Berkshire Hathaway (NYSE: BRK.A) CEO Warren Buffett has swooped in to buy $300 million of Harley Davidson (NYSE: HOG) distressed debt. And Harley will pay through the nose for Buffett's generosity. That's because Berkshire will get 15% interest on the senior unsecured notes. I guess Buffett likes wallowing in the mud.
Harley is suffering from the downturn and Buffett sees himself getting a great deal on the debt of a company that will ultimately survive. As I posted, Harley's fourth-quarter profit fell 58% due to weaker demand for its motorcycles. The net income of $77.8 million, or 34 cents a share, was the lowest quarterly profit in nine years. Harley will cut 1,100 jobs and close three plants to save $60 million a year. 70% of the firings will take place in 2009 and the rest in 2010.
But Harley stock is up on the news. Frankly that 15% interest rate tells me just how risky Harley is. And I am sure it needs the cash badly if it's willing to pay such a high interest rate. It must be great to be Buffett.
Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College. His eighth book is You Can't Order Change: Lessons from Jim McNerney's Turnaround at Boeing. He has no financial interest in the securities mentioned.
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Reader Comments (Page 1 of 1)
2-03-2009 @ 3:20PM
MaryLou Michelin said...
Thank you Mr Buffett- now go straighten General Electric out- get rid of Jeff Immelt-
2-03-2009 @ 4:11PM
BHarrison said...
These types of "bargain investments" just take a few years to cycle through to become profitable.
For those of us at retirement age who have the money, we really don't particularlyhave the time to wait out these long terminvestments. We're caught between having the money to invest; but no available investments with reasonable steady RoIs.
it's a bitch regardless of how you cut it, isn't it?
2-03-2009 @ 4:57PM
Iridium said...
Harley is in a bad place because the only reason to buy a Harley is to have a "Harley". Many of the buyers have moved on to custom builders after finding out how much of an American Harley is made in China.
You can also get a Suzuki, Yamaha, or Honda with all of th estyle of a Harley for half the price. It will also last forever vs the massive repairs any Harley needs after a few years.
Harley motorcycles are junk filled with tons of cheap Chinese parts. When the company went public it was the end of the well built bike. Cost cutting, dividends, and capitulation to shareholders is what runs the company today.
Buying Hraley merchandise is perhaps the biggest ripoff in retail today. They charge over 500% markup on some products. It is amazing what a logo can do. Someone will pay $300 for a piece of metal stamped in China for a few pennies.
2-03-2009 @ 7:13PM
thebigkill said...
To note, all of Buffett's recent moves are all interest-bearing in the double digits on guarantee or implicit guarantee. Retailers don't have such luck with common stock dividends, which get cut first before bond debt and preferred debt.
2-03-2009 @ 8:19PM
JCHDGuy said...
Iridium obviously has not a clue what he is talking about. I've been a Harley rider for over 20 years and to this day would not throw my leg over a Jap bike. Owning a Harley isn't just about owning a "Harley". It's about the lifestyle, the people, the history. It's about something you wouldn't understand if I tried to explain it to you for a month. You've got to go out there and live it. As the saying goes, "If I have to explain it, you wouldn't understand". End of story.
2-04-2009 @ 12:21PM
mike92688 said...
Iridium and JCHDGuy both make legit points, albeit with very different styles.
Iridium leads with his head while JCHDGuy leads with his heart. Both are right; neither is wrong. Except on one point...a Harley is not junk. Harley motorcycles don't contain any more Chinese made parts than other brands. Perhaps less. It's the engineering that matters anyway, not the operator of the CNC machine(s). Which is why I do agree with Iridium that Japanese brands last forever. It's also why I bought one.
I think Iridium would like to be a Harley owner, as would I, but neither of us could bring ourselves to part with the extra dollars. I have the cash to own a Harley, but couldn't justify the additional expense when comparing them to other brands. I went with a stock Suzuki cruiser, and then beefed it up with aftermarket 'stuff'. No different than what many Harley owners do. The difference is dollars. My 'rice burner' cruiser has "taken down" many a Harley since I added aftermarket products...and I'm still about $4k ahead of where I'd be if I'd bought a stock Harley. Never mind how much ahead, dollar-wise, I'd be if I added the same aftermarket products to a Harley.
I've found the biking lifestyle and rider companionship to be no less enjoyable and rewarding because of owning a Suzuki. True, I don't get to share in the traditions and historical lore of Harley owners. But I'm OK with that. It's the part of the riding experience that I value less than the $4k I kept in my pocket.
By the way, Iridium. I think you're right about outlandish retail mark-ups. But Harley is far from alone here. 500% is very common. From logo branded motorcycle gear to brand named sunglasses to...you name it. Lead pencils are a great example. You probably wouldn't believe how much it DOESN'T cost to make one of those. So, no far bashing Harley alone on this one.