HARLEY-DAVIDSON has confirmed a massive business-wide change that’s set to go into effect on October 1.
The cult-favorite motorbike brand was scrambling to make a major change as it battles a two-decade long sales slump.
Harley-Davidson has made a major business decision[/caption]
Artie Starrs has been appointed at the brand’s new CEO[/caption]
After months of searching, Harley-Davidson has found its new CEO.
Artie Starrs will be stepping in the chief seat this fall, replacing Jochen Zeitz, who had been leading the company since 2020.
Zeitz announced his intention to retire in April, but that wasn’t enough for some furious shareholders.
They tried to oust him entirely from the board after pinning falling stock prices on poor leadership decisions.
Zeitz surviving the ousting attempt, but the brand continues to suffer from poor sales.
Starrs is coming to Harley-Davidson from sports entertainment company Topgolf International, where he had been CEO since 2021.
Topgolf is a chain with 80 driving ranges with high-tech balls that score themselves.
Before starting that position, Starrs was the global CEO of Pizza Hut.
For over 20 years, Harley-Davidson has been struggling to find the answers to a decline in motorbike demand, The Wall Street Journal reported.
Quarterly retail sales of motorcycles has declared a massive 15% year-over-year, the company said in its July earnings statement.
Plus, Harley-Davidson can’t seem to find a foothold with younger audiences and women.
Some dealership owners also don’t feel the brand is supporting them through the uncertainty.
Charlie Cole, who owns eight shops, said that Harley should be most concerned with dealers making more money.
“Dealers can’t provide premium service without being profitable,” he told WSJ.
“Without dealers the motor company had no distribution network.”
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
FUTURE UNCERTAIN
Shareholders accused Zeitz and other leaders of being responsible for the “cultural depletion” of Harley when they moved to oust him.
But it’s unclear how Starrs’ background will help reestablish the brand, either.
Topgolf has been facing its own issues in recent years, and reported a decline in revenue as consumers opt to spend less recreationally.
Raymond James analyst Joe Altobello, who covers both Topgolf and Harley, predicts a steep learning curve for the new CEO.
Another dealer, Teddy Morse, said, “Pizza, golf, and Harley – let’s see if that combo works.”
