Matthew Levatich

Former Harley-Davidson CEO Matthew Levatich reveals the impact of trade wars and tariffs on the motorcycle industry. He discusses the company's shift towards electric bikes, showcasing a live demo of their first electric model. Levatich explains the challenges of maintaining U.S. manufacturing expertise and balancing tradition with innovation. He also explores the emerging scooter market and how Harley's omnichannel strategy adapts to changing consumer behaviors while addressing sustainability in transportation.