HARLEY-DAVIDSON STRATEGY

Licensee Strategic Alignment Harley-Davidson: One Brand for our Consumers and Marketplace PILLAR 4: GROWTH BEYOND BIKES PLAN TO ACCELERATE GROWTH IN APPAREL AND LICENSING Evolve H-D Motorclothes - Execute seasonal and 3-year line plan Modernize aesthetic Create min assortment & sell thru KPI's Create & Scale H-D Lifestyle - - Create modern H-D aesthetic Attract new (female) consumers Lead in U.S., accelerate internationally Fewer. Deeper. Bolder. - - Manage SKU productivity & lifecycles Deliver milestone accountabilities Segment by product & channel 33 33

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