Auction Academy Presentation July 16 th – Spokane, WA Presenter Dave Woods

Harley Davidson, Inc. Vision  We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own individuality.

Harley Davidson, Inc. Mission  We ride with our customers and apply this deep connection to every market we serve to create superior value for all of our stakeholders.

Harley Davidson, Inc. Legacy  In 1903 William Harley, Arthur Davidson and Walter Davidson built their first motorcycle in a wooden shed in the backyard of the Davidson home in Milwaukee, WI.  From these humble beginnings Harley Davidson has now grown to a global company with one of the strongest brands in the world.  Just recently, Harley Davidson announced Project LiveWire – the very first Harley electric motorcycle.

Harley Davidson Financial Services, Inc.  Captive Finance Company for Harley Davidson Motor Company  Formed in 1993  Operations in Plano, TX, Carson City, NV and Chicago, IL

HDFS Remarketing – Auction Objectives  Maximize resale values of all bikes sold at auction to help mitigate HDFS credit losses and protect the integrity of the H-D brand.  Support H-D dealer network by offering diverse and creative auction sales channels to help dealers source pre-owned bikes.  Support HDFS portfolio growth with strategic plans and auction offerings designed to provide H-D dealers with the first opportunity to purchase HDFS repossessions.  HDFS recognizes the importance of establishing and maintaining a strong relationship with our Auction partners and currently utilizes a variety of auction partners and locations to remarket our product.

WA OR CA ID MT NV ND WY UT AZ NM CO NE SD KS OK TX MN IA MO AR LA WI ILIN KY TN MSGAAL FL MA CT NH VTVT MI OH PA NY ME VA NC SC - RI NJNJ MD - DE AK - HI HDFS Auction Site Map WV * Effective 01/21/13 So. Cal

HDFS Remarketing – Repo Volume  HDFS Repossession volume has dropped significantly over the past few years

HDFS Remarketing - Sales Channels  Live open sales  Live closed sales  Special event guest sales  Multi-venue simulcast-only sales  Harley Davidson Dealer Exchange (HDDX) – HDDX is a mid-stream H-D branded “eBay” style website offering HDFS inventory in a closed environment 24/7x365 administered by National Powersport Auctions

HDFS / Auction Partners – Core Competencies  Pickup and transport of units  Detail and presentation of units  Lineup and run order  Reconditioning  CR grading  Marketing  Special promotions

HDFS CR Grading Scale  0-5 CR grading scale at all non-NPA auction venues –NPA utilizes a more complex, wider-grading range

HDFS Auctions - Additional Information  All HDFS live sales are attended by one of our Auction Representatives who establish our reserve prices.  H-D product often has extensive customization so our Auction Reps must have strong H-D product knowledge and background.  HDFS utilizes hybrid auction sales model depending on the venue – bikes are either staged using a mobile auction block or driven thru the lane similar to a car auction.

HDFS Auction – Key Metrics 2013 Simulcast purchase rate for all live sales 42% Conversion Rate91% Authorized H-D dealer purchase rate 42% Average Loss per unit sold $5,116 Average $ spent per unit on reconditioning $69

Q & A ???