Motul USA has announced Amber Bates as the newly appointed general manager. Carrying over a decade of powersports industry experience from her time at Harley-Davidson, Bates brings a wealth of knowledge and a fresh perspective to Motul’s initiatives.
While with the Harley brand, she acted as director of sales – West region and formerly worked across the dealer operations, marketing and product planning departments. She has a master’s in business management from Bellevue University and a degree in public relations and journalism from Creighton University.
“At Motul, there’s something that truly sets us apart from our competition, and I believe it’s rooted in our almost delusional passion for motorsports and innovation,” said Guillaume Pailleret, chief business officer at Motul. “We’re smaller than your typical energy company, and this agility becomes crucial during this period of profound transformation we find ourselves in. Amber possesses something truly exceptional, from her deep connection to powersports to her captivating personality. I’m incredibly excited to see her take the helm at Motul and lead our North American team towards an exciting future.”
In her new role, Bates will manage teams across the U.S. and Canada, overseeing all aspects of sales, marketing, logistics and technical operations. Her vision and expertise will be instrumental in driving Motul’s ambitious plans in North America.
Bates joins the brand during a pivotal moment, as Motul expands its business into bicycle care, branded lifestyle apparel, investments in hydrogen technology, and sustainable products lines from both regenerated and organic base oils.
“I’m thrilled to be joining Motul as the general manager of North America,” said Bates, “a brand that stands for premium quality and performance, which I’m excited to be a part of. Drawing from my 10 years of experience at Harley-Davidson, I’m eager to contribute to Motul’s core business and embrace the unique opportunities that come with their future transformation. Managing a team is a privilege, and I’m dedicated to fostering my team’s success. I look forward to collaborating with the team at Motul USA to capitalize on the opportunities ahead and achieve our goals.”