HARLEY DAVIDSON INC
10-Q, 1996-05-15
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 March 31, 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)

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


                                      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 May 3, 1996:            75,488,241   Shares

   <PAGE>

                              HARLEY-DAVIDSON, INC.

                                Form 10-Q Index  
                     For the Quarter Ended March 31, 1996  




                                                                         Page
   Part I.  Financial Information 

            Item 1.  Financial Statements

                    Condensed Consolidated Statements of Operations         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        8-11



   Part II.  Other Information


            Item 1. Legal Proceedings                                      12

            Item 6. Exhibits and Reports on Form 8-K                       12

            Signatures                                                     13

            Exhibit Index                                                  14

   <PAGE>
                         PART I - FINANCIAL INFORMATION
   Item 1. Consolidated Financial Statements

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


                                                     Three months ended      

                                                  March 31,        March 26,
                                                   1996              1995   

   Sales                                          $371,051         $294,886 
   Cost of goods sold                              255,274          204,495 
                                                  --------         -------- 
   Gross profit                                    115,777           90,391 
   Operating income from financial services          1,732              651 
   Selling, administrative and engineering
         expenses                                  (63,484)         (51,785)
                                                 ---------         -------- 
   Income from operations                           54,025           39,257 
   Interest income (expense) - net                    (405)             339 
   Other income (expense) - net                     (1,249)          (1,963)
                                                 ---------        --------- 
   Income from continuing operations before
         provision for income taxes                 52,371           37,633 
   Provision for income taxes                       19,377           13,818 
                                                 ---------        --------- 
   Income from continuing operations                32,994           23,815 
   Loss from discontinued operations, net
     of tax                                              -             (184)
                                                ----------        --------- 
   Net income                                     $ 32,994         $ 23,631 
                                                  ========         ======== 
   Weighted average common shares
    outstanding                                     75,113           76,060 
                                                    ======           ====== 
   Net income per common share:
      Income from continuing operations              $0.44            $0.31 
      Loss from discontinued operations,    
        net of tax                                       -                - 
                                                    ------            ----- 
      Net income                                     $0.44            $0.31 
                                                     =====            ===== 
   Cash dividends per share                          $0.05            $0.04 
                                                     =====            ===== 

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

                                     ASSETS

                                        March 31,     Dec. 31,      March 26,
                                          1996          1995          1995   
                                      (Unaudited)                 (Unaudited)
   Current assets:
     Cash and cash equivalents       $    39,577  $    31,462       $ 19,295 
     Accounts receivable, net            157,786      134,210        144,296 
     Inventories (Note 2)                 85,758       84,427        101,957 
     Notes receivable                     12,000            -              - 
     Other current assets                 29,128       30,591         22,536 
     Net assets from
      discontinued operations             22,833       56,548         56,848 
                                        --------      -------       -------- 
        Total current assets             347,082      337,238        344,932 
   Finance receivables, net              270,762      213,444              - 
   Property, plant and equipment,
    net                                  293,270      284,775        219,188 
   Goodwill                               42,643       43,256              - 
   Other assets                           82,177       66,949         64,844 
   Net assets from discontinued
    operations                            26,981       55,008         54,873 
                                       ---------    ---------       -------- 
                                      $1,062,915   $1,000,670       $683,837 
                                       =========    =========       ======== 

                      LIABILITIES AND SHAREHOLDERS' EQUITY

   Current liabilities:
     Notes payable                   $     1,020  $     2,327       $ 23,761 
     Current maturities of
      long-term debt                         278          364            218 
     Accounts payable                     97,790      102,563         48,650 
     Accrued expenses and other          118,877      127,956        103,693 
                                       ---------    ---------      --------- 
        Total current liabilities        217,965      233,210        176,322 
   Finance debt                          196,657      164,330              - 
   Postretirement health care benefits    63,980       63,570         61,273 
   Other long-term liabilities            50,746       44,991         29,939 

   Contingencies (Note 5)

   Total shareholders' equity            533,567      494,569        416,303 
                                       ---------     --------       -------- 
                                      $1,062,915   $1,000,670       $683,837 
                                      ==========    =========       ======== 

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

                                                           
                                                  Three months ended       
                                                  March 31,       March 26,
                                                    1996            1995   

   Cash flows from operating activities:
      Net income                                  $ 32,994        $ 23,631 
      Depreciation and amortization                 12,122           8,949 
      Long-term employee benefits                    1,258           2,119 
      Other-net                                      1,490             (55)
      Net change in discontinued operations          4,953          (5,328)
      Net change in other current assets and
       current liabilities                         (37,296)        (40,797)
                                                   -------         ------- 
   Net cash provided by (used in)
    operating activities                            15,521         (11,481)

   Cash flows from investing activities:
      Purchase of property and equipment           (19,884)        (14,018)
      Finance receivables acquired or
       originated                                 (274,435)              - 
      Finance receivables collected/sold           216,507               - 
      Proceeds from disposition of
       discontinued segment                         23,350               - 
      Net change in discontinued operations         (3,338)         (2,234)
      Other - net                                   (7,492)          2,758 
                                                  --------         ------- 
   Net cash used in investing activities           (65,292)        (13,494)

   Cash flows from financing activities:
      Reduction of long-term debt                   (2,146)           (127)
      Net increase (decrease) in notes payable      (1,307)         22,675 
      Net increase in finance debt                  32,327               - 
      Dividends paid                                (3,899)         (3,048)
      Stock repurchases                                  -         (39,972)
      Issuance of stock under employee
       stock and option plans                       11,134             131 
      Net change in discontinued operations         21,777           6,727 
                                                  --------        -------- 
   Net cash provided by (used in)
      financing activities                          57,886         (13,614)
                                                  --------        -------- 
   Net increase (decrease) in cash and
    cash equivalents                                 8,115         (38,589)

   Cash and cash equivalents:
      At beginning of period                        31,462          57,884 
                                                  --------        -------- 
      At end of period                            $ 39,577        $ 19,295 
                                                  ========        ======== 
   <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 March 31, 1996 and March 26, 1995, and the results of
   operations for the three-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 operations for the
   three months ended March 26, 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 $9.6 million and is
   included in other assets at March 26, 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): 

                                         March 31,   Dec. 31,      March 26,
   Components at the lower of cost,       1996         1995         1995    
      first-in, first-out (FIFO),
      or market:
         Raw material & work-in-
           process                       $ 30,328    $ 32,284       $ 32,438
         Finished goods                    19,236      19,290         31,626
         Parts & accessories               56,023      52,182         56,027
                                         --------     -------      ---------
                                          105,587     103,756        120,091
   Excess of FIFO over LIFO                19,829      19,329         18,134
                                         --------     -------      ---------
   Inventories as reflected in the
      accompanying condensed
      consolidated balance sheets        $ 85,758    $ 84,427       $101,957
                                          =======     =======        =======

   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.

   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.

   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. 
   The reserves established by the Company have not been reduced by potential
   insurance recoveries and are not discounted.  The Company has 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.


   <PAGE>

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

         Results of Operations for the Three Months Ended March 31, 1996
                Compared to the Three Months Ended March 26, 1995

   For the quarter ended March 31, 1996, consolidated net sales totaled
   $371.1 million, a $76.2 million or 25.8% increase over the same period
   last year.  Net income and earnings per share for 1996 were $33.0 million
   and $.44 on 75.1 million shares outstanding versus $23.6 million and $.31
   on 76.1 million shares outstanding in 1995, increases of 39.6% and 41.9%,
   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.  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 March 31, 1996 and March 26, 1995


                                               Incr
                             1996      1995   (Decr)     %
    Motorcycle units
     (excluding Buell)      30,071   23,651   6,420     27.1%
    Net sales (in
     millions):
      Motorcycles
         (excluding Buell)  $297.0   $224.8   $72.2     32.1%
      Motorcycle Parts and
         Accessories          68.1     65.5     2.6      4.0
      Other                    6.0      4.6     1.4     30.4
        Total Motorcycles
           and Related
           Products         $371.1   $294.9   $76.2     25.8%



   The Motorcycles segment reported record first quarter net sales.  Net
   sales increases were primarily driven by a 27.1% increase in motorcycle
   unit shipments.  The increase in motorcycle unit shipments over the first
   quarter of 1995 was due to more production days versus the same period
   last year and higher average daily production rates.

   Sales of Buell motorcycles (which are distributed through select Harley-
   Davidson dealers) increased to $4.6 million in 1996 as compared to $3.6
   million in 1995.  (Included in "Other" in the above table.)

   During the first quarter of 1996, motorcycle production averaged 470 units
   per day.  The Company announced that it increased daily motorcycle
   production to an average of 485 units per day starting the first day of
   the second quarter.

   Parts and Accessories revenue of $68.1 million was up only $2.6 million or
   $4.0% compared to the first quarter of 1995.  The combined sales of
   Genuine Motor Parts and Genuine Motor Accessories were up 23.0% compared
   to last year however, MotorClothes sales were down 23.0%.  The Company
   anticipates that overall Parts and Accessories revenue growth for 1996
   will approximate the growth rate in motorcycle unit shipments as the
   demand for Genuine Motor Parts and Genuine Motor Accessories remains
   strong.  Due to the softening in demand for the MotorClothes product line,
   the Company expects 1996 MotorClothes sales to be down from 1995.


                                  Gross Profit

   Gross profit increased $25.4 million, or 28.1%, compared to the first
   quarter of 1995 primarily due to an increase in motorcycle volume.  The
   gross profit margin was 31.2% in 1996 as compared with 30.7% in 1995.  The
   increase in the gross profit percentage was due to a shift in mix from the
   lower margin Sportster model, a decrease in overtime and a shift in mix
   from MotorClothes to Genuine Motor Parts.

                               Operating Expenses
       For the Three Month Periods Ended March 31, 1996 and March 26, 1995
                              (Dollars in Millions)


                                                Incr
                              1996     1995    (Decr)     %
   Motorcycles and Related
    Products                   $61.0    $49.9  $11.1     22.2%
   Corporate                     2.5      1.9     .6     31.6 
   Total operating
    expenses                   $63.5    $51.8  $11.7     22.6%


   Operating expenses increased $11.7 million, or 22.6%, compared to the
   first quarter of 1995.  The increase was largely related to increased
   motorcycle volumes and an increase in engineering expenses when compared
   to the same period last year.  

   Operating income from financial services
   The results of operations of the Financial Services segment were $1.7
   million and $.7 million in 1996 and 1995, respectively.

   Consolidated income taxes
   The Company's effective income tax rate for the first quarter of 1996
   approximated 37.0% compared to 36.7% during the first quarter of 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 remaining four stores will be
   disposed of by the Company in due course).  The disposition of the
   remaining businesses (Commercial Vehicles division and B&B Molders) is
   expected to be finalized during 1996.

   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.  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

   During the first quarter, the Company had an increase in cash of
   approximately $8 million compared to December 31, 1995.  The Motorcycles
   segment generally experiences increases in receivable balances during the
   first quarter over prior year-end balances due to the annual December
   shut-downs.  The Motorcycles segment's receivable balances also increased
   as a result of motorcycle volume increases. The results of discontinued
   operations, including the sale of the Recreational Vehicles Division, had
   a positive impact on cash flows of approximately $47 million.  This was
   offset by the finance receivable activity which impacted cash flows for
   the first time since the acquisition of the remaining interest in
   Eaglemark in November, 1995.  The related finance debt increased
   approximately $32 million as the motorcycle and marine retail activity
   began their seasonal increase.

   Capital expenditures amounted to $19.9 million and $14.0 million during
   the first quarter 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 following are forward looking statements:  Due in part to this
   strategy, the Company anticipates 1996 capital expenditures will
   approximate $180-$200 million, and the Company currently estimates that
   1997 capital expenditures will be in the range of $160-$180 million and
   1998 capital expenditures will be in the range of $120-$140 million.  The
   Company currently estimates it will have the capacity to produce at least
   117,000 motorcycles in 1996, 125,000-130,000 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 efficiencies in the utilization of existing facilities through
   implementation of innovative manufacturing techniques and other means,
   (ii) implement additions and changes to existing facilities and (iii)
   construct the new manufacturing facility such that it will be 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 $47 million remained available at March 31, 1996. 

   Eaglemark finances its business, without guarantees from the Company,
   through commercial paper, through revolving credit facilities and by
   securitizing its retail installment loans.  Eaglemark issues short-term
   commercial paper secured by wholesale finance receivables with maximum
   issuance available of $155 million of which $142.3 million was outstanding
   at March 31, 1996.  Maturities of commercial paper issued range from 1 to
   60 days.  Eaglemark has in place two revolving credit facilities totalling
   $110 million to fund primarily the United States and Canadian retail loan
   originations of which approximately $56 million was outstanding at March
   31, 1996.  Borrowings under the facilities are secured by, and limited to
   a percentage of, eligible receivables ranging from 75% to 95% of the
   outstanding loan balances.  During the first quarter, Eaglemark
   securitized and sold approximately $59 million of its retail installment
   loans to investors with limited recourse, with servicing rights being
   retained by Eaglemark.  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.

   On February 19, 1996, the Company's Board of Directors declared a cash
   dividend of $.05 per share payable March 25, 1996 to shareholders of
   record March 15.  

   <PAGE>
                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                                 March 31, 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.


   Item 6.  Exhibits and Reports on Form 8-K
         (a)  Exhibits                                 
         10.1  Harley-Davidson Pension Benefit Restoration Plan
         10.2  Form of Supplemental Executive Retirement Plan Agreement
               between the Registrant and each of Messrs. Bleustein, Gelb,
               Gray, Hoelter, Teerlink, Werner and Ziemer
         27.1  Financial Data Schedule for March 31, 1996
         27.2  Restated Financial Data Schedule for March 26, 1995

         (b)  Reports on Form 8-K
         The Company filed a current report on Form 8-K dated March 6, 1996
         to report under Item 2 the disposition of its Holiday Rambler
         Recreational Vehicle Division including 10 of its 14 Holiday World
         Recreational Vehicle Dealerships.

   <PAGE>
                           Part II - Other Information

                             HARLEY-DAVIDSON, INC. 
                                    Form 10-Q

                                 March 31, 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:    May 14, 1996                /s/  James L. Ziemer     
                                        James L.  Ziemer
                                        Vice President and Chief Financial
                                        Officer (Principal Financial Officer)



            May 14, 1996                /s/  James M. Brostowitz            
                                        James M. Brostowitz
                                        Vice President, Controller
                                        (Principal Accounting Officer) and
                                        Treasurer

   <PAGE>
                             Exhibit Index





   Exhibit No.    Description

       10.1    Harley-Davidson Benefit Restoration Plan

       10.2    Form of Supplemental Executive Retirement Plan Agreement
               between the Registrant and each of Messrs. Bleustein, Gelb,
               Gray, Hoelter, Teerlink, Werner and Ziemer

       27.1    Financial Data Schedule for March 31, 1996

       27.2    Restated Financial Data Schedule for March 26, 1995


                                                                 Exhibit 10.1

                                 HARLEY-DAVIDSON
                        PENSION BENEFIT RESTORATION PLAN


        HARLEY-DAVIDSON MOTOR COMPANY, a Wisconsin corporation, together with
   its subsidiaries and affiliates participating in the Funded Plan
   (collectively referred to herein as the "Employer"), hereby establishes
   the Harley-Davidson Pension Benefit Restoration Plan (the "Plan")
   effective on the Effective Date as follows:

        1.   Purpose.  The purpose of the Plan is to provide the benefits
   which an employee of an Employer would have been entitled to receive
   except for (i) the statutory maximum annual benefit limitations of Code
   Section 415, (ii) the statutory maximum limitations on pensionable pay
   provided for in Code Section 401(a)(17), and (iii) the exclusion from the
   definition of pensionable compensation in the Funded Plan for amounts
   contributed as a pretax contribution to a nonqualified plan of deferred
   compensation maintained by an Employer.

        2.   Definitions.  The following terms have the following meanings
   unless the context clearly indicates otherwise:

             (a)  "Applicable Interest Rate" means the product of one (1.0)
   minus the applicable maximum tax rate expressed as a decimal multiplied by
   the preretirement earnings assumption in effect for the Funded Plan at the
   employee's Retirement Date, expressed as a decimal.  The product shall
   then be rounded up to the nearest hundredth.  The "applicable maximum tax
   rate" means the total of the maximum federal individual income tax, the
   maximum State of Wisconsin individual income tax, and the Hospital
   Insurance (Medicare) payroll tax, taking into account the deductibility of
   state income taxes for federal income tax purposes, to the extent
   permitted by law and tax rates as they are legally in effect at the
   relevant time.  Any subsequent adjustments which may be made to tax rates
   or to the Funded Plan's earnings assumption having retroactive effect to
   such date shall be disregarded.

             (b)  "Change of Control Event" means any one of the following: 
   (i) Continuing directors no longer constitute at least two-thirds of the
   directors constituting the Board of Directors of Harley-Davidson, Inc.;
   (ii) any person or groups (as defined in Rule 13d-5 under the Securities
   Exchange Act of 1934, as amended ("Exchange Act")), together with its
   affiliates, becomes the beneficial owner, directly or indirectly, of 20%
   or more of Harley-Davidson, Inc.'s then outstanding common stock or 20% or
   more of the voting power of Harley-Davidson, Inc.'s then outstanding
   securities entitled generally to vote for the election of Harley-Davidson,
   Inc.'s directors; (iii) the approval by Harley-Davidson, Inc.'s
   stockholders of the merger or consolidation of Harley-Davidson, Inc. with
   any other corporation, the sale of substantially all of Harley-Davidson,
   Inc.'s assets or the liquidation or dissolution of Harley-Davidson, Inc.,
   unless, in the case of a merger or consolidation, the continuing directors
   in office immediately prior to such merger or consolidation constitute at
   least two-thirds of the directors constituting the board of directors of
   the surviving corporation of such merger or consolidation and any parent
   (as defined in Rule 12b-2 under the Exchange Act) of such corporation;
   (iv) at least two-thirds of the continuing directors who are disinterested
   persons in office immediately prior to any other action proposed to be
   taken by Harley-Davidson, Inc.'s stockholders or by the Board of Directors
   of Harley-Davidson, Inc. determine that such proposed action, if taken,
   would constitute a change of control of Harley-Davidson, Inc., and such
   action is taken.  Continuing director means any person who either was a
   director of Harley-Davidson, Inc. on the effective date, or was designated
   before such person's initial election as a director as a "continuing
   director" by a majority of the continuing directors.

             (c)  "Code" means the Internal Revenue Code of 1986, as it may
   be amended from time to time.

             (d)  "Committee" means the Retirement Plans Committee appointed
   by the Board of Directors of Harley-Davidson, Inc. or, if such Committee
   is unable to fulfill its duties under the Agreement, the Board of
   Directors of Harley-Davidson, Inc.

             (e)  "Determination Date" means the first day of the month
   coincident with or immediately following the date on which an employee,
   who has a valid optional lump sum payment election in effect, terminates
   employment with the Employer for any reason, other than death, after
   satisfying the vesting requirements of Section 3.

             (f)  "Earnings" and "Final Average Earnings" have the meanings
   assigned to such terms by the Funded Plan except that each shall be
   determined for purposes of this Agreement without regard to the
   limitations on pensionable earnings imposed by Code Section 401(a)(17) and
   shall be increased by any amount which would be taxable compensation if
   such amount were not contributed as a pretax contribution to a
   nonqualified plan of deferred compensation maintained by an Employer.

             (g)  "Effective Date" means January 1, 1996.

             (h)  "Funded Plan" means the Retirement Annuity Plan for
   Salaried Employees of Harley-Davidson.

             (i)  "Maximum Benefit" means the maximum monthly benefit payable
   in the form of a single life annuity which is permitted by the Code to be
   paid to an employee by the Funded Plan, determined as of the employee's
   Retirement Date.

             (j)  "Pension Restoration Benefit" means the monthly benefit
   payable in the form of a single life annuity for the life of the employee
   equal to an employee's Unrestricted Benefit less the employee's Maximum
   Benefit.  A Pension Restoration Benefit is payable only to an employee who
   is living on the date payments are to commence to be paid to the employee. 
   For this purpose, normal Pension Restoration Benefit payments are deemed
   to commence on the employee's Retirement Date and any optional lump sum
   payment is deemed to commence on the employee's Determination Date. 
   "Annuity," for all purposes hereunder, means periodic payments of income
   and does not, under any circumstance, suggest or require that a contract
   from an insurance company will be obtained to provide such periodic
   payments.

             (k)  "Retirement Date" means the later of the first day of the
   month coincident with or immediately following the date on which the
   employee has (i) terminated employment with the Company for any reason
   other than death after completing five (5) Years of Vesting Service under
   the Funded Plan and has attained age fifty-five (55), or (ii) the date on
   which payments commence to be made by the Funded Plan to the employee.

             (l)  "Spouse" means the surviving spouse of the employee, as
   such term is defined in the Funded Plan.

             (m)  "Unrestricted Benefit" means the Maximum Benefit which
   would be paid to the employee by the Funded Plan determined as of the
   employee's Retirement Date based on all of the employee's Earnings and
   Final Average Earnings, as those terms are specially defined for purposes
   of this Plan.

        3.   Vesting.  An employee's entitlement to Pension Restoration
   Benefits hereunder vests and becomes nonforfeitable concurrently, to the
   extent accrued hereunder, with the vesting in the employee's benefit
   entitlement under the Funded Plan.

        4.   Coordination of Pension Benefit Restoration Benefits with SERP . 
   The Pension Restoration Benefit hereunder and any benefit entitlements of
   the employee under the Harley-Davidson Pension Benefit Restoration Plan
   shall be coordinated by the Employer so as to have the effect of being
   benefits provided by a single plan or program.  As a result, the same form
   of benefit payment is required for benefits under each program and the
   benefits payable under each program may be combined into one payment or
   check.  
    
        5.   Pension Restoration Benefit.

             (a)  Amount.  The amount of an employee's Pension Restoration
   Benefit shall be determined in accordance with Section 2(j), above.

             (b)  Form of Payment.  Unless the employee has elected the
   optional lump sum form of payment in accordance with this Section and
   Section 4, the employee's Pension Restoration Benefit shall be paid in the
   same form of payment applicable to the payment of benefits to the employee
   under the Funded Plan.  If a periodic payment method other than a single
   life annuity form of payment is in effect under the Funded Plan, the
   employee's single life annuity payment hereunder shall be converted to the
   actuarial equivalent of such benefit on the basis of the Funded Plan's
   method of determining actuarial equivalency. 

             (c)  Commencement of Payment.  Unless the employee has elected
   the optional lump sum form of payment in accordance with this Section and
   Section 4, payment of the employee's Pension Restoration Benefit shall
   commence at the same time as payments commence to the Executive under the
   Funded Plan.  

             (d)  Optional Lump Sum Payment.  Subject to the requirements of
   Section 4, the employee may, in accordance with Committee rules and
   procedures, elect to receive payment of the employee's Pension Restoration
   Benefit in the form of a single lump sum cash payment amount.  Special
   rules apply to the optional lump sum form of payment with regard to
   determination of the amount of the payment and when the payment is to be
   made.

                  i)   The amount of the employee's optional lump sum cash
   payment shall be equal to the present value of the employee's Pension
   Restoration Benefit determined as of the employee's Determination Date. 
   The present value determination shall be made on the assumption that two
   hundred forty (240) consecutive monthly Pension Restoration Benefit
   payments in the form of a single life annuity would otherwise have been
   made to the employee, commencing on the later of the first day of the
   month following the employee's attainment of age fifty-five (55) or the
   employee's Determination Date.  The Applicable Interest Rate shall be used
   to determine present value, including, when the assumed benefit
   commencement date is later than the Determination Date, discounting the
   present value determined as of the assumed commencement date to the
   Determination Date.

                  ii)  The payment of any optional lump sum hereunder shall
   be made as soon as practicable on or after the employee's Determination
   Date.  

             (e)  Optional Lump Sum Payment Election Procedures.  Committee
   rules and procedures governing the election of the optional lump sum form
   of payment, and revocations of such election, include, but are not limited
   to, the following:  The employee may change the form of payment initially
   effective hereunder only with the written consent of the Committee. 
   Changes in such election may be made no later than the close of the
   calendar year preceding the calendar year in which benefit payments are to
   commence.  The Committee has full and complete discretion regarding
   whether or not to consent to any change in payment method requested by an
   employee.

             (f)  Small Payment Cash Out Rule.  Notwithstanding the foregoing
   provisions of this Section 5, the Committee is authorized to cash out the
   present value of benefits, using the methodology described in subparagraph
   (d), above, where the monthly payments which would otherwise be required
   to be made are de minimis, as determined by the Committee. 

        6.   Surviving Spouse Death Benefit.     

             (a)  Amount and Normal Form.  If a vested employee dies before
   the employee's Retirement Date, or, if the employee has a valid optional
   lump sum payment election in force, the employee dies before the
   employee's Determination Date, and the employee has a Spouse who is
   eligible to receive a preretirement surviving spouse benefit under the
   Funded Plan, such Spouse shall be entitled to receive a preretirement
   surviving spouse benefit hereunder.  The normal form of payment of the
   preretirement surviving spouse benefit is monthly payments for the life of
   the surviving Spouse, equal in amount to the Spouse's monthly
   preretirement surviving spouse benefit determined using the Funded Plan's
   methodology for determining preretirement surviving spouse benefits based
   on the deceased employee's accrued benefits under the Funded Plan
   immediately prior to death, but determined without regard to the
   limitations under Code Sections 401(a)(17) and 415, less the applicable
   maximum preretirement surviving spouse benefit which is payable by the
   Funded Plan on behalf of the deceased employee.

             (b)  Commencement of Normal Form of Preretirement Surviving
   Spouse Benefit.  Payment of the normal form of payment of a preretirement
   surviving spouse benefit hereunder shall commence at the same time as the
   similar benefit commences under the Funded Plan.  

             (c)  Optional Lump Sum Payment.  If the employee has in effect
   at the time of the employee's death a valid election to receive the
   employee's Pension Restoration Benefit in the optional lump sum payment
   form, any preretirement surviving spouse benefit which is otherwise
   payable under this Plan shall be paid to the employee's surviving Spouse
   in the form of a single lump sum cash amount.  The single lump sum cash
   amount shall be equal to the present value of the monthly benefits
   described in subparagraph (a), above, and shall be determined on the
   assumption that two hundred forty (240) consecutive monthly benefit
   payments would otherwise be made, commencing on the later of the first day
   of the month following the date the deceased employee would have attained
   age fifty-five (55) or the deceased employee's Determination Date.  The
   Applicable Interest Rate shall be used to determine present value,
   including, when the assumed benefit commencement date is later than the
   Determination Date, discounting the present value determined as of the
   assumed commencement date to the Determination Date.  Payment of the
   optional lump sum amount shall be completed as soon as practicable on or
   after the date as of which the amount is determined.

        7.   Other Terminations of Employment.  If employment terminates
   before the employee is vested in Pension Restoration Benefits, or if
   employment terminates due to the death of the employee and the employee
   does not have a surviving Spouse, no benefits are payable hereunder.

        8.   Effect of Change of Control Event.  (a)  If a Change of Control
   Event is determined by the Committee to have occurred while an employee is
   actively employed by the Employer, the Committee may, in its sole
   discretion, establish an irrevocable grantor trust, to be entered into by
   the Employer and the trustee thereof, for the purpose of holding assets
   sufficient to fund some or all of the liability or contingent liability of
   the Employer to pay benefits hereunder to the employee.  Funding of such
   irrevocable grantor ("rabbi") trust shall be in the discretion of the
   Board of Directors of Harley-Davidson, Inc.

             (b)  If a Change of Control Event is determined by the Committee
   to have occurred while the employee is no longer actively employed by the
   Employer and before any periodic payments being made hereunder on behalf
   of an employee are completed, the Employer shall cash out, in single lump
   sum payment amount, the present value of any remaining payments yet to be
   made to or on behalf of the employee.  Present value in this situation
   shall be determined as of the first day of the month following the month
   in which the Change of Control Event occurred.  Present value shall be
   based on the assumption that the recipient of the monthly payments being
   cashed out has the life expectancy assigned to a person of similar age
   under the Funded Plan's general mortality assumptions used for funding
   purposes.  If payments on behalf of the employee have not yet commenced as
   of the date of this determination of present value, it shall be further
   assumed that payments would have commenced on the later of such date of
   determination of present value or the first day of the month following the
   fifty-fifth birthday of the employee.  The Applicable Interest Rate shall
   be used to determine present value, including, when the assumed benefit
   commencement date is later than the date as of which present value is
   determined, discounting present value determined as of the payment
   commencement date to the date as of which it is being determined.

        9.   Administration of the Agreement.  The Committee shall administer
   and interpret the Agreement, and supervise its operation.  Interpretation
   of the Agreement by the Committee shall be final and binding upon the
   employee.

        10.  Unfunded Agreement.  This Agreement is unfunded and is
   maintained by the Employer primarily for the purpose of providing deferred
   compensation for a select group of management or highly compensated
   employees.  Nothing contained in this Agreement and no action taken
   pursuant to its terms shall create or be construed to create a trust of
   any kind, or a fiduciary relationship between Employer and employee, or
   any other person.  The right of the employee to receive benefits hereunder
   shall be an unsecured claim against the general assets of Employer and
   neither the employee nor any other person shall have any rights in or
   against any amounts which may be earmarked by Employer in order to
   implement this Agreement or any other specific assets of Employer. 

        11.  Additional ERISA Provisions.  The Committee is the named
   fiduciary.  The Agreement is unfunded.  Direct payment is the basis of
   payment of benefits under the Agreement.  The Committee shall determine
   all claims in accordance with the claims procedure set forth in the Funded
   Plan.

        12.  Assignment.  The right of an employee or any other person to the
   payment of benefits under this Agreement shall not be assigned,
   transferred, pledged or encumbered except to the extent provided in a
   qualified domestic relations order within the meaning of Article XII of
   the Funded Plan.

        13.  Effect on Retirement Plans.  Any benefits accrued pursuant to
   this Agreement shall not be deemed compensation to employee for the
   purpose of computing benefits under any qualified retirement plan or other
   benefit plan, whether qualified or nonqualified, which may be maintained
   by an Employer.

        14.  Severability.  If any of the provisions of the Agreement shall
   be held to be invalid, or shall be determined to be inconsistent with the
   purpose of the Agreement, the remainder of the Agreement shall not be
   affected thereby.

        15.  Binding upon Successors.  This Agreement shall be binding upon
   and inure to the benefit of the Employer and its successors and assigns
   and the employee and the employee's heirs, executors, administrators, and
   legal representatives.

        16.  Governing Law.  This Agreement shall be construed in accordance
   with and governed by the laws of the State of Wisconsin to the extent not
   preempted by federal law.


   <PAGE>

                                 HARLEY-DAVIDSON
                        PENSION BENEFIT RESTORATION PLAN

                     OPTIONAL LUMP SUM PAYMENT ELECTION FORM


             If I make the election below, the present value of my benefits
   under this Plan (and of any benefits to which I may be entitled under the
   terms of a Supplemental Executive Retirement Plan Agreement) will be paid
   to me in a single lump sum cash payment as soon as practicable after my
   employment terminates.  If I die with this election in effect, any
   preretirement surviving spouse benefit to which my surviving spouse is
   entitled will be paid to my spouse in a single lump sum cash payment as
   soon as practicable after my death.  The rules for determining present
   value are described in detail in the Plan.

             This election, when made, can only be changed with the consent
   of the Retirement Plans Committee, which has full discretion to approve or
   deny my request to make a change.

             Under no circumstances am I permitted to request a change in
   this election later than the last day of the calendar year preceding the
   calendar year in which benefit payments are scheduled to begin to be paid
   to me.

             [_]  I ELECT the Optional Lump Sum Payment Method (described
                  above).

             [_]  I DO NOT ELECT the Optional Lump Sum Payment Method
                  (described above).

                                                                             
                                 Employee

                                                                             
                                 Date

                                                                             
                                 Receipt Acknowledged by Retirement Plans
                                 Committee



                                                                 Exhibit 10.2

                                 HARLEY-DAVIDSON
                     SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN
                                       FOR
                                          ("EXECUTIVE")


        HARLEY-DAVIDSON, INC. a Wisconsin corporation, together with its
   subsidiaries and affiliates (collectively referred to herein as the
   "Employer"), hereby establishes this Supplemental Executive Retirement
   Plan (the "SERP") for the Executive effective as of the ____ day of
   _____________, 199__, as follows:

        1.   Purpose.  The purpose of the SERP is to provide the Executive
   with retirement income benefits which are supplemental to entitlements
   under the Funded Plan, the Harley-Davidson Retirement Savings Plan, the
   Harley-Davidson Pension Benefit Restoration Plan, and the Employer's post-
   retirement medical benefits plan.  

        2.   Definitions.  The following terms have the following meanings
   unless the context clearly indicates otherwise:

             (a)  "Applicable Interest Rate" means the product of one (1.0)
   minus the applicable maximum tax rate expressed as a decimal multiplied by
   the preretirement earnings assumption in effect for the Funded Plan at the
   Executive's Retirement Date, expressed as a decimal.  The product shall
   then be rounded up to the nearest hundredth.  The "applicable maximum tax
   rate" means the total of the maximum federal individual income tax, the
   maximum State of Wisconsin individual income tax, and the Hospital
   Insurance (Medicare) payroll tax, taking into account the deductibility of
   state income taxes for federal income tax purposes, to the extent
   permitted by law and tax rates as they are legally in effect at the
   relevant time.  Any subsequent adjustments which may be made to tax rates
   or to the Funded Plan's earnings assumption having retroactive effect to
   such date shall be disregarded.

             (b)  "Applicable Percentage" means thirty-five percent (35%)
   plus, for each full calendar month of employment completed by the
   Executive after age fifty-five (55), one thousand seven hundred eighty-six
   ten-thousandths percent (0.1786%), not to exceed a maximum of fifty
   percent (50%) at age sixty-two (62).

             (c)  "Change of Control Event" means any one of the following: 
   (i) Continuing directors no longer constitute at least two-thirds of the
   directors constituting the Board of Directors of Harley-Davidson, Inc.;
   (ii) any person or groups (as defined in Rule 13d-5 under the Securities
   Exchange Act of 1934, as amended ("Exchange Act")), together with its
   affiliates, becomes the beneficial owner, directly or indirectly, of 20%
   or more of Harley-Davidson, Inc.'s then outstanding common stock or 20% or
   more of the voting power of Harley-Davidson, Inc.'s then outstanding
   securities entitled generally to vote for the election of Harley-Davidson,
   Inc.'s directors; (iii) the approval by Harley-Davidson, Inc.'s
   stockholders of the merger or consolidation of Harley-Davidson, Inc. with
   any other corporation, the sale of substantially all of Harley-Davidson,
   Inc.'s assets or the liquidation or dissolution of Harley-Davidson, Inc.,
   unless, in the case of a merger or consolidation, the continuing directors
   in office immediately prior to such merger or consolidation constitute at
   least two-thirds of the directors constituting the board of directors of
   the surviving corporation of such merger or consolidation and any parent
   (as defined in Rule 12b-2 under the Exchange Act) of such corporation;
   (iv) at least two-thirds of the continuing directors who are disinterested
   persons in office immediately prior to any other action proposed to be
   taken by Harley-Davidson, Inc.'s stockholders or by the Board of Directors
   of Harley-Davidson, Inc. determine that such proposed action, if taken,
   would constitute a change of control of Harley-Davidson, Inc., and such
   action is taken.  Continuing director means any person who either was a
   director of Harley-Davidson, Inc. on the Effective Date, or was designated
   before such person's initial election as a director as a "continuing
   director" by a majority of the continuing directors.

             (d)  "Code" means the Internal Revenue Code of 1986, as it may
   be amended from time to time.

             (e)  "Committee" means the Retirement Plans Committee appointed
   by the Board of Directors of Harley-Davidson, Inc., or, if such Committee
   is unable to fulfill its duties under the SERP, the Board of Directors of
   Harley-Davidson, Inc.

             (f)  "Determination Date" means the first day of the month
   coincident with or immediately following the date on which an Executive,
   who has a valid optional lump sum payment election in effect, terminates
   employment with the Employer for any reason, other than death, after
   satisfying the vesting requirements of Section 3.

             (g)  "Earnings" and "Final Average Earnings" have the meanings
   assigned to such terms by the Funded Plan except that each shall be
   determined for purposes of this SERP without regard to the limitations on
   pensionable earnings imposed by Code Section 401(a)(17) and increased by
   any amount which would be taxable compensation if such amount were not
   contributed as a pretax contribution to a nonqualified plan of deferred
   compensation maintained by an Employer.

             (h)  "Effective Date" means the date first above written.

             (i)  "Funded Plan" means the Retirement Annuity Plan for
   Salaried Employees of Harley-Davidson.

             (j)  "Retirement Date" means the later of the first day of the
   month coincident with or immediately following the date on which the
   Executive has terminated employment with the Employer for any reason,
   other than death, after satisfying the vesting requirements of Section 3,
   or the date on which payments commence to be made by the Funded Plan to
   the Executive.  

             (k)  "SERP Benefit" means the monthly benefit payable in the
   form of a single life annuity for the life of the Executive equal to the
   Applicable Percentage multiplied by the Executive's Final Average Earnings
   as specially defined for purposes of this SERP, offset and reduced by the
   Executive's monthly benefit entitlement payable in the normal single life
   annuity form under (i) the Funded Plan and (ii) the Harley-Davidson
   Pension Benefit Restoration Plan.  A SERP Benefit hereunder is payable
   only to an Executive who is living on the date payments are to commence to
   be paid to the Executive.  For this purpose, normal form SERP Benefit
   payments are deemed to commence on the Executive's Retirement Date and any
   optional lump sum payment of benefits is deemed to commence on the
   Executive's Determination Date.  "Annuity," for all purposes hereunder,
   means periodic payments of income and does not, under any circumstance,
   suggest or require that a contract from an insurance company will be
   obtained to provide such periodic payments.
     
             (l)  "Spouse" means the surviving spouse of the Executive, as
   such term is defined in the Funded Plan.

        3.   Vesting.  The Executive's entitlement to the SERP Benefit
   hereunder vests and becomes nonforfeitable, to the extent accrued, upon
   completion of fifteen (15) Years of Vesting Service and attainment of age
   fifty-five (55) before termination of employment for any reason, including
   death.  For purposes of this SERP the term "Years of Vesting Service" has
   the meaning assigned to it by the Funded Plan.

        4.   Coordination of SERP Benefits with Pension Benefit Restoration
   Plan.  The SERP Benefit hereunder and any benefit entitlements of the
   Executive under the Harley-Davidson Pension Benefit Restoration Plan shall
   be coordinated by the Employer so as to have the effect of being benefits
   provided by a single plan or program.  As a result, the same form of
   benefit payment is required for benefits under each program and the
   benefits payable under each program may be combined into one payment or
   check.  Any election of the form of benefit payment made by the Executive
   under the Pension Benefit Restoration Plan shall be fully effective for
   all purposes of this SERP.
    
        5.   SERP Benefit.

             (a)  Amount.  The amount of the Executive's SERP Benefit shall
   be determined in accordance with Section 2(k), above.

             (b)  Form of Payment.  Unless the Executive has elected the
   optional lump sum form of payment in accordance with this Section and
   Section 4, the Executive's SERP Benefit shall be paid in the same form of
   payment applicable to the payment of benefits to the Executive under the
   Funded Plan.  If a periodic payment method other than a single life
   annuity form of payment is in effect under the Funded Plan, the
   Executive's single life annuity payment hereunder shall be converted to
   the actuarial equivalent of such benefit on the basis of the Funded Plan's
   method of determining actuarial equivalency. 

             (c)  Commencement of Payment.  Unless the Executive has elected
   the optional lump sum form of payment in accordance with this Section and
   Section 4, payment of the Executive's SERP Benefit shall commence at the
   same time as payments commence to the Executive under the Funded Plan.

             (d)  Optional Lump Sum Payment.  Subject to the requirements of
   Section 4, the Executive may, in accordance with Committee rules and
   procedures, elect to receive payment of the Executive's SERP Benefit in
   the form of a single lump sum cash payment amount.  Special rules apply to
   the optional lump sum form of payment with regard to determination of the
   amount of the payment and when the payment is to be made.

                  i)   The amount of the Executive's optional lump sum cash
   payment shall be equal to the present value of the Executive's SERP
   Benefit determined as of the Executive's Determination Date.  The present
   value determination shall be made on the assumption that two hundred forty
   (240) consecutive monthly SERP Benefit payments in the form of a single
   life annuity would otherwise have been made to the Executive, commencing
   on the Executive's Determination Date.  The Applicable Interest Rate shall
   be used to determine present value.

                  ii)  Any lump sum cash payment to be made hereunder shall
   be made as soon as practicable on or after the Executive's Determination
   Date.  

             (e)  Optional Lump Sum Payment Election Procedures.  Committee
   rules and procedures governing the election of the optional lump sum form
   of payment, and revocations of such election, include, but are not limited
   to, the following:  The Executive may change the form of payment initially
   effective upon execution of this SERP only with the written consent of the
   Committee.  Changes in such election may be made no later than the close
   of the calendar year preceding the calendar year in which benefit payments
   are to commence.  The Committee has full and complete discretion regarding
   whether or not to consent to any change in payment method requested by an
   Executive.

             (f)  Small Payment Cash Out Rule.  Notwithstanding the foregoing
   provisions of this Section 5, the Committee is authorized to cash out the
   present value of benefits, using the methodology described in subparagraph
   (d), above, where the monthly payments which would otherwise be required
   to be made are de minimis, as determined by the Committee. 

        6.   Preretirement Surviving Spouse Benefit.  

             (a)  Amount and Normal Form.  If a vested Executive dies before
   the Executive's Retirement Date, or, if the Executive has a valid optional
   lump sum payment election in force, the Executive dies before the
   Executive's Determination Date, and the Executive has a Spouse who is
   eligible to receive a preretirement surviving spouse benefit under the
   Funded Plan, such Spouse shall be entitled to receive a preretirement
   surviving spouse benefit hereunder.  The normal form of payment of the
   preretirement surviving spouse benefit is monthly payments for the life of
   the surviving Spouse, equal in amount to the Spouse's monthly
   preretirement surviving spouse benefit, determined using the Funded Plan
   methodology for determining preretirement surviving spouse benefits based
   on the deceased Executive's accrued benefits under the SERP immediately
   prior to death.

             (b)  Commencement of Normal Form of Preretirement Surviving
   Spouse Benefit.  Payment of the normal form of preretirement surviving
   spouse benefit hereunder shall commence at the same time as the similar
   benefit to the surviving Spouse commences under the Funded Plan.

             (c)  Optional Lump Sum Payment.  If the Executive has in effect
   at the time of the Executive's death a valid election to receive the
   Executive's SERP Benefit in the optional lump sum payment form, any
   preretirement surviving spouse benefit which is otherwise payable under
   this SERP shall be paid to the Executive's surviving Spouse in the form of
   a single lump sum cash amount.  The single lump sum cash amount shall be
   equal to the present value of the monthly benefits described in
   subparagraph (a), above, determined on the assumption that two hundred
   forty (240) consecutive monthly benefit payments would otherwise be made,
   commencing on the first day of the month following the Executive's date of
   death.  The Applicable Interest Rate shall be used to determine present
   value.  Payment of the optional lump sum amount shall be completed as soon
   as practicable on or after the date as of which the amount is determined.

        7.   Other Terminations of Employment.  If employment terminates
   before the Executive is vested in SERP Benefits, or if employment
   terminates due to the death of the Executive and the Executive does not
   have a surviving Spouse, no benefits are payable hereunder.

        8.   Effect of Change of Control Event.

             (a)  If a Change of Control Event is determined by the Committee
   to have occurred while the Executive is actively employed by the Employer,
   the Committee may, in its sole discretion, establish an irrevocable
   grantor trust, to be entered into by the Employer and the trustee thereof,
   for the purpose of holding assets sufficient to fund some or all of the
   liability or contingent liability of the Employer to pay benefits
   hereunder to the Executive.  Funding of such irrevocable grantor ("rabbi")
   trust shall be in the discretion of the Board of Directors of Harley-
   Davidson, Inc.

             (b)  If a Change of Control Event is determined by the Committee
   to have occurred while the Executive is no longer actively employed by the
   Employer, but before any periodic payments to which the Executive is
   entitled hereunder have been completed, the Employer shall cash out, in
   single lump sum payment amount, the present value of any remaining
   payments yet to be made to or on behalf of the Executive.  Present value
   in this situation shall be determined as of the first day of the month
   following the month in which the Change of Control Event is determined to
   have occurred and shall be based on the assumption that the recipient of
   the monthly payments has the life expectancy assigned to a person of the
   same age under the Funded Plan's general mortality assumptions used for
   funding purposes.  The Applicable Interest Rate shall be used to determine
   present value.

        9.   Administration of the SERP.  The Committee shall administer and
   interpret the SERP, and supervise its operation.  Interpretation of the
   SERP by the Committee shall be final and binding upon the Executive.

        10.  Unfunded SERP.  This SERP is unfunded and is maintained by the
   Employer primarily for the purpose of providing deferred compensation for
   a select member of management who is also highly compensated.  Nothing
   contained in this SERP and no action taken pursuant to its terms shall
   create or be construed to create a fiduciary relationship between Employer
   and Executive, or any other person.  The right of the Executive to receive
   benefits hereunder shall be an unsecured claim against the general assets
   of Employer and neither the Executive nor any other person shall have any
   rights in or against any amounts which may be earmarked by Employer in
   order to implement this SERP, or any other specific assets of Employer.

        11.  Additional ERISA Provisions.  The Committee is the named
   fiduciary.  The SERP is unfunded.  Direct payment is the basis of payment
   of benefits under the SERP.  The Committee shall determine all claims in
   accordance with the claims procedure set forth in the Funded Plan.

        12.  Assignment.  The right of the Executive or any other person to
   the payment of benefits under this SERP shall not be assigned,
   transferred, pledged or encumbered.

        13.  Effect on Retirement Plans.  Any benefits accrued hereunder
   shall not be deemed compensation to Executive for the purpose of computing
   benefits under any qualified retirement plan or other benefit plan,
   whether qualified or nonqualified, which may be maintained by an Employer.

        14.  Severability.  If any of the provisions of this SERP shall be
   held to be invalid, or shall be determined to be inconsistent with the
   purpose of this SERP, the remainder of the agreement shall not be affected
   thereby.

        15.  Binding upon Successors.  This SERP shall be binding upon and
   inure to the benefit of the Employer and its successors and assigns and
   the Executive and the Executive's heirs, executors, administrators, and
   legal representatives.

        16.  Governing Law.  This SERP shall be construed in accordance with
   and governed by the laws of the State of Wisconsin to the extent not
   preempted by federal law.

                            HARLEY-DAVIDSON, INC.



                            BY                                               
                                 Executive

<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 THREE MONTHS ENDED MARCH 31, 1996 AND IS QUALIFIED IN ITS
   ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
   </LEGEND>
   <MULTIPLIER>      1,000
          
   <S>                           <C>
   <PERIOD-TYPE>                      3-MOS
   <FISCAL-YEAR-END>            DEC-31-1996
   <PERIOD-START>               JAN-01-1996
   <PERIOD-END>                 MAR-31-1996
   <CASH>                            39,577
   <SECURITIES>                           0
   <RECEIVABLES>                    159,350
   <ALLOWANCES>                       1,564
   <INVENTORY>                       85,758
   <CURRENT-ASSETS>                 347,082
   <PP&E>                           554,551
   <DEPRECIATION>                   261,281
   <TOTAL-ASSETS>                 1,062,915
   <CURRENT-LIABILITIES>            217,965
   <BONDS>                                0
   <COMMON>                             778
                     0
                               0
   <OTHER-SE>                       532,789
   <TOTAL-LIABILITY-AND-EQUITY>   1,062,915
   <SALES>                          371,051
   <TOTAL-REVENUES>                 371,051
   <CGS>                            255,274
   <TOTAL-COSTS>                    255,274
   <OTHER-EXPENSES>                   1,249
   <LOSS-PROVISION>                       0
   <INTEREST-EXPENSE>                   405
   <INCOME-PRETAX>                   52,371
   <INCOME-TAX>                      19,377
   <INCOME-CONTINUING>               32,994
   <DISCONTINUED>                         0
   <EXTRAORDINARY>                        0
   <CHANGES>                              0
   <NET-INCOME>                      32,994
   <EPS-PRIMARY>                        .44
   <EPS-DILUTED>                        .44
           

</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 THREE MONTHS ENDED MARCH 26, 1995 AND IS QUALIFIED
   IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
   </LEGEND>
   <RESTATED>
   <MULTIPLIER>      1,000
          
   <S>                           <C>
   <PERIOD-TYPE>                      3-MOS
   <FISCAL-YEAR-END>            DEC-31-1995
   <PERIOD-START>               JAN-01-1995
   <PERIOD-END>                 MAR-26-1995
   <CASH>                            19,295
   <SECURITIES>                           0
   <RECEIVABLES>                    146,140
   <ALLOWANCES>                       1,844
   <INVENTORY>                      101,957
   <CURRENT-ASSETS>                 344,932
   <PP&E>                           440,818
   <DEPRECIATION>                   221,630
   <TOTAL-ASSETS>                   683,837
   <CURRENT-LIABILITIES>            176,322
   <BONDS>                                0
   <COMMON>                             772
                     0
                               0
   <OTHER-SE>                       415,531
   <TOTAL-LIABILITY-AND-EQUITY>     683,837
   <SALES>                          294,886
   <TOTAL-REVENUES>                 294,886
   <CGS>                            204,495
   <TOTAL-COSTS>                    204,495
   <OTHER-EXPENSES>                   1,963
   <LOSS-PROVISION>                       0
   <INTEREST-EXPENSE>                 (339)
   <INCOME-PRETAX>                   37,633
   <INCOME-TAX>                      13,818
   <INCOME-CONTINUING>               23,815
   <DISCONTINUED>                     (184)
   <EXTRAORDINARY>                        0
   <CHANGES>                              0
   <NET-INCOME>                      23,631
   <EPS-PRIMARY>                        .31
   <EPS-DILUTED>                        .31
           

</TABLE>


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