HARLEY DAVIDSON INC
10-Q, 1996-08-07
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 June 30, 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 August 2, 1996         75,551,273  Shares


   <PAGE>

                              HARLEY-DAVIDSON, INC.

                                Form 10-Q Index  
                      For the Quarter Ended June 30, 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               8-13



   Part II.  Other Information


            Item 1. Legal Proceedings                                      14

            Item 4. Submission of Items to a Vote of Security Holders      14

            Item 6. Exhibits and Reports on Form 8-K                       14

            Signatures                                                     15

            Exhibit Index                                                  16


   <PAGE>
                         PART I - FINANCIAL INFORMATION

   Item 1. Consolidated Financial Statements


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



                                   Three months ended   Six months ended
                                   June 30,  June 25,   June 30,   June 25,
                                     1996      1995       1996       1995  

   Sales                           $392,804   $355,631  $763,855    $650,517
   Cost of goods sold               267,943    245,890   523,217     450,385
                                   --------    -------   -------     -------
   Gross profit                     124,861    109,741   240,638     200,132
   Operating income from
    financial services                1,990      1,001     3,722       1,652
   Selling, administrative and
    engineering expenses            (63,742)   (57,339) (127,226)   (109,124)
                                   --------   --------  --------    --------
   Income from operations            63,109     53,403   117,134      92,660
   Interest income (expense) -
    net                                 835       (281)      430          58
   Other income (expense) - net        (532)      (868)   (1,781)     (2,831)
                                   --------   --------  --------    --------
   Income from continuing
     operations before provision
     for income taxes                63,412     52,254   115,783      89,887
   Provision for income taxes        23,464     19,061    42,841      32,879
                                   --------   --------  --------    --------
   Income from continuing
    operations                       39,948     33,193    72,942      57,008
   Gain from discontinued
    operations, net of tax               -         189        -            4
                                    -------    -------   -------     -------
   Net income                      $ 39,948   $ 33,382  $ 72,942    $ 57,012
                                    =======    =======   =======     =======
   Weighted average common
    shares outstanding               75,475     74,751    75,294      75,379
                                     ======     ======    ======      ======
   Net income per common share: 
     Income from continuing
     operations                       $0.53      $0.45     $0.97       $0.76
     Gain from discontinued
     operations, net of tax              -          -         -           - 
                                      -----      -----     -----       -----
     Net income                       $0.53      $0.45     $0.97       $0.76
                                      =====      =====     =====       =====
   Cash dividends per share           $0.05      $0.04     $0.10       $0.08
                                      =====      =====     =====       =====

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

                                     ASSETS

                                         June 30,   Dec. 31,    June 25, 
                                          1996        1995       1995    
                                        (Unaudited)            (Unaudited)
   Current assets:
      Cash and cash equivalents         $  96,273  $  31,462    $ 64,595 
      Accounts receivable, net            159,256    134,210     161,390 
      Inventories (Note 2)                 80,316     84,427      83,485 
      Notes receivable                     10,689          -           - 
      Other current assets                 29,715     30,591      24,393 
      Net assets from discontinued
           operations                      15,752     56,548      36,481 
                                          -------    -------     ------- 
         Total current assets             392,001    337,238     370,344 
   Finance receivables, net               251,542    213,444           - 
   Property, plant and equipment,
    net                                   308,186    284,775     229,325 
   Goodwill                                42,029     43,256           - 
   Other assets                            84,512     66,949      68,865 
   Net assets from discontinued
    operations                             26,105     55,008      56,044 
                                        ---------  ---------    -------- 
                                       $1,104,375 $1,000,670    $724,578 
                                        =========  =========    ======== 

                      LIABILITIES AND STOCKHOLDERS' EQUITY

   Current liabilities:
      Notes payable                     $   1,006  $   2,327    $  7,892 
      Current maturities of
         long-term debt                       191        364         225 
      Accounts payable                     96,565    102,563      63,247 
      Accrued expenses and other          137,988    127,956     110,187 
                                          -------    -------     ------- 
         Total current liabilities        235,750    233,210     181,551 
   Finance debt                           180,089    164,330           - 
   Postretirement health care
         benefits                          64,514     63,570      61,960 
   Other long-term liabilities             51,006     44,991      33,670 

   Contingencies (Note 5)

   Total shareholders' equity             573,016    494,569     447,397 
                                        ---------  ---------     ------- 
                                       $1,104,375 $1,000,670    $724,578 
                                        =========  =========     ======= 

   <PAGE>

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


                                                           
                                                  Six months ended      
                                                   June 30,     June 25,
                                                    1996         1995   

   Cash flows from operating activities:
      Net income                                  $ 72,942      $57,012 
      Depreciation and amortization                 25,668       19,237 
      Long-term employee benefits                    2,168        2,768 
      Other-net                                      3,145           (9)
      Net change in discontinued operations         11,103       17,077 
      Net change in other current assets
          and current liabilities                  (23,735)     (20,185)
                                                   -------      ------- 
   Net cash provided by operating activities        91,291       75,900 

   Cash flows from investing activities:
      Purchase of property and equipment           (47,542)     (34,470)
      Finance receivables acquired or
          originated                              (548,530)           - 
      Finance receivables collected/sold           517,590            - 
      Proceeds from disposition of
          discontinued segment                      24,661            - 
      Net change in discontinued operations         (1,207)      (4,498)
      Other - net                                  (13,956)       1,979 
                                                   -------     -------- 
   Net cash used in investing activities           (68,984)     (36,989)

   Cash flows from financing activities:
      Reduction of long-term debt                     (173)        (233)
      Net increase (decrease) in notes
          payable                                   (1,321)       6,806 
      Net increase in finance debt                  15,759            - 
      Dividends paid                                (7,806)      (6,068)
      Stock repurchases                                  -      (39,972)
      Issuance of stock under employee
          stock and option plans                    14,592        1,485 
      Net change in discontinued operations         21,453        5,782 
                                                  --------      ------- 
   Net cash provided by (used in)
          financing activities                      42,504      (32,200)
                                                  --------      ------- 
   Net increase in cash and cash equivalents        64,811        6,711 

   Cash and cash equivalents:
         At beginning of period                     31,462       57,884 
                                                  --------      ------- 
         At end of period                         $ 96,273      $64,595 
                                                  ========      ======= 

   <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 June 30, 1996 and June 25, 1995, and the results of
   operations for the three- and six-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
   six months ended June 25, 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 June 25, 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): 


                                       June 30,   Dec. 31,   June 25, 
                                         1996       1995       1995   
   Components at the lower of cost,
     first-in, first-out (FIFO),
     or market:
        Raw material & work-in-process  $ 28,458  $ 32,284  $ 27,696
        Finished goods                    18,492    19,290    24,497
        Parts & accessories               54,195    52,182    50,180
                                        --------   -------   -------
                                         101,145   103,756   102,373
   Excess of FIFO over LIFO               20,829    19,329    18,888
                                        --------   -------   -------
   Inventories as reflected in 
     the accompanying condensed
     consolidated balance sheets        $ 80,316  $ 84,427  $ 83,485
                                         =======   =======   =======


   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 June 30, 1996
                Compared to the Three Months Ended June 25, 1995

   For the quarter ended June 30, 1996, consolidated net sales totaled $392.8
   million, a $37.2 million or 10.5% increase over the same period last year. 
   Net income and earnings per share for 1996 were $39.9 million and $.53 on
   75.5 million shares outstanding versus $33.4 million and $.45 on 74.8
   million shares outstanding in 1995, increases of 19.7% and 17.8%,
   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 remainder of Eaglemark Financial Services.  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 June 30, 1996 and June 25, 1995

                                                        Incr
                                    1996      1995     (Decr)      %
    Motorcycle units (excluding
     Buell)                         30,852    28,167     2,685      9.5%

    Net sales (in millions):

      Motorcycles (excluding
         Buell)                     $305.2    $274.8     $30.4     11.1%
      Motorcycle Parts and
         Accessories                  77.8      75.1       2.7      3.6 

      Other                            9.8       5.7       4.1     71.9 

         Total Motorcycles and
             Related Products       $392.8    $355.6     $37.2     10.5%


   The Motorcycles segment reported record second quarter net sales primarily
   driven by a 9.5% increase in motorcycle unit shipments.  The increase in
   motorcycle unit shipments over the second quarter of 1995 was due to
   higher average daily production rates.  During the second quarter of 1996,
   motorcycle production averaged 485 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 490 units per day for the
   third quarter.

   Second quarter 1996 revenue from the Company's foreign subsidiaries was
   negatively impacted by the strengthening of the U.S. dollar, resulting in
   motorcycle and Parts and Accessories revenue decreases totaling
   approximately $7.3 million and $1.1 million, respectively, 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 through select Harley-
   Davidson dealers) increased to $8.1 million in 1996 as compared to $4.1
   million in 1995.  (Included in "Other" in the above table.)

   Parts and Accessories revenue of $77.8 million was up only $2.7 million or
   $3.6% compared to the second quarter of 1995.  The combined sales of
   Genuine Motor Parts and Genuine Motor Accessories totaled $59.3 million, a
   $3.8 million or 6.8% increase compared to last year; however, MotorClothes
   clothing and collectibles sales of $18.5 million were down $1.1 million or
   5.4%.  The Company anticipates that overall Parts and Accessories revenue
   growth for 1996 will approximate the growth rate in motorcycle unit
   shipments.  The Company expects 1996 MotorClothes clothing and
   collectibles sales to be down from 1995.  Some changes are being
   introduced in the third quarter at the annual dealer meeting to spur the
   MotorClothes clothing and collectibles business.  These include altered
   product offerings and price points as well as increased retail promotions.

                                  Gross Profit

   Gross profit increased $15.1 million, or 13.8%, compared to the second
   quarter of 1995 primarily due to an increase in motorcycle volume.  The
   gross profit margin was 31.8% in 1996 as compared with 30.9% 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 and from MotorClothes clothing and collectibles to Genuine Motor
   Accessories.


                               Operating Expenses
        For the Three-Month Periods Ended June 30, 1996 and June 25, 1995
                              (Dollars in Millions)


                                                     Incr
                                1996      1995      (Decr)        %
   Motorcycles and Related
     Products                   $61.7     $56.0      $5.7       10.2%

   Corporate                      2.0       1.3        .7       52.4 

   Total operating
     expenses                   $63.7     $57.3      $6.4       11.1%


   Operating expenses increased $6.4 million, or 11.1%, compared to the
   second quarter of 1995.  The increase was largely related to increased
   motorcycle volumes and increases in engineering and advertising and
   promotion 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 $2.0 million and $1.0 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 for the second quarter of 1996
   approximated 37.0% compared to 36.5% during the second quarter of 1995.


          Results of Operations for the Six Months Ended June 30, 1996
                 Compared to the Six Months Ended June 25, 1995


   For the six month period ended June 30, 1996, the Company recorded net
   sales of $763.9 million, a $113.4 million or 17.4% increase over the same
   period last year.  Net income and earnings per share were $72.9 million
   and $.97 on 75.3 million shares outstanding versus $57.0 million and $.76
   on 75.4 million shares, increases of 27.9% and 27.6%, 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 remainder of Eaglemark
   Financial Services.

                     Motorcycle Unit Shipments and Net Sales
         For the Six-Month Periods Ended June 30, 1996 and June 25, 1995


                                                             Incr
                                     1996        1995        (Decr)       %
    Motorcycle units  
     (excluding Buell)              60,923       51,818       9,105    17.6%

    Net sales (in millions):

      Motorcycles (excluding
         Buell)                     $602.2       $499.6      $102.6    20.5%
      Motorcycle Parts and
         Accessories                 145.9        140.6         5.3     3.8 

      Other                           15.8         10.3         5.5    53.4 

        Total Motorcycles     
         and Related Products       $763.9       $650.5      $113.4    17.4%


   The 17.4% 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 May) indicates a U.S. heavyweight (751cc+) market share
   of 54.3% compared to 54.4% for the same period in 1995.  European data
   (through May) shows the Company with a 9.0% share of the heavyweight
   market, down from 10.0% for the same period in 1995.

   Sales of Buell motorcycles (which are distributed to select Harley-
   Davidson dealers) contributed approximately $5 million of additional
   revenues in the first six 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 3.8%
   compared to the first six months of 1995.  The combination of Genuine
   Motor Parts and Genuine Motor Accessories increased $12.6 million or 13.4%
   while MotorClothes clothing and collectibles was down $7.3 million or
   16.0%.

                                  Gross Profit

   Gross profit for the first six months of 1996 totaled $240.6 million, an
   increase of $40.5 million (20.2%) over the same period in 1995.  The gross
   profit percentage was 31.5% in 1996 as compared with 30.8% for the first
   six 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 Six-Month Periods Ended June 30, 1996 and June 25, 1995
                              (Dollars in Millions)

                                                    Incr
                                  1996      1995   (Decr)     %
  
  Motorcycles and Related
     Products                    $122.7    $105.9   $16.8    15.9%

  Corporate                         4.5       3.2     1.3    40.9 

     Total operating expenses    $127.2    $109.1   $18.1    16.6%


   Operating expenses of $127.2 million for the first six months of 1996
   increased $18.1 million (16.6%) compared to the first six months of 1995.
   The increase was largely related to increased motorcycle volumes, as well
   as increases in warranty, engineering and information systems expenses.  

   Operating income from financial services
   The operating income of the Financial Services segment was $3.7 million
   and $1.7 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
   six months of 1996 compared to 36.6% in the same period in 1995.

   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 as of June 30, 1996
   The Company generated $91.3 million of cash from operating activities
   during the first six months of 1996 compared to $75.9 million in the same
   period in 1995.  Net income contributed $15.9 million of  the increase in
   cash from operating activities.  The Motorcycles segment's receivable
   balances increased 18.7% compared to December 31, 1995 as a result of
   motorcycle volume increases, the annual shutdown during the last week of
   December and heavy shipments in the last two weeks of June reflecting the
   end of the 1996 model year. The results of discontinued operations,
   including 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 $47.5 million and $34.5 million during
   the first six 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.  During the second
   quarter, the Company signed an agreement to purchase a manufacturing
   facility in Menomonee Falls, Wisconsin to expand its powertrain
   operations; broke ground on the manufacturing facility in Kansas City;
   began construction of a 250,000 square foot Distribution Center in
   Franklin, Wisconsin; and announced a 15,000 square foot expansion of its
   fiberglass facility in Tomahawk, Wisconsin.

   The following are forward looking statements:  Due in part to this long-
   term manufacturing 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 $180-$200
   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 118,000 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 $44 million remained available at June 30, 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 either wholesale or retail motorcycle finance
   receivables with maximum issuance available of $225 million of which
   $103.2 million was outstanding at June 30, 1996.  Maturities of commercial
   paper issued range from 1 to 60 days.  Eaglemark has in place an $80
   million revolving credit facility to fund primarily the United States and
   Canadian retail loan originations of which approximately $76.9 million was
   outstanding at June 30, 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.  During the second quarter,
   Eaglemark securitized and sold approximately $79.9 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.

   The Company's Board of Directors declared two cash dividends during the
   first six months of 1996 including, most recently, a $.05 per share cash
   dividend declared on May 4, 1996 payable June 24, 1996 to shareholders of
   record June 14.  


   <PAGE>
                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                                  June 30, 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 4.  Submission of Items to a Vote of Security Holders

           (a)   The Company's Annual Meeting of Shareholders was held on May
                 4, 1996.

           (b)   At the Company's Annual Meeting of Shareholders, the
                 following directors were elected for terms expiring in 1999
                 by the vote indicated:
                                                                  Shares
                                                  Shares Voted  Withholding
                                                  in Favor of    Authority 
                 Richard J. Hermon-Taylor          65,300,497     685,053
                 Sara L. Levinson                  65,593,636     391,914
                 Richard F. Teerlink               65,577,909     407,641

           (c)   Matters other than election of directors, brought for vote
                 at the Company's Annual Meeting of Shareholders, passed by
                 the vote indicated.

                                                                
                                                      
                                                 Shares Voted   
                                              For        Against  Abstained

   Ratification of Ernst & Young LLP
    as the Company's independent auditors   65,673,649   119,629    192,272

               There were no broker non-votes with respect to the foregoing
   matters.

   Item 6.  Exhibits and Reports on Form 8-K
             (a)  Exhibits                             
             27.1    Financial Data Schedule for June 30, 1996
             27.2    Restated Financial Data Schedule for June 25, 1995

             (b)  Reports on Form 8-K
             None


   <PAGE>
                           Part II - Other Information

                             HARLEY-DAVIDSON, INC. 
                                    Form 10-Q

                                  June 30, 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:    8/7/96                      by: /s/  James L. Ziemer
                                        James L. Ziemer
                                        Vice President and Chief Financial 
                                        Officer (Principal Financial
                                        Officer) 


            8/7/96                      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 June 30, 1996               17 
       27.2       Restated Financial Data Schedule for June 25, 1995      18 


<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 SIX MONTHS ENDED JUNE 30, 1996
AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL
STATEMENTS.
</LEGEND>
<MULTIPLIER>   1,000
       
<S>                           <C>
<PERIOD-TYPE>                 6-MOS
<FISCAL-YEAR-END>                           DEC-31-1996
<PERIOD-START>                              JAN-01-1996
<PERIOD-END>                                JUN-30-1996
<CASH>                                           96,273
<SECURITIES>                                          0
<RECEIVABLES>                                   160,844
<ALLOWANCES>                                      1,588
<INVENTORY>                                      80,316
<CURRENT-ASSETS>                                392,001
<PP&E>                                          582,122
<DEPRECIATION>                                  273,936
<TOTAL-ASSETS>                                1,104,375
<CURRENT-LIABILITIES>                           235,750
<BONDS>                                               0
                                 0
                                           0
<COMMON>                                            780
<OTHER-SE>                                      572,236
<TOTAL-LIABILITY-AND-EQUITY>                  1,104,375
<SALES>                                         763,855
<TOTAL-REVENUES>                                763,855
<CGS>                                           523,217
<TOTAL-COSTS>                                   523,217
<OTHER-EXPENSES>                                  1,781
<LOSS-PROVISION>                                      0
<INTEREST-EXPENSE>                                (430)
<INCOME-PRETAX>                                 115,783
<INCOME-TAX>                                     42,841
<INCOME-CONTINUING>                              72,942
<DISCONTINUED>                                        0
<EXTRAORDINARY>                                       0
<CHANGES>                                             0
<NET-INCOME>                                     72,942
<EPS-PRIMARY>                                       .97
<EPS-DILUTED>                                       .97
        

</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 SIX MONTHS ENDED JUNE 25,
1995 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
FINANCIAL STATEMENTS.
</LEGEND>
<RESTATED>
<MULTIPLIER>   1,000
       
<S>                           <C>
<PERIOD-TYPE>                 6-MOS
<FISCAL-YEAR-END>                           DEC-31-1995
<PERIOD-START>                              JAN-01-1995
<PERIOD-END>                                JUN-25-1995
<CASH>                                           64,595
<SECURITIES>                                          0
<RECEIVABLES>                                   163,283
<ALLOWANCES>                                      1,893
<INVENTORY>                                      83,485
<CURRENT-ASSETS>                                370,344
<PP&E>                                          461,056
<DEPRECIATION>                                  231,731
<TOTAL-ASSETS>                                  724,578
<CURRENT-LIABILITIES>                           181,551
<BONDS>                                               0
                                 0
                                           0
<COMMON>                                            772
<OTHER-SE>                                      446,625
<TOTAL-LIABILITY-AND-EQUITY>                    724,578
<SALES>                                         650,517
<TOTAL-REVENUES>                                650,517
<CGS>                                           450,385
<TOTAL-COSTS>                                   450,385
<OTHER-EXPENSES>                                  2,831
<LOSS-PROVISION>                                      0
<INTEREST-EXPENSE>                                 (58)
<INCOME-PRETAX>                                  89,887
<INCOME-TAX>                                     32,879
<INCOME-CONTINUING>                              57,008
<DISCONTINUED>                                        4
<EXTRAORDINARY>                                       0
<CHANGES>                                             0
<NET-INCOME>                                     57,012
<EPS-PRIMARY>                                       .76
<EPS-DILUTED>                                       .76
        

</TABLE>


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