New president, CEO for Powersports Trade and Safety Associations

Erik Pritchard has assumed the role of chief executive officer and president of the Motorcycle Industry Council (MIC), Specialty Vehicle Institute of America (SVIA), Motorcycle Safety Foundation (MSF), and Recreational Off-Highway Vehicle Association of America (ROHVA), as part of the leadership succession plan announced by the respective boards in July 2019.

Pritchard joined the associations as general counsel in March 2014 following more than a decade supporting the associations as outside counsel on a variety of litigation and non-litigation matters. He was named president of SVIA and ROHVA in 2017. 

“The powersports industry is facing tremendous opportunities and also tough challenges as we move into the next decade. Erik has proven through his leadership the past five years, and long history with the associations, that he will be the dynamic leader we need to accomplish the many initiatives we will be undertaking to support our members,” said Paul Vitrano, MIC board chair, and senior assistant general counsel of Indian Motorcycle and Polaris, Inc., commenting on behalf of all the association boards. “Erik is known for being tenacious and has achieved a number of wins that have benefited our members and on- and off-road enthusiasts, and we look forward to more accomplishments in the future.”

“The next five to 10 years will be crucial for the long-term health and success of the powersports industry,” Pritchard said. “Our staff in California and Washington, D.C., are highly experienced and committed, and combined with the best industry minds in the world among our respective board members, we have a blue-ribbon team. I’m looking forward to strengthening our current operations and executing new initiatives to help our industry.”

One such initiative is the long-term, industry-wide effort led by the MIC to boost motorcycle ridership – more riders, riding more. The strategic framework for this plan was presented to a packed ballroom by Vitrano, Pritchard, and Chuck Boderman, MIC vice chair, and vice president, motorcycle division, American Honda Motor Co., Inc., during the opening session at the AIMExpo presented by Nationwide in September. Further information will be presented at the annual MIC Communications Symposium in Long Beach, Calif., on November 21.

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