Harley-Davidson Announces Their First Chief Electric Vehicle Officer

Harley-Davidson Announces the appointment of Ryan Morrissey as Chief Electric Vehicle Officer (CEVO).

Harley-Davidson recently unveiled its Hardwire 2021-2025 strategic plan, with a dedicated focus on electric, the company announces their first ever Chief Electric Vehicle Officer. This comes to solidify their serious commitment to electric motorcycles, with the appointment of Ryan Morrissey as Chief Electric Vehicle Officer (CEVO).

Ryan will join Harley-Davidson in April, and comes from a rich experience in disruptive technology, with past positions in Bain & Company, anf formerly Lutron Electronics. He comes from a rich background and would be the first part of the puzzle that is planned to push results for Harley after week reporting over the last years.

Effective April 1, Morrissey will join Harley-Davidson with over two decades of experience in disruptive technologies and the development of new business ventures. As a consultant at Bain & Company, he served most recently as a Senior Partner and head of the Automotive & Mobility practice in the Americas. In this role, he led the development of growth, adjacency and M&A strategies for OEMs, tech providers, and retailers specific to the long-range transition to electric vehicles and autonomous fleets. He has worked extensively with leading global OEMs in powersports, heavy equipment and automotive on developing digital channels, EV product strategy and software-based services. As part of Bain’s work with financial investors, he has advised many leading investment firms on acquisitions in mobility. 


The company plans to strengthen their appeal to younger markets, which have ever increasing interest in electric drive, and to make the makeover complete Harley-Davidson have plans to dedicate more effort in electric cruisers, touring bikes and trikes.

“Ryan has extensive experience with leading OEMs, working on building businesses to develop, commercialize and support electric vehicles. I’m excited to have him join the team to help us lead in electric”

“As we announced in February as part of The Hardwire, we’ll be talking more about our electric strategy later in the year.”

Jochen Zeitz, chairman, president and CEO, Harley-Davidson.

Source: Harley-Davidson

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