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MILWAUKEE – Less than a month after announcing that it plans to beef up marketing in 2016 in the wake of declining sales, Harley-Davidson’s top marketing executive has left the company. Mark-Hans Richer (pictured) has been senior vice president of marketing
and product development since 2007, having previously worked nine years for General Motors.
Harley-Davidson announced in October that it plans to spend an additional $70 million in 2016 to entice customers, with 65 percent being spent on marketing and 35 percent on new product development.
Overseeing the effort will be Sean Cummings, who will have the title of senior vice president of global demand. Cummings joined the company in 2014.
In a statement on the marketing shakeup, the company said: “In his time with Harley-Davidson, Mark-Hans was instrumental in achieving our transformational goals, including expanding our reach to both core and outreach customers, and we thank him for his contributions. The changes are an important piece of the company’s recently announced plan to build on its leadership position in the market and grow demand, with a key objective to lead in every market.”
The “Journal Sentinel” newspaper has more details.
– Bud Wilkinson
I’ve said it before and I’ll say it again, Harley Davidson is the best marketed company in the world! They have recently updated their motorcycles with cooling and the latest gadgets so if the bikes are not selling I think getting rid of this genius and pumping more money into marketing is a huge mistake that will only increase the cost to the consumer. Smarter consumers is their problem.