Latest News


  • Dealernews
  • Apr 05, 2019


Neil Grimmer Joins Leadership Team As President, Harley-Davidson Brand

Reporting directly to Harley-Davidson President/CEO Matt Levatich, brand builder Neil Grimmer brings more than 20 year’s experience to the newly created position of Brand President. Grimmer's role is to evolve the brand to support the company's strategy to build the next generation of Harley-Davidson riders globally. He will be responsible for all aspects of the Harley-Davidson brand including product planning, marketing, retail, apparel and communications.

"Neil's creative instincts, innovation mindset, deep brand and consumer experience and bottom-line orientation is critically important as we lead and inspire our teams and riders," said Matt Levatich. "He is joining us at a pivotal time, and his leadership qualities and affinity for who we are and what Harley-Davidson is all about will be a spark that ignites people to imagine what is possible for them from Harley-Davidson."

The founder and CEO of Habit, the world’s first personalized nutrition life science company, Grimmer also served in a leadership role at Campbell Soup Company and was Co-founder & CEO of Plum Organics, which had been acquired by Campbell's in 2013. Grimmer also served as the VP of Strategy & Innovation at Clif Bar and Senior Designer at IDEO.  

"Harley-Davidson is an iconic American brand recognized around the world as a symbol of personal expression and individual freedom," said Grimmer. "It is nothing short of an honor and a privilege to work with Matt and the amazing team at Harley to bring the strategy to life and excite the next generation of riders, ushering in the subsequent chapter of the storied legacy of Harley-Davidson."

Back in July 2018, The Motor Co. announced its "More Roads to Harley-Davidson plan to accelerate growth through 2022 and deliver its strategy to build the next generation of riders.” The plan provides the products, access and channels to engage more, new consumers and drive growth.

"Our leadership team is positioned to intensify our 'More Roads to Harley-Davidson' journey," said Levatich. "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. We have a clear vision, and the leadership team and organization are aligned and energized around it." 

Grimmer earned an MFA in Product Design from Stanford University and a BFA from California College of the Arts. He is currently a Henry Crown Fellow at the Aspen Institute.

« Return To The List

Add New Comment








Three people on bikes

NP Auctions Logo

Motorcycle Industry Jobs Logo



Tucker Logo

NP Auctions Logo 2