Powersports leaders named industry veteran Cinnamon Kernes as vice president of market expansion as the Motorcycle Industry Council (MIC) builds momentum to get more riders riding more. Kernes will lead and develop this new multifaceted program, “Ride With Us.”
“I couldn’t be more excited to lead our industry’s market expansion effort,” said Kernes. “To share my passion for riding, inspire others, and to help ignite that spark that leads to lifelong riders is truly a privilege. We are going to focus on creating broad mainstream awareness and connecting that with hands-on experiences. We have already started working on some new initiatives, including the Ride With Us Moto Intro, which gives potential riders their first taste of motorcycling. I can’t wait to get more people to Ride With Us!”
The MIC conducted an extensive search for the best possible talent to lead the campaign, reviewing a large number of resumes from highly qualified applicants and interviewing candidates with a six-member committee, who unanimously selected Kernes. The hiring committee included MIC Board Directors Jeff Brown, co-founder and chief administrative officer of Eagle Rider, and Robin Hartfiel, editor of DealerNews; MIC Dealer Advisory Council Chair Rick Alcon, president and CEO of R&S; Ride With Us marketing team members Joey Lindahl, Polaris senior marketing manager, and Steve Nessl, Yamaha Motorsports marketing manager; and Erik Pritchard, president and CEO of the MIC. In addition, MIC OE Board members provided invaluable counsel.
“On behalf of the Board and the hiring committee, I want to congratulate Cinnamon and offer her our full support in her efforts leading the industry’s market expansion program,” said Brown. “This is a vital role and we are confident she will help get more riders, riding more.”
With more than two decades in powersports, Kernes helped launch AIMExpo in 2011. Most recently she served as the Vice President of Marketing and Events for the MIC, in this role, Kernes developed foundational components being currently deployed in the Ride With Us program.