HARLEY DAVIDSON, INC. ANNOUNCES CHANGES IN LEADERSHIP

President and CEO Matthew Levatich resigns; Board of Directors appoints Board member Jochen Zeitz as acting President and CEO

MILWAUKEE (February 28, 2020) – Harley-Davidson, Inc. (“Harley-Davidson”) (NYSE: HOG) today announced that Matthew Levatich has resigned as President and CEO and as a member of the Board of Directors. The Board of Directors has appointed current Board member Jochen Zeitz as acting President and CEO. A board committee will be formed and the company will use an outside search firm to search for a new CEO. A further announcement will be made at a later date. Levatich will support the transition until the end of March.

Jochen Zeitz takes the lead for the time being

As part of this leadership change, Jochen Zeitz was also appointed Chairman of the Board of Directors and will remain Chairman once a new CEO is appointed. Current CEO Michael Cave is now chairman.

Zeitz said: “The board and Matt agreed that now is the time for new leadership at Harley-Davidson. Matt has been instrumental in defining More Roads to Harley-Davidson's , and we will seek new leadership to recharge our business. On behalf of the Board, I would like to thank Matt for his 26 years of service to Harley-Davidson. He has worked tirelessly to lead the company through a period of significant change in the industry while ensuring that one of the world's most recognizable brands remains intact. “

“Harley-Davidson’s board and leadership team will continue to work closely together as we search for a new CEO. We are confident that our combined leadership experience and deep understanding of Harley-Davidson will ensure an effective transition. As a passionate Harley-Davidson board member, I look forward to continuing to work with my colleagues and other Harley-Davidson stakeholders to advance and execute the company’s strategy and execution during this important time,” Zeitz continued.

Levatich said: “I am very fortunate to have spent many years at a company as revered as Harley-Davidson. The determination and determination of employees and dealers and their passion to bring our brand of freedom to people around the world has always been inspiring. I am proud of what we have accomplished during my time as CEO during one of the most challenging periods in our history, and I am confident that the progress we have made More Roads become . ”

Jochen Zeitz has been a member of the Harley-Davidson Board of Directors since 2007 and founded the company's Brand and Sustainability Committee. From 1993 to 2011 he was chairman and CEO of the sporting goods company PUMA. He was also CFO of PUMA from 1993 to 2005. From 2012 to 2016 he was a director of the luxury goods company Kering (formerly PPR). He was a member of Kering's Executive Committee and CEO of its Sport & Lifestyle division from 2010 to 2012. Zeitz is also a board member of Cranemere Group Limited and a member of the board of B-Team, which he co-founded with Sir Richard Branson.

Harley-Davidson Milwaukee February 28, 2020

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