in 1994.

   The Commercial Vehicles division recorded a $31.2 million (44.6%) increase
   in net sales during the first nine months of 1995 compared to the same
   period in 1994. The division benefited from a shift in mix to its higher
   priced walk-in units as a result of several large fleet contracts
   (including Federal Express Corporation). 


                            Consolidated Gross Profit
               For the Nine-Month Periods Ended September 24, 1995
                             and September 25, 1994
                              (Dollars in Millions)

                                                       Percent     Percent
                                            Incr       of sales    of sales
                        1995       1994     (Decr)      1995        1994
   Motorcycles and
   Related Products    $296.9     $260.7    $36.2      30.4%       30.8%

   Transportation
   Vehicles              47.6       49.4     (1.8)     14.6        17.6   

   Consolidated
   Harley-Davidson,
   Inc.                $344.5     $310.1    $34.4      26.4%       27.5%


   Consolidated gross profit for the first nine months of 1995 totaled $344.5
   million, an increase of $34.4 million (11.1%) over the same period in
   1994. 

   The Motorcycles segment reported a $36.2 million (13.9%) increase for the
   period. The segment's gross profit percentage remained essentially
   unchanged at 30.4% for the period compared to the first nine months of
   1994.  Gross profit benefited primarily from the increase in volume.  This
   benefit was offset by additional costs related to continued machinery
   rearrangement in the Company's three motorcycle manufacturing facilities
   in support of the production capacity and product quality increases, as
   well as a shift in mix toward touring models.

   The Transportation Vehicles segment recorded gross profit of $47.6 million
   during the first nine months of 1995 which was down slightly compared to
   the first nine months of 1994. The segment's gross profit margin was 14.6%
   for the nine-month period ended September 24, 1995 as compared with 17.6%
   for the same period last year.  The Recreational Vehicles division's
   margin decreased primarily due to operating inefficiencies caused by
   previously announced production cutbacks in the first and second quarters
   of 1995.  The Commercial Vehicles division's margin decreased due to
   production inefficiencies in preparation of the heavy production schedule
   due to the large contracts as well as lost production caused by the
   Teamsters strike.  The inefficiencies (such as a new leased facility, new
   employees, training, etc.) offset the benefits from an increase in volume
   and a favorable shift in mix toward higher-margin walk-in units in the
   Commercial Vehicles division.


                         Consolidated Operating Expenses
               For the Nine-Month Periods Ended September 24, 1995
                             and September 25, 1994
                              (Dollars in Millions)

                                                         Incr          %
                                     1995       1994     (Decr)      Change

   Motorcycles and Related         $164.3     $140.8     $23.5        16.7%
   Products
   Transportation Vehicles           45.7       42.4       3.3         7.8   

   Corporate                          5.4        7.4      (2.0)      (27.1)
  
   Consolidated Harley-            $215.4     $190.6     $24.8        13.0%
   Davidson, Inc.

   Consolidated Operating expenses of $215.4 million for the first nine
   months of 1995 increased $24.8 million (13.0%) compared to the first nine
   months of 1994.  The Motorcycles segment generated the majority of the
   increase due to increases in volume, product warranty, information
   services, marketing and international operations.  The Transportation
   Vehicles segment increase was generally the result of product development,
   quality, advertising and promotional program expenses.

   Consolidated income taxes
   The Company's effective income tax rate approximated 37.0% in 1995
   compared to 38.5%, excluding a one-time benefit of $4.6 million related to
   the legal reorganization and recapitalization of the Transportation
   Vehicles segment, during 1994.  The reorganization and recapitalization
   resulted in lower income taxes.

   Environmental
   The Company's policy is to comply with all applicable environmental laws
   and regulations and has a compliance program in place to monitor, and
   report on, environmental issues. The Company has reached settlement
   agreements with its former parent (Minstar) and the U.S. Navy regarding
   the remediation of the Company's manufacturing facility in York, PA and
   currently estimates that it will incur approximately $6 million of net
   additional costs related to the remediation of the York facility. The
   Company has established reserves for this amount.  See Note 4 of the notes
   to condensed consolidated financial statements.

   Recurring costs associated with managing hazardous substances and
   pollution in on-going operations are not material.

   The Company regularly invests in equipment to support and improve its
   various manufacturing processes. While the Company considers environmental
   matters in capital expenditure decisions, and while some capital
   expenditures also act to improve environmental compliance, only a small
   portion of the Company's annual capital expenditures relate to equipment
   which has the sole purpose of environmental compliance. The Company
   anticipates that capital expenditures for equipment used to limit
   hazardous substances/ pollutants during 1995 will approximate $1 million.
   The Company does not expect that expenditures related to environmental
   matters will have a material effect on future operating results or cash
   flows.

   Liquidity and Capital Resources as of September 24, 1995

   The Company generated $83.2 million of cash from operating activities
   during the first nine months of 1995.  Working capital items, primarily
   accounts receivable,  had a negative impact on cash flows.  Consolidated
   accounts receivable at September 24, 1995 increased approximately 34% over
   the balance at December 31, 1994.  The increase is the result of an
   approximate increase of 15% in consolidated revenues and approximately $10
   million of additional foreign receivables which generally have longer
   terms.  Additionally, the Motorcycles segment, which was responsible for a
   majority of the increase, had a 35% increase in September shipments
   compared to December 31, 1994.  This is significant because domestic
   motorcycle shipments generally have thirty-day terms.

   Capital expenditures amounted to $73.4 million and $49.1 million during
   the first nine months of 1995 and 1994, respectively. The Company
   anticipates 1995 capital expenditures will approximate $110 million. The
   Company anticipates funding these expenditures with internally generated
   funds.

   The Company announced on March 9, 1995 that it intended to repurchase up
   to 4 million shares of its outstanding common stock pursuant to authority
   previously granted by its Board of Directors.  During the first quarter,
   the Company repurchased 1,650,000 shares of its common stock with cash on
   hand and short-term borrowings.  The note was repaid in full in June,
   1995.  No purchases were made in the second or third quarters.

   The Company currently has nominal levels of long-term debt and has
   existing lines of credit of approximately $48 million, of which
   approximately $26 million remained available at September 24, 1995.

   The Company's Board of Directors declared three cash dividends during the
   first nine months of 1995 including, most recently, a $.05 cash dividend
   declared on August 23, 1995 payable September 11, 1995 to shareholders of
   record September 1 ( a 25% increase over the prior dividend).


                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                               September 24, 1995

   Item 1.  Legal Proceedings
   The Company and Lorillard Tobacco Company settled their trademark license
   dispute by agreeing to discontinue the use of Harley-Davidson trademarks
   on cigarettes by September 2001.  The lawsuit brought by Lorillard in
   which the Company had filed counterclaims was also dismissed.  The
   settlement does not involve the payment of compensatory amounts.

   The Company (including its wholly-owned subsidiaries Harley-Davidson Motor
   Company and H-D Michigan, Inc.), filed a lawsuit in May, 1995 against
   Motorcycle Equities, Inc. ("MEI") seeking a determination of the parties'
   respective rights and obligations under a license agreement  for the
   Harley-Davidson Cafe in New York City.  

   The Company is involved with government agencies in various environmental
   matters, including a matter involving soil and groundwater contamination
   at its York, Pennsylvania facility. 

   See footnote 4 to the accompanying condensed consolidated financial
   statements for additional information on the above proceedings.


   Item 6.  Exhibits and Reports on Form 8-K
            (a)  Exhibits                       
            4     Amendment to Rights Agreement
            27    Financial Data Schedule

           (b)  Reports on Form 8-K
           None.

   <PAGE>

                                   Signatures

   Pursuant to the requirements of the Securities and Exchange Act of 1934,
   the registrant has duly caused this report to be signed on its behalf by
   the undersigned thereunto duly authorized. 

                              HARLEY-DAVIDSON, INC.



   Date:   10/27/95           /s/  James L. Ziemer
                              James L.  Ziemer
                              Vice President and Chief Financial 
                              Officer (Principal Financial Officer) 

           10/27/95           /s/  James M. Brostowitz
                              James M. Brostowitz
                              Vice President, Controller (Principal
                              Accounting Officer) and Treasurer

   <PAGE>

                                  Exhibit Index



   Exhibit No.      Description                   Page

       4       Amendment to Rights Agreement      19

       27      Financial Data Schedule            21



                                                          Exhibit 4

                          AMENDMENT TO RIGHTS AGREEMENT


             This amendment ("Amendment"), dated as of August 23, 1995,
   between Harley-Davidson, Inc., a Wisconsin corporation (the "Company"),
   and Firstar Trust Company (formerly known as First Wisconsin Trust
   Company), as Rights Agent (the "Rights Agent"), to the Right Agreement,
   dated as of August 6, 1990, as amended, between the Company and the Rights
   Agent.

                              W I T N E S S E T H :

             WHEREAS, the Company and the Rights Agent are parties to the
   Rights Agreement, and pursuant to Section 26 of the Rights Agreement, the
   Company may from time to time supplement or amend the Rights Agreement in
   accordance with the provisions of Section 26 thereof;

             WHEREAS, the Company wishes to amend the Rights Agreement to
   change the Purchase Price (as defined in the Rights Agreement); and

             WHEREAS, all acts and things necessary to make this amendment a
   valid agreement, enforceable according to its terms, have been done and
   performed, and the execution and delivery of this Amendment by the Company
   and the Rights Agent have been in all respects duly authorized by the
   Company and the Rights Agent.

             NOW, THEREFORE, in consideration of the premises and the mutual
   agreements herein set forth, the parties hereby agree as follows:

             1.   Capitalized terms used herein and not otherwise defined are
   used as defined in the Rights Agreement.

             2.   The first sentence of Section 7(b) of the Rights Agreement
   is hereby amended effective as of the date hereof to read in its entirety
   as follows:  "The Purchase Price shall initially be $300 for each one one-
   hundredth (1/100) of a share of Preferred Stock issued pursuant to the
   exercise of a Right."

             3.   The terms "Rights Agreement" and "Agreement" as used in the
   Rights Agreement shall be deemed to refer to the Rights Agreement as
   amended hereby.

             4.   This Amendment shall be deemed to be a contract made under
   the laws of the State of Wisconsin and for all purposes shall be governed
   by and construed in accordance with the laws of such state applicable to
   contracts to be made and performed entirely within such state.

             5.   This Amendment may be executed in any number of
   counterparts, each of which shall be an original, but such counterparts
   shall together constitute one and the same instrument.  

             6.   In all respects not inconsistent with the terms and
   provisions of this Amendment, the Rights Agreement is hereby ratified,
   adopted, approved and confirmed.  In executing and delivering this
   Amendment, the Rights Agent shall be entitled to all of the rights
   afforded to the Rights Agent under the terms and conditions of the Rights
   Agreement.

             7.   If any term, provision, covenant or restriction of this
   Amendment is held by a court of competent jurisdiction or other authority
   to be invalid, illegal or unenforceable, the remainder of the terms,
   provisions, covenants and restrictions of this Amendment, and of the
   Rights Agreement, shall remain in full force and effect and shall in no
   way be affected, impaired or invalidated.  

             IN WITNESS WHEREOF, the parties hereto have caused this
   Amendment to be duly executed as of the day and year first above written.

   Attest:                            HARLEY-DAVIDSON, INC.


   By:_____________________________   By:_______________________________
      Michael B. Weiss                   Richard F. Teerlink
      Assistant Secretary                President and Chief Executive
                                           Officer

   Attest:                            FIRSTAR TRUST COMPANY
                                        (f/k/a First Wisconsin Trust
                                        Company)


   By:_____________________________   By:_________________________________
   Name:                              Name:
   Title:                             Title:


<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE CONDENSED
CONSOLIDATED FINANCIAL STATEMENTS OF HARLEY-DAVIDSON, INC. AS OF AND FOR THE
NINE MONTHS ENDED SEPTEMBER 24, 1995 AND IS QUALIFIED IN ITS ENTIRETY BY
REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                          DEC-31-1995
<PERIOD-START>                             JAN-01-1995
<PERIOD-END>                               SEP-24-1995
<CASH>                                          25,514
<SECURITIES>                                         0
<RECEIVABLES>                                  194,000
<ALLOWANCES>                                     2,286
<INVENTORY>                                    180,329
<CURRENT-ASSETS>                               428,836
<PP&E>                                         572,884
<DEPRECIATION>                                 269,598
<TOTAL-ASSETS>                                 813,823
<CURRENT-LIABILITIES>                          243,141
<BONDS>                                              0
<COMMON>                                           778
                                0
                                          0
<OTHER-SE>                                     465,498
<TOTAL-LIABILITY-AND-EQUITY>                   813,823
<SALES>                                      1,303,242
<TOTAL-REVENUES>                             1,303,242
<CGS>                                          958,758
<TOTAL-COSTS>                                  958,758
<OTHER-EXPENSES>                               215,069
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               1,213
<INCOME-PRETAX>                                128,202
<INCOME-TAX>                                    47,500
<INCOME-CONTINUING>                             80,702
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    80,702
<EPS-PRIMARY>                                     1.07
<EPS-DILUTED>                                     1.07
        

</TABLE>


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