HARLEY DAVIDSON INC
10-Q, 1997-11-12
MOTORCYCLES, BICYCLES & PARTS
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                UNITED STATES SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C.  20549


                                    Form 10-Q


   (X)     Quarterly Report Pursuant to Section 13 or 15(d) of the
           Securities Exchange Act of 1934
           For the quarterly period ended September 28, 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 November 7, 1997      152,294,677   Shares

   <PAGE>

                              HARLEY-DAVIDSON, INC.

                                Form 10-Q Index  
                   For the Quarter Ended September 28, 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                           6-8


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


   Part II.  Other Information


        Item 1. Legal Proceedings                                    16

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

        Signatures                                                   17 

        Exhibit Index                                                18

   <PAGE>
   <TABLE>

                         PART I - FINANCIAL INFORMATION

   Item 1. Consolidated Financial Statements


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

   <CAPTION>

                                                            
                                                      Three months ended                       
                                                                                         Nine months ended    
                                                   Sept. 28,        Sept. 29,         Sept. 28,     Sept. 29, 
                                                     1997             1996              1997          1996    

   <S>                                             <C>               <C>            <C>            <C>
   Sales                                           $444,222          $385,843       $1,315,403     $1,149,698 
   Cost of goods sold                               299,044           265,375          881,687        788,592 
                                                    -------          --------       ----------      --------- 
   Gross profit                                     145,178           120,468          433,716        361,106 
   Operating income from financial services           3,460             1,277            9,025          4,999 
   Operating expenses                               (83,925)          (71,290)        (241,587)      (198,516)
                                                   --------          --------       ----------      --------- 
   Income from operations                            64,713            50,455          201,154        167,589 
   Interest income - net                              1,928             1,251            5,594          1,681 
   Other income (expense) - net                      (1,404)              980              597           (801)
                                                   --------          --------      -----------    ----------- 
   Income before provision for income taxes          65,237            52,686          207,345        168,469 
   Provision for income taxes                        24,138            19,482           76,719         62,323 
                                                   --------          --------      -----------    ----------- 
   Net income                                      $ 41,099          $ 33,204       $  130,626     $  106,146 
                                                   ========          ========      ===========    =========== 

   Weighted average common shares outstanding       151,938           151,110          151,629        150,762 
                                                   ========          ========      ===========    =========== 

   Net income per common share                        $0.27             $0.22            $0.86          $0.70 
                                                   ========          ========      ===========    =========== 

   Cash dividends per share                           $0.03             $0.03            $0.10          $0.08 
                                                   ========          ========      ===========    =========== 

   </TABLE>

   <PAGE>

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


                                     ASSETS

                                    Sept. 28,      Dec. 31,      Sept. 29, 
                                      1997           1996          1996    
                                   (Unaudited)                  (Unaudited)
   Current assets:
      Cash and cash equivalents    $  105,365    $  142,479    $   114,046 
      Accounts receivable, net
        (Note 2)                       99,601       141,315        176,622 
      Finance receivables
        (Note 2)                      274,259       183,808        149,647 
      Inventories (Note 3)            112,144       101,386         91,480 
      Other current assets             42,030        44,141         32,230 
      Net assets from
        discontinued operations             -             -         11,830 
                                  -----------   -----------    -----------
         Total current assets         633,399       613,129        575,855 
   Finance receivables, net           242,810       154,264        162,682 
   Property, plant and equipment,
    net                               473,699       409,434        330,567 
   Goodwill                            39,254        40,900         41,454 
   Other assets                        97,280       102,258         85,573 
   Net assets from
    discontinued operations                 -             -         25,400 
                                  -----------   -----------    ----------- 
                                   $1,486,442    $1,319,985     $1,221,531 
                                  -----------   -----------    ----------- 

                      LIABILITIES AND STOCKHOLDERS' EQUITY
   Current liabilities:
      Notes payable                $        -    $    2,580     $      946 
      Accounts payable                109,793       100,699        107,455 
      Accrued expenses and other      173,000       160,315        150,286 
                                   ----------    ----------     ---------- 
         Total current liabilities    282,793       263,594        258,687 
   Finance debt                       280,919       258,065        243,648 
   Postretirement health
    care benefits                      67,819        65,801         64,957 
   Other long-term liabilities         66,764        69,805         50,637 

   Contingencies (Note 5)

   Total shareholders' equity         788,147       662,720        603,602 
                                   ----------    ----------     ----------
                                   $1,486,442    $1,319,985     $1,221,531 
                                   ==========    ==========     ========== 

   <PAGE>


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


                                                             
                                                  Nine months ended        
                                                    Sept. 28,     Sept. 29,
                                                      1997          1996   

   Cash flows from operating activities:
      Net income                                  $  130,626      $ 106,146
      Depreciation and amortization                   51,305         39,464
      Long-term employee benefits                      3,893          2,984
      Other-net                                        4,173          5,155
      Net change in discontinued operations                -         16,321
      Net change in other current assets 
        and current liabilities                       54,846        (29,137)
                                                  -----------    ----------
   Net cash provided by operating activities         244,843        140,933

   Cash flows from investing activities:
      Purchase of property and equipment             (112,886)      (84,398)
      Finance receivables acquired or 
        originated                                 (1,075,482)     (823,892)
      Finance receivables collected/sold              893,705       723,788
      Proceeds from disposition of 
        discontinued segment                               -         35,350
      Net change in discontinued operations                -         (1,779)
      Other - net                                      (5,778)      (10,360)
                                                   ----------    ----------
   Net cash used in investing activities             (300,441)     (161,291)

   Cash flows from financing activities:
      Reduction of long-term debt                        (610)         (255)
      Net increase in notes payable                    (2,580)       (1,490)
      Net increase in finance debt                     22,854        79,318
      Dividends paid                                  (15,569)      (12,472)
      Issuance of stock under employee 
        stock and option plans                         14,389        16,407
      Net change in discontinued operations                -         21,434
                                                  -----------   -----------
   Net cash provided by financing activities           18,484       102,942
                                                  -----------   -----------
   Net increase (decrease) in cash and
     cash equivalents                                 (37,114)       82,584

   Cash and cash equivalents:
         At beginning of period                       142,479        31,462
                                                  -----------    ----------
         At end of period                          $  105,365     $ 114,046
                                                  ===========    ==========

   <PAGE>

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

   Note 1 - Basis of Presentation and Use of Estimates
   The condensed interim consolidated financial statements included herein
   have been prepared by Harley-Davidson, Inc. (the "Company") without audit. 
   Certain information and footnote disclosures normally included in complete
   financial statements have been condensed or omitted pursuant to the rules
   and regulations of the Securities and Exchange Commission and generally
   accepted accounting principles for interim financial information. However,
   the foregoing statements contain all adjustments (consisting only of
   normal recurring adjustments) which are, in the opinion of Company
   management, necessary to present fairly the consolidated financial
   position as of September 28, 1997 and September 29, 1996, and the results
   of operations for the three- and nine-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.

   On August 20, 1997, the Company's Board of Directors declared a two-for-
   one stock split for  shareholders of record on September 12, 1997, payable
   on September 26, 1997.  Stock option agreements have been adjusted to
   reflect the split.  An amount equal to the par value of the shares issued
   has been transferred from additional paid-in capital to the common stock
   account.  All references to number of shares have been adjusted to reflect
   the stock split on a retroactive basis.

   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 - Accounts receivable
   Effective September 1, 1997, Eaglemark Financial Services (Eaglemark), a
   majority-owned subsidiary, became responsible for all credit and
   collection activities for the Motorcycles segment's domestic receivables. 
   As such, approximately $90 million of accounts receivable are classified
   as finance receivables as of September 28, 1997.  The presentation of
   finance receivables has been changed to classify receivables representing
   wholesale motorcycle and parts and accessories receivables and retail
   finance receivables with maturities of less than one year as current.

   Note 3 - Inventories
   The Company values its inventories at the lower of cost, principally using
   the last-in, first-out (LIFO) method, or market.  Inventories consist of
   the following (in thousands): 

                                         Sept. 28,      Dec. 31,   Sept. 29, 
                                            1997          1996        1996   
   Components at the lower
     of cost, first-in, first-out
     (FIFO), or market:
        Raw material & work-in-
          process                          $ 36,969     $ 33,275     $ 29,887
        Finished goods                       30,240       22,015       22,770
        Parts & accessories                  67,538       66,818       60,402
                                          ---------    ---------    ---------
                                            134,747      122,108      113,059
   Excess of FIFO over LIFO                  22,603       20,722       21,579
                                          ---------    ---------    ---------
   Inventories as reflected in the
     accompanying condensed consolidated
     balance sheets                        $112,144     $101,386     $ 91,480
                                           ========     ========     ========


   Note 4 - 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 $.15 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 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 $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 6 - 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 September 29, 1997 and September 28, 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 September 28, 1997
              Compared to the Three Months Ended September 29, 1996

   For the quarter ended September 28, 1997, consolidated net sales totaled
   $444.2 million, a $58.4 million or 15.1% increase over the same period
   last year.  Net income and earnings per share for 1997 were $41.1 million
   and $.27 on 151.9 million shares outstanding versus $33.2 million and $.22
   on 151.1 million shares outstanding in 1996, increases of 23.8% and 23.1%,
   respectively.  All share and per share data have been adjusted to reflect
   the two-for-one stock split effective September 12, 1997.  All Harley-
   Davidson, Inc. sales are generated by the Motorcycles and Related Products
   ("Motorcycles") segment.

                     Motorcycle Unit Shipments and Net Sales
              For the Three-Month Periods Ended September 28, 1997 
                             and September 29, 1996

                                                           Incr
                                   1997         1996      (Decr)      %  

    Motorcycle units
      (excluding Buell)          31,503       28,013     3,490       12.5%
    Net sales (in millions):

      Motorcycles (excluding 
        Buell)                   $332.0       $285.9     $46.1       16.1%

      Motorcycle Parts and
        Accessories                74.1         62.1      12.0       19.3

      General Merchandise          28.7         28.6        .1         .3

      Other                         9.4          9.2        .2        2.0

         Total Motorcycles and
           Related Products      $444.2       $385.8     $58.4       15.1%


   The Motorcycles segment reported record third quarter net sales driven by
   a 12.5% increase in motorcycle unit shipments and a 19.3% increase in
   Parts and Accessories.  The increase in motorcycle unit shipments over the
   third quarter of 1996 was due to higher average daily production rates. 
   The Company continues to ramp-up motorcycle production capacity according
   to plan.  During the third quarter of 1997, motorcycle production averaged
   540 units per day versus 490 units per day in the same period last year. 
   The Company announced that it expects daily motorcycle production to
   average approximately 555 units per day in the fourth quarter.

   Revenue for the first nine months of 1997 from the Company's foreign
   subsidiaries was negatively impacted by the strengthening of the U.S.
   dollar resulting in revenue decreases totaling approximately $14 million
   compared to the same period of 1996.  The third quarter impact alone
   accounted for approximately $5 milion of this decrease.  The negative 
   impact on pre-tax earnings, althouh lessened because of spending in 
   foreign currency and hedging programs, was a decrease of approximately $9
   million for the first nine months of 1997 compared to 1996 with the third
   quarter accounting for approximately $5 million of this decrease.

   Parts and Accessories (P&A) revenue, which consists of the Genuine Motor
   Parts and Genuine Motor Accessories brands, of $74.1 million was up $12.0
   million or 19.3% compared to the third quarter of 1996.  The record number
   of product introductions at the annual July dealer meeting contributed to
   the growth in the quarterly revenue.  The Company anticipates that long-
   term P&A revenue growth will approximate the year-to-date growth rate of
   13 percent.

   General Merchandise sales, which includes clothing and collectibles,
   totaled $28.7 million, approximately the same as the third quarter of
   1996.  Although the annual meeting generated better than expected orders
   for General Merchandise, many of the orders were forward-buys to be
   delivered in 1998. 

   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 $9 million (1,014 units) in the third quarter of 1997 as
   compared to approximately $7 million (846 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 $24.7 million, or 20.5%, compared to the third
   quarter of 1996 primarily due to an increase in motorcycle volume.  The
   gross profit margin was 32.7% in 1997 as compared with 31.2% in 1996.  The
   increase in the gross profit percentage was primarily due to product mix
   and productivity improvements driven by continued investments in the
   manufacturing plants and by partnering efforts with the Company's
   employees and suppliers.  In addition, the annual model year change-over
   went smoothly.


                               Operating Expenses
              For the Three-Month Periods Ended September 28, 1997 
                             and September 29, 1996
                              (Dollars in Millions)
                                                             Incr
                                          1997     1996      (Decr)      %

   Motorcycles and Related Products       $82.4     $69.6    $12.8     18.4%
 
   Corporate                                1.5       1.7     (0.2)   (10.6)

   Total operating expenses               $83.9     $71.3    $12.6     17.7%


   Total operating expenses increased $12.6 million, or 17.7%, compared to
   the third quarter of 1996.  The increase was largely related to increases
   in product development of approximately $4 million, information systems of
   approximately $1 million, international operations of approximately $3
   million and other increases due to motorcycle volume when compared to the
   same period last year. An early retirement program in connection with the
   new Parts and Accessories Distribution Center  resulted in a charge of
   $2.5 million in the third quarter of 1996.  A product recall on fuel
   valves resulted in a $1.1 million charge in 1996 for estimated repair
   costs.  

                  Operating income from financial services
   The operating income of the Financial Services (Eaglemark) segment was $3.5
   million and $1.3 million in 1997 and 1996, respectively.  This increase was
   primarily due to increased wholesale and retail origination volume and 
   corresponding increases in outstanding wholesale and retail receivables.  
   During the third quarter of 1997, Eaglemark introduced the Harley-Davidson
   VISA Chrome card as a replacement for the private label Harley Card which 
   could only be used at Harley-Davidson dealerships.  As of September 28,
   1997, approximately 105,000 cards have been issued.


     Results of Operations for the Nine Months Ended September 28, 1997
              Compared to the Nine Months Ended September 29, 1996

   For the nine month period ended September 28, 1997, the Company recorded
   net sales of $1.3 billion, a $165.7 million or 14.4% increase over the
   same period last year.  Net income and earnings per share were $130.6
   million and $.86 on 151.6 million shares outstanding versus $106.1 million
   and $.70 on 150.8 million shares, increases of 23.1% and 22.4%,
   respectively. 

                     Motorcycle Unit Shipments and Net Sales
   For the Nine-Month Periods Ended September 28, 1997 and September 29, 1996

                                                           Incr
                                  1997         1996       (Decr)       %

    Motorcycle units
    (excluding
     Buell)                     98,328        88,936     9,392       10.6%
    Net sales (in millions):

      Motorcycles (excluding
        Buell)                $1,020.8        $888.0    $132.8       15.0%

      Motorcycle Parts and
        Accessories              191.6         169.2      22.4       13.2

      General Merchandise         72.5          68.1       4.4        6.6

      Other                       30.5          24.4       6.1       25.0
        Total Motorcycles and
          Related Products    $1,315.4      $1,149.7    $165.7       14.4%


   The 14.4% 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 September) indicates a U.S. heavyweight (651+cc) market
   share of 46.5% compared to 44.9% for the same period in 1996.  This same
   market has grown at a 12.0% rate year-to-date while retail registrations
   for the Company's motorcycles (excluding Buell motorcycles) increased
   16.2%.  European data (through September) show the Company with a 6.1%
   share of the heavyweight (651+cc) market, down from 6.6% for the same
   period in 1996.  The European market (651+cc) has grown at a 8.3% rate
   year-to-date, while retail registrations for the Company's motorcycles
   were about the same as 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 does not expect near-term growth in Europe
   and is therefore, continuing to implement country specific marketing and
   sales promotions.  In addition, the Company recently unveiled two new
   motorcycles styled specifically for the European markets, which will be
   introduced in early 1998.  Asia/Pacific (Japan and Australia) data
   (through September) show the Company with a 15.4% share of the heavyweight
   (651+cc) market, down from 20.6% for the same period in 1996.  The
   Asia/Pacific market has grown at a 54.6% rate year-to-date, while retail
   registrations for the Company's motorcycles increased 15.2%.

   Parts and Accessories and General Merchandise sales increased 13.2% and
   6.6% respectively, compared to the first nine months of 1996.
    
   Buell Distribution Corporation increased sales (included in "Other" in the
   above table) to approximately $28 million (3,121 units) in the first nine
   months of 1997 as compared to approximately $19 million (2,267 units) in
   the same period in 1996.
    
                              Gross Profit
   Gross profit for the first nine months of 1997 totaled $433.7
   million, an increase of $72.6 million (20.1%) over the same period in
   1996.  The gross profit percentage was 33.0% in 1997 as compared with
   31.4% for the first nine months of 1996.  The increase in the gross profit
   percentage was primarily due to product mix and productivity improvements
   driven by continued investments in the manufacturing plants and by
   partnering efforts with the Company's employees and suppliers. 

                               Operating Expenses
   For the Nine-Month Periods Ended September 28, 1997 and September 29, 1996
                              (Dollars in Millions)

                                                              Incr
                                        1997       1996      (Decr)     %

   Motorcycles and Related Products      $235.5     $192.3    $43.2    22.4%

   Corporate                                6.1        6.2      (.1)   (1.2)

     Total operating expenses            $241.6     $198.5    $43.1    21.7%


   Operating expenses of $241.6 million for the first nine months of 1997
   increased $43.1 million (21.7%) compared to the first nine months of 1996. 
   The increase was largely related to increases in product development of
   approximately $11 million, information systems of approximately $4
   million, international operations of approximately $10 million, product
   liability of approximately $3 million and other increases due to
   motorcycle volume when compared to the same period last year.  An early
   retirement program in connection with the new Parts and Accessories
   Distribution Center resulted in a charge of $2.5 million in the third
   quarter of 1996.

                  Operating income from financial services
   The operating income of the Financial Services segment was $9.0 million and
   $5.0 million in 1997 and 1996, respectively.  This increase was primarily 
   due to increased wholesale and retail origination volume and corresponding
   increases in outstanding wholesale and retail receivables.  Through nine
   months, Eaglemark financed 19 percent of new Harley-Davidson motorcycles 
   sold in the U.S., versus 16 percent in the same period last year.

                           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 $2.8 million of interest during the
   first nine months of 1997 in connection with its manufacturing expansion 
   initiatives.  The Company anticipates approximately $.8 million of 
   capitalized interest will be incurred in the fourth quarter of 1997.

                          Consolidated income taxes
   The Company's effective income tax rate approximated 37.0% in the first nine 
   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 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 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 September 28, 1997

   The Company generated $244.8 million of cash from operating activities
   during the first nine months of 1997 compared to $140.9 million in the
   same period in 1996.  Net income adjusted for  depreciation contributed
   $181.9 million.  The Motorcycles segment's receivable balance at September
   28, 1997 of $99.6 million was decreased by approximately $90 million due
   to the transfer of the Motorcycles segment's domestic receivables to
   Eaglemark (see Note 2).  As such, finance receivables increased by this
   same amount.

   Capital expenditures amounted to $112.9 million and $84.4 million during
   the first nine months of 1996 and 1995, respectively.  The Company is
   pursuing a long-term manufacturing strategy to increase its motorcycle
   production capacity with a goal of having the capacity to manufacture in
   excess of 200,000 units per year by 2003.  The strategy includes expansion
   in and near the Company's existing facilities and construction of a new
   manufacturing facility in Kansas City, Missouri.  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) 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 September 28, 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 $107 million was
   outstanding at September 28, 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 $110 million was outstanding at
   September 28, 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 September 28, 1997 was approximately $186 million. 
   Eaglemark also has a $75 million commercial paper conduit facility, of
   which approximately $64 million was outstanding at September 28, 1997,
   secured by the outstanding loan balance of eligible retail motorcycle
   receivables.   The amount of net eligible receivables at September 28,
   1997 was approximately $67 million.  During the third 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,
   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 4,700,000 shares of the Company's outstanding common
   stock. 

   The Company's Board of Directors declared three cash dividends during the
   first nine months of 1997 including, most recently, a $.07 per share
   ($.035 on a post-split basis) cash dividend declared on August 20, 1997,
   paid September 26, 1997 to shareholders of record on September 12.

   <PAGE>

                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                               September 28, 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 5 to the accompanying condensed consolidated financial
   statements for additional information on the above proceedings.


   Item 6.  Exhibits and Reports on Form 8-K

            (a)  Exhibits                              
            27    Financial Data Schedule for September 28, 1997

            (b)  Reports on Form 8-K
            None

   <PAGE>

                           Part II - Other Information

                             HARLEY-DAVIDSON, INC. 
                                    Form 10-Q

                               September 28, 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:    11/12/97                          by: /s/  James L. Ziemer  
                                              James L.  Ziemer
                                              Vice President and Chief
                                              Financial Officer (Principal
                                              Financial Officer) 


            11/12/97                          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 September 28, 1997   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 NINE MONTHS ENDED SEPTEMBER 28,1997 AND IS QUALIFIED IN ITS
ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER>   1,000
       
<S>                            <C>
<PERIOD-TYPE>                       9-MOS 
<FISCAL-YEAR-END>             DEC-31-1997 
<PERIOD-START>                JAN-01-1997 
<PERIOD-END>                  SEP-28-1997 
<CASH>                            105,365 
<SECURITIES>                            0 
<RECEIVABLES>                     375,805 
<ALLOWANCES>                        1,945 
<INVENTORY>                       112,144 
<CURRENT-ASSETS>                  633,399 
<PP&E>                            819,054 
<DEPRECIATION>                    345,355 
<TOTAL-ASSETS>                  1,486,442 
<CURRENT-LIABILITIES>             282,793 
<BONDS>                                 0 
<COMMON>                            1,572 
                   0 
                             0 
<OTHER-SE>                        786,575 
<TOTAL-LIABILITY-AND-EQUITY>    1,486,442 
<SALES>                         1,315,403 
<TOTAL-REVENUES>                1,315,403 
<CGS>                             881,687 
<TOTAL-COSTS>                     881,687 
<OTHER-EXPENSES>                    (597) 
<LOSS-PROVISION>                        0 
<INTEREST-EXPENSE>                (5,594) 
<INCOME-PRETAX>                   207,345 
<INCOME-TAX>                       76,719 
<INCOME-CONTINUING>               130,626 
<DISCONTINUED>                          0 
<EXTRAORDINARY>                         0 
<CHANGES>                               0 
<NET-INCOME>                      130,626 
<EPS-PRIMARY>                         .86<F1>
<EPS-DILUTED>                         .86 
<FN>
<F1>  On August 20, 1997, the Company's Board of Directors declared a two-
for-one stock split for shareholders of record on September 12, 1997,
payable on September 26, 1997.  Prior Financial Data Schedules have not
been restated for the split.
        

</TABLE>


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