BMW of North America has announced that Michael Peyton will assume the role of Vice President of BMW Motorrad Region Americas, based in Woodcliff Lake, New Jersey.

Peyton will be responsible for BMW motorcycle sales and marketing in the Americas Region. He comes to BMW from Harley-Davidson where he was most recently head of U.S. Dealer Development, Americas Region.

Bmw says Peyton brings to his role “more than 26 years of broad-based, cross-functional experience in sales, marketing, operations and strategy” at Harley-Davidson and, previously, Ford Motor Co.

“I am delighted to welcome Michael Peyton to the BMW Group,” said Ludwig Willisch, president and CEO of BMW of North America. “He is customer focused and has a proven record of developing strong relationships with his dealer network and I know he will do well here at BMW.”

Peyton, an avid motorcyclist, began his new role on Monday.

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