B L AC K H I L LS H A R L E Y- DAV I D S O N G E N E R A L M A N AG E R T E R RY RY M E R
P104
INTERVIEW
Harley-Davidson CEO Matt
Levatich promises the brand will
deliver dozens of new models in
the coming years. The embattled
CEO has also had the task of
enduring continued attacks from
President Trump, but has not
wavered in the company's deci-
sion to shift production overseas
to supply its growing European
market. It's not a favorable idea
in the eyes of dealers, but one
Rymer understands as a neces-
sary business decision.
"They have to take a look at
different markets. When 40%
of their market is Euro, and
it's going to cost them $100
million a year, they gotta look
at something to alleviate that.
Now maybe this tariff issue is a
temporary thing. We've seen it
before. I remember seeing it in
the 80s when they put a tariff on
import motorcycles and all of a
sudden we were riding 700cc
Yamahas or Suzukis or whatever.
There are things that happen
and evolve because of decisions
made politically. However, we're
still going to ride motorcycles."
Rymer doesn't overlook the
loss of American jobs at the
Harley-Davidson factories, but
points out that the great Ameri-
can workforce behind the brand
is not limited to those on the
production lines.
"I employ 80 full time and
almost 500 during the [Sturgis]
rally," said Rymer. "And the
impact we have on our econ-
