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*PRESS RELEASE* HARLEY-DAVIDSON GAINS MUSEUM GREEN LIGHT

Milwaukee Common Council Approves Land Sale, Development Plans

MILWAUKEE (Nov. 3, 2004) ~ Harley-Davidson today reached a major
milestone in plans to bring a world-class museum to its home town, as the
Milwaukee Common Council approved the sale of 20 acres at 6th and Canal
streets to the Company. In related actions, the Council approved property
rezoning, site redevelopment guidelines and the creation of a Tax
Incremental District.


"We are absolutely thrilled with this outcome and express our gratitude to
the Milwaukee Common Council for its vote today," said Lara Lee,
Harley-Davidson Vice President responsible for museum development. "We
also appreciate the tremendous support we've had during this process from
Mayor Barrett and from the greater Milwaukee community.
Harley-Davidson is excited to be moving forward with its museum
development in the Menomonee Valley."

Company plans call for a three-phase development. Phase 1 will consist of
110,000 sq. ft. for the museum and related facilities including a retail
store, meeting rooms, banquet space and a restaurant, at an estimated cost
of $60 million. Harley-Davidson plans to begin Phase 1 construction once
the Milwaukee Department of Public Works facility currently located on the
site is moved. The City of Milwaukee has committed to move the facility by
February 28, 2006 and the museum is expected to be completed two years
later. The Company's target is to open the museum to the public in 2008.

Subsequent phases envision the addition of the Harley-Davidson corporate
archives, a restoration shop, additional exhibit space and other future
development, for a total of 230,000 sq. ft. over all the phases and an
estimated total investment of $95 million.

"The quality of the Harley-Davidson Museum experience will be
first-class in every respect, creating life-long memories for visitors
from around the world and generating significant economic benefits for
Milwaukee," said Lee.

The Metropolitan Milwaukee Association of Commerce has estimated that the
Museum will generate $78 million in annual spending to help grow the local
economy and $12.3 million in annual state and local tax revenue. The
Museum is estimated to draw 350,000 annual visitors.

More information on the Museum is available online at www.h-dmuseum.com.

Harley-Davidson, Inc. is the parent company for the group of companies
doing business as Harley-Davidson Motor Company, Buell Motorcycle
Company and Harley-Davidson Financial Services, Inc. Harley-Davidson Motor
Company, the only major U.S.-based motorcycle manufacturer,
produces heavyweight motorcycles and offers a complete line of
motorcycle parts, accessories, apparel, and general merchandise. Buell
Motorcycle Company produces sport motorcycles in addition to motorcycle
parts, accessories and apparel. Harley-Davidson Financial Services, Inc.
provides wholesale and retail financing and insurance programs to
Harley-Davidson dealers and customers.