HARLEY-DAVIDSON STRATEGY

BUILDING LEADERSHIP IN THE MOST PROFITABLE MARKETS PILLAR 2: SELECTIVE EXPANSION AND REDEFINITION North America Preserve unrivalled leadership position of most profitable motorcycle market in the world LATAM Prioritize profitability over volume EMEA Play to win with our most premium motorcycles Expand with new product lines where our profitability targets are met APAC Emphasize growth of premium in the region Striving for leadership positions in most profitable markets 23 23

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