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 5/22/18.  We aim for 100% accurate and complete information - please contact us if you see any discrepancies or need more info.

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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 [65]

Tel: (414) 342-4680

NAME/EMAIL TITLE MORE INFO

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Co-Founder

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Chairman

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President & CEO

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CFO & SVP

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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 & Managing Director, US Market

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VP & Managing Director, Markets, International

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Managing Director, Canada

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Managing Director, China

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VP, Communications

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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, Entertainment & Partnerships, Global

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Head, Customer Relationship Management, Global

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Head, Marketing, Parts & Accessories

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Head, Learning, Diversity & Inclusion, Global

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Head, Account, Creative Services

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General Manager, Outreach Customer Marketing

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Creative Director

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Brand Director, Americas Region

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Director, Consumer & Market Insights

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Director, Brand Marketing, Global

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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, Channel Marketing, Global

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Director, Global Customer Relationship Management & E-Commerce

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Director, Communications Integration & Corporate Reputation

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Operating Manager, Global HOG

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Brand Manager, Global

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Project Manager, Digital Communications

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Project Manager, Events Team, US

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Project Manager, Direct Mail & Email Marketing

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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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Program Manager, Product Development

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Manager, Marketing Programs, Riding Academy

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Manager, Creative Services

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Manager, Digital Marketing, Global

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Manager, Marketing Strategy & Performance

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Manager, Consumer Marketing

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Manager, Communications Strategy, Harley, Davidson Motor Company

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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 Management, Harley, Davidson Motor Company

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Graphic Designer

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Senior Graphic Designer

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Analyst, Technical

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Analyst, E-Commerce

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Assistant Creative Director

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Senior Coordinator, Event Operations

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Project Head, Harley, Davidson Motor Company

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AGENCY RELATIONSHIPS [16]

  AGENCY LOCATION EMPLOYEES  

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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

May 25, 2018

Karen Davidson Creative Director

Harley sees women emerge as growth drivers in India

Kolkata, May 25 -- On a sultry summer afternoon, she turned up at an upscale south Kolkata mall riding the 2018 Fat Bob Harley-Davidson motorbike, her ride a reflection of her age-defying rock star-like personality. Meet Karen Davidson, great...

May 24, 2018

EagleRider and Harley-Davidson Make First-Ever Joint Appearance at IPW

The Two Companies Were Among 6,000 Delegates from U.S. Travel Organizations DENVER--(BUSINESS WIRE)-- As part of the growing strategic alliance between EagleRider, the world’s largest motorcycle rental and travel company, and Harley-Davidson,...

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Sandra Rojas - VP, Marketing

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