HARLEY DAVIDSON INC
10-Q, 1996-11-13
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 29, 1996 
                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 November 1, 1996         75,624,357  Shares

   <PAGE>
                              HARLEY-DAVIDSON, INC.

                                Form 10-Q Index  
                   For the Quarter Ended September 29, 1996  




                                                                         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                                         6-7 


            Item 2.  Management's Discussion and Analysis of Financial
                       Condition and Results of Operations              8-14 



   Part II.  Other Information


            Item 1. Legal Proceedings                                     15 

            Item 6. Exhibits and Reports on Form 8-K                      15 

            Signatures                                                    16 

            Exhibit Index                                                 17 

   <PAGE>
                         PART I - FINANCIAL INFORMATION

   Item 1. Consolidated Financial Statements

   <TABLE>

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

                                                        
                                                  Three months ended                 
                                                                             Nine months ended     
                                               Sept. 29,    Sept. 24,       Sept. 29,    Sept. 24, 
                                                 1996         1995            1996         1995    

   <S>                                         <C>           <C>          <C>             <C>
   Sales                                       $385,843      $327,096     $1,149,698      $977,613 
   Cost of goods sold                           265,375       230,317        788,592       680,702 
                                               --------       -------      ---------       ------- 
   Gross profit                                 120,468        96,779        361,106       296,911 
   Operating income from financial
    services                                      1,277           771          4,999         2,423 
   Selling, administrative and
    engineering expenses                        (71,290)      (60,568)      (198,516)     (169,692)
                                                -------       -------      ---------      -------- 
   Income from operations                        50,455        36,982        167,589       129,642 
   Interest income - net                          1,251           858          1,681           916 
   Other income (expense) - net                     980            19           (801)       (2,812)
                                                -------      --------      ---------      -------- 
   Income from continuing operations
     before provision for income taxes           52,686        37,859        168,469       127,746 
   Provision for income taxes                    19,482        14,416         62,323        47,295 
                                                -------      --------      ---------      -------- 
   Income from continuing operations             33,204        23,443        106,146        80,451 
   Gain from discontinued operations,
    net of tax                                        -           247              -           251 
                                                -------      --------      ---------      -------- 
   Net income                                  $ 33,204      $ 23,690     $  106,146      $ 80,702 
                                                =======      ========      =========      ======== 
   Weighted average common shares
    outstanding                                  75,555        74,776         75,381        75,173 
                                                =======      ========      =========      ======== 
   Net income per common share: 
     Income from continuing operations            $0.44         $0.32          $1.41         $1.07 
     Gain from discontinued operations,
         net of tax                                   -             -              -             - 
                                                -------      --------       --------      -------- 
     Net income                                   $0.44         $0.32          $1.41         $1.07 
                                                =======      ========      =========      ======== 
   Cash dividends per share                       $0.06         $0.05          $0.16         $0.13 
                                                =======      ========      =========      ======== 
   </TABLE>

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

                                     ASSETS

                                       Sept. 29,     Dec. 31,      Sept. 24, 
                                         1996          1995          1995    
                                                                    
   (Unaudited)                                     (Unaudited)
   Current assets:
      Cash and cash equivalents      $   114,046  $    31,462       $ 47,796 
      Accounts receivable, net           176,622      134,210        164,826 
      Inventories (Note 2)                91,480       84,427         98,973 
      Other current assets                32,230       30,591         25,350 
      Net assets from discontinued
       operations                         11,830       56,548         43,424 
                                       ---------    ---------       -------- 
         Total current assets            426,208      337,238        380,369 
   Finance receivables, net              312,329      213,444              - 
   Property, plant and equipment,
    net                                  330,567      284,775        251,578 
   Goodwill                               41,454       43,256              - 
   Other assets                           85,573       66,949         74,805 
   Net assets from discontinued
    operations                            25,400       55,008         57,746 
                                       ---------    ---------      --------- 
                                      $1,221,531   $1,000,670       $764,498 
                                       =========    =========      ========= 

                      LIABILITIES AND STOCKHOLDERS' EQUITY
   Current liabilities:
      Notes payable                 $        837  $     2,327      $   3,762 
      Current maturities of
         long-term debt                      109          364            269 
      Accounts payable                   107,455      102,563         87,313 
      Accrued expenses and other         150,286      127,956        103,330 
                                       ---------    ---------       -------- 
         Total current liabilities       258,687      233,210        194,674 
   Finance debt                          243,648      164,330              - 
   Postretirement health care
    benefits                              64,957       63,570         62,768 
   Other long-term liabilities            50,637       44,991         40,780 

   Contingencies (Note 5)

   Total shareholders' equity            603,602      494,569        466,276 
                                       ---------    ---------       -------- 
                                      $1,221,531   $1,000,670       $764,498 
                                       =========    =========       ======== 

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


                                                           
                                                    Nine months ended   
                                                  Sept. 29,    Sept. 24,
                                                    1996         1995   

   Cash flows from operating activities:
      Net income                                 $ 106,146      $80,702 
      Depreciation and amortization                 39,464       28,935 
      Long-term employee benefits                    2,984        3,944 
      Other-net                                      5,155          647 
      Net change in discontinued operations         16,321       15,972 
      Net change in other current assets and
          current liabilities                      (31,196)     (40,713)
                                                  --------     -------- 
   Net cash provided by operating activities       138,874       89,487 

   Cash flows from investing activities:
      Purchase of property and equipment           (84,398)     (66,234)
      Finance receivables acquired or
         originated                               (816,578)           - 
      Finance receivables collected/sold           723,788            - 
      Proceeds from disposition of
         discontinued segment                       35,350            - 
      Net change in discontinued operations         (1,779)      (7,377)
      Other - net                                  (15,615)         989 
                                                  --------     -------- 
   Net cash used in investing activities          (159,232)     (72,622)

   Cash flows from financing activities:
      Reduction of long-term debt                     (255)        (912)
      Net increase (decrease) in notes payable      (1,490)       2,676 
      Net increase in finance debt                  79,318            - 
      Dividends paid                               (12,472)      (9,784)
      Stock repurchases                                  -      (39,972)
      Issuance of stock under employee 
         stock and option plans                     16,407        2,062 
      Net change in discontinued operations         21,434        1,121 
                                                 ---------    --------- 
   Net cash provided by (used in) financing
         activities                                102,942      (44,809)
                                                 ---------    --------- 
   Net increase (decrease) in cash and
         cash equivalents                           82,584      (27,944)

   Cash and cash equivalents:
         At beginning of period                     31,462       75,740 
                                                 ---------      ------- 
         At end of period                        $ 114,046      $47,796 
                                                 =========      ======= 

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

   Note 1 - Basis of Presentation and Use of Estimates
   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 29, 1996 and September 24, 1995, 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, 1995.

   The operations of Holiday Rambler are classified as discontinued
   operations.  As such, certain prior-year balances have been reclassified
   in order to conform to current-year presentation.

   On November 14, 1995, the Company acquired substantially all of the common
   stock and common stock equivalents of Eaglemark Financial Services, Inc.
   (Eaglemark) that it did not already own.  The Company has included the
   results of operations of Eaglemark in its statement of income for the nine
   months ended September 24, 1995 as though it had been acquired at the
   beginning of the year and deducted the preacquisition earnings as part of
   non-operating expense.  Prior to December 31, 1995, the Company accounted
   for its investment in Eaglemark using the equity method.  The carrying
   value of its investment in Eaglemark was approximately $9.8 million and is
   included in other assets at September 24, 1995.

   The preparation of financial statements in conformity with generally
   accepted accounting principles requires management to make estimates and
   assumptions that affect the amounts reported in the financial statements
   and accompanying notes.  Actual results could differ from those estimates.

   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. 29,    Dec. 31, Sept. 24, 
                                          1996        1995      1995   
   Components at the lower of cost,
    first-in, first-out (FIFO), or
    market:
        Raw material & work-in-process   $ 29,887   $ 32,284   $ 33,238
        Finished goods                     27,874     19,290     29,126
        Parts & accessories                55,298     52,182     56,248
                                          -------    -------    -------
                                          113,059    103,756    118,612
   Excess of FIFO over LIFO                21,579     19,329     19,639
                                          -------    -------    -------
   Inventories as reflected in
    the accompanying condensed
    consolidated balance sheets          $ 91,480   $ 84,427   $ 98,973
                                          =======    =======    =======

   Note 3 - Capital Stock
   The Company has continuing authorization from its Board of Directors to
   repurchase up to 4 million shares of the Company's outstanding common
   stock.  During the first quarter of 1995, the Company repurchased
   1,650,000 shares of its common stock with cash on hand and short-term
   borrowings.  As a result, the Company has 2,350,000 million shares
   available to repurchase under this authorization.

   Note 4 - Supplemental noncash investing activities
   On March 6, 1996, the Company sold substantially all of the assets of its
   Holiday Rambler Recreational Vehicles Division to Monaco Coach Corporation
   ("Monaco").  Total consideration consisted of approximately $23 million in
   cash, $3 million in preferred stock of Monaco, a $12 million note from a
   Monaco subsidiary guaranteed by Monaco and assumption by Monaco of certain
   liabilities of the acquired operations in the approximate amount of $47
   million.  The note was paid in full during the third quarter of 1996.

   Note 5 - 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 $5 million of net
   additional response costs at the Facility.  The Company has established
   reserves for this amount.  The Company's estimate of additional response
   costs is based on reports of environmental consultants retained by the
   Company, the actual costs incurred to date and the estimated costs to
   complete the necessary investigation and remediation activities.  Response
   costs are expected to be incurred over a period of approximately 10 years.

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

   This section, "Management's Discussion and Analysis of Financial Condition
   and Results of Operations," contains forward looking statements within the
   meaning of the Private Securities Litigation Reform Act of 1995.  In
   addition to those statements specifically identified as forward looking
   statements, statements that state the Company "expects," "plans,"
   "anticipates," or "estimates" are forward looking statements.  Actual
   results might differ materially from those projected in such forward
   looking statements.  Actual results might be adversely affected by, among
   other things, the factors identified on page 14 of this quarterly report.

       Results of Operations for the Three Months Ended September 29, 1996
              Compared to the Three Months Ended September 24, 1995

   For the quarter ended September 29, 1996, consolidated net sales totaled
   $385.8 million, a $58.7 million or 18.0% increase over the same period
   last year.  Net income and earnings per share for 1996 were $33.2 million
   and $.44 on 75.6 million shares outstanding versus $23.7 million and $.32
   on 74.8 million shares outstanding in 1995, increases of 40.1% and 37.5%,
   respectively.  All 1995 financial data have been restated to reflect the
   classification of the Company's Transportation Vehicles segment to that of
   a discontinued operation, as announced on January 22, 1996.  Certain 1995
   balances have also been reclassified to reflect the acquisition of
   substantially all of the stock of  Eaglemark Financial Services not
   previously owned by the Company.  All Harley-Davidson, Inc. sales are
   generated by the Motorcycles and Related Products ("Motorcycles") segment.

                     Motorcycle Unit Shipments and Net Sales
              For the Three-Month Periods Ended September 29, 1996
                              and September 24, 1995


                                                     Incr
                                  1996      1995    (Decr)      %
    Motorcycle units
      (excluding Buell)           28,013    25,012    3,001     12.0%

    Net sales (in millions):

      Motorcycles (excluding
       Buell)                     $285.9    $247.3    $38.6     15.6%

      Motorcycle Parts and
       Accessories                  90.5      75.9     14.6     19.3 

      Other                          9.4       3.9      5.5    141.0 

      Total Motorcycles
       and Related Products       $385.8    $327.1    $58.7     18.0%



   The Motorcycles segment reported record third quarter net sales driven by
   a 12.0% increase in motorcycle unit shipments and a 19.3% increase in
   Parts and Accessories.  The increase in motorcycle unit shipments over the
   third quarter of 1995 was due to higher average daily production rates. 
   During the third quarter of 1996, motorcycle production averaged 490 units
   per day versus 430 units per day in the same period last year.  The
   Company announced that it expects daily motorcycle production to average
   approximately 510 units per day in the fourth quarter.

   Third quarter 1996 revenue from the Company's foreign subsidiaries was
   negatively impacted by the strengthening of the U.S. dollar, resulting in
   revenue decreases totaling approximately $4 million from the year-ago
   quarter.  The potential negative effect on earnings was largely offset by
   the favorable impact of foreign exchange rates on foreign subsidiary
   operating expenses and foreign currency hedging programs.

   Sales of Buell motorcycles (which are distributed in the U.S. and Japan
   through select Harley-Davidson dealers) increased to $7.4 million (846
   units) in 1996 as compared to $2.5 million (222 units) in 1995.  (Included
   in "Other" in the above table.)  Buell motorcycles were introduced in the
   Japan market during the second quarter of 1996.  Introduction into the
   European market is planned during the first quarter of 1997.

   The Company experienced a build-up of inventory (approximately 900 units)
   at its wholly owned French and German distributors primarily due to
   pricing disparities.  In September, the Company adjusted prices in each
   European market to move toward more consistent country-to-country pricing
   and anticipates it will spend approximately $1.5 million on market
   specific promotions in the fourth quarter of 1996.  The Company has
   adjusted the U.S. allocation of 1997 model year motorcycles to 72% of
   total production, up from 70% in previous years, to take advantage of the
   European inventory build-up to shorten the wait that many of its U.S.
   customers have to endure.

   Parts and Accessories revenue of $90.5 million increased $14.6 million or
   19.3% compared to the third quarter of 1995.  The combined sales of
   Genuine Motor Parts and Genuine Motor Accessories totaled $61.9 million, a
   $10.5 million or 20.4% increase compared to last year.  MotorClothes
   clothing and collectibles sales totaled $28.6 million, a $4.2 million or
   17.1% increase.  These increases are a result of well executed product
   introductions, improved product delivery and shipping seasonal
   MotorClothes products earlier than in previous years.  The new product
   offerings and price points introduced in the third quarter were well
   received.  The third quarter of 1995 was hindered by a decline in demand
   for MotorClothes clothing and collectibles and backorder delays on Genuine
   Motor Parts and Genuine Motor Accessories.  

   A comparison of Parts and Accessories sales for the fourth quarter of 1996
   to the same period in 1995 will be unfavorable since the 1995 fourth
   quarter was favorably impacted by the reduction of the unusually high
   backlog carried over from the third quarter of 1995 and by four fewer
   shipping days in the fourth quarter of 1996.  However, the Company
   anticipates that long-term Parts and Accessories revenue growth will
   approximate the growth rate in motorcycle unit shipments. 

                                  Gross Profit

   Gross profit increased $23.7 million, or 24.5%, compared to the third
   quarter of 1995 primarily due to an increase in motorcycle volume.  The
   gross profit margin was 31.2% in 1996 as compared with 29.6% in 1995.  The
   increase in the gross profit percentage was due primarily to a shift in
   mix from the entry level Sportster models to the higher-margin custom
   models.  In addition, the annual model year change-over was the smoothest
   in recent memory and overtime was considerably lower than in the third
   quarter of 1995.


                               Operating Expenses
              For the Three-Month Periods Ended September 29, 1996
                              and September 24, 1995
                              (Dollars in Millions)

                                                Incr
                             1996     1995     (Decr)      %
   Motorcycles and
    Related Products          $69.6    $58.4   $ 11.2      19.3%

   Corporate                    1.7      2.2     (0.5)    (24.2)

   Total operating
    expenses                  $71.3    $60.6    $10.7      17.7%


   Operating expenses increased $10.7 million, or 17.7%, compared to the
   third quarter of 1995.  An early retirement program in connection with the
   new Parts and Accessories Distribution Center  resulted in a charge of
   $2.5 million in the third quarter of 1996.  A product recall on fuel
   valves resulted in a $1.1 million charge in 1996 for estimated repair
   costs.  The remaining increase was related to increased motorcycle volumes
   and increases in engineering and information services expenses when
   compared to the same period last year.

   Operating income from financial services
   The operating income of the Financial Services (Eaglemark Financial
   Services) segment was $1.3 million and $.8 million in 1996 and 1995,
   respectively.  This increase was primarily due to increased wholesale and
   retail origination volume and corresponding increases in outstanding
   wholesale and retail receivables.

   Capitalized interest
   The Company capitalized approximately $900,000 of interest during the
   third quarter of 1996 in connection with its manufacturing expansion
   initiatives.  The Company anticipates approximately $1 million of
   capitalized interest will be incurred in the fourth quarter of 1996.


       Results of Operations for the Nine Months Ended September 29, 1996
              Compared to the Nine Months Ended September 24, 1995

   For the nine month period ended September 29, 1996, the Company recorded
   net sales of $1.2 billion, a $172.1 million or 17.6% increase over the
   same period last year.  Net income and earnings per share were $106.1
   million and $1.41 on 75.4 million shares outstanding versus $80.7 million
   and $1.07 on 75.2 million shares, increases of 31.5% and 31.8%,
   respectively.  All 1995 financial data have been restated to reflect the
   reclassification of the Company's Transportation Vehicles segment to that
   of a discontinued operation.  Certain 1995 balances have also been
   reclassified to reflect the acquisition of substantially all of the stock
   of Eaglemark Financial Services not previously owned by the Company.

                     Motorcycle Unit Shipments and Net Sales
   For the Nine-Month Periods Ended September 29, 1996 and September 24, 1995


                                                     Incr
                                 1996      1995     (Decr)     %
    Motorcycle units
     (excluding Buell)            88,936   76,830    12,106   15.8%

    Net sales (in
     millions):

      Motorcycles
      (excluding Buell)           $888.0   $747.0    $141.0   18.9%
      Motorcycle Parts and
      Accessories                  236.4    216.5      19.9    9.2 

      Other                         25.3     14.1      11.2   79.4 

        Total Motorcycles
          and Related
          Products              $1,149.7   $977.6    $172.1   17.6%

   The 17.6% increase in revenue was primarily attributable to additional
   motorcycle unit shipments as  worldwide demand for the Company's
   motorcycles continues to exceed supply.  The most recent information
   available (through August) indicates a U.S. heavyweight (751cc+) market
   share of 51.4% compared to 52.3% for the same period in 1995.  This same
   market has grown at a 15.3% rate year-to-date.  European data (through
   August) shows the Company with a 9.2% share of the heavyweight market,
   down from 10.6% for the same period in 1995.  The European market (751cc+)
   has grown at a 13.3% rate year-to-date, while retail registrations for the
   Company's motorcycles are about the same as last year.  While our year-to-
   date shipments in most European markets are up compared to last year, our
   shipments to Germany and France, which are two of our larger markets, are
   down, resulting in a 6.9% year-over-year increase in total European
   shipments.

   The Company experienced a build-up of inventory at its wholly owned French
   and German distributors primarily due to pricing disparities.  In
   September, the Company adjusted prices in each European market to move
   toward more consistent country-to-country pricing and anticipates it will
   spend approximately $1.5 million on market specific promotions in the
   fourth quarter of 1996.  The Company has adjusted the U.S. allocation of
   1997 model year motorcycles to 72% of total production, up from 70% in
   previous years, to take advantage of the European inventory build-up to
   shorten the wait that many of its U.S. customers have to endure.

   Sales of Buell motorcycles (which are distributed in the U.S. and Japan
   through select Harley-Davidson dealers) contributed approximately $10
   million of additional revenues in the first nine months of 1996 as
   compared to the same period in 1995.  (Included in "Other" in the above
   table.)

   Overall, net sales of the Parts and Accessories business increased 9.2%
   compared to the first nine months of 1995.  The combination of Genuine
   Motor Parts and Genuine Motor Accessories increased $23.1 million or 15.9%
   while MotorClothes clothing and collectibles was down $3.2 million or
   4.4%.

                                  Gross Profit
   Gross profit for the first nine months of 1996 totaled $361.1 million, an
   increase of $64.2 million (21.6%) over the same period in 1995.  The gross
   profit percentage was 31.4% in 1996 as compared with 30.4% for the first
   nine months of 1995.  A shift in mix away from the lower-margin Sportster
   models to the higher-margin custom models and from MotorClothes clothing
   and collectibles to Genuine Motor Parts and Genuine Motor Accessories
   contributed to the increase.

                               Operating Expenses
   For the Nine-Month Periods Ended September 29, 1996 and September 24, 1995
                              (Dollars in Millions)


                                                        Incr
                                 1996        1995      (Decr)       %
   Motorcycles and Related
    Products                       $192.3     $164.3    $28.0        17.1%

   Corporate                          6.2        5.4       .8        14.3 

     Total operating
      expenses                     $198.5     $169.7    $28.8        17.0%

   Operating expenses of $198.5 million for the first nine months of 1996
   increased $28.8 million (17.0%) compared to the first nine months of 1995. 
   The increase was largely related to increased motorcycle volumes, as well
   as increases in warranty, engineering, and information systems expenses. 
   An early retirement program in connection with the new Parts and
   Accessories Distribution Center resulted in a charge of $2.5 million in
   the third quarter of 1996.

   Operating income from financial services
   The operating income of the Financial Services segment was $5.0 million
   and $2.4 million in 1996 and 1995, respectively.  This increase was
   primarily due to increased wholesale and retail origination volume and
   corresponding increases in outstanding wholesale and retail receivables.

   Consolidated income taxes
   The Company's effective income tax rate approximated 37.0% in the first
   nine months of 1996 and 1995.

   Discontinued operations
   The operations for the Transportation Vehicles segment have been
   classified as discontinued operations.  The sale of the Recreational
   Vehicles division and ten of the fourteen Holiday World stores was
   completed in the first quarter of 1996.  The disposition of the remaining
   businesses (Commercial Vehicles division and B&B Molders) is expected to
   be finalized during 1996.  The Company does not anticipate a loss on the
   discontinuance of the Transportation Vehicles segment.

   Environmental
   The Company's policy is to comply with all applicable environmental laws
   and regulations, and the Company has a compliance program in place to
   monitor, and report on, environmental issues. The Company has reached
   settlement agreements with its former parent (Minstar, successor to AMF
   Incorporated) and the U.S. Navy regarding groundwater remediation at the
   Company's manufacturing facility in York, Pennsylvania and currently
   estimates that it will incur approximately $5 million of net additional
   costs related to the remediation effort. The Company has established
   reserves for this amount.  There is no assurance that actual remediation
   costs to the Company will not exceed the Company's current estimate of
   such costs.  While the Company believes that its current estimate of
   remediation costs is reasonable, this estimate is based on preliminary
   information and is subject to revision as the ongoing remediation effort
   moves forward.  See Note 5 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 meeting environmental compliance
   obligations. The Company anticipates that capital expenditures for
   equipment used to limit hazardous substances/pollutants during 1996 will
   approximate $1 million. The Company does not expect that these
   expenditures related to environmental matters will have a material effect
   on future operating results or cash flows.

   Liquidity and Capital Resources as of September 29, 1996
   The Company generated $138.9 million of cash from operating activities
   during the first nine months of 1996 compared to $89.5 million in the same
   period in 1995.  Net income adjusted for  depreciation contributed $36.0
   million of the increase in cash from operating activities.  The
   Motorcycles segment's receivable balance at September 29, 1996 increased
   $42.4 million compared to December 31, 1995 ($48.6 million at September
   24, 1995 compared to December 31, 1994) as a result of motorcycle volume
   increases and the end of the year has traditionally lower receivables due
   to the annual shutdown during the last week of December.  The results of
   discontinued operations, especially the sale of the Recreational Vehicles
   Division, had a positive impact on total cash flows of approximately $56
   million.  This was partially offset by the Financial Services segment's
   activity which negatively impacted cash flow by approximately $15 million.

   Capital expenditures amounted to $84.4 million and $66.2 million during
   the first nine months of 1996 and 1995, respectively.  The Company is
   pursuing a long-term manufacturing strategy to increase its motorcycle
   production capacity with a goal of having the capacity to manufacture in
   excess of 200,000 units per year by 2003.  The strategy includes expansion
   in and near the Company's existing facilities and construction of a new
   manufacturing facility in Kansas City, Missouri.

   The fourth quarter is expected to have heavy capital spending as evidenced
   by the month of October in which the Company incurred approximately $36
   million in capital expenditures for continued construction on its
   manufacturing facility in Kansas City, the purchase of a manufacturing
   facility in Menomonee Falls, Wisconsin to expand its powertrain operations
   and manufacturing expansion initiatives at its other facilities.

   The following are forward looking statements:  Due in part to this long-
   term manufacturing strategy, the Company anticipates 1996 capital
   expenditures will approximate $170-$190 million, and the Company currently
   estimates that 1997 capital expenditures will be in the range of $180-$210
   million and 1998 capital expenditures will be in the range of $120-$140
   million.  To the extent that 1996 spending levels are lower than currently
   anticipated, planned 1997 expenditures will be correspondingly higher. 
   The Company currently estimates it will have the capacity to produce at
   least 118,000 motorcycles in 1996, 127,000-130,000 units in 1997 and
   145,000-150,000 units in 1998.  The Company anticipates it will have the
   ability to fund all capital expenditures with internally generated funds
   and short-term financing. 

   The Company's ability to reach these production capacity levels will
   depend upon, among other factors, the Company's ability to (i) continue to
   realize production efficiencies at its existing production facilities
   through implementation of innovative manufacturing techniques and other
   means, (ii) successfully implement production capacity increases to its
   existing facilities and (iii) successfully construct and open the new
   manufacturing facility such that it will be fully operational in 1998. 
   However, there is no assurance that the Company will continue to find
   means to realize additional efficiencies.  In addition, the Company could
   experience delays in making additions and changes to existing facilities
   and/or constructing the new manufacturing facility as a result of risks
   normally associated with the construction and operation of new
   manufacturing facilities, including unanticipated problems in
   construction, delays in the delivery of machinery and equipment or
   difficulties in making such machinery and equipment operational, work
   stoppages, difficulties with suppliers, natural causes or other factors. 
   These risks, potential delays and uncertainties regarding the actual costs
   of the measures the Company intends to take to implement its strategy
   could also impact adversely the capital expenditure estimates referred to
   above.  Moreover, there is no assurance that the Company will have the
   ability to sell all of the motorcycles it has the capacity to produce.

   The Company (excluding Eaglemark) currently has nominal levels of long-
   term debt and has available lines of credit of approximately $49 million,
   of which approximately $39 million remained available at September 29,
   1996.

   Eaglemark finances its business through commercial paper, through
   revolving credit facilities and by securitizing its retail installment
   loans.  Eaglemark issues short-term commercial paper secured by either
   wholesale or retail motorcycle finance receivables with maximum issuance
   available of $225 million of which $145.5 million was outstanding at
   September 29, 1996.  Maturities of commercial paper issued range from 1 to
   60 days.  Eaglemark has in place a $120 million revolving credit facility
   to fund primarily the United States and Canadian retail loan originations
   of which approximately $101.6 million was outstanding at September 29,
   1996.  Borrowings under the facility are secured by, and limited to, a
   percentage of eligible receivables ranging from 75% to 95% of the
   outstanding loan balances.  The Company expects the future growth of
   Eaglemark will be financed from additional capital contributions from the
   Company and a continuation of its programs of commercial paper and
   securitizations.

   The Company has continuing authorization from its Board of Directors to
   repurchase up to 4 million shares of the Company's outstanding common
   stock.  During the first quarter of 1995, the Company repurchased
   1,650,000 shares of its common stock with cash on hand and short-term
   borrowings of $40 million.  As a result, the Company has 2,350,000 million
   shares available to repurchase under this authorization.

   The Company's Board of Directors declared three cash dividends during the
   first nine months of 1996 including, most recently, a $.06 per share cash
   dividend declared on August 28, 1996 payable September 26, 1996 to
   shareholders of record September 16 (a 20% increase over the prior
   dividend).

   <PAGE>
                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                               September 29, 1996

   Item 1.  Legal Proceedings
   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 5 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                             
             27.1    Financial Data Schedule for September 29, 1996
             27.2    Restated Financial Data Schedule for September 24, 1995

             (b)  Reports on Form 8-K
             None

   <PAGE>
                           Part II - Other Information

                             HARLEY-DAVIDSON, INC. 

                                   Form 10-Q

                               September 29, 1996


                                   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:  11/12/96                         by: /s/  James L. Ziemer      
                                           James L.  Ziemer
                                           Vice President and Chief Financial
                                           Officer (Principal Financial
                                           Officer) 


          11/12/96                         by: /s/  James M. Brostowitz      
                                           James M. Brostowitz
                                           Vice President, Controller
                                           (Principal Accounting Officer) and
                                           Treasurer

   <PAGE>
                                  Exhibit Index



   Exhibit No. Description                                           Page    

     
           27.1     Financial Data Schedule for 
                      September 29, 1996                              18     
           27.2     Restated Financial Data Schedule
                      for September 24, 1995                          19     


<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 29,1996 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-31-1996
<PERIOD-START>               JAN-01-1996
<PERIOD-END>                 SEP-29-1996
<CASH>                           114,046
<SECURITIES>                           0
<RECEIVABLES>                    178,475
<ALLOWANCES>                       1,853
<INVENTORY>                       91,480
<CURRENT-ASSETS>                 426,208
<PP&E>                           616,574
<DEPRECIATION>                   286,007
<TOTAL-ASSETS>                 1,221,531
<CURRENT-LIABILITIES>            258,687
<BONDS>                                0
<COMMON>                             781
                  0
                            0
<OTHER-SE>                       602,821
<TOTAL-LIABILITY-AND-EQUITY>   1,221,531
<SALES>                        1,149,698
<TOTAL-REVENUES>               1,149,698
<CGS>                            788,592
<TOTAL-COSTS>                    788,592
<OTHER-EXPENSES>                     801
<LOSS-PROVISION>                       0
<INTEREST-EXPENSE>               (1,681)
<INCOME-PRETAX>                  168,469
<INCOME-TAX>                      62,323
<INCOME-CONTINUING>              106,146
<DISCONTINUED>                         0
<EXTRAORDINARY>                        0
<CHANGES>                              0
<NET-INCOME>                     106,146
<EPS-PRIMARY>                       1.41
<EPS-DILUTED>                       1.41
        

</TABLE>

<TABLE> <S> <C>

<ARTICLE>         5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
RESTATED 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>
<RESTATED>
<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>                            47,796
<SECURITIES>                           0
<RECEIVABLES>                    166,613
<ALLOWANCES>                       1,787
<INVENTORY>                       98,973
<CURRENT-ASSETS>                 380,369
<PP&E>                           492,503
<DEPRECIATION>                   240,925
<TOTAL-ASSETS>                   764,498
<CURRENT-LIABILITIES>            194,674
<BONDS>                                0
<COMMON>                             778
                  0
                            0
<OTHER-SE>                       465,498
<TOTAL-LIABILITY-AND-EQUITY>     764,498
<SALES>                          977,613
<TOTAL-REVENUES>                 977,613
<CGS>                            680,702
<TOTAL-COSTS>                    680,702
<OTHER-EXPENSES>                   2,812
<LOSS-PROVISION>                       0
<INTEREST-EXPENSE>                 (916)
<INCOME-PRETAX>                  127,746
<INCOME-TAX>                      47,295
<INCOME-CONTINUING>               80,451
<DISCONTINUED>                       251
<EXTRAORDINARY>                        0
<CHANGES>                              0
<NET-INCOME>                      80,702
<EPS-PRIMARY>                       1.07
<EPS-DILUTED>                       1.07
        

</TABLE>


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