Harley-Davidson, Inc. Advertising Spend - REDBOOKS

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  ADVERTISER Q4 2017 Q3 2017 Q2 2017 Q1 2017 CY 2017 CY 2016 CY 2015 CY 2014 CY 2013 Y/Y GROWTH  

GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

(Close)
  ADVERTISER Q4 2017 Q3 2017 Q2 2017 Q1 2017 Q4 2016 Q3 2016 Q2 2016 Q1 2016  

GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

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This profile last updated 11/12/18.  We aim for 100% accurate and complete information - please contact us if you see any discrepancies or need more info.

ACCESS Harley-Davidson, Inc. FULL PROFILE

OPPORTUNITIES

BUSINESS SUMMARY

Harley-Davidson manufactures heavyweight custom, cruiser and touring motorcycles and offers a complete line of motorcycle parts, accessories, riding gear & apparel, and general merchandise.

Note: Business Summary has been adapted from the Company's website.

Address: 3700 W Juneau Ave, Milwaukee, WI 53208
Tel: (414) 342-4680
Fax: (414) 343-8230
Website: www.harley-davidson.com
General Email: media@harley-davidson.com

EMAIL PROFILE

mail

STATISTICS

FOUNDED

1903

EMPLOYEE COUNT

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ANNUAL SALES

$5,647,224,000

TOTAL ANNUAL AD SPEND ?

REDBOOKS Total Ad Spend numbers may differ from the Kantar Media numbers below due to added spending by Franchisees, Licensees, etc.; may also include International, Sponsorships, Endorsements and Mobile spending.

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FINANCIALS

Note: All Figures in Millions, for the month ended December.

  FINANCIAL STATEMENT SUMMARY 2017 2016 2015 2017 CHANGE 2016 CHANGE  
Revenue $5,647 $5,996 $5,995 -5% 0%
Gross Profit $2,072 $2,266 $2,375 -8% -4%
Operating Income $891 $1,048 $1,155 -14% -9%
Net Income $521 $692 $752 -24% -7%
Gross Margin 36% 37% 39%
Operating Income Margin 15% 17% 19%
Net Income Margin 9% 11% 12%
Cash and Cash Equivalents $735 $812 $810
Total Debt $6,988 $6,807 $6,872
Total Assets $9,972 $9,890 $9,972
Total Liabilitites $8,128 $7,970 $8,133
Stakeholder's Equity $1,844 $1,920 $1,839

Dupont Analysis

Return on Equity = Profit Margin x Asset Turnover x Equity Multiplier
28% = 9.2% x 0.6 x x 5.4 x

CORPORATE FAMILY [0]

COMPETITORS [11]

BRANDS OWNED [44]

INDUSTRY CODES

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KEY CONTACTS [64]

Tel: (414) 342-4680

NAME/EMAIL TITLE MORE INFO

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Chairman

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President & CEO

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CFO & SVP

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Chief Comm Officer, Pres-Harley-Davidson Foundation & VP

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Chief Legal Officer & VP, Strategy & Sustainability

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Chief Human Resources Officer

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Treasurer & VP

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VP & Mng Dir-Market-US

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VP & Managing Director, Markets, International

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Managing Director, China

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Managing Director, India

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VP-Harley-Davidson Museum-Milwaukee

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VP, Marketing

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Head, Account

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Head, Marketing, Vehicle Services

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Head, Market Analytics

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Head-Entertainment & Partnerships

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Head-Customer Relationship Mgmt

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Head, Marketing, Parts & Accessories

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Head-Acct & Creative Svcs

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General Manager, Outreach Customer Marketing

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Creative Director

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Brand Director, Americas

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Director, Global Brand Marketing

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Director, Investor Relations

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Director, Motorcycle Product Planning

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Director, Organizational Development

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Director, Corporate Strategy

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Director, Global Channel Marketing

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Director, Global Customer Relationship Management & E-Commerce

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Director, Communications Integration & Corporate Reputation

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Ops Mgr-HOG

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Brand Manager

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Project Manager, Digital Communications

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Project Manager, E-Marketing

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Project Manager, Events Team, US

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Program Manager, Learning & Development

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Communications Manager, Organization & Leadership Communications

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Senior Product Manager, Motorcycle Platform Marketing

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Product Mgr-Credit Cards

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Program Manager, Product Development

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Manager, Marketing Programs, Riding Academy

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Manager, Digital Marketing

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Mgr-Brand Strategy & Performance

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Mgr-Market Ops-India

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Mgr-Comm Strategy-Harley-Davidson Motor

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Manager, Technical Training

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Manager, Marketing Field

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Manager, Marketing Field

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Specialist-Digital Asset Mgmt-Harley-Davidson Motor

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Graphic Designer

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Senior Graphic Designer

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Analyst, Technical

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Assistant Creative Director

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Project Head-Harley-Davidson Motor

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AGENCY RELATIONSHIPS [16]

  AGENCY LOCATION EMPLOYEES  

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New York, NY

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New York, NY

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New York, NY

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Chicago, IL

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Milwaukee, WI

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United Kingdom

ANNUAL MEASURED U.S. MEDIA SPEND

Powered By
GOOGLE INC - MEDIA SPEND BY CATEGORY*

Display:

  CATEGORY Q4 2015 Q3 2015 Q2 2015 Q1 2015 CY 2015 CY 2014 CY 2013 %GROWTH  
Network TV $125,162,000 $5,144,800 $32,509,500 $38,488,600 $201,304,900 $237,009,400 $208,285,300 -15.0%
Cable TV 31,747,502 2,653,348 5,396,543 8,076,710 47,874,103 56,738,120 59,411,706 -15.5%
US Online Video 9,858,378 138,789 1,036,768 125,418 11,159,353 - - N/A
Magazines 9,072,468 6,553,927 3,798,420 3,264,050 22,688,865 36,310,572 23,179,668 -37.4%
Outdoor 8,577,374 4,756,991 4,791,979 5,044,634 23,170,978 22,317,935 6,204,500 3.8%
US Internet - Display 7,414,964 2,921,357 12,193,304 10,865,774 33,395,399 86,482,041 76,847,282 -61.3%
Syndication 3,449,700 600 617 0 3,450,917 1,199,800 549,400 187.6%
Spot TV 2,685,887 19,516 80,637 1,299,218 4,085,258 15,769,435 2,491,675 -74.0%
Natl Spot Radio 1,821,313 685,978 150,485 331,794 2,989,570 1,679,371 943,685 78.0%
Natl Newspapers 1,248,582 243,390 247,050 226,005 1,965,027 2,668,104 23,880 -26.3%
Total Advertising Spend ?
Does NOT include: International, Sponsorships, Endorsements, Mobile, spending by Franchisees or Licensees, etc.
$202,828,400 $23,205,381 $60,538,954 $68,754,029 $355,326,764 $469,080,155 $382,080,829 -24.2%
 

MEDIA SPEND BY CATEGORY - GRAPH

GOOGLE INC - MEDIA SPEND BY ADVERTISER*

Display:

  ADVERTISER 2015 2014 %Of Total Spend  
Google Admob Advertising Service $140 $0 <1%
Androidify 844,608 0 99%
Google Shopping Express 1,015,508 0 <1%
Total Advertising Spend ?
Does NOT include: International, Sponsorships, Endorsements, Mobile, spending by Franchisees or Licensees, etc.
$355,326,764 $469,080,155 100%

MEDIA SPEND BY ADVERTISER - GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

MEDIA USAGE - UNMEASURED

COMPANY NEWS

November 15, 2018

Matthew Levatich President & CEO

Quality Expert & Patriot Daryl Guberman Exposes Harley Davidson for Quality System Being Watched Over By China-Led IAF

Most people associate the Harley Davidson brand with the United States and American way of life. So why would they have their quality system watched over by the China-led IAF? Daryl Guberman calls out Harley Davidson’s CEO Matt Levatich in a...

November 14, 2018

Black Hills Harley-Davidson donates Strider bikes

RAPID CITY — On any other Monday, the Black Hills Harley-Davidson service bay would be dark and quiet, but this week it looked more like Santa’s workshop. Parts and pieces were lined up on work benches as elves of all shapes and sizes...

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Sandra Rojas - VP, Marketing

..."We're pushing forward" said Sandra Rojas, recently hired VP of Marketing, who hopes to rapidly increase
the company's presence in the Hispanic market...

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