H-D of Korea, Yongin
Harley-Davidson®
INDIA
DEALER PROSPECT HANDBOOK

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1
CONTENTS
• INTRODUCTION
• THE DREAM
• THE MISSION
• THE PEOPLE
• OUR VALUES
• THE BUSINESS
• THE ORGANIZATION
• THE FIGURES
• THE PRODUCTS
• HARLEY-DAVIDSON® MOTORCYCLES
• GENUINE MOTOR PARTS & MOTOR ACCESSORIES
• MOTORCLOTHES® RANGE
• HARLEY-DAVIDSON FINANCIAL SERVICES
• DO YOU THINK YOU’VE GOT WHAT IT TAKES?
• WHAT YOU CAN EXPECT FROM US
• WHAT WE EXPECT FROM YOU
• THE APPOINTMENT PROCESS
• FREQUENTLY ASKED QUESTIONS
Disclaimer This document is a working handbook for prospective dealer candidates. Its
purpose is to ensure that the Harley-Davidson is suitably represented within the Asia-Pacific
region. The information provided is intended solely for the purpose of selecting the right
partners for our company. Any investment and expenditure made by the applicant in
anticipation of Harley-Davidson entering into a Motorcycle Dealer Contract are at the
applicant’s sole risk and do not in any way obligate Harley-Davidson. Products and services
described within this book may vary by market.

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HARLEY-DAVIDSON INDIA – DEALER PROSPECT HANDBOOK
INTRODUCTION
Dear Prospect,
And we’re not stopping there. In
Thank you for your interest in
The objective of this brochure is to offer
joining our world famous dealer
the past several years, we have
you a specific and focused handbook to
network and for delivering our
invested many millions of dollars in
work through the appointment process.
unique brand experience. And
products, services, marketing and
that’s what Harley-Davidson is all
infrastructure for Asia-Pacific. But
If you like what you see and if you feel
about – living an experience. But
you are the right candidate for opening a
it also has a great business story
our greatest need is to put our
Harley-Davidson dealership, then we
behind it.
brands and our products in front of
would like to explore the opportunities
prospective customers and
with you.
Did you know that…
connect with them – and to achieve
this, we are looking for exceptional
Happy reading!
• Harley-Davidson ships more
dealer candidates.
than 300,000 motorcycles a year
to dealers, generating high
The Dealer Development Team
We want candidates with an
revenues across motorcycle and
Harley-Davidson India
accessory sales
understanding of our products,
markets and customers, and with
• Harley-Davidson is the oldest
an appetite for success. We ask a
motorcycle brand in the world
IndiaDealer@harley-davidson.com
lot from our dealers, but we also
with continued production for
offer a lot in return; a long term
over 105 years
partnership, an opportunity to
become part of the world-wide
• With over 1 million members,
Harley-Davidson family, and an
the Harley Owners Group® is
one of the largest enthusiast
opportunity to earn excellent
groups in the world
returns on investment.
• Harley-Davidson has more than
1300 authorized dealerships in 68
countries worldwide.

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THE DREAM
IF YOU KNOW THE NAME, YOU’RE
PROBABLY FAMILIAR WITH THE
EXPERIENCE
Ask most people what Harley-
In 2008 Harley-Davidson Motor
Davidson is and they’ll tell you
Company celebrated its 105th
that we’re the most famous
Anniversary, as well as the 25th
producer of heavyweight anniversary of the Harley Owners
American motorcycles. They
Group®. Also in 2008, the company
may even mention that we’re
shipped 303,000 motorcycles*.
one of the most recognizable
Quite a change from its humble
brands in the world. But to
beginnings in 1903, when just three
anyone who has lived the
motorcycles were produced.
Harley-Davidson experience,
we’re a lot more than that.
So what makes us different?
In the words of a past Harley-
We’ve always been and always will
Davidson Inc. Chairman: “Our
be a company of enthusiasts,
company’s brand is a promise to
building motorcycles for enthusiasts.
the consumer. We fulfill the
We still ride with our customers and
dreams of our customers and
dealers. From day one, when those
aim to exceed their first three motorcycles were hand
expectations.”
crafted by William S. Harley and the
Davidson brothers, we’ve always
A motorcycle with attitude,
been dedicated to improvement and
personality, and exceptional
able to put our ever increasing
handling.
experience to good use through our
products and our organization.
Today, Harley-Davidson is at full
throttle and more than ready to face
the challenges of the future whilst
still cherishing our great heritage
from the past.
*please visit www.harley-davidson.com for the latest
figures

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HARLEY-DAVIDSON INDIA – DEALER PROSPECT HANDBOOK
4
THE MISSION
WHAT WE MAKE POSSIBLE
By living, breathing, understanding, fine
tuning, building, developing, innovating
(and of course riding) motorcycles we
have encapsulated a century of complex
engineering and a passion for the road
into a simple mission statement:
“Harley-Davidson Inc. is a global
leader in fulfilling dreams and
providing extraordinary customer
experiences through mutually
beneficial relationships with our
stakeholders.”
We know that it takes more than just
building and selling motorcycles to fulfill
the dreams of our customers. It takes
unforgettable experiences.
For some, it’s as simple as Saturday
If there’s one secret to our enduring brand and the
morning coffee and conversations at the
passion it ignites in our riders, it’s that we deliver these
local Dealership. For others, it’s a weekend
experiences, rather than merely a collection of
ride with the local Harley Owners Group®
products and services.
(H.O.G.®) members. It may also be an
ambitious road trip across a continent.
That’s what sets Harley-Davidson apart from the
crowd and why our brand strength is legendary.

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5
THE PEOPLE
CAMARADERIE IS CORE TO
OUR EXPERIENCE
The Harley-Davidson myth became reality through the
public’s powerful belief in the brand. Personal levels of
loyalty go way beyond other famous marks. It is this
unparalleled allegiance that makes the name and the
experience so exclusive.
This is epitomized by H.O.G.® (Harley Owners
Established in 1983, H.O.G.® is the largest factory-sponsored motorcycle
Group®), the binding factor among Harley-Davidson
club in the world. It boasts over 1 million proud Harley-Davidson

staff, dealers and customers. The motorcycles, the
Motorcycle® owners as its members, with over 60,000 of these in Asia-
open road, the wind in your face, shared experiences
Pacific.
– this is the invisible spirit that brings us all together.
H.O.G.® is all about providing members with a means to “Ride and Have
Fun”. This is achieved by organizing and supporting local, national and
international events and riding activities during the year. H.O.G.® has
organized or hosted many major events throughout Asia-Pacific, including
the Nagasaki Harley Festival and Fuji Blue Sky Rally in Japan, as well as
Rallies in Australia, China, Indonesia, Korea, Malaysia, Singapore, and
Taiwan.
H.O.G.® members also have the option to join their local H.O.G.® Chapter.
Each chapter is sponsored by their local Harley-Davidson dealer. These
Chapter Rallies occur throughout the year and most Chapters have a full
calendar of events, ride-outs and meetings. This allows for a ‘close to the
customer’ approach and the opportunity to H.O.G.® members to meet
fellow enthusiasts. On average, an active H.O.G.® member spends 60%
more on a visit to their H-D dealer than a non member. The value of the link
of trust and mutual support between chapter members and their dealer is,
of course, unquantifiable.
Once you join the Harley-Davidson
family, you get involved in the
excitement of everything our brand
represents and the chance to
immerse yourself in the
passion of our business.

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HARLEY-DAVIDSON INDIA – DEALER PROSPECT HANDBOOK
OUR VALUES
WE VALUE THE WAY
WE DO BUSINESS
People, fashion, technology, tastes, governments. A lot of things have
changed since Harley-Davidson began. One of the reasons we’re still
here is because there’s something we’ve never changed. The values
by which we do business.
• Tell the truth
• Be fair
• Keep your promises
• Respect the individual
• Encourage intellectual curiosity
These are the five basic concepts that guide all our decisions in
running our business. Having these thoughts in mind means taking
the right options and maintaining the right path to our goals. It also
gives our dealers and all those who work with us a firm set of
ethics and principles to follow. It is how we’d like to be treated if we
were the customers.

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THE BUSINESS
AMAZING PAST. EXCITING FUTURE.
Since 1903, Harley-Davidson Motor Company has been producing
the world’s best motorcycles. At the heart of our success is the
intricate balance between growing value and strengthening the brand -
the twin objectives of Harley-Davidson‘s strategy. High quality, active
participation, energy in productivity, prompt flexibility and attention to
cash flow are the keys to maintaining the success that we’ve worked
so hard to build.

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HARLEY-DAVIDSON INDIA – DEALER PROSPECT HANDBOOK
THE BUSINESS
8
Harley-Davidson Motor Company manufactures
and sells the Harley-Davidson motorcycle range,
as well as Genuine Parts, Accessories and
General Merchandise.
Buell Motorcycle Company manufactures Buell
motorcycles, sport bikes that offer a genuinely
unique proposition, through the Trilogy of
Technology, unique styling and superb handling in
the air and water-cooled ranges of motorcycles.
Harley-Davidson Financial Services Inc.
Harley-
provides wholesale and retail financing, insurance
and credit card programs to Harley-Davidson &
Buell Dealers and customers.
Davidson, Inc.
Harley-Davidson Inc is the owner of
MV Agusta Group is the most recent addition to
Harley-Davidson Motor Company,
our portfolio of brands. A line of exclusive,
Buell Motor Company, MV Agusta
premium, high performance sport motorcycles
Group and Harley-Davidson Financial
sold under the MV Agusta brand; and a line of
lightweight sport motorcycles sold under the
Services. Harley-Davidson holds the
Cagiva brand. MV Agusta’s F4-R motorcycle,
rights to all of the brands, and
powered by a 1078cc in-line four-cylinder liquid-
manages the licensing agreements
cooled engine, is rated at 190 hp.
with the different suppliers that offer
Harley-Davidson branded products
and services.

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9
THE ORGANIZATION
OUR GLOBAL STRUCTURE AND
WHERE YOU FIT INTO IT
From humble beginnings, we have grown into a global
enterprise. Harley-Davidson Inc. now employs some 9,500
people world-wide. Based in Milwaukee, USA, Harley-
Davidson has corporate headquarters in various locations
in the US and maintains operations in strategic
international markets in Europe, South America, and Asia-
Pacific, to support its world-wide dealer and distributor
network.
H-Q WITH
CENTRALIZED
FUNCTIONS
EUROPE,
NORTH AMERICA
MIDDLE EAST
ASIA-PACIFIC
LATIN AMERICA
(US & CANADA)
& AFRICA
JAPAN
CHINA
INDIA
AUSTRALIA

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Document Outline

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