Neil Grimmer is the new Harley-Davidson Brand President

HARLEY-DAVIDSON ANNOUNCES GLOBAL BRAND PRESIDENT

Neil Grimmer is the new Harley-Davidson Brand President
HARLEY-DAVIDSON ANNOUNCES GLOBAL BRAND PRESIDENT

Milwaukee April 4, 2019: Harley-Davidson announced today that Neil Grimmer will join the company's leadership team as Harley-Davidson Brand President.

As Harley's first brand president, Grimmer will evolve the brand to support the company's strategy in building the next generation of Harley-Davidson riders worldwide. The company is expanding into new segments and new regions and trying to attract various new drivers around the globe.

He will be responsible for all aspects of the Harley-Davidson brand, including product planning, marketing, retail, apparel and communications.

Reporting directly to Matt Levatich, President and Chief Executive Officer of Harley-Davidson, Inc., Grimmer brings over 20 years of experience building brands and growing businesses. Most recently, he was the founder and CEO of Habit, the world's first personalized life science company. Grimmer also held executive positions at Campbell Soup Company and was co-founder and CEO of Plum Organics, which was acquired by Campbell's in 2013. Grimmer was also vice president of strategy and innovation at Clif Bar & Company and senior designer at IDEO. He earned an MFA in Product Design from Stanford University and a BFA from California College of the Arts. He is currently a Henry Crown Fellow at the Aspen Institute.

Grimmer will bring our teams together around the world, together strengthening the Harley-Davidson customer experience and forming a global brand force that connects with new riders and engages today's riders to support our future growth.

“Neil’s creative instincts, innovative spirit, deep brand and consumer experience and bottom-line focus are critical as we lead and inspire our teams and drivers,” said Matt Levatich. “He comes to us at a pivotal time, and his leadership qualities and affinity for who we are and what Harley-Davidson is about will be a spark that gets people imagining what Harley-Davidson is for them is possible."

“Harley-Davidson is an iconic American brand recognized around the world as a symbol of personal expression and individual freedom,” said Grimmer. “It is an honor and privilege to work with Matt and the amazing team at Harley to bring the strategy to life and inspire the next generation of riders who will usher in the next chapter of Harley-Davidson’s illustrious legacy.”

accelerate growth through 2022 The plan provides the products, access and channels to reach more customers and drive growth.

“As we redouble our efforts and are reinforced with this additional leadership, the company will more fully leverage the power of brand as a catalyst to achieve the full potential of our strategy and achieve our long-term goals,” Levatich said.

“Our leadership team is positioned to intensify the ‘More Ways to Harley-Davidson’ journey,” Levatich said. “The addition of Neil Grimmer to our experienced group of senior leaders will enhance our capabilities and increase our focus on strategic and long-term growth opportunities to ensure our future success. We have a clear vision and the leadership team and organization are aligned and motivated towards it. “

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