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After steering Harley-Davidson through a turbulent five-year transformation, CEO Jochen Zeitz has stepped aside, making way for newcomer Artie Starrs. While Harley calls Zeitz’s departure a planned retirement, many point to mounting pressure from activist investors like H Partners and a disappointing second quarter as catalysts for change. Zeitz will remain on as senior advisor through early 2026, leaving behind a legacy defined by his Hardwire strategy—streamlining operations, spinning off LiveWire, and focusing the brand on profitability over volume.
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Starrs, known for his leadership at Topgolf and Pizza Hut, represents a cultural shift for the 121-year-old motorcycle brand. Though new to the motorcycle industry, he’s already taken steps to win over skeptics—purchasing a Heritage Classic and enrolling in a rider course. His focus appears to be revitalizing Harley’s retail and dealer experience, improving financial flexibility through strategic moves like the HDFS loan sale to KKR and PIMCO, and reintroducing more accessible models to attract younger riders. The board is betting that his franchise and consumer-brand expertise will translate into new growth.
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As Harley grapples with aging demographics, global competition, and shifting rider preferences, Starrs’ challenge will be balancing the premium heritage Zeitz reinforced with a new era of inclusivity and affordability. The next twelve months will reveal whether Harley can expand its base without losing the brand’s soul. In this episode, we unpack the leadership drama, investor influence, and what these changes mean for riders, dealers, and the future of America’s most iconic motorcycle manufacturer.
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