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H-D has a new EMEA VP , Kolja Rebstock , the former CEO and Managing Director of Mitsubishi Motors ' German business , and a former Daimler AG executive . Very much a new-era Jochen Zeitz hire , Harley ' s CEO stated that " since we are concentrating on strengthening our prioritized markets , including EMEA and especially the DACH region [ Germany , Austria , Switzerland ], a strong network of profitable retailers is essential . Rebstock has considerable experience in working with dealer networks and in implementing a specific brand experience at the point of sale . He will lead the execution of our five-year strategic plan , The Hardwire , across EMEA during these challenging times . His vast experience will be of tremendous benefit ."

Testament to the success that departed CEO Scott Wine had during his decade long tenure as CEO , Polaris Inc . has been named in Fortune magazine ' s list of the World ' s Most Admired Companies for the first time .

In keeping with its long-term commitment to ' Support the Sport ' at all levels of the industry , Parts Unlimited announced the return of its Racer Rewards program . 2021 will see PU offer more than $ 250,000 worth of parts , accessories and apparel though its dealer network to support amateur riders nationwide .

Finally unveiled on February 2nd , 2021 , along with the financial results for a dreadful 2020 , ' The Hardwire ' is designed to chart Harley ' s course through 2025 , " targeting long-term profitable growth and shareholder value , and aiming to enhance its position as the most desirable motorcycle brand in the world ." What follows are the principal commentaries from that February 2nd unveil , and are best considered in parallel with the combination of 2020 Q4 and Full Year and Hardware Slide Show that can be linked online via the News and Presentations in Harley ' s Investor Relations website pages . Profit Focus Harley-Davidson will invest significant time and resources on strengthening and growing its leadership position in its strongest motorcycle segments - Touring , large Cruiser and Trike - with a curated portfolio of the highest priority products . These segments are the most profitable in the market globally and demonstrate steady aggregate demand of new and used sales . The company believes these segments offer untapped opportunity to inspire more engagement and repurchase and also compel new customers and riders to choose Harley- Davidson . Profitable growth is expected through inspirational new products that live up to the company ' s vision for market-leading innovation , evolution and emotion . Selective Expansion and Redefinition The company plans to selectively focus on opportunities in profitable segments , aligned with the company ' s product and brand capabilities that demonstrate a clear path to market

It looks like The Livewire will live again , or at least further iterations will do so , with Harley planning to create a standalone division specifically to build its Electric offer and market position , with more details due to be unveiled later in 2021 .

leadership . Pan America , Harley-Davidson ' s first Adventure Touring motorcycle , is an example of the company ' s selective expansion into a high-potential segment that is one of the largest in many European markets and has untapped potential in the U . S . The company also intends to reinvent and increase profitability within the Cruiser segment , with highly competitive and profitable middleweight offerings that expand its relevance to a greater customer set beyond its current stronghold segments . Harley-Davidson has redefined its geographic footprint , with a focus on ten global markets that matter most to future success . The company will strategically drive these markets to their full potential by developing custom product and go-to-market approaches . The company will continue to test further avenues for

desirable long-term growth through premium low displacement partnerships . Lead in Electric Electric motorcycles are important to Harley-Davidson ' s future and the company is committed to remaining at the forefront of electric motorcycle technology following its groundbreaking success with the LiveWire motorcycle , widely regarded as the leading electric motorcycle in the world . The company is investing in its long-term success by creating a separate division dedicated exclusively to electric motorcycles . The focus will be on technology development , with an approach to product and go-tomarket actions that reflect the expectations of the targeted customer to deliver the most desirable electric motorcycles in the world .

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