HARLEY-DAVIDSON, INC. INVESTOR MEETING FEBRUARY 28, 2017 February 28, 2017 | Investor Meeting Presentation CREATE NEW CUSTOMERS FOR THE FULL EXPERIENCE… PLEASE TAKE ADVANTAGE OF THE WEBCAST PRESENTATION THAT COMBINES SLIDES WITH SOUND AND VIDEO OF SPEAKERS DISCUSSING EACH SLIDE. FEATURE VIDEOS AND ENGINE SOUND CLIPS CAN ALSO BE EXPERIENCED IN THE COMPREHENSIVE WEBCAST. February 28, 2017 | Investor Meeting Presentation 2 2017 INVESTOR MEETING FORWARD LOOKING STATEMENTS This presentation and our associated comments include forward-looking statements that are subject to risks that could cause actual results to be materially different. Without limitation, this presentation discusses and presents details regarding our strategic plan. All of the content, including in particular all references in the presentation and associated comments to plans, strategies, objectives and similar concepts regarding 2017, the next 3 – 5 years, through 2021 and the next ten years, involves forward looking statements. Risks that could cause results to differ include, among others, matters we have noted in our latest earnings release and filings with the SEC. Nothing in this presentation updates guidance provided in the Company’s Annual Report on Form 10-K filed on February 21, 2017 or on the Company’s January 31, 2017 earnings call. Each reference to such guidance in this presentation or our associated comments is intended to be made only to the Company’s expectations as of the date the Company disclosed such guidance. Harley- Davidson disclaims any obligation to update information in this presentation. Additional information and risk factors are included at the end of this presentation. February 28, 2017 | Investor Meeting Presentation 3 2017 INVESTOR MEETING AGENDA 9:00 a.m.  WELCOME – Amy Giuffre, Director Investor Relations  THE NEXT CHAPTER STRATEGY – Matt Levatich, President and CEO  THREE-YEAR STRATEGIC FOCUS – Sean Cummings, SVP Global Demand  STRATEGIC ENABLER: PRODUCT – Michelle Kumbier, SVP HDMC Product & Operations / Brad Richards, VP Styling & Design / Jim Federico, VP Engineering 10:35 a.m.  BREAK 10:50 a.m.  STRATEGIC ENABLER: HDFS – Larry Hund, President HDFS  FINANCIAL PERSPECTIVE – John Olin, SVP and CFO  Q&A – All presenters 12:00 p.m.  LUNCH 1:00 p.m.  TOUR of the Harley-Davidson Museum February 28, 2017 | Investor Meeting Presentation 4 THE NEXT CHAPTER STRATEGY MATT LEVATICH, CEO February 28, 2017 | Investor Meeting Presentation THE NEXT CHAPTER To Build the Next Generation of Harley-Davidson Riders, Globally February 28, 2017 | Investor Meeting Presentation 6 OUR DYNAMIC WORLD Global macro economic conditions World currency shifts Increased pace and intensity of global competition Political, regulatory, trade and tax… February 28, 2017 | Investor Meeting Presentation 7 STRONG AND FOCUSED  Core capability growth –Deep insights • Customers • Markets • Brand relevance • Health of the sport –Flexible, responsive manufacturing –High impact new product • Targeted at customer growth opportunities • Delivered with excellence –Focus, alignment & commitment – a company competing to win February 28, 2017 | Investor Meeting Presentation 8 CORE INSIGHTS International, particularly Asia, a solid growth engine Growth in the U.S. market requires we build new riders Focus and discipline in our work is paramount February 28, 2017 | Investor Meeting Presentation 9 OUR 10-YEAR OBJECTIVES 1 Build 2 Million New Harley-Davidson Riders in the U.S. 2 Grow International Business to 50% of Annual Volume 3 Launch 100 New High Impact Harley-Davidson Motorcycles Deliver Superior Return on Invested Capital for HDMC 4 (S&P 500 Top 25%) Grow our Business without Growing our 5 Environmental Impact February 28, 2017 | Investor Meeting Presentation 10