HARLEY-DAVIDSON STRATEGY

PILLAR 4: GROWTH BEYOND BIKES P&A A DRIVER OF PROFITABILITY THROUGH CUSTOMIZATION AND ENGAGEMENT Parts & Accessories $3.5B global market Large Dealer Loyalists (top 40% Customer who spend primarily at the dealer) - Spends on average -$1,600/ bike per year, up to $8,000 for top spenders Primarily buy and install at dealer Opportunity Inspire more top spenders Capture more Share of Wallet Engage through ownership cycle Channel Agnostics (Across all spend levels) Spends on average -$1,200 / bike per year More likely to be used riders and/or further on in their ownership journey More likely to be DIYers Expand our reach Address product opportunities Enhance convenience Source: Management Estimates 28

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