Heather Malenshek has her dream job. A motorcycle rider since she was 12, Malenshek jumped at the opportunity to join Harley-Davidson five years ago. It’s been quite a ride since then, and she has no plans for stopping.
Among her top goals for the brand is challenging the notion that Harley motorcycles are ridden by just one particular demographic. The More Roads to Harley-Davidson plan aims to appeal to new and future riders with a wider range of products, including the LiveWire electric motorcycle. The brand is also shaking up retail formats and investing more in e-commerce.
“Our brand is all about community,” Malenshek told Motorcycle.com. “We’re kind of an open invitation for people to join us, join the brand, and experience freedom on their terms.”