The following change in the BMW of North America senior management team will become effective July 25.

Ludwig Willisch, President and CEO, BMW of North America, has announced that Michael Peyton will assume the role of Vice President, BMW Motorrad Region Americas, based in Woodcliff Lake, NJ. Peyton will be responsible for BMW motorcycle sales and marketing in the Americas Region. He comes to BMW from Harley-Davidson Motor Company where he was most recently head of U.S. Dealer Development, Americas Region. To his new role, Peyton brings more than 26 years of broad-based, cross-functional experience in sales, marketing, operations and strategy at Harley-Davidson and, previously, Ford Motor Company.

“I am delighted to welcome Michael Peyton to the BMW Group,” said Ludwig Willisch, President and CEO, 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.”

Michael Peyton is an avid motorcyclist, mountain biker, downhill skier and all-around outdoor enthusiast. He begins his new role at BMW Motorrad Region Americas on Monday, July 25.