Harley-Davidson's new CEO is being preceded by Topgolf's former leader, Jochen Zeitz.
Harley-Davidson Shifts Focus Under New Leadership
Harley-Davidson, the iconic motorcycle manufacturer, is undergoing a strategic shift as it faces declining demand in the market. The company is aiming to become more consumer- and customer-centric, with an emphasis on creating a more entertainment-driven brand experience.
This change comes with the appointment of Artie Starrs as the new CEO, who officially took the role on October 1, 2025. Starrs brings valuable experience from his previous roles as CEO of Top Golf and Pizza Hut, suggesting Harley-Davidson aims to revitalize the brand by enhancing customer engagement and experience.
The strategic shift is a response to the decline in motorcycle demand, partially due to an aging customer base. To counter this, Harley-Davidson plans to introduce a model priced under $6,000, a move designed to attract a younger, more budget-conscious audience.
In addition to this, the company is conserving cash and re-evaluating financial priorities amid declining retail motorcycle sales and shipments. This change in financial strategy is a departure from the approach taken under the leadership of Jochen Zeitz, who stepped down on October 1st this year.
Zeitz, who previously served as the CEO of the sportswear conglomerate Puma before joining Harley-Davidson, was instrumental in steering the company through challenging years. However, the reason for his departure from Harley-Davidson was not announced. As of the time of this article, his successor at Harley-Davidson has not been announced either.
Earlier this year, shareholders rejected the demand by H Partners to remove Zeitz from the Harley-Davidson board. Despite this, the future leadership of Harley-Davidson after Zeitz's departure remains uncertain.
It is important to note that Zeitz is not a founder, owner, or board member of Harley-Davidson. He succeeded Matt Levatich, who was the CEO prior to him.
In summary, Harley-Davidson is undergoing a strategic shift under new leadership, aiming to become more customer-centric and entertainment-focused. The company is also conserving cash and rethinking its financial strategy in response to declining demand. The future leadership of Harley-Davidson after Zeitz's departure remains uncertain.
The new CEO, Artie Starrs, aims to revitalize Harley-Davidson by enhancing customer engagement and experience, a tactic he has successfully employed in other industries such as golf and fast food. In light of declining sales and shipments, the company is also examining finance and business strategies to conserve cash and attract a younger, more budget-conscious audience.
