HARLEY DAVIDSON INC
10-Q, 1997-08-13
MOTORCYCLES, BICYCLES & PARTS
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                UNITED STATES SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549


                                    Form 10-Q


   (X)     Quarterly Report Pursuant to Section 13 or 15(d) of the
           Securities Exchange Act of 1934 

           For the quarterly period ended June 29, 1997 
               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 1, 1997       75,888,881   Shares

   <PAGE>

                              HARLEY-DAVIDSON, INC.

                                Form 10-Q Index  
                      For the Quarter Ended June 29, 1997  




                                                                     Page  
   Part I.  Financial Information 

            Item 1.  Financial Statements

                    Condensed Consolidated Statements of Income      3

                    Condensed Consolidated Balance Sheets            4

                    Condensed Consolidated Statements of Cash Flows  5

                    Notes to Condensed Consolidated Financial
                     Statements                                      6-7


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


   Part II.  Other Information

            Item 1. Legal Proceedings                                15 

            Item 4. Submission of Items to a Vote of
                Security Holders                                     15

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

            Signatures                                               16 

            Exhibit Index                                            17


   <PAGE>
                         PART I - FINANCIAL INFORMATION

   Item 1. Consolidated Financial Statements


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



                                  Three months ended     Six months ended    
                                   June 29,  June 30,    June 29,  June 30, 
                                    1997      1996        1997      1996    

   Sales                          $444,085   $392,804   $871,180   $763,855 
   Cost of goods sold              293,766    267,943    582,647    523,217 
                                   -------    -------    -------    ------- 
   Gross profit                    150,319    124,861    288,533    240,638 
   Operating income from
    financial services               3,346      1,990      5,565      3,722 
   Operating expenses              (79,875)   (63,742)  (157,660)  (127,226)
                                   -------    -------    -------    ------- 
   Income from operations           73,790     63,109    136,438    117,134 
   Interest income - net             2,092        835      3,666        430 
   Other income (expense) - net      2,188       (532)     2,003     (1,781)
                                   -------    -------    -------    ------- 
   Income before provision
    for income taxes                78,070     63,412    142,107    115,783 
   Provision for income taxes       28,886     23,464     52,581     42,841 
                                   -------    -------    -------    ------- 
   Net income                     $ 49,184   $ 39,948   $ 89,526   $ 72,942 
                                   =======    =======    =======    ======= 

   Weighted average common
    shares outstanding              75,779     75,475     75,737     75,294 
                                   =======    =======    =======    ======= 
   Net income per common share       $0.65      $0.53      $1.18      $0.97 
                                      ====       ====       ====       ==== 
   Cash dividends per share          $0.07      $0.05      $0.13      $0.10 
                                      ====       ====       ====       ==== 

   <PAGE>

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

                                     ASSETS

                                    June 29,      Dec. 31,        June 30, 
                                     1997           1996           1996    
                                  (Unaudited)                    (Unaudited)
   Current assets:
      Cash and cash equivalents   $  144,474    $  142,479     $    96,273 
      Accounts receivable, net       198,707       141,315         159,256 
      Inventories (Note 2)           101,437       101,386          80,316 
      Notes receivable                     -             -          10,689 
      Other current assets            40,898        44,141          29,715 
      Net assets from
       discontinued operations             -             -          15,752 
                                     -------       -------         ------- 
         Total current assets        485,516       429,321         392,001 
   Finance receivables, net          396,290       338,072         251,542 
   Property, plant and
    equipment, net                   454,058       409,434         308,186 
   Goodwill                           39,801        40,900          42,029 
   Other assets                       97,708       102,258          84,512 
   Net assets from
    discontinued operations                -             -          26,105 
                                   ---------     ---------       --------- 
                                  $1,473,373    $1,319,985      $1,104,375 
                                   =========     =========       ========= 

                      LIABILITIES AND STOCKHOLDERS' EQUITY

   Current liabilities:
      Notes payable              $         -   $     2,580     $     1,197 
      Accounts payable               117,405       100,699          96,565 
      Accrued expenses and
       other                         170,716       160,315         137,988 
                                     -------       -------         ------- 
         Total current
           liabilities               288,121       263,594         235,750 
   Finance debt                      306,325       258,065         180,089 
   Postretirement health care
    benefits                          67,167        65,801          64,514 
   Other long-term liabilities        70,021        69,805          51,006 

   Contingencies (Note 4)

   Total shareholders' equity        741,739       662,720         573,016 
                                   ---------     ---------       --------- 
                                  $1,473,373    $1,319,985      $1,104,375 
                                   =========     =========       ========= 

   <PAGE>

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

    
                                                     Six months ended 
                                                  June 29,        June 30,
                                                   1997            1996   

   Cash flows from operating activities:
      Net income                                 $ 89,526        $ 72,942 
      Depreciation and amortization                33,370          25,668 
      Long-term employee benefits                   2,557           2,168 
      Other-net                                     2,256           3,145 
      Net change in discontinued operations             -          11,103 
      Net change in other current assets
       and current liabilities                    (27,093)        (23,735)
                                                  -------         ------- 
   Net cash provided by operating
    activities                                    100,616          91,291 

   Cash flows from investing activities:
      Purchase of property and equipment          (76,279)        (47,542)
      Finance receivables acquired or
       originated                                (577,542)       (548,530)
      Finance receivables collected/sold          518,042         517,590 
      Proceeds from disposition of
       discontinued segment                             -          24,661 
      Net change in discontinued operations             -          (1,207)
      Other - net                                  (2,914)        (13,956)
                                                  -------         ------- 
   Net cash used in investing activities         (138,693)        (68,984)

   Cash flows from financing activities:
      Net decrease in notes payable                (2,580)         (1,494)
      Net increase in finance debt                 48,260          15,759 
      Dividends paid                              (10,108)         (7,806)
      Issuance of stock under employee
       stock and option plans                       4,500          14,592 
      Net change in discontinued
       operations                                       -          21,453 
                                                  -------         ------- 
   Net cash provided by financing
     activities                                    40,072          42,504 
                                                  -------         ------- 
   Net increase in cash and cash
    equivalents                                     1,995          64,811 

   Cash and cash equivalents:
         At beginning of period                   142,479          31,462 
                                                  -------         ------- 
         At end of period                        $144,474        $ 96,273 
                                                  =======         ======= 


   <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 29, 1997 and June 30, 1996, and the results of
   operations for the three- and six-month periods then ended.  Certain
   prior-year balances have been reclassified in order to conform to current-
   year presentation.  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, 1996.

   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 29,     Dec. 31,   June 30, 
                                           1997         1996       1996   
   Components at the lower of cost,
    first-in, first-out (FIFO), or
    market:
        Raw material & work-in-
           process                        $ 32,759    $ 33,275    $ 28,458
        Finished goods                      31,648      26,331      18,492
        Parts & accessories                 59,006      62,502      54,195
                                           -------     -------     -------
                                           123,413     122,108     101,145
   Excess of FIFO over LIFO                 21,976      20,722      20,829
                                           -------     -------     -------
   Inventories as reflected in
     the accompanying condensed 
     consolidated balance sheets          $101,437    $101,386    $ 80,316
                                           =======     =======     =======


   Note 3 - Supplemental noncash investing activities
   During 1996, the Company completed the sale of the Transportation Vehicles
   segment resulting in a $22.6 million gain, net of applicable income taxes,
   or $.30 per share, which was recorded in the fourth quarter.  During the
   first quarter of 1996, a division of the Transportation Vehicles segment
   was sold for approximately $23 million in cash, $3 million in preferred
   stock of the buyer, Monaco Coach Corporation ("Monaco"), a $12 million
   note from a Monaco subsidiary guaranteed by Monaco and assumption by
   Monaco of certain liabilities of the acquired operations in the
   approximate amount of $47 million.  The note was paid in full during the
   third quarter of 1996.

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


   Note 5 - Pending Accounting Change - Earnings per share
   In February 1997, the Financial Accounting Standards Board issued
   Statement No. 128, Earnings Per Share, which is required to be adopted on
   December 31, 1997.  At that time, the Company will be required to change
   the method currently used to compute earnings per share and to restate all
   prior periods.  Under the new requirements for calculating basic earnings
   per share, the dilutive effect of stock options will be excluded.  The
   impact of Statement 128 on the calculation of basic and diluted earnings
   per share for the quarters ended June 29, 1997 and June 30, 1996 is not
   expected to be material.

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

   Certain matters discussed in this Quarterly Report on Form 10-Q are
   "forward-looking statements" intended to qualify for the safe harbors from
   liability established by the Private Securities Litigation Reform Act of
   1995.  These forward-looking statements can generally be identified as
   such because the context of the statement will include words such as the
   Company "believes," "anticipates," "expects," or "estimates" or words of
   similar meaning.  Similarly, statements that describe the Company's future
   plans, objectives or goals are also forward-looking statements.  Such
   forward-looking statements are subject to certain risks and uncertainties
   which are described in close proximity to such statements and which could
   cause actual results to differ materially from those anticipated as of the
   date of this report.  Shareholders, potential investors and other readers
   are urged to consider these factors in evaluating the forward-looking
   statements and are cautioned not to place undue reliance on such forward-
   looking statements.  The forward-looking statements included herein are
   only made as of the date of this report and the Company undertakes no
   obligation to publicly update such forward-looking statements to reflect
   subsequent events or circumstances.

         Results of Operations for the Three Months Ended June 29, 1997
                Compared to the Three Months Ended June 30, 1996

   For the quarter ended June 29, 1997, consolidated net sales totaled $444.1
   million, a $51.3 million or 13.1% increase over the same period last year. 
   Net income and earnings per share for 1997 were $49.2 million and $.65 on
   75.8 million shares outstanding versus $39.9 million and $.53 on 75.5
   million shares outstanding in 1996, increases of 23.1% and 22.6%,
   respectively.  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 29, 1997 and June 30, 1996

                                                            Incr
                                        1997      1996     (Decr)      %
    Motorcycle units (excluding
     Buell)                             33,965    30,852    3,113      10.1%

    Net sales (in millions):

      Motorcycles (excluding Buell)     $351.3    $305.2    $46.1      15.1%
      Motorcycle Parts and
       Accessories                        63.0      59.8      3.2       5.3 

      General Merchandise                 19.4      18.5       .9       4.5 

      Other                               10.4       9.3      1.1      11.1 

        Total Motorcycles and
         Related Products               $444.1    $392.8    $51.3      13.1%


   The Motorcycles segment reported record second quarter net sales primarily
   driven by a 10.1% increase in motorcycle unit shipments.  The increase in
   motorcycle unit shipments over the second quarter of 1996 was due to
   higher average daily production rates and improved operating efficiencies. 
   During the second quarter of 1997, motorcycle production averaged 535
   units per day versus 485 units per day in the same period last year.  The
   Company announced that it expects daily motorcycle production to average
   approximately 540 units per day starting in the third quarter.


   Parts and Accessories (P & A) revenue of $63.0 million was up $3.2 million
   or 5.3% compared to the second quarter of 1996.  At the annual dealer
   meeting at the end of July, the largest P & A new product introduction was
   well received by the Company's dealer network.  The Company anticipates
   that the P & A revenue growth for 1997 will approximate the growth rate in
   motorcycle revenue.

   General Merchandise sales, which includes clothing and collectibles,
   totaled $19.4 million, up $.9 million, or 4.5%, compared to the second
   quarter of 1997.  The Company does not anticipate any further growth in
   General Merchandise in 1997.

   Buell Distribution Corporation, a wholly-owned subsidiary of the Company,
   and the exclusive distributor of Buell Motorcycle Company (a 49% owned
   subsidiary), increased sales (included in "Other" in the above table) to
   approximately $10 million (1,020 units) in the second quarter of 1997 as
   compared to approximately $8 million (899 units) during the same period in
   1996.  Buell motorcycles were introduced in Japan during the second
   quarter of 1996 and were introduced in Europe during the first quarter of
   1997. 

                                  Gross Profit
   Gross profit increased $25.5 million, or 20.4%, compared to the second
   quarter of 1996 primarily due to an increase in motorcycle volume.  The
   gross profit margin was 33.8% in 1997 as compared with 31.8% in 1996.  The
   increase in the gross profit percentage was primarily due to operating
   efficiencies and a favorable product and market mix.  Motorcycle shipments
   had a greater mix of custom motorcycles as well as a greater mix of
   international units sold through wholly owned distributors both of which
   generate higher margins.

                               Operating Expenses
        For the Three-Month Periods Ended June 29, 1997 and June 30, 1996
                              (Dollars in Millions)


                                                  Incr
                                1997     1996    (Decr)      %
   Motorcycles and Related
    Products                     $77.9    $61.7   $16.2     26.1%

   Corporate                       2.0      2.0     0.0      0.0 

   Total operating expenses      $79.9    $63.7   $16.2     25.3%


   Total operating expenses increased $16.2 million, or 25.3%, compared to
   the second quarter of 1996.  The increase was largely related to increases
   in engineering of approximately $6 million, information systems of
   approximately $2 million, international operations of approximately $4
   million and other increases due to motorcycle volume when compared to the
   same period last year.  The Company is in the midst of the most extensive
   new product development program in the Company's history which is the
   primary reason for the increase in engineering expenses.

                  Operating income from financial services
   The operating income of the Financial Services (Eaglemark Financial 
   Services) segment was $3.3 million and $2.0 million in 1997 and 1996, 
   respectively.  This increase was primarily due to increased retail 
   origination volume and corresponding increases in outstanding retail 
   receivables.

                             Other income (expense)
   Included in other income for the second quarter of 1997 is a one-time
   benefit related to the sale of the Monaco preferred stock which was
   acquired from the sale of the Transportation Vehicles segment.

                            Consolidated income taxes
   The Company's effective income tax rate was 37.0% for the second quarter
   of 1997 and 1996.


          Results of Operations for the Six Months Ended June 29, 1997
                 Compared to the Six Months Ended June 30, 1996


   For the six month period ended June 29, 1997, the Company recorded net
   sales of $871.2 million, a $107.3 million or 14.1% increase over the same
   period last year.  Net income and earnings per share were $89.5 million
   and $1.18 on 75.8 million shares outstanding versus $72.9 million and $.97
   on 75.3 million shares, increases of 22.7% and 21.6%, respectively.

                  Motorcycle Unit Shipments and Net Sales
         For the Six-Month Periods Ended June 29, 1997 and June 30, 1996


                                                        Incr
                                     1997     1996     (Decr)      %
    Motorcycle units (excluding
     Buell)                         66,825    60,923    5,902      9.7%

    Net sales (in millions):

      Motorcycles (excluding
       Buell)                       $688.8    $602.2    $86.6     14.4%
      Motorcycle Parts and
       Accessories                   117.5     107.1     10.4      9.7 

      General Merchandise             43.8      39.4      4.4     11.1 

      Other                           21.1      15.2      5.9     38.9 

        Total Motorcycles and
         Related Products           $871.2    $763.9   $107.3     14.1%


   The 14.1% 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 (651+cc) market share
   of 46.6% compared to 44.7% for the same period in 1996.  This same market
   has grown at a 9.5% rate year-to-date, while retail registrations for the
   Company's motorcycles (excluding Buell motorcycles) increased 14.1%. 
   European data (through May) show the Company with a 5.8% share of the
   heavyweight (651+cc) market, down from 6.5% for the same period in 1996. 
   The European market (651+cc) has grown at a 5.3% rate year-to-date, while
   retail registrations for the Company's motorcycles were down 6.5% compared
   to last year.  The Company has focused, over the last two years, on
   upgrading the European infrastructure by installing new information
   systems, improving distribution, and developing a European management
   team.  The Company's sales have plateaued in Europe and the Company
   believes it must provide more market specific products to increase its
   market share.  As a result, the Company is implementing programs to
   deliver some market specific products by early 1998.  Asia/Pacific (Japan
   and Australia) data (through May) show the Company with an 18.0% share of
   the heavyweight (651+cc) market, down from 20.2% for the same period in
   1996.  The Asia/Pacific market has grown at a 37.3% rate year-to-date,
   while retail registrations for the Company's motorcycles increased 23.2%.
    
   Parts and Accessories and General Merchandise sales increased 9.7% and
   11.1% respectively, compared to the first six months of 1996.
    
   Buell Distribution Corporation increased sales (included in "Other" in the
   above table) to approximately $19 million (2,107 units) in the first six
   months of 1997 as compared to approximately $12 million (1,421 units) in
   the same period in 1996.

                                 Gross Profit
   Gross profit for the first six months of 1997 totaled $288.5
   million, an increase of $47.9 million (19.9%) over the same period in
   1996.  The gross profit percentage was 33.1% in 1997 as compared with
   31.5% for the first six months of 1996.  The increase in the gross profit
   percentage was primarily due to operating efficiencies, a decrease in
   overtime, and a favorable product and market mix.  Motorcycle shipments
   had a greater mix of custom motorcycles as well as a greater mix of
   international units sold through wholly owned distributors both of which
   generate higher margins.

                               Operating Expenses
         For the Six-Month Periods Ended June 29, 1997 and June 30, 1996
                              (Dollars in Millions)


                                                    Incr
                                1997      1996     (Decr)      %
   Motorcycles and Related
    Products                    $153.1     $122.7   $30.4      24.7%

   Corporate                       4.6        4.5     0.1       2.4 

   Total operating expenses     $157.7     $127.2   $30.5      23.9%

   Total operating expenses of $157.7 million for the first six months of
   1997 increased $30.5 million (23.9%) compared to the first six months of
   1996. The increase was largely related to increases in engineering of
   approximately $7 million, information systems of approximately $3 million,
   international operations of approximately $6 million, product liability of
   approximately $3 million and other increases due to motorcycle volume when
   compared to the same period last year.  The Company is in the midst of the
   most extensive new product development program in the Company's history
   which is the primary reason for the increase in engineering expenses.

                    Operating income from financial services
   The operating income of the Financial Services segment was $5.6 million
   and $3.7 million in 1997 and 1996, respectively.  This increase was
   primarily due to increased retail origination volume and corresponding
   increases in outstanding retail receivables.

                             Other income (expense)
   Included in other income is a one-time benefit related to the sale of the
   Monaco preferred stock which was acquired from the sale of the
   Transportation Vehicles segment.

                              Capitalized interest
   The Company capitalized approximately $1.8 million of interest during the
   first six months of 1997 in connection with its manufacturing expansion
   initiatives.  The Company anticipates that it will capitalize
   approximately $1.9 million of additional interest during 1997.

                            Consolidated income taxes
   The Company's effective income tax rate was 37.0% in the first six months
   of 1997 and 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 $6 million of net additional
   costs related to the remediation effort. The Company has established
   reserves for this amount.  See Note 4 of the notes to condensed
   consolidated financial statements.

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

   The Company regularly invests in equipment to support and improve its
   various manufacturing processes. While the Company considers environmental
   matters in capital expenditure decisions, and while some capital
   expenditures also act to improve environmental compliance, only a small
   portion of the Company's annual capital expenditures relate to equipment
   which has the sole purpose of meeting environmental compliance
   obligations. The Company anticipates that capital expenditures for
   equipment used to limit hazardous substances/pollutants during 1997 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 29, 1997

   The Company generated $100.6 million of cash from operating activities
   during the first six months of 1997 compared to $91.3 million in the same
   period in 1996.  Net income adjusted for depreciation contributed $122.9
   million.  This was offset by an increase in the Motorcycles segment's
   accounts receivable of $57.4 million compared to December 31, 1996.  The
   following is a comparison of accounts receivable balances:

                June 29, 1997  Dec. 31, 1996   June 30, 1996  Dec. 31, 1995
    Domestic        $118.3         $ 59.5         $102.6          $ 53.6
    Foreign           80.4           81.8           56.7            75.3
                     -----          -----          -----           -----
                    $198.7         $141.3         $159.3          $128.9

   Historically, worldwide June accounts receivable are higher than worldwide
   December accounts receivable as a result of motorcycle volume increases,
   the annual shutdown during the last week of December and heavy shipments 
   in June reflecting the end of the model year.  Foreign accounts receivable 
   increased $23.7 million when compared to June 30, 1996 primarily due to 
   extended terms granted to European dealers.  The Company is reviewing 
   various European floorplanning programs which would be similar to those 
   available in the United States.

   Capital expenditures amounted to $76.3 million and $47.5 million during
   the first six months of 1997 and 1996, 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.  Construction of the
   Kansas City facility is on schedule and the first production is expected
   to occur in the first quarter of 1998.

   The following are forward looking statements:  Due in part to this long-
   term manufacturing strategy, the Company anticipates 1997 capital
   expenditures will approximate $190-$210 million.  Although the Company
   does not know the exact range of capital it will spend, it estimated the
   capital required in 1998 and 1999 will be in the range of $160-$180
   million and $120-$140 million per year, respectively.  The Company
   currently estimates it will have the capacity to produce at least 131,000
   motorcycles in 1997, more than 145,000 motorcycles in 1998 and more than
   160,000 motorcycles in 1999.  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, (iii)
   construct the new manufacturing facility such that it will be operational
   in 1998 and (iv) work with existing and new suppliers to expand their
   capacity.  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 Financial Services, Inc.) currently has
   nominal levels of long-term debt and has lines of credit of approximately
   $46 million, of which approximately $40 million remained available at June
   29, 1997.

   Eaglemark finances its business through a secured commercial paper
   program, a revolving credit facility, a commercial paper conduit facility
   and asset-backed securitizations.  Eaglemark issues short-term commercial
   paper secured by wholesale motorcycle finance receivables with maximum
   issuance available of $175 million of which approximately $101 million was
   outstanding at June 29, 1997.  Maturities of commercial paper issued range
   from 1 to 60 days.  Eaglemark has in place a $150 million revolving credit
   facility, of which approximately $139 million was outstanding at June 29,
   1997, to fund primarily United States and Canadian retail loan
   originations.  Borrowings under the facility are limited to 110% of the
   outstanding loan balance of eligible receivables.  The amount of net
   eligible receivables at June 29, 1997 was approximately $166 million. 
   Eaglemark also has a $75 million commercial paper conduit facility, of
   which approximately $66 million was outstanding at June 29, 1997, secured
   by the outstanding loan balance of eligible retail motorcycle receivables. 
    The amount of net eligible receivables at June 29, 1997 was approximately
   $69 million.  During the second quarter, Eaglemark securitized and sold
   approximately $100 million of its retail motorcycle installment loans to
   investors with limited recourse with servicing rights being retained by
   Eaglemark.  The Company expects that the future growth of Eaglemark will
   be primarily financed from internally generated funds, additional capital
   contributions from the Company, bank lines of credit, and continuation of
   its commercial paper and securitization programs.

   The Company has continuing authorization from its Board of Directors to
   repurchase up to 2,350,000 shares of the Company's outstanding common
   stock. 

   The Company's Board of Directors declared two cash dividends during the
   first six months of 1997 including, most recently, a $.07 per share cash
   dividend declared on May 3, 1997 payable June 27, 1997 to shareholders of
   record June 16.  

   <PAGE>
                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                                  June 29, 1997

   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 4 to the accompanying
   condensed consolidated financial statements.

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

           (a)   The Company's Annual Meeting of Shareholders was held on May
                 3, 1997.

           (b)   At the Company's Annual Meeting of Shareholders, the
                 following directors were elected for terms expiring in 2000
                 by the vote indicated:
                                                                  Shares   
                                              Shares Voted      Withholding
                                              in Favor of        Authority 

                 Vaughn L. Beals, Jr.           64,552,189        2,520,498
                 Jeffrey L. Bleustein           64,569,241        2,503,446
                 Donald A. James                64,568,592        2,504,095
                 James A. Norling               64,691,750        2,380,937

           (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                             66,771,331   139,428    161,928

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

   Item 6.  Exhibits and Reports on Form 8-K
             (a)  Exhibits                             
             27    Financial Data Schedule for June 29, 1997

             (b)  Reports on Form 8-K
             None

   <PAGE>
                           Part II - Other Information

                             HARLEY-DAVIDSON, INC. 
                                    Form 10-Q

                                  June 29, 1997




                                   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:     8/13/97                  by: /s/  James L. Ziemer                
                                      James L.  Ziemer
                                      Vice President and Chief Financial 
                                      Officer (Principal Financial Officer) 


             8/13/97                  by: /s/  James M. Brostowitz           
                                      James M. Brostowitz
                                      Vice President, Controller (Principal
                                      Accounting Officer) and Treasurer

   <PAGE>
                                  Exhibit Index



   Exhibit No.                        Description                    Page  

     
        27          Financial Data Schedule for June 29, 1997        17
 

<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 29,1997 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-31-1997 
<PERIOD-START>              JAN-01-1997 
<PERIOD-END>                JUN-29-1997 
<CASH>                          144,474 
<SECURITIES>                          0 
<RECEIVABLES>                   200,625 
<ALLOWANCES>                      1,918 
<INVENTORY>                     101,437 
<CURRENT-ASSETS>                485,516 
<PP&E>                          783,438 
<DEPRECIATION>                  329,380 
<TOTAL-ASSETS>                1,473,373 
<CURRENT-LIABILITIES>           288,121 
<BONDS>                               0 
<COMMON>                            783 
                 0 
                           0 
<OTHER-SE>                      740,956 
<TOTAL-LIABILITY-AND-EQUITY>  1,473,373 
<SALES>                         871,180 
<TOTAL-REVENUES>                871,180 
<CGS>                           582,647 
<TOTAL-COSTS>                   582,647 
<OTHER-EXPENSES>                 (2,003)
<LOSS-PROVISION>                      0 
<INTEREST-EXPENSE>               (3,666)
<INCOME-PRETAX>                 142,107 
<INCOME-TAX>                     52,581 
<INCOME-CONTINUING>              89,526 
<DISCONTINUED>                        0 
<EXTRAORDINARY>                       0 
<CHANGES>                             0 
<NET-INCOME>                     89,526 
<EPS-PRIMARY>                      1.18 
<EPS-DILUTED>                      1.18 
        

</TABLE>


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