HARLEY DAVIDSON INC
10-Q, 1998-11-12
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 27, 1998
             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                      53201    
(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 9, 1998     152,807,205      Shares
- ---------------------------------------------------------------------------

                                       1

<PAGE>



                              HARLEY-DAVIDSON, INC.

                                 Form 10-Q Index
                    For the Quarter Ended September 27, 1998



                                                                          Page 
Part I.  Financial Information

     Item 1. Consolidated 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       6-9


     Item 2.  Management's Discussion and Analysis of Financial
               Condition and Results of Operations                        10-17

     Item 3. Quantitative and Qualitative Disclosures about Market Risk   17



Part II.  Other Information


     Item 1. Legal Proceedings                                            19

     Item 5. Other Information                                            19

     Item 6. Exhibits and Reports on Form 8-K                             19

     Signatures                                                           20

     Exhibit Index                                                        21

                                       2

<PAGE>


                         PART I - FINANCIAL INFORMATION

Item 1. Consolidated Financial Statements

<TABLE>

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



                                                   Three months ended              Nine months ended
                                                 Sep. 27,         Sep. 28,      Sep. 27,       Sep. 28,
                                                  1998             1997           1998            1997 
                                               ----------       ----------    ------------     -----------

<S>                                               <C>             <C>           <C>             <C>       
Sales                                             $517,198        $444,222      $1,500,889      $1,315,403
Cost of goods sold                                 346,059        299,044        1,002,347         881,687
                                                   -------       --------        ---------         -------
Gross profit                                       171,139        145,178          498,542         433,716
Operating income from financial services             3,599          3,002           12,539           8,567
Operating expenses                                 (94,599)       (83,925)        (272,896)       (241,587)
                                                   -------        -------        --------         --------
Income from operations                              80,139         64,255          238,185         200,696
Interest income - net                                1,056          2,386            2,442           6,052
Other income (expense) - net                         1,287          (1,404)           (508)            597
                                                   -------         -------       ---------       ---------
Income before provision for income taxes            82,482         65,237          240,119         207,345
Provision for income taxes                          30,110         24,138           87,647          76,719
                                                  --------       --------       ----------      ----------
Net income                                        $ 52,372       $ 41,099        $ 152,472      $  130,626
                                                  ========       ========        =========      ==========
Earnings per common share:
  Basic                                               $.34           $.27            $1.00            $.86
                                                      ====           ====            =====            ====
  Diluted                                             $.34           $.27             $.99            $.85
                                                      ====           ====            =====            ====

Weighted-average common shares
   outstanding:
  Basic                                            152,434        151,792          152,069         151,481
  Diluted                                          154,903        154,178          154,558         153,761

Cash dividends per share                              $.04          $.035            $.115           $.10
                                                      ====          =====            =====           ====
</TABLE>

                                       3

<PAGE>


<TABLE>

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

                                     ASSETS
<CAPTION>

                                            Sep. 27,              Dec. 31,         Sep. 28,
                                             1998                  1997              1997     
                                       ----------------      --------------    ---------------
                                          (Unaudited)                           (Unaudited)
Current assets:
<S>                                      <C>                  <C>                <C>       
   Cash and cash equivalents             $  122,146           $  147,462         $  105,365
   Accounts receivable, net                 112,305              102,797             99,601
   Finance receivables                      337,924              293,329            274,259
   Inventories (Note 2)                     145,019              117,475            112,144
   Other current assets                      52,105               42,958             42,030
                                         ----------           ----------         ----------
      Total current assets                  769,499              704,021            633,399
Finance receivables, net                    352,866              249,346            242,810
Property, plant and equipment, net          580,757              528,869            473,699
Goodwill                                     44,852               38,707             39,254
Other assets                                 69,883               77,958             77,280
                                        -----------          -----------        -----------
                                         $1,817,857           $1,598,901         $1,466,442
                                         ==========           ==========         ==========

                      LIABILITIES AND SHAREHOLDERS' EQUITY
Current liabilities:
   Accounts payable                      $  132,988           $  106,112         $  109,793
   Accrued expenses and other               169,189              164,938            153,000
   Current portion of finance debt          132,413               90,638             30,919
                                            -------             --------            --------
      Total current liabilities             434,590              361,688            293,712
Finance debt                                280,000              280,000            250,000
Other long-term liabilities                  63,510               62,131             66,764
Postretirement health care benefits          70,605               68,414             67,819

Contingencies (Note 7)

Total shareholders' equity                  969,152              826,668            788,147
                                        -----------          -----------        -----------
                                         $1,817,857          $1,598,901          $1,466,442
                                         ==========          ==========          ===========
</TABLE>

                                       4

<PAGE>


<TABLE>

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

                                                                 Nine months ended  
                                                            Sep. 27,            Sep. 28,
                                                              1998                1997  
Cash flows from operating activities:
<S>                                                        <C>                 <C>      
   Net income                                              $ 152,472           $ 130,626
   Depreciation and amortization                              62,725              51,305
   Long-term employee benefits                                 5,860               3,893
   Other-net                                                   9,039               4,173
   Net change in other current assets and current
    liabilities                                              (17,330)             54,846
                                                             --------           --------
Net cash provided by operating activities                    212,766             244,843

Cash flows from investing activities:
   Purchase of property and equipment                       (110,610)           (112,886)
   Finance receivables acquired or originated             (1,996,967)         (1,075,482)
   Finance receivables collected/sold                      1,840,770             893,705
   Other - net                                                 1,692              (6,388)
                                                         -----------          -----------
Net cash used in investing activities                       (265,115)           (301,051)

Cash flows from financing activities:
   Net increase in notes payable                                   -              (2,580)
   Net increase in finance debt                               41,765              22,854
   Dividends paid                                            (17,907)            (15,569)
   Stock repurchase                                          (15,174)                 -
   Issuance of stock under employee stock and 
    option plans                                              18,349              14,389
                                                           ---------          ----------
 Net cash provided by financing activities                    27,033              19,094
                                                           ---------          ----------

Net decrease in cash and cash equivalents                    (25,316)            (37,114)

Cash and cash equivalents:
  At beginning of period                                     147,462             142,479
                                                           ---------          ----------
  At end of period                                         $ 122,146          $  105,365
                                                           =========          ==========

</TABLE>

                                       5

<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 27, 1998 and September 28, 1997,
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, 1997.

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):


                                               Sep. 27,      Dec. 31,   Sep. 28,
                                                 1998         1997         1997 
Components at the lower of cost, first-in, 
 first-out (FIFO), or market:
     Raw material & work-in-process            $ 55,060    $ 37,597     $ 36,969
     Finished goods                              24,884      26,756       30,240
     Parts & accessories                         89,354      75,735       67,538
                                               --------    --------    ---------
                                                169,298     140,088      134,747
Excess of FIFO over LIFO                         24,279      22,613       22,603
                                               --------    --------    ---------
Inventories as reflected in the
  accompanying condensed consolidated
  balance sheets                               $145,019    $117,475     $112,144
                                               ========    ========     ========

                                       6


<PAGE>



Note 3 - Acquisition of Business
In February 1998, the Company acquired substantially all of the remaining common
stock  of Buell  Motorcycle  Company  (BMC),  a  company  in which it held a 49%
interest since 1993. The acquisition was a stock-for-stock transaction accounted
for as a purchase in which 37,640 shares of the  Company's  Common Stock (valued
at approximately  $1 million) were exchanged for the BMC interest.  Prior to the
acquisition,  the Company  accounted for its  investment in BMC using the equity
method.  Pro-forma financial  information would not be materially different from
the financial statements as reported and as a result has not been presented.

Note 4 - Earnings Per Share
Effective  December 31, 1997,  the Company  adopted SFAS No. 128,  "Earnings Per
Share."  Earnings per share  amounts for all prior periods  presented  have been
restated to conform to the Statement 128 requirements.  The following table sets
forth the  computation  for basic and diluted  earnings per share (in thousands,
except per share amounts):
<TABLE>
<CAPTION>

                                                     Three months ended          Nine months ended  
                                                   Sep. 27,       Sep. 28,    Sep. 27,    Sep. 28,
                                                     1998           1997        1998        1997    
Numerator
Net income used in computing
<S>                                                <C>            <C>         <C>        <C>     
       basic and diluted earnings per share        $ 52,372       $ 41,099    $152,472   $130,626
                                                   ========       ========    ========   ========
Denominator
Denominator for basic earnings per share -
       weighted-average common shares               152,434        151,792     152,069    151,481
Effect of dilutive securities - employee stock
       options and nonvested stock                    2,469          2,386       2,489      2,280
                                                   --------       --------    --------   --------
Denominator for diluted earnings per share-
       adjusted weighted-average shares             154,903        154,178     154,558    153,761
                                                    =======        =======     =======    =======

Basic earnings per share                               $.34           $.27       $1.00       $.86
                                                       ====           ====       =====       ====

Diluted earnings per share                             $.34           $.27        $.99       $.85
                                                       ====           ====        ====       ====
</TABLE>

Note 5 - Internal Use Software
Effective  January 1, 1998, the Company  adopted the Statement of Position (SOP)
98-1,  "Accounting  for Costs of Computer  Software  Developed  or Obtained  for
Internal Use." The SOP requires the Company to capitalize certain costs incurred
in connection with developing or obtaining internal-use software.  Approximately
$2.2 and $5.9  million  of costs  associated  with  internal-use  software  were
capitalized  during  the  three-  and  nine-months  ended  September  27,  1998,
respectively.

Note 6 - Business Segments
The Company operates in two business segments:  Motorcycles and Related Products
and Financial Services. The Company's reportable segments are strategic business
units that offer different  products and services.  They are managed  separately
based on the fundamental differences in their operations. Effective December 31,
1997,  the Company  adopted  SFAS No.  131,  "Disclosures  about  Segments of an
Enterprise  and Related  Information."  The  Statement  requires  the Company to
disclose  selected segment  information on an interim basis; this information is
set forth below (in thousands):

                                       7

<PAGE>


Note 6 - Business Segments (continued)
<TABLE>
<CAPTION>

                                               Three months ended          Nine months ended   
                                             Sep. 27,     Sep. 28,     Sep. 27,       Sep. 28,
                                              1998         1997          1998           1997   
                                         ----------   ----------    ------------   ------------
Net sales:
<S>                                         <C>          <C>          <C>            <C>       
     Motorcycles and Related Products       $517,198     $444,222     $1,500,889     $1,315,403
     Financial Services                       n/a         n/a             n/a             n/a   
                                            $517,198     $444,222     $1,500,889     $1,315,403
                                            ========     ========     ==========     ==========
Income from operations:
     Motorcycles and Related Products       $ 79,870     $ 62,750      $ 234,167      $ 198,236
     Financial Services                        3,599        3,002         12,539          8,567
     General corporate expenses                (3,330)      (1,497)        (8,521)        (6,107)
                                             --------     --------     ----------     ----------
                                            $ 80,139     $ 64,255      $ 238,185      $ 200,696
                                            ========     ========      =========      =========
</TABLE>

Note 7 - 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.

                                       8

<PAGE>


Note 8 - Comprehensive Income
Effective  January  1,  1998,  the  Company  adopted  SFAS No.  130,  "Reporting
Comprehensive Income." Statement 130 establishes new rules for the reporting and
display  of  comprehensive  income  and its  components.  The  adoption  of this
Statement  had no impact on the Company's  net income or  shareholders'  equity.
Statement 130 requires the Company's foreign currency  translation  adjustments,
which prior to adoption were reported separately in shareholders'  equity, to be
included in other  comprehensive  income.  Prior year financial  statements have
been  reclassified  to conform  to the  requirements  of  Statement  130.  Total
comprehensive  income,  which was  comprised of net income and foreign  currency
translation adjustments, was approximately $54.1 and $41.9 million for the three
months ended  September  27, 1998 and September  28, 1997,  respectively.  Total
comprehensive  income for the nine months ended September 27, 1998 and September
28, 1997 was $156.0 and $126.3 million, respectively.

Note 9 - Pending  Accounting Change - Accounting for Derivative  Instruments and
for Hedging  Activities In June 1998, the Financial  Accounting  Standards Board
issued Statement No. 133, "Accounting for Derivative Instruments and for Hedging
Activities," which is required to be adopted by the Company in Fiscal Year 2000;
earlier  adoption is also  permitted.  The statement will require the Company to
recognize all derivatives on the balance sheet at fair value.  Derivatives  that
are not hedges must be adjusted to fair value through income.  If the derivative
is a hedge, depending on the nature of the hedge, changes in the fair value will
either be offset against the change in fair value of hedged assets,  liabilities
or firm commitments through earnings or recognized in other comprehensive income
until the hedged item is recognized in earnings.  The  ineffective  portion of a
derivative's  change in fair value will be  immediately  recognized in earnings.
Based on information currently available,  the effect of adopting this statement
is not expected to have a material impact on the Company's financial statements.

                                       9

<PAGE>


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

This section should be read in conjunction with the Management's  Discussion and
Analysis of Financial Condition and Results of Operations  section,  included in
the Company's annual report on Form 10-K for the year ended December 31, 1997.

       Results of Operations for the Three Months Ended September 27, 1998
              Compared to the Three Months Ended September 28, 1997

For the quarter ended September 27, 1998,  consolidated net sales totaled $517.2
million,  a $73.0 million or 16.4%  increase over the same period last year. Net
income and diluted  earnings  per share for 1998 were $52.4  million and $.34 on
154.9 million shares  outstanding versus $41.1 million and $.27 on 154.2 million
shares  outstanding  in 1997,  increases of 27.4% and 26.9%,  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 September 27, 1998 and September 28, 1997
                              (Dollars in Millions)
================================================================================
                                                               Incr     
                                           1998      1997     (Decr)       %
================================================================================
Harley-Davidson motorcycle units           36,428    31,503     4,925   15.6%
- --------------------------------------------------------------------------------
Buell motorcycle units                      1,069     1,014        55    5.4
- --------------------------------------------------------------------------------
  Total motorcycle units                   37,497    32,517     4,980   15.3%
================================================================================
Net sales (in millions):
- --------------------------------------------------------------------------------
  Harley-Davidson motorcycles              $383.3    $331.9     $51.4   15.5%
- --------------------------------------------------------------------------------
  Buell motorcycles                           9.2       9.3      (.1)   (1.1)
- --------------------------------------------------------------------------------
    Total motorcycles                       392.5     341.2      51.3   15.0%
- --------------------------------------------------------------------------------
  Motorcycle Parts and Accessories           90.2      74.1      16.1   21.7
- --------------------------------------------------------------------------------
  General Merchandise                        33.5      28.7       4.8   16.6
- --------------------------------------------------------------------------------
  Other                                       1.0        .2        .8  400.0
- --------------------------------------------------------------------------------
   Total Motorcycles and                   
    Related Products                       $517.2    $444.2     $73.0   16.4%
================================================================================

The  Motorcycles  segment  reported  record third  quarter net sales driven by a
15.3% increase in motorcycle unit shipments compared to the same period in 1997.
The increase in Harley-Davidson motorcycle unit shipments over the third quarter
of 1997 was due to a higher average daily production rate achieved in connection
with the Company's production capacity expansion plans. During the third quarter
of 1998, motorcycle  production averaged  approximately 620 units per day versus
540 units per day in the same period last year.  The Company  expects to produce
approximately 39,000  Harley-Davidson  motorcycle units in the fourth quarter of
1998, and anticipates it will produce  approximately  148,000 motorcycles by the
end of calendar 1998.(1)

                                       10

<PAGE>


Parts and  Accessories  (P & A) sales of $90.2  million were up $16.1 million or
21.7% compared to the third quarter of 1997.  General  Merchandise  sales, which
includes  clothing and collectibles,  of $33.5 million were up $4.8 million,  or
16.6%,  compared to the third quarter of 1997. P&A and General Merchandise sales
grew faster  than  anticipated  during the third  quarter due in part to dealers
replenishing their stores after brisk retail sales surrounding Harley-Davidson's
95th anniversary  celebration in June. The Company does not anticipate P & A and
General Merchandise revenue growth to continue at these rates.(1)

                                  Gross Profit
Gross profit increased $26.0 million, or 17.9%, compared to the third quarter of
1997,  primarily  due to the  increase in  motorcycle  volume.  The gross profit
margin was 33.1% in 1998 compared to 32.7% in 1997. The increase in gross profit
margin is primarily due to lower plant start-up expenses in the third quarter of
1998  compared  to 1997.  Start up  expenses  related to the  ramp-up of two new
production plants and reconfiguration at existing plants were approximately $4.5
million higher in the third quarter of 1997 compared to the same period in 1998.

                               Operating Expenses
   For the Three-Month Periods Ended September 27, 1998 and September 28, 1997
                              (Dollars in Millions)
================================================================================
                                                              Incr
                                          1998      1997      (Decr)       %
- --------------------------------------------------------------------------------
Motorcycles and Related Products         $91.3      $82.4     $8.9      10.7%
- --------------------------------------------------------------------------------
Corporate                                  3.3        1.5      1.8      122.4
================================================================================
Total operating expenses                 $94.6      $83.9    $10.7      12.8%
================================================================================

Total  operating  expenses  increased $10.7 million,  or 12.8%,  compared to the
third quarter of 1997. The increase was largely the result of higher  motorcycle
sales volumes,  but was partially offset by lower than expected  engineering and
risk management expenses.

                    Operating income from financial services
The operating  income of the  Financial  Services  (Eaglemark)  segment was $3.6
million and $3.0  million in the third  quarter of 1998 and 1997,  respectively.
Eaglemark  experienced  growth in all of its core  business  lines,  except  the
credit card business.  The growth was particularly  strong in retail installment
lending,  as Eaglemark  increased both its market share and its profitability in
this business. Promotional expenses for the new Harley-Davidson Chrome VISA Card
will keep the credit card business in a loss position for 1998.

                             Other income (expense)
The third quarter of 1998 benefited from a rebate of harbor  maintenance fees of
$1.3  million.  The levy of these  fees was found  unconstitutional  by the U.S.
Supreme Court and related to fees collected over the previous five years.

                                    Interest
The  Company  capitalized  approximately  $1.0  million of interest in the third
quarter of 1997 in connection with its manufacturing  expansion initiatives.  No
interest was capitalized during the same period in 1998.

                            Consolidated income taxes
The  Company's  effective  income  tax rate was  36.5%  and  37.0% for the third
quarter of 1998 and 1997, respectively.

                                       11

<PAGE>

       Results of Operations for the Nine Months Ended September 27, 1998
              Compared to the Nine Months Ended September 28, 1997

For the nine month period ended  September  28, 1997,  the Company  recorded net
sales of $1.5 billion,  a $185.5  million or 14.1% increase over the same period
last year.  Net income and diluted  earnings  per share were $152.5  million and
$.99 on 154.6 million shares outstanding versus $130.6 million and $.85 on 153.8
million shares outstanding in the first nine months of 1997,  increases of 16.7%
and 16.1%, respectively.

                     Motorcycle Unit Shipments and Net Sales
   For the Nine-Month Periods Ended September 27, 1998 and September 28, 1997
                              (Dollars in Millions)
 ===============================================================================
                                                              Incr      
                                       1998       1997       (Decr)        %
 ===============================================================================
 Harley-Davidson motorcycle units      108,663      98,328     10,335   10.5%
 -------------------------------------------------------------------------------
 Buell motorcycle units                  3,916       3,121        795   25.5
 -------------------------------------------------------------------------------
   Total motorcycle units              112,579     101,449     11,130   11.0%
 ===============================================================================
  Net sales (in millions):
 -------------------------------------------------------------------------------
   Harley-Davidson motorcycles        $1,145.6    $1,020.8     $124.8   12.2%
 -------------------------------------------------------------------------------
   Buell motorcycles                      34.9        28.5        6.4   22.5
 -------------------------------------------------------------------------------
     Total motorcycles                 1,180.5     1,049.3      131.2   12.5%
 -------------------------------------------------------------------------------
   Motorcycle Parts and Accessories      232.8       191.6       41.2   21.5%
 -------------------------------------------------------------------------------
   General Merchandise                    85.2        72.5       12.7   17.4
 -------------------------------------------------------------------------------
   Other                                   2.4         2.0         .4   19.3
 -------------------------------------------------------------------------------
  Total Motorcycles and               
   Related Products                   $1,500.9    $1,315.4     $185.5   14.1%
 ===============================================================================

The  14.1%  increase  in  revenue  was  primarily   attributable  to  additional
motorcycle unit shipments as demand for the Company's  motorcycles  continued to
grow and capacity  increased.  The most recent  information  available  (through
September)  indicates that the Company has a U.S.  heavyweight  (651+cc)  market
share of 45.9%  compared to 47.4% for the same period in 1997.  This same market
has grown at a 16.8%  rate  year-to-date,  while  retail  registrations  for the
Company's motorcycles  (Harley-Davidson and Buell motorcycles)  increased 13.1%.
The  Company's  growth was  slightly  out-paced  by the market in the first nine
months of 1998 as a result of production capacity constraints.

European  data  (through  August)  show  the  Company  with a 6.1%  share of the
heavyweight  (651+cc)  market,  down from 6.4% for the same period in 1997.  The
European market (651+cc) has grown at an 11.2% rate  year-to-date,  while retail
registrations  for the  Company's  motorcycles  increased  7.1% compared to last
year.  The Company has  focused,  over the last three years,  on  upgrading  the
European infrastructure by developing a European management team, installing new
information systems,  improving  distribution and implementing  European focused
marketing  programs.  The Company's  1998 model year  offering  included two new
models specifically  targeted at the European market which, based on information
available  to the  Company to date,  have been very well  received  by  European
customers..


                                       12

<PAGE>


Asia/Pacific (Japan and Australia) data (through August) show the Company with a
14.9% share of the  heavyweight  (651+cc)  market,  down from 16.1% for the same
period in 1997. The Asia/Pacific  market has grown at a 28.0% rate year-to-date,
while retail  registrations for the Company's  motorcycles  increased 18.2%. The
large  increase in the  Asia/Pacific  market is primarily due to a change in the
licensing  requirements  in Japan,  which  made it easier for an  individual  to
obtain a heavyweight  motorcycle license. The greatest increase in registrations
has occurred in the performance segment of the market.

Parts and  Accessories  (P & A) sales of $232.8 million were up $41.2 million or
21.5% compared to the first three quarters of 1997.  General  Merchandise sales,
which  includes  clothing  and  collectibles,  of  $85.2  million  were up $12.7
million, or 17.4%, compared to the first three quarters of 1997. P&A and General
Merchandise  sales grew faster than anticipated  during the first three quarters
of 1998 due in part to the 95th  anniversary  celebration  in June. The Company
does not  anticipate P&A and General  Merchandise  revenue growth to continue at
these rates.(1)

The  Company's  earnings are affected by  fluctuations  in the value of the U.S.
dollar against foreign currencies, as a result of sales made in foreign markets.
The Company uses forward  foreign  exchange  contracts  (primarily  for European
currencies)  to hedge  against the  earnings  effects of such  fluctuations.  In
addition,  the  Company's  exposure  to the  Japanese  Yen is  mitigated  by the
existence of a natural  hedge,  which is sustained  through  balancing  Yen cash
inflows from revenue with Yen cash outflows for motorcycle  component  purchases
and other  operating  expenses.  The effect of such  fluctuations  has not had a
material  impact on the Company's  financial  performance for the three and nine
months ended September 27, 1998, when compared to the same periods in 1997.

                                  Gross Profit
Gross  profit for the first  nine  months of 1998  totaled  $498.5  million,  an
increase  of $64.8  million  or 14.9%  over the same  period in 1997.  The gross
profit  margin was 33.2% in the first nine months of 1998  compared to 33.0% for
the same period in 1997.  The increase in gross profit  margin  resulted  from a
favorable  product  mix (a greater  mix of touring  motorcycles)  combined  with
slightly lower plant start-up  expenses  compared to 1997. The 1998 gross profit
margin  improvement was partially  offset by higher  depreciation as a result of
the Company's significant investment in capacity expansion.

                               Operating Expenses
   For the Nine-Month Periods Ended September 27, 1998 and September 28, 1997
                              (Dollars in Millions)
================================================================================
                                                            Incr    
                                          1998      1997      (Decr)      %
- --------------------------------------------------------------------------------
Motorcycles and Related Products        $264.4     $235.5    $28.9      12.3%
- --------------------------------------------------------------------------------
Corporate                                  8.5        6.1      2.4       39.5
================================================================================
  Total operating expenses              $272.9     $241.6     31.3      13.0%
================================================================================

Operating expenses of $272.9 million for the first nine months of 1998 increased
$31.3 million or 13.0%  compared to the first nine months of 1997.  The increase
was primarily driven by additional  motorcycle  volume, but was also impacted by
year 2000 computer expenses,  Buell  Manufacturing  Company's operating expenses
(which was acquired in February of 1998) and a $3.7 million non-recurring charge
for a voluntary recall of ignition  switches on all 1994 through 1998 FL touring
model motorcycles.

                                       13

<PAGE>


                    Operating income from financial services
The  operating  income of the Financial  Services  segment was $12.5 million and
$8.6 million in the first nine months of 1998 and 1997, respectively.  Eaglemark
experienced  growth in all of its core  business  lines,  except the credit card
business.  The growth was particularly strong in retail installment  lending, as
Eaglemark  increased  both  its  market  share  and  its  profitability  in this
business. Promotional expenses for the new Harley-Davidson Chrome VISA Card will
keep the credit card business in a loss position for 1998.

                             Other income (expense)
The third quarter  benefited  from a rebate of harbor  maintenance  fees of $1.3
million.  The levy of these fees was found  unconstitutional by the U.S. Supreme
Court and related to fees collected over the previous five years.  This positive
impact was partially  offset by foreign  currency  transaction  losses  recorded
during the first nine months of 1998.  The first nine  months of 1997  include a
$1.6  million,  one-time  benefit  related  to  the  sale  of the  Monaco  Coach
Corporation  preferred stock,  which was acquired in connection with 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.
No interest was capitalized during the same period in 1998.

                            Consolidated income taxes
The Company's  effective  income tax rate was 36.5% and 37.0% for the first nine
months of 1998 and 1997, respectively.

                                  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 7 of the notes to
condensed  consolidated  financial  statements.  Recurring costs associated with
managing hazardous substances and pollution in on-going operations have not been
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
1998 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.

                               Impact of Year 2000
The Company has implemented a comprehensive Year 2000 initiative to identify and
address  issues  associated  with the Year  2000.  A team of  internal  staff is
managing the  initiative  with the assistance of some outside  consultants.  The
team's  activities  are  designed to ensure  that there are no material  adverse
effects on the Company.


                                       14

<PAGE>

The Company has  completed  the  assessment  phase of its  internal  information
services  computer  systems  associated  with  the  Year  2000.  The  assessment
indicated that many of the Company's  internal  computer systems were vulnerable
to Year 2000 issues.  The Company is in the process of remediating  the affected
systems  identified in the assessment by modifying or replacing  portions of its
software and hardware so that these computer systems will function properly with
respect to dates in the year 2000 and  thereafter.  In addition,  the Company is
currently assessing Year 2000 issues related to its  non-information  technology
systems used in product development, engineering, manufacturing, and facilities.
The Company  anticipates these assessments will be completed no later than early
1999.

The  Company  is also  working  with its  significant  suppliers  and  financial
institutions  to ensure that those parties have  appropriate  plans to remediate
Year 2000 issues where their systems  interface  with the  Company's  systems or
otherwise  impact its operations.  The Company has communicated in writing or in
person with all of its principal suppliers to confirm their status in regards to
Year 2000 issues.  The Company is assessing  the extent to which its  operations
are  vulnerable  should those  organizations  fail to properly  remediate  their
computer  systems.  The Company will also be communicating  with its dealers and
distributors  regarding their  potential Year 2000 issues.  The Company does not
anticipate that potential Year 2000 issues at its dealers and distributors would
have a  material  adverse  effect on its  ability to deliver  its  products  and
services to its dealers and ultimately to its customers.(1)

The Company's  Year 2000  initiative is well under way and, based on the results
of its assessment to date, is expected to be complete by mid-1999.(1) While the
Company  believes  its  planning  efforts are  adequate to address its Year 2000
concerns, there can be no assurance that the systems of other companies on which
the Company's  systems and  operations  rely will be converted on a timely basis
and will not have a material  adverse effect on the Company.  However,  based on
the progress the Company has made on its internal initiative and the information
available from third  parties,  the Company has not identified a need to develop
an extensive contingency plan for non-remediation  issues at this time. The need
for such a plan is  evaluated  on an  on-going  basis  as part of the  Company's
overall Year 2000 initiative.

Based  on the  Company's  assessments  to  date,  the  costs  of the  Year  2000
initiative  (which are expensed as incurred) are  estimated to be  approximately
$11  million.(1)  Approximately  $3.1  million  of Year  2000  expense  has been
incurred  in the  first  three-quarters  of 1998  and  $5.3  million  since  the
initiative began in 1997.(1)

The costs of the  project  and the date on which the  Company  believes  it will
complete its Year 2000 initiative are  forward-looking  statements and are based
on management's best estimates,  according to information  available through the
Company's  assessments  to date.  However,  there can be no assurance that these
estimates  will be achieved,  and actual  results could differ  materially  from
those anticipated.  Specific factors that might cause such material  differences
include,  but are not limited to, the availability and cost of personnel trained
in this area,  the retention of these  professionals,  the ability to locate and
correct all relevant computer codes, and similar  uncertainties.  At present the
Company has not experienced any significant problems in these areas.

                                       15

<PAGE>

            Liquidity and Capital Resources as of September 27, 1998

The Company's main source of liquidity is cash from operating  activities  which
consists of net income adjusted for non-cash operating activities and changes in
other current assets and  liabilities.  The Company  generated $212.8 million of
cash from operating  activities during the first nine months of 1998 compared to
$244.8  million in the same period in 1997.  The change from prior year consists
primarily of an increase in net income adjusted for depreciation  offset by less
favorable  adjustments  for changes in working capital (due to the 1997 one-time
transfer  of accounts  receivable  to  Eaglemark  discussed  below).  Net income
adjusted for depreciation  contributed $215.2 million in 1998 compared to $181.9
million in 1997. Adjustments for net changes in other current assets and current
liabilities  reduced cash from  operating  activities  $17.3 million in 1998 and
increased  cash  from  operating   activities   $54.8  million  in  1997.  These
adjustments were driven by accounts receivable increases of $9.5 million in 1998
and accounts receivable decreases of $41.7 million in 1997.

Effective  September 1, 1997,  Eaglemark  became  responsible for all credit and
collection   activities  for  the  Motorcycles   segment's   domestic   accounts
receivable, and as a result domestic receivables have been classified as finance
receivables.  The decrease in accounts  receivable  in 1997 includes the initial
transfer of  domestic  accounts  receivable  to finance  receivables,  while the
increase  in  1998  represents  the  normal  change  in  non-domestic   accounts
receivable.   Had  domestic   accounts   receivable  been  included  in  finance
receivables at the end of 1996, the 1997 cash from  operating  activities  would
have been  lower by  approximately  $60  million,  offset  by  higher  cash from
investing activities in the same amount.

Capital  expenditures  amounted to $110.6  million and $112.9 million during the
first nine months of 1998 and 1997,  respectively.  For the past several  years,
the Company has been  implementing  a  manufacturing  strategy  to,  among other
things,  increase its motorcycle production capacity.  The construction of a new
manufacturing  facility  in  Kansas  City,  Missouri,  and the  move  into a new
powertrain  plant  in  Milwaukee  were  both  completed  in 1997.  In  addition,
expansion in and near the Company's existing  facilities was completed.  In 1998
and  beyond,  the  Company  will  continue  to  invest  capital  as it  ramps-up
production at its new facilities  and  reconfigures  its existing  facilities to
prepare for the planned increase in production.(1)

Although the Company does not know the exact amount of capital  expenditures  it
will incur,  it estimates the capital  expenditures in 1998 will be in the range
of $180-$200  million and in 1999 will be in the range of $120-$140  million.(1)
The Company plans to continue to increase its motorcycle  production capacity to
be able to sustain its annual double-digit unit production growth and is on pace
to do so in 1998 with a Harley-Davidson  motorcycle production target of 148,000
units.(1) The Company  anticipates  it will have the ability to fund all capital
expenditures with internally generated funds and short-term financing.(1)

The  Company's  ability to reach the 1998  target  production  level will depend
upon,  among other  factors,  the  Company's  ability to (i) continue to realize
production   efficiencies  at  its  existing   production   facilities   through
implementation  of innovative  manufacturing  techniques  and other means,  (ii)
successfully  implement  production  capacity  increases in its new and existing
facilities,  and  (iii)  sell  all of the  motorcycles  it has the  capacity  to
produce.  However,  there is no  assurance  that the  Company  will  continue to
realize  additional  efficiencies.  In addition,  the Company  could  experience
delays  in making  changes  to  existing  facilities  and the new  manufacturing
facilities as a result of risks  normally  associated  with the operation of new
and  existing  manufacturing  facilities,  including  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,

                                       16

<PAGE>


potential delays and uncertainties  regarding the actual costs could also impact
adversely the Company's capital expenditure estimates.

The Company (excluding Eaglemark) currently has nominal levels of long-term debt
and has lines of credit of approximately  $42.2 million,  of which approximately
$39.6 million remained available at September 27, 1998.

Eaglemark  finances its business through an unsecured  commercial paper program,
revolving  credit   facilities,   senior   subordinated  debt  and  asset-backed
securitizations.  Eaglemark  issues  short-term  commercial  paper with  maximum
issuance  available  of $500  million of which  approximately  $354  million was
outstanding  at September 27, 1998.  Maturities  of commercial  paper issued can
range  from  1 to 270  days.  Eaglemark  has in  place  a $250  million  364-day
revolving credit facility and a $250 million five-year revolving credit facility
of which  approximately  $28 million was  outstanding at September 27, 1998. The
primary uses of the credit  facilities are to provide liquidity to the unsecured
commercial paper program and to fund normal business  operations.  Eaglemark has
also issued $30 million of senior  subordinated notes which expire in 2007. Year
to date,  Eaglemark has securitized and sold  approximately  $300 million of its
retail  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 financed  from  internally  generated  funds,  additional
capital  contributions from the Company,  bank lines of credit, and continuation
of its subordinated debt,  commercial paper and securitization  programs.(1) The
Company has a support  agreement with  Eaglemark,  whereby the Company agrees to
provide  Eaglemark  with certain  financial  support  payments if required.  The
payments  may  be  provided  at  the  Company's   option  either  as  a  capital
contribution or as a loan.

The Company has  authorization  from its Board of Directors to  repurchase up to
4,700,000  shares of the Company's  outstanding  common stock. In addition,  the
Company has continuing  authorization  from its Board of Directors to repurchase
shares of the  Company's  outstanding  common  stock under which the  cumulative
number of shares  repurchased,  at the time of any repurchase,  shall not exceed
the sum of (i) the number of shares  issued in  connection  with the exercise of
stock options occurring on or after January 1, 1998 plus (ii) one percent of the
issued and  outstanding  common stock of the Company on January 1 of the current
year,  adjusted  for any stock  split.  During the first  quarter  of 1998,  the
Company  repurchased  600,000  shares  of its  common  stock  under  the  latter
authorization.

The Company's Board of Directors  declared three cash dividends during the first
nine months of 1997  including,  most  recently,  a $.04 per share cash dividend
declared on August 20, 1998,  paid September 25, 1998 to  shareholders of record
on September 15.

Item 3. Quantitative and Qualitative Disclosures about Market Risk

Refer to the Company's  annual  report on Form 10-K for the year ended  December
31, 1997 for a complete discussion of the Company's market risk. There have been
no material  changes to the market risk  information  included in the  Company's
1997 annual report on Form 10-K.

                                       17

<PAGE>


(1) Note regarding forward-looking statements

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  by
reference to this footnote or 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  that
could cause actual results to differ materially from those anticipated as of the
date of this report.  Certain of such risks and  uncertainties  are described in
close  proximity to such  statements or elsewhere in 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.

                                       18

<PAGE>

                           Part II - OTHER INFORMATION

                              HARLEY-DAVIDSON, INC.
                                    FORM 10-Q
                               September 27, 1998

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 7 to the accompanying  condensed  consolidated financial statements
for additional information on the above proceedings.

Item 5. Other Information
Proposals of shareholders  pursuant to Rule 14a-8 under the Securities  Exchange
Act of 1934, as amended ("Rule 14a-8"), that are intended to be presented at the
1999  Annual  Meeting of  Shareholders  must be received by the Company no later
than November 25, 1998 to be included in the Company's  proxy materials for that
meeting.  Further,  shareholder who otherwise intends to present business at the
1999 annual meeting must comply with the requirements set forth in the Company's
By-laws.  Among other things,  to bring  business  before an annual  meeting,  a
shareholder must give written notice thereof, complying with the By-laws, to the
Secretary  of the  Company  not less than 60 days in  advance of the date in the
current  fiscal  year of the  Company  corresponding  to the  date  the  Company
released  its proxy  statement to  shareholders  in  connection  with the annual
meeting for the  immediately  preceding  year.  If the Company  does not receive
notice of a shareholder proposal submitted otherwise than pursuant to Rule 14a-8
prior to January 24, 1999,  then the notice will be considered  untimely and the
Company is not required to present such proposal at the 1999 annual meeting.  If
the Board of  Directors  chooses to present  such  proposal  at the 1999  annual
meeting,  then  the  persons  named in the  proxies  solicited  by the  Board of
Directors for the 1999 annual  meeting may exercise  discretionary  voting power
with respect to such proposal

Item 6.  Exhibits and Reports on Form 8-K

          (a)  Exhibits
          27    Financial Data Schedule for September 27, 1998


          (b)  Reports on Form 8-K
          None

                                       19

<PAGE>


                           Part II - Other Information

                              HARLEY-DAVIDSON, INC.
                                    Form 10-Q

                               September 27, 1998


                                   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:     11/11/98                  by: /s/  James L. Ziemer 
                                        James L.  Ziemer
                                        Vice President and Chief Financial
                                        Officer (Principal Financial Officer)


              11/11/98                  by: /s/  James M. Brostowitz
                                        James M. Brostowitz
                                        Vice President, Controller (Principal
                                        Accounting Officer) and Treasurer

                                       20
<PAGE>


                                  Exhibit Index



Exhibit No.   Description


   27         Financial Data Schedule for September 27, 1998

                                       21


<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE CONDENSED
CONSOLIDATED  FINANCIAL  STATEMENTS OF HARLEY-DAVIDSON,  INC. AS SOF AND FOR THE
NINE  MONTHS  ENDED  SEPTEMBER  27,  1998 AND IS  QULAIFIED  INITS  ENTIRETY  BY
REFERENCE TO SUCH FINANCIAL STATEMETNS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   9-MOS
<FISCAL-YEAR-END>                              DEC-31-1998
<PERIOD-START>                                 JAN-1-1998
<PERIOD-END>                                   SEP-27-1998
<CASH>                                         122,146
<SECURITIES>                                   0
<RECEIVABLES>                                  113,899
<ALLOWANCES>                                   1,549
<INVENTORY>                                    145,019
<CURRENT-ASSETS>                               769,499
<PP&E>                                         1,007,417
<DEPRECIATION>                                 426,660
<TOTAL-ASSETS>                                 1,817,857
<CURRENT-LIABILITIES>                          434,590
<BONDS>                                        0
                          0
                                    0
<COMMON>                                       1,582
<OTHER-SE>                                     967,570
<TOTAL-LIABILITY-AND-EQUITY>                   1,817,857
<SALES>                                        1,500,889
<TOTAL-REVENUES>                               1,500,889
<CGS>                                          1,002,347
<TOTAL-COSTS>                                  1,002,347
<OTHER-EXPENSES>                               508
<LOSS-PROVISION>                               0
<INTEREST-EXPENSE>                             (2,442)
<INCOME-PRETAX>                                240,119
<INCOME-TAX>                                   87,647
<INCOME-CONTINUING>                            152,472
<DISCONTINUED>                                 0
<EXTRAORDINARY>                                0
<CHANGES>                                      0
<NET-INCOME>                                   152,472
<EPS-PRIMARY>                                  1.00
<EPS-DILUTED>                                  .99
        

</TABLE>


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