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Harley-Davidson's Wildest Quarter Ever

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One month ago, I criticized Citigroup (NYSE: C  ) for its decision to upgrade Harley-Davidson (NYSE: HOG  ) . Despite predicting that Harley would see its third-quarter sales drop 25%, Citi argued that Harley "turned a corner" in Q3, and that the business was now improving. But was the banker right?

Maybe yes
In a couple of respects, yes, the banker was right on the money. In one move to turn the proverbial corner, Harley promised to cease production of Buell motorcycles and sell off its MV Agusta subsidiary. Freed of these distractions, management will be "focusing on the Harley-Davidson brand" and trying to get it moving in the right direction.

In fact, it may be doing this already. Although Harley's Q3 sales declined, they did so by a smaller amount than even Citi believed possible. Unlike Ford (NYSE: F  ) , Toyota (NYSE: TM  ) , Honda (NYSE: HMC  ) , and similar quadrupeds, Harley couldn't ride the U.S. government's "Cash for Clunkers" coattails in Q3. In that context, Harley's success in holding the line at a 21% sales decline was quite a feat.

Maybe no
Even so, this better-than-expected performance wasn't enough to save Harley from an 85% decline in profit (to $0.11 per share). And judging from the raft of writedowns and charges that will accompany the restructuring, profits could be hard to come by in quarters to come as well.

Maybe I don't know
But here's the really interesting thing about Harley: Profits may be down, but Harley's cash flow is way up. We now see Harley claiming positive cash flow of $511 million year to date -- a feat requiring $675 million in cash flow during Q3.

Harley hasn't accomplished anything like that in, well ... ever. To be sure, I went back and combed through the last 15 years of Harley's cash flow statements. No matter how strong the economy, Harley has never generated anything like $675 million in a single quarter.

Yet it did this in the middle of a recession? I've got just one question.

How?
We already know that Harley didn't sell more bikes. Remember: Sales declined 21% year over year. It didn't generate cash by collecting debts. Accounts receivable inched up 2%. And unlike rival Polaris (NYSE: PII  ) , Harley didn't deliver on its promise to trim inventories, either. They grew 8%.

So how, pray tell, did Harley do it? Until Harley files its complete 10-Q, I cannot be sure, but I suspect the firm securitized some accounts receivable -- sold off the debts to a third party in return for a cash infusion. Harley mentions a transaction raising $700 million, but it happened after Q3 closed. One thing I am sure of: Q4 has commenced, and historically, Harley has burned cash in the year's final quarter. So however Harley produced its magic cash last quarter, I don't expect to see much of it remaining when next we hear from Harley.

Foolish takeaway
Harley's in a better position to ride out the quarter now. But over the long road, the firm only has so much debt to sell ... sooner or later, it needs to remember how to sell bikes.

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Fool contributor Rich Smith does not own shares of, nor is he short, any company named above. The Motley Fool has a disclosure policy.


Read/Post Comments (19) | Recommend This Article (12)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On October 19, 2009, at 4:37 PM, mkowalski99 wrote:

    Dumping Buell is a big mistake and very short-sighted. Harley riders are getting old and new riders like myself are not interested in slow, heavy, overpriced machines. They may be cool but I want performance.

    Buell was the only American alternative for sportbike riders. Big mistake.

  • Report this Comment On October 19, 2009, at 5:10 PM, Turfscape wrote:

    mkowalski99,

    How can you call it a mistake to dump a losing horse? Buell was not profitable! Ever! Buell bikes did not sell. You're interested in performance bikes...how many Buells have you bought? I'm just guessing here, but I'd say "none".

    People who only watch from the sidelines like to think that Buell was positioned for youth...but that's not who bought Buell bikes. Those riders were typically in their 40s.

    Even if Buell attracted youth, Harley wouldn't benefit. Young riders don't start on sport bikes and "move up" to cruisers. There is simply no evidence that shows that. And it does the company no good to abandon cruisers with high margin for sport bikes that lose money (or at the very best have extremely thin margin). The company is better positioned to attract young riders to cruisers (and YES there are plenty of young riders out there who like cruisers more than sport bikes).

  • Report this Comment On October 19, 2009, at 5:20 PM, topsecret09 wrote:

    Hogwash !!!! What a great short !!! There not selling bikes..........

  • Report this Comment On October 19, 2009, at 6:04 PM, bakerxr1200 wrote:

    hey mkowalski99 , You want sport? How about the XR1200? Great looks, Great cornering, 90 Horse and not too heavy. Try it you will like it,I've got one.

  • Report this Comment On October 19, 2009, at 7:30 PM, enigma971 wrote:

    Turfscape,

    I'm going to have to disagree with your argument that most Buell owners are in their 40s. I own a Buell (I'm 28), and every other Buell owner I know is in their mid-twenties to mid-thirties. My next bike isn't going to be a Buell or a Harley but, 20 years from now, I could see myself wanting to slow down and get a bigger / more comfortable Harley. But my next bike is going to be a BMW.

    That being said, I'm not worried about the baby boomers getting older and Harley losing riders. They're targeted at guys in their 40s, and there will always be people who want a Harley.

  • Report this Comment On October 19, 2009, at 10:56 PM, Mikey394 wrote:

    "Harley mentions a transaction raising $700 million"

    Is that the loan from Warren Buffet?

  • Report this Comment On October 19, 2009, at 10:59 PM, Mikey394 wrote:

    Buell 2008, 134m in gross sales for 2008 building 13,000 bikes. how did they lose money?

    I've owned 7 Buells over 13 1/2 years, great motorcycle! I'm 48

  • Report this Comment On October 20, 2009, at 10:27 AM, Turfscape wrote:

    enigma971,

    "I'm going to have to disagree with your argument that most Buell owners are in their 40s."

    The average age comes from a qualitative market research survey, not me. It's not my opinion that Buell customers skewed older than competitors, it's fact. I have no doubt that some people in their 20s and 30s ride Buell bikes, but it's not the majority. Their bikes were too costly in comparison to the comparable GSX-R or CBR. I think Buell innovations were phenomenal and made their bikes much better handling machines than Yamahas or even BMWs, but not at the premium they had to charge to make money on the product.

    Hopefully Harley holds on to those innovations and patents and incorporates some of that into future cruisers.

  • Report this Comment On October 20, 2009, at 10:36 AM, markmclaren wrote:

    It doesn't look to me like they've managed to sell their securitized loans because total Finance Receivables has actually gone up slightly in past 3 months. From a footnote in the 8-K, it looks like they will *never* sell these loans:

    "...Company’s intent to structure future securitization transactions in a manner that does not qualify for accounting sale treatment"

    Instead, it looks like old-fashioned borrowing: debt has gone up $441 million.

    [Note: I own HOG shares]

  • Report this Comment On October 22, 2009, at 5:53 PM, zoomerboomer wrote:

    I dumped my HOG shares as soon as I heard the news of HD dumping Buell. I've had 3 Buells and they were (and still are) the wildest and best bikes I've ever owned. The last one I drove out to California and back and I live in Minnesota. The HD (not HOG jeeezzzzee) dealers were never fond of Buell. I broke a motor mount on one in Santa Fe New Mexico and even though it was under warranty the Santa Fe dealer (a Buell Dealer) said I should go to Chicks in Alberquerque but when I called Chicks HD I was told they didn't have enough mechanics working to fix it. Great support huh? and I was only $2,000 miles from home. A custom shop finally fixed it for me. HD...not for me.

  • Report this Comment On October 23, 2009, at 1:25 PM, Turfscape wrote:

    zoomerboomer wrote:

    "I dumped my HOG shares as soon as I heard the news of HD dumping Buell"

    So, it sounds like Buell was not fitting into the H-D business model, not being supported by the dealer network, and we know it wasn't making a profit. So when H-D finally conceded and discontinued Buell...you SOLD your shares? Hmm...I'm guessing that's more of a personal statement than an investing decision.

  • Report this Comment On October 23, 2009, at 11:08 PM, Adolfoshenker wrote:

    The Buell brand has always been a loser in terms of financials...It's amazing that Harley carried that burden for so long.

    Seriously, line up 800 riders and count the number of Buells in the lineup...You may see 10 if your lucky.

  • Report this Comment On October 24, 2009, at 5:53 AM, Bluerose113 wrote:

    I've owned HOG since it's IPO. It has earned for me all along and I have always held on to some shares.

    My husband and I are 60 and 56 and have been riding HD's for 30+ years and still going strong, as are our friends and club cohorts. I have seen the management come and go and recover form many down times. I'm sticking with the company and forsee a better year ahead.

  • Report this Comment On October 24, 2009, at 5:02 PM, azdaniel wrote:

    It's not just the young riders but, many of the sport riders and any rider who enjoys something a little different or innovative. I'm 60, on my second Buell. Sold my Harley to get there. Harley may need to close Buell (I'd think sell Buell would make more sense) to resolve short term problems but they still need to have something to get new riders involved as us old goats leave the market.

  • Report this Comment On October 26, 2009, at 11:20 AM, Turfscape wrote:

    azdaniel,

    "they still need to have something to get new riders involved as us old goats leave the market"

    Of course, but that doesn't, by default, have to be sportbikes. Just because there are other companies making profits by selling metric bikes doesn't mean that Harley can't be profitable and growth oriented by selling cruisers. There is this constant worry that nobody will ever buy a cruiser because "young people" like fast sportbikes...well, young people like cars too. They like skateboards, they like video games...none of that means that Harley should not focus on their strongest product line.

    Harley can improve margins on existing products and develop new lines of cruisers, touring bikes and Sportsters that appeal to young riders...they've already been doing that with a fair amount of success with products like the Nightster, the new Iron 883, and things like the Cross Bones. I'm interested to see where they take that line next, but Harley shouldn't give up on what they do so well just because the number 2 guy is doing something else with some success. That's the road that has gotten Microsoft into some trouble. They're letting their competitor(s) drive their new product/service decisions instead of focusing on what they do well and improving on that.

  • Report this Comment On October 27, 2009, at 6:04 PM, Fool wrote:

    i heard geico gave them 600 million to stay afloat

  • Report this Comment On October 28, 2009, at 8:42 PM, azdaniel wrote:

    Turfscape

    Good points all but I don't believe many new, younger riders are interested in or can afford HD's $16-30,000 bikes as a entry point to the sport. Maybe the sportster line works for some but I'd sure like to think that Buell had the potential of attracting a wider range of riders.

    I too am very interested to see what direction HD will take now. I believe their continued success depends on attracting younger riders to replace those who are leaving the sport. If they can do that by improving their existing cruiser lines more power to them.

  • Report this Comment On October 29, 2009, at 9:30 AM, Turfscape wrote:

    azdaniel said:

    "I don't believe many new, younger riders are interested in or can afford HD's $16-30,000 bikes as a entry point to the sport"

    But Buell bikes were priced $11,000 to $13,000. How is that kind of price point going to attract a wider range of riders? Buell wasn't bringing riders to Harley-Davidson. Buell couldn't compete in the metric market against similar bikes that were priced $6,000 - $8,000. Now, I think Buell had a LOT of advantages over bikes like a CBR or a GSX-R...but the value of that was not shared by the public.

    Ultimately, many mistakes were made very early on in the relationship with Buell that were not able to be corrected over the years. The bikes COULD have been a highlight for growth if they had been positioned in the market differently, or if management had backed off and let Buell sell themselves as sportbikes instead of H-D selling them as an entry-point to H-D (which they weren't).

    But, shoulda-woulda-coulda...

  • Report this Comment On November 02, 2009, at 2:09 PM, BadCopNoDonuts wrote:

    still the only way for old guys to look cool. And there will always be a new crop of old guys wanting to be cool. As soon as HOG drops below $20 again, I'll start buying. Great branding. Long term winner.

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