Mike Lafferty New Sherco United States Dealer Development Manager

Sherco United States announce the promotion of AMA Hall of Famer Mike Lafferty from Brand Ambassador to Dealer Development Manager (East) showing continued investment in strengthening its dealer network and expanding its presence across the country.

A highly respected figure in the off-road motorcycling community, Lafferty has already made a strong impact in his role as Brand Ambassador. With a riding career that includes eight National Enduro Championships and an induction into the AMA Hall of Fame, his deep experience, industry knowledge, and passion for the sport uniquely position him to support Sherco’s dealer partners and drive growth in key markets.

“Mike has been an incredible addition to the Sherco family in a short amount of time,” said James Jordan, owner of Sherco United States. “His reputation, professionalism, and authentic enthusiasm for the brand make him the perfect fit for this role. We’re excited to see him take on a larger leadership position and help elevate our dealer network on the East Coast.”

In his new role, Lafferty will focus on developing and supporting Sherco’s dealer relationships, assisting with sales growth initiatives, and enhancing overall brand representation throughout the region.

“I’m beyond excited to start this next chapter with Sherco US. I’ve been with the Brand for a few months now, and after spending time riding their bikes, that’s all I needed to help make my decision to jump on board,” said Lafferty. “The bike’s quality, fit, and finish are top-of-the-line. I’m looking forward to helping show what the brand is capable of.”

Sherco United States continues to build momentum in the off-road segment, offering a full lineup of premium high-performance motorcycles known for their quality, innovation, and race-proven performance.

More information: www.sherco.us