Meet the new CEO of Harley-Davidson, Matt Levatich. He has been with the company for many years and is excited about the future.

1. Meet the Harley-Davison CEO
Matt Levatich

2. Background
Raised on the east side of Ithaca, New York in the
Town of Dryden.
Graduated from High School in 1983 before
heading to Rensselaer Institute near Albany, New
York to study mechanical engineering.
Currently lives in Mequon, Wisconsin.

4. His First Motorcycle
The first motorcycle Levatich ever rode was a 125
CC dirt bike when he was 8 years old.
He would ride the motorcycle in the fields and
forests around his town.
In college he began riding his first street bike.

5. Vintage Harley-Davison

6. Starting Out With Harley-Davidson
Began as a manufacture project engineer.
Transitioned into support, working on a project that
the legal team was running to address expected
changes in European distribution laws due to
European unions in 1995 during the formation of
the EU.
Move to England in the spring of 1996 to help grow
business in Europe.

7. Next Step: Harley-Davison Museum
Worked during the early
stages of the Harley-
Davidson museum project in
Milwaukee.
Helped conceive vision for
project - what the museum
should be, would be, and
what would make it way more
than just a trade of old
motorcycles with rich history
and experimental things for
customers.

9. The Next Step
Transitioned into the purchasing side of the company in
motorcycle product development. Eventually became head of
supply chain as vice president of materials management
(2003).
Worked with all suppliers up stream as they developed new
motorcycles.
In 2007, Levatich was moved into the role of VP of parts and
accessories business.
When Harley-Davison decided to buy the sport bike company
MV Agusta Group, Levatich was asked to run the company in
Italy (2008)

10. After the financial crisis, Levatich was brought on
as the President of the Harley-Davidson motorcycle
company in the spring of 2009.
Oversaw everything with the company - bikes,
clothing, parts, accessory, global marketing and
engineering product development manufacturing.
Took over as CEO of Harley-Davison on May 1,
2015.

11. Favorite Bike
Harley XR1200X - It is an aggressive, sporty bike which Levatich says that he will
never sell.

12. The Future for Harley-Davison
Levatich believes in the core
customers - men age 35 and
up.
He would like to grow appeal
through outreach efforts to
include more women,
Hispanics, and African
Americans.
He is proud of where the
company stands, but would
like to see more people
experience life on a Harley-
Davidson bike.

13. Hometown Rides
Matt Levatich enjoys riding in the Finger
Lakes Region because of the amazing
scenery - roads, hills and rivers.