Meet the Harley-Davison CEO

Matt Levatich

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.

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.

Vintage Harley-Davison

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.

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.

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)

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.

Favorite Bike Harley XR1200X - It is an aggressive, sporty bike which Levatich says that

he will never sell.

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.

Hometown Rides

Matt Levatich enjoys riding in the Finger Lakes Region because of the amazing scenery - roads, hills and

rivers.