Harley-Davidson Inc. has appointed Neil Grimmer to the newly created position of brand president with the responsibility of growing riders globally, the company has announced.
Reporting directly to President and Chief Executive Matt Levatich, Grimmer is responsible for all aspects of the Harley-Davidson brand including product planning, marketing, retail, apparel, and communications. Grimmer will also support the company’s growth strategy as it expands into new segments and new geographies.
The creation of a role dedicated to the core brand message is likely to have a “mildly positive” impact on the company, David Beckel, senior research analyst at Bernstein Research, told Powersports Finance. However, it’s “unclear” what Grimmer’s directives are at the moment, and growing ridership will depend on how effective the company is at executing its More Roads to Harley-Davidson plan, Beckel added. The company announced the plan in July 2018 as a means to accelerate growth through 2022 through new vehicles, broader product access, and retail channels to drive consumer growth.
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“Our leadership team is positioned to intensify our ‘More Roads to Harley-Davidson’ journey,” Levatich said in a press release. “The addition of Neil Grimmer to our seasoned group of leaders enhances our capabilities and will sharpen our focus on strategic and long-term growth opportunities to ensure our future success.”
Grimmer has more than 20 years of experience in brand strategy. Most recently, he was founder and chief executive of Habit, a nutrition life science company. He has also held leadership roles in companies such as Campbell Soup Co., Plum Organics, Clif Bar & Co., and IDEO.