HARLEY-DAVIDSON STRATEGY

PILLAR 5: INTEGRATED CUSTOMER EXPERIENCE EVOLUTION OF OUR DEALER NETWORK Today Transaction Based Sales Process 2025 Integrated Experience Based Sales Process Customer Experience Digital Integration Energizing Ridership - Community Competitive Focus People & Process • 2021 Transaction based sales with siloed processes across product, services Limited integration across channels - New bike sales focused Inconsistent Approach to Post Purchase Journey Dealers view each other as competition & inventory as an advantage Dealers focus on new vehicle allocation, selling from floor inventory and trades; Inconsistent engagement with pre-owned and service 2025 Experience based sales with integrated processes across products, services Customers at the center of an integrated experience: Enhanced digital journey, with more flexible transition across channels Enhanced post-purchase journey with emphasis on service and experiences that Connect Riders with the Sport Long Term Dealers focus on experiences and on growing H-D collectively Dealers focus on selling floor and pre- order/pooled inventory. Network driving a holistic view of profit centers focused on customer experience 39

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