<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
CONDENSED CONSOLIDATED FINANCIAL STATEMENTS OF HARLEY-DAVIDSON, INC. AS 
OF AND FOR THE TWELVE MONTHS ENDED DECEMBER 31, 1996 AND IS QUALIFIED 
IN ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1000
       
                             
<PERIOD-TYPE>                   12-MOS
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-31-1996
<CASH>                                         142,479
<SECURITIES>                                         0
<RECEIVABLES>                                  143,233
<ALLOWANCES>                                     1,918
<INVENTORY>                                    101,386
<CURRENT-ASSETS>                               429,321
<PP&E>                                         707,550
<DEPRECIATION>                                 298,116
<TOTAL-ASSETS>                               1,319,985
<CURRENT-LIABILITIES>                          263,594
<BONDS>                                              0
<PREFERRED-MANDATORY>                              781
<PREFERRED>                                          0
<COMMON>                                             0
<OTHER-SE>                                     661,939
<TOTAL-LIABILITY-AND-EQUITY>                 1,319,985
<SALES>                                      1,531,227
<TOTAL-REVENUES>                             1,531,227
<CGS>                                        1,041,133
<TOTAL-COSTS>                                1,041,133
<OTHER-EXPENSES>                                 4,133
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                             (3,309)
<INCOME-PRETAX>                                227,622
<INCOME-TAX>                                    84,213
<INCOME-CONTINUING>                            143,409
<DISCONTINUED>                                  22,619
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                   166,028
<EPS-PRIMARY>                                     2.20
<EPS-DILUTED>                                     2.16