March 31, 2003

ON HARLEY-DAVIDSON AND THE PARADE OF MDA HEROES

The world’s “largest rolling birthday party” is going on right now, the 100th Anniversary Celebration of the Harley-Davidson Motor Company.

The official kick-off of the celebration began in July of last year with the Open Road Tour, a nine-city massive traveling festival that’s winding its way through highways and towns around the globe, visiting cities from Atlanta to Toronto, from Tokyo to Sydney, Australia.

Harley-Davidson motorcycles first became part of the American landscape and culture in 1903. Since that time, Harley-Davidson has built a fanatically loyal worldwide customer base -- while the Harley-Davidson motorcycles themselves continue to serve as abiding symbols of the exhilarating sense of freedom and fellowship that motorcycle enthusiasts find “on the road” and nowhere else.

At each stop, the Open Road Tour offers a number of exhibits on the history of the company and its products. An important part of the presentation is the MDA Tent to inform visitors about the outstanding Harley-Davidson/MDA partnership that began over two decades ago.

In 1980, Harley-Davidson approached MDA with an idea for a fund-raising program called Bikers Fight MD. That year, on the Jerry Lewis MDA Labor Day Telethon, Harley-Davidson representatives presented their first check to MDA for $185,000.

“In 1980, the general public didn’t realize what big hearts riders have,” says Kathleen Lawler, vice president of communications at Harley-Davidson. “We saw this partnership as a way to showcase the generosity of our riders on a nationwide basis.”

Since that time, Harley-Davidson dealers, customers and employees have combined their passion for MDA’s cause and their love of riding to coordinate hundreds of fund-raising rides per year. As a result, since 1980, Harley-Davidson riders have raised more than $42 million to help MDA

In addition to their phenomenal fund-raising efforts, Harley-Davidson riders have made a habit of visiting “Jerry’s kids” at MDA summer camps across the country, giving sidecar rides, providing kids with (temporary) tattoos, hosting barbecues, and just letting the admiring youngsters sit on their magnificent motorcycles.

But Harley-Davidson enthusiasts have found that, after bringing the gift of their time and their compassion, they never leave MDA summer camp without receiving something in return.

“After our trip to camp, we feel different,” says H.O.G. (Harley Owner Group) member Rick Skauge. “To the kids at MDA camp, we’re heroes, but to us the kids are heroes. They give us the gift of being grateful for what we have, what we are and that we can share it with others.”

Speaking of heroes, the 14-month-long 100th Anniversary Celebration will culminate in August in Milwaukee, and part of that climactic celebration will be the Parade of MDA Heroes.

The parade will honor those that Harley-Davidson calls “heroes among us,” specifically some 200 Harley-Davidson enthusiasts who have gone above and beyond the call of duty in their fund-raising efforts in behalf of MDA.

“Harley-Davidson is all about freedom, and that’s what the Muscular Dystrophy Association is about,” says Scarlett Marchman, MDA director of program development who has traveled with the Open Road Tour. “We’re both about giving people an independent life.”

For more on the 100th Anniversary Celebration, the Open Road Tour (including a city-by-city itinerary) and the Parade of MDA Heroes, visit harley-davidson.com. There you’ll find a special videotaped “happy anniversary” message from MDA National Goodwill Ambassador Mattie Stepanek to his heroes at Harley-Davidson. You can also call 1-866-IMAHERO to find out about getting involved in the Parade of MDA Heroes.

Harley-Davidson has said: “We are determined to make 2003 go down in history – not only for the celebration of Harley-Davidson’s 100th Anniversary, but to celebrate our partnership with the Muscular Dystrophy Association. To this end, Harley-Davidson is going full-throttle to generate at least $5 million in donations for MDA during its anniversary celebrations.”

On this 100th anniversary -- and 23rd year of the remarkable Harley-Davidson/MDA partnership -- let me express the sentiments of all of us at MDA: Happy Birthday, Harley-Davidson Motor Company! And deepest thanks for your ongoing, heroic commitment to the fight against the muscular dystrophies and related diseases.

With every best wish...

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