Although Mr. Bierley has spent the last few years as product director of General Motors Corp.'s GMC brand, he has an extensive marketing background at the auto giant.
Familiar with brand
He was marketing director at GMC for midsize trucks and launched the 2003-model Pontiac Vibe as the crossover's brand manager. He also held that same title for the Pontiac Sunfire.
This will be Mr. Richer's last week at GM, a Pontiac spokesman said. Mr. Richer will become Harley-Davidson's first chief marketing officer.