HARLEY-DAVIDSON STRATEGY

ONLY -30-35% of riders age out of the sport IN THE U.S. MORE NEW AND RETURNING RIDERS ARE COMING INTO THE SPORT THAN ARE AGING OUT +~3.0M ~3.1M 2.9M (~2.0M) (~800K) 2015 Base New & Returning Exits with Potential Riders Aging Out 2021 Base Riders to Return Source: S&P Global Ridership Data, Management Estimates +~5.7M New & Returning Riders (~3.2M) Exits with Potential to Return (~1.8M) ~3.7M 2030E Riders Aging Out Projected 14

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