August 4, 2025 – Legendary motorcycle manufacturer Harley-Davidson has appointed Arthur Starrs—current CEO of Topgolf International—as its next chief executive. Starrs will step into the role later this year, replacing Jochen Zeitz, who will serve as a senior adviser until February 2026.
The leadership transition comes as Harley-Davidson navigates U.S. tariff pressures and declining demand in the heavyweight cruiser segment. Rising import costs for motorcycle parts—driven by expanded federal tariff policies—are adding to the company's operational challenges.
Why Harley-Davidson is Changing Leadership Now
In recent years, Harley-Davidson's U.S. sales have softened as consumer spending on leisure vehicles slows. Younger riders often gravitate toward lightweight, fuel-efficient motorcycles with integrated safety features, while the brand's core baby boomer demographic is aging out of the market.
Earlier this year, activist investor H Partners attempted to oust three Harley directors, including Zeitz, citing sluggish sales growth and a drop in share price. The proposal was ultimately defeated by shareholder vote.
Arthur Starrs' Track Record in Brand Growth
Starrs brings proven leadership experience from Topgolf and Pizza Hut, with expertise in brand expansion, customer engagement, and global operations. His appointment suggests Harley-Davidson will focus on blending its heritage appeal with modern strategies to attract younger motorcycle buyers and expand international reach.
Zeitz's Legacy and the "Hardwire" Strategy
Jochen Zeitz's five-year tenure saw the launch of the Hardwire strategy in 2021, a long-term plan aimed at revitalizing the Harley-Davidson brand, strengthening dealer relationships, and building loyalty among new and existing riders.
Financial Moves to Support Growth
Just days before announcing Starrs' appointment, Harley-Davidson revealed a deal to sell over $5 billion in loans to investment firms KKR & Co and PIMCO. This move will help reduce corporate debt while retaining majority ownership of its financing division.
Following the CEO announcement, Harley-Davidson's stock rose more than 1% in early trading, reflecting investor optimism about the company's future direction.
Looking Ahead
With Arthur Starrs at the helm, Harley-Davidson faces a pivotal opportunity to adapt to shifting rider preferences, counteract the effects of U.S. tariffs, and reinvigorate its position in the global motorcycle market.