(212) 854-6580 April 5, 1999

rjn2@columbia.edu

In academic circles, Jeffrey L. Bleustein is known as ãDr. Blue Skyä for his thoughtful, futuristic approach. But the staff at Harley-Davidson Inc., the only major American manufacturer of motorcycles, know their chief as a hard-charging executive who bikes to motorcycle rallies to hear what motorcycle enthusiasts think of the latest models.

On April 13 at 6 p.m., Dr. Bleustein ÷ Columbia M.S. Î62, Ph.D. Î65 ÷ will deliver the Magill Lecture in Science, Technology and the Arts, presented by Columbiaâs Fu Foundation School of Engineering and Applied Science, at the C.P. Davis Alumni Auditorium on the campus level of the Schapiro Center for Engineering and Physical Science Research. The title of his talk is ãThe Art and Science of Harley-Davidson.ä

Dr. Bleustein has been president and chief executive officer of Harley-Davidson Inc. since 1997. In December, he was elected chairman of the companyâs board of directors. Prior to this most recent appointments, he had served the company in many capacities, including president and chief operating officer of Harley-Davidson Motor Company, the motorcycle manufacturer.

After graduating from Columbia with degrees in engineering mechanics, Dr. Bleustein taught at Yale for several years and in 1971 joined AMF Inc., then

the parent company of Harley-Davidson. In 1975, AMF sent him to Milwaukee to help improve product development at its motorcycle subsidiary. Four months after his arrival, at age 35, he was named vice president of engineering.

In 1981, 13 Harley-Davidson managers, including Dr. Bleustein, raised more than $75 million and, in a leveraged buyout, took the motorcycle maker private. The 1980s were difficult years at Harley; sales slumped just as the buyout loans came due. A financial restructuring and public stock offering in 1986 helped the company rebound, and in 1998 it had annual sales of $2.06 billion. The companyâs success is an oft-cited turnaround story, with 1998 marking Harley-Davidson Inc.âs 13th consecutive year of record revenue and earnings.

Dr. Bleusteinâs role during much of this period was to expand and revitalize the companyâs product line, with an emphasis on technical innovations. For example, the companyâs V-Twin engine was redesigned and rechristened the Evolutionú in 1984. This year, Harley-Davidson introduced its newest engine, the Twin Cam 88ú. Both are in production on different models.

He is known for donning his Harley leathers, jumping on his Electra Glide or hunter-green Road King with his wife, Brenda, and roaring off to Harley dealers and rallies to find out firsthand how the product line is being received. Today, the company has more than 20 models of motorcycles.

New bikes arenât the only things Dr. Bleustein has helped develop. He has helped reshape the companyâs decision-making process, allowing factory-floor involvement in matters critical to production. Also in the late 1980s, he took the companyâs staid parts and accessories business and rekindled it with new clothing designs and other innovations. The general merchandise business has rocketed from sales of $10 million annually then to more than $100 million today.

The Magill Lecture Series in Science, Technology and the Arts is made possible through the generosity of Frank N. Magill, who received a master of science degree in civil engineering from Columbia in 1934. In 1949, he founded Salem Press, a California-based publisher of reference books in both the humanities and sciences.

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