AMA Pro Racing Hires Michael Lock as a Consultant

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It seems DMG has made its second smart decision in recent memory, the first being to sell its interesting AMA Pro Road Racing to the KRAVE, which started the MotoAmerica series.

What is this new “smart” decision, you might ask? The hiring of former Ducati North America CEO Michael Lock as a strategic consultant AMA Pro Racing.

Certainly a contentious name in the Ducati dealer network, one cannot deny however that Lock brought growth to DNA (not to mention Triumph) during his tenure, and that he understands the importance of branding and public perception — something DMG clearly does not have at its core competencies.

Lock started his career at Honda UK and Honda Motor Europe, doing sales and marketing. He then joined Triumph, and helped the British marque set up its North American operations in 1994. Lock then left Triumph for Ducati, where he sprinkled the same branding magic on the competing European brand.

When Lock could go no further inside Ducati, he left the company for a CMO position at the THINK automotive project. It was a short stint though, and Lock found soon himself at Lamborghini, as the COO of its US operations.

“I’m excited to be working with the AMA Pro Racing team,” Lock said. “There is a great opportunity to build motorcycle sport in the USA and appeal to a whole new generation of fans.”

It’s not clear what properties of AMA Pro Racing that Lock will be working on, though it is clear that a flat track resurgence is underway in Europe, which is starting to trickle over to the USA as well.

DMG is in charge of AMA’s flat track, hill climb, ATV, and motocross racing series. Hopefully Lock can guide them all to being more successful and more in the eye of fans and consumers.

“Michael’s track record of success is unparalleled,” said Michael Gentry, Chief Operating Officer of AMA Pro Racing. “The experience in motorcycle and automotive brand leadership he brings will be invaluable as we move toward achieving our goals.”

Source: AMA Pro Racing

Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.