HARLEY-DAVIDSON CREATES NEW ADVANCED TECHNOLOGY R&D FACILITY IN SILICON VALLEY

Company is Recruiting Top EV Talent to Build its Capabilities for New Products and Segments

MILWAUKEE (Sept. 5, 2018) – Harley-Davidson, Inc. (NYSE: HOG) announced today it will establish a new research and development facility in Northern California to support its future product portfolio, including the company’s first complete line of electric vehicles.

“Recently we shared with the world our accelerated plans to build the next generation of Harley-Davidson riders globally,” said Matt Levatich, President and CEO of Harley-Davidson, Inc. “This new R&D facility in the heart of Silicon Valley will help us deliver on those plans and demonstrate our commitment to lead the electrification of the sport.”

In July, Harley-Davidson shared details of its “More Roads to Harley-Davidson” growth plan. Through this accelerated plan, the company is expanding the Harley-Davidson community through new products, broader access and stronger dealers.

As part of that strategy, Harley-Davidson will launch its first electric motorcycle, LiveWire™, in 2019. That motorcycle will be the first in a broad, no-clutch “twist and go” portfolio of electric two-wheelers designed by the company. It will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders with new ways to ride.

The new facility in California, which will serve as a satellite of the Willie G. Davidson Product Development Facility in Wauwatosa, Wis., is expected to open in the fourth quarter of 2018. It will initially focus on electric vehicle research and development, including battery, power electronics and e-machine design, development and advanced manufacturing. Long term, the company may consider expanding the center’s focus to an increased range of advanced technologies that uniquely leverage the rich talent in the Silicon Valley and support its most comprehensive and competitive lineup of motorcycles across a broad spectrum of price points, power sources and riding styles.

The company has already begun recruiting top talent in electrical, mechanical and software engineering, with experience in developing and delivering a wide variety of EV systems from design through production. The facility will initially employ a staff of approximately 25, most of which the company intends to hire from within the Silicon Valley area.

“This is an exciting time in Harley-Davidson’s incredible history, and it’s also an exciting time to join our company and help shape our future,” said Levatich.

For more information on the “More Roads to Harley-Davidson” plan, follow this link<https://investor.harley-davidson.com/news-and-events/accelerated-strategy>. For a variety of career opportunities at Harley-Davidson, including roles at the new research facility, please visit us at https://www.harley-davidson.com/careers.

About Harley-Davidson Motor Company Since 1903, Harley-Davidson Motor Company has fulfilled dreams of personal freedom with cruiser, touring and custom motorcycles, riding experiences and events, and a complete line of Harley-Davidson motorcycle parts, accessories, general merchandise, riding gear and apparel. For more information, visit www.h-d.com<http://www.h-d.com>.

The company intends that all of the matters discussed in this press release are “forward-looking statements” intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. The statements in this press release are all forward-looking statements that relate to the company’s More Roads to Harley-Davidson plan. These forward-looking statements are subject to certain risks and uncertainties that are likely to cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this press release, including the risks and uncertainties listed in the company’s July 30, 2018 press release relating to its “More Roads to Harley-Davidson” plan, a link to which is included above.