HARLEY-Davidson’s newly appointed CEO has scrambled to make a last-minute change that could endear him to hog-lovers before officially starting his new job.
Artie Starrs’ hiring was met with some criticism after it was revealed he had no automotive industry experience, instead coming from sports entertainment company TopGolf and Pizza Hut.
Harley-Davidson’s newly appointed CEO Artie Starrs, seen in 2016, helped lead TopGolf and Pizza Hut before accepting his new job[/caption]
Days before officially starting the job, he stopped by a dealership to get his first hog[/caption]
That could be why in early August, Starrs went into Maverick Harley-Davidson in Texas not as the next head honcho of the business, but as a curious customer with no experience.
Dealership leader Kevin Favier said that Starrs walked in to purchase his first-ever hog, and acted like “a regular guy who wanted to learn to ride,” the manager wrote in a Facebook post.
At the time, Favier said that he knew Starrs was CEO of TopGolf, but had no idea the businessman was in the running to lead the motorbike company.
“He wanted an authentic, unbiased experience – just like any other customer,” wrote Favier.
“He did exactly what we hope every new rider does—walked into the shop, connected with a sales rep, signed up for our riding school, and bought a Harley.”
According to a picture shared by the dealership, Starr purchased a Harley-Davidson Heritage Classic, which touts a classic cruiser vibe with “hot rod swagger,” the company’s website states.
The hog retails with a starting suggested price of $22,999, which can balloon up to nearly $28,000 with the most expensive option boxes ticked.
The bike features a Milwaukee-Eight 117 engine, which is good for 120 lb-ft of torque peaking at 2500 rpm and 98 hp peaking at 4600 rpm.
This tune gives riders 47 mpg, which is above the industry average of 35 to 40 mpg per Timber Town Harley-Davidson.
The Heritage Classic also comes stock with a nostalgic fuel tank medallion in the shape of an older style of brand logo, and leather-wrapped saddlebags with blackened-nickel studs.
One option that can be clearly seen on Starrs’ model is the multi-spoke lace wheels, a major aesthetic upgrade from the standard black cast wheels.
Starrs’ model also appears to have ticked the box for Iron Horse Metallic paint instead of the standard Billiard Grey.
After speaking with the CEO, Favier said he is “100% behind Artie” and encouraged his followers to join in support of the new chief.
“Topgolf isn’t golf—it’s an experience. Harley-Davidson isn’t just motorcycles—it’s fresh air and freedom. An experience. A lifestyle,” he wrote.
Harley-Davidson’s uncertain future
- May 2020: Jochen Zeitz replaces Matthew Levatich as the company’s CEO
- April 2021: Zeitz implements the “Hardwire” five-year plan, in which the company focused on revamping its core touring line-up and focused on online sales through the HD-1 Marketplace
- April 2021: Harley-Davidson lost millions after it was threatened by a 56% tariff from the EU, which never came to fruition, Reuters reported
- December 2024: In the fourth quarter, the company reported a loss of $117 million, with domestic market share shrinking by 13 percent in the same period
- February 2025: The trade war between Europe and the Trump administration leads Harley-Davidson’s CEO to say the company would “fight aggressively” against any tariffs, Milwaukee Journal reported
- April 1, 2025: Board member Jared Dourdeville wrote a letter announcing he would resign from the board and called for Zeitz to retire, blaming him for the “cultural” depletion of the company
- April 8, 2025: Zeitz announced he planned to step down and will remain the CEO until a replacement is found
STARRS’ HISTORY
In joining Harley-Davidson, Starrs will leave his current role as the CEO of the Topgolf International, Inc. subsidiary of the larger Topgolf Callaway Brands.
In this role, Starrs managed a portfolio consisting of over 100 global venues employing over 30,000 individuals.
Under his four-and-a-half years of leadership, the brand’s annual revenue grew over 50% from $1.1 billion in 2021 to $1.8 billion. He also oversaw the brand’s expansion into five additional European and Asian countries.
Prior to his Topgolf role, Starr was the Global CEO of Pizza Hut, having started this position in 2013, where he helped lead the brand to establish over 18,000 locations across 110 countries.
He also transitioned into this role from being the President of Pizza Hut U.S., providing a familiarity with the brand which undoubtedly proved invaluable during his time steering the ship.
Starrs, who began his career as an investment banker as Wasserstein Perella, called it a “huge privilege to be joining Harley-Davidson as President and CEO,” adding that he was “grateful for the opportunity to help steward this incredible company.”
His hiring came amid a turbulent time for the company, which quickly moved to oust current CEO Jochen Zeitz over concerns for low sales and excess stock.
At one point, some key shareholders even tried to remove Zeitz from the board of directors entirely.
However, Zeitz retained his position and will remain as a senior advisor through February 2026 to facilitate a smooth transition.
