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NEWS
CULTURAL CHANGE AS CEO ' RETIRES '
Harley-Davidson ' s CEO, Jochen Zeitz, has announced his decision to retire after five years at the helm of the iconic motorcycle manufacturer. Zeitz, who previously revitalised Puma, joined Harley-Davidson ' s board in 2007 and became CEO in May 2020. He will remain in his role until a successor is appointed, ensuring a smooth leadership transition.
Upon assuming leadership, Zeitz introduced " The Hardwire," a five-year strategic plan focusing on highmargin products, exiting underperforming international markets, and modernising the brand to appeal to younger customers. Despite these efforts, the company faced challenges, including declining motorcycle sales, reaching only 151,000 units in 2024 compared to over 300,000 in 2008. Additionally, the electric motorcycle venture, LiveWire, did not meet sales expectations, and the brand struggled to connect with younger audiences.
Zeitz ' s tenure was marked by internal dissent and dealer concerns. Jeff Binkert, president of the House of Harley-Davidson, criticised Zeitz for pushing the " Hardwire " program, which emphasized online sales at the expense of dealership experiences, contributing to cultural shifts and financial losses. Furthermore, board member Jared Dourdeville resigned, citing " grave concerns " about the company ' s trajectory, including " severe underperformance " and a deteriorating corporate culture under Zeitz ' s leadership.
The search for Zeitz ' s successor began in the fourth quarter of 2024, following his expression of interest in retiring. The company aims to find a leader who can navigate the evolving motorcycle market, address internal challenges, and restore the brand ' s connection with its loyal customer base. Zeitz ' s departure marks the end of a transformative era for Harley-Davidson, and the industry will be watching closely to see who will take the reins of this storied brand.
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