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Customer Snapshot: Overview

Creating the ultimate ride for bikers for 110 years

SAP provides sustainability, efficiency, and security for Harley-Davidson, and accurate production data and testing. Without this, the ability for consumers to buy their own customized motorcycles would not be feasible.

Harley Davidson

US$4.66 billion (2011)

Number of Employees


Milwaukee, Wisconsin, USA

Customer Website

Line of Business
Manufacturing, Platform and Technology, Supply Chain

SAP Solutions
SAP Business Planning and Consolidation, SAP Customer Relationship Management (SAP CRM), SAP ERP, SAP Manufacturing Integration and Intelligence (SAP MII), SAP NetWeaver, SAP solutions for enterprise performance management (EPM), SAP Supplier Relationship Management (SAP SRM)

Customer Snapshot: History

William and Arthur? Who Would’ve Guessed

Customer Snapshot: Business Model


Bringing an American Icon to the Global Market

Harley-Davidson plans to grow by focusing resources on the unique strengths of the Harley-Davidson brand. Outside of the US, for the international dealer network, Harley-Davidson plans to expand from 100 to 150 dealer points from the end of 2009 through the end of 2014.

Customer Snapshot: Success Strategy

Four Ways to Keep Freedom and Independence on the Road

Harley-Davidson focuses on having customers express their own identity and fuel their passion for freedom. They fulfill this vision by providing remarkable motorcycles and extraordinary customer experiences worldwide.


Continuous Improvement

Leadership Development



The motorcycle icon continuously improves world-class manufacturing capabilities throughout Harley-Davidson by restructuring and consolidating operations for greater competitiveness, efficiency and flexibility.

The Challenge

The Legacy Handicap

Historically, Harley Davidson's legacy processes and systems had severely limited their ability to forecast customer demand, react to custom orders, and optimize supply-to-line timing and inventory levels.

Enter SAP


Data Transparency and Customer Loyalty  

SAP’s solutions offer full transparency of data and vehicle life-cycle and customer retention. Plus, they serve to provide overall satisfaction through an integrated customer loyalty program.

Enter SAP: The SAP Experience

The Secret? It’s in Focusing on the Ultimate Customer Experience

Transparency of vehicle pipeline, planning to delivery.

Seamless integration of SAP and non-SAP solutions.

Efficient collaboration with business partners.

Reducing vehicle stock Increasing customer retention and satisfaction.

Better Business

Walking the Talk to Honor Each Unique Customer

SAP‘s expert solutions amplified Harley-Davidson‘s culture and organizational ability to support the uniqueness of each customer.

Better Business: Benefits

Real Results from Great Efficiency Efforts

Harley-Davidson has found great efficiencies in the Motorcycle OTC process and gained product visibility across the supply chain. Additionally they have automated warranty claim processing– enabling faster reimbursement for the dealers while also providing seamless integration to the Global Dealer Portal.

They have also enhanced operations by implementing the Credit, Risk, Collections, Disputes Management functionality of SAP for better control of overhead spending, managing the purchase order processes, and providing more comprehensive management reports.

Better Business: Lessons Learned

Know Your Customers

With these projects, it’s all about obtaining better access to customer information with the capabilities that SAP BusinessObjects offers.

Better Business: Run Simple


Keep Learning Best Practices

We will definitely be tapping the SAP Community Network to figure out some of the thought leadership and business concepts that wrap around these projects. What kinds of apps are emerging from other SAP customers so I can integrate those ideas into my steering committee or solution design plans?

Journey Ahead

Fast-Delivery of the Customized Joyride

Can you imagine walking into a Harley Davidson dealership, picking out a Bike of your specifications, and customizing it just the way you want—for you to ride it off into the sunset that very same week?
Harley Davidson is on the road to make this happen with SAP's automotive Original Equipment Manufacturing (OEM) solution based on ECC, along with SAP's first integration and use of ME in an Automotive OEM environment.
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