HARLEY-DAVIDSON, INC. ANNOUNCES CHANGE IN LEADERSHIP

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

MILWAUKEE (February 28, 2020) – Harley-Davidson, Inc. („Harley-Davidson“) (NYSE: HOG) announced today 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 Director Jochen Zeitz as Acting President and CEO. A committee of the Board of Directors will be formed, and the company will engage an external search firm to search for a new CEO. A further announcement will be made at a later date. Levatich will assist with the transition until the end of March.

Jochen Zeitz takes over leadership 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. The 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 played a key role in defining the accelerated growth plan for More Roads to Harley-Davidson involved , and we will seek new leadership to recharge our business. On behalf of the Board of Directors, I would like to thank Matt for his 26 years of service to Harley-Davidson. He has worked tirelessly to guide the company through a period of significant change in the industry while ensuring that one of the world's most recognizable brands remains intact. “

„The Harley-Davidson Board of Directors 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 member of Harley-Davidson's Board of Directors, I look forward to continuing to work with my colleagues and other Harley-Davidson stakeholders to drive and execute the company's strategy and implementation during this important time,“ Zeitz continued.

Levatich said, „I am very happy to have spent many years at a company as revered as Harley-Davidson. The determination and resolve of the employees and dealers, and their passion for bringing our brand of freedom to people around the world, has always been inspiring. I am proud of what we have achieved during my time as CEO in one of the most challenging periods in our history, and I am confident that the progress we have made in More Roads- Plan achieved, we will position Harley-Davidson for long-term success.”

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. From 1993 to 2005, he was also CFO of PUMA. From 2012 to 2016, he was director of the luxury goods company Kering (formerly PPR). He was a member of Kering's Executive Committee and CEO of the Sports & Lifestyle division from 2010 to 2012. Zeitz is also a member of the board of Cranemere Group Limited and a member of the board of the B Team, which he co-founded with Sir Richard Branson.

Harley-Davidson Milwaukee February 28, 2020

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