MATT LEVATICH

Leader of the free motorcycling world? Hard to argue against Matt Levatich, a 52-year-old engineer-turned-executive at Harley-Davidson Motor Company. After climbing through the ranks starting in 1994, Levatich was made president and CEO in 2015, and his charge has been to navigate this $5-billion-ayear motorcycle-maker and cultural icon through the challenges and uncertainty that face the industry.

On the increasing strength of the used market and how it influences Harley-Davidson’s widely publicized initiative to add 2 million new riders in 10 years.

The biggest competitor to Harley is used Harleys: timeless, reliable, durable, classic, beautiful,