Podcast Episode Details

LAB-410-Harley-Davidson's New CEO | What is the New Direction of Harley?

---

Episode 410

---

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.

SUPPORT US AND SHOP IN THE OFFICIAL LAW ABIDING BIKER STORE

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.

CHECK OUT OUR HUNDREDS OF FREE HELPFUL VIDEOS ON OUR YOUTUBE CHANNEL AND SUBSCRIBE!

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.

NEW FREE VIDEO RELEASED:

• The Glacier Ride On Harley's That Tested Us All (And Changed Everything!)-A Motorcycle Documentary Film

Sponsor-Ciro 3D

• CLICK HERE!
• Innovative products for Harley-Davidson & Goldwing
• Affordable chrome, lighting, and comfort products
• Ciro 3D has a passion for design and innovation

Sponsor-Butt Buffer

• CLICK HERE
• Want to ride longer?
• Tired of a sore and achy ass?
• Then fix it with a high-quality Butt Buffer seat cushion?

New Patrons:

• James Hartley of Colbert, Washington
• Bruce Klinger of Gilford, New Hampshire
• Steve Jackson of Rocky Mountain House, Alberta, Canada

If you appreciate the content we put out and want to make sure it keeps on coming your way then become a Patron too! There are benefits and there is no risk. Thanks to the following bikers for supporting us via a flat donation:

• Roger Gardner of Vacaville, California
• Alan Hudson
• David Leischner of Seattle, Washington

HELP SUPPORT US! JOIN THE BIKER REVOLUTION! #BikerRevolution #LawAbidingBiker #Bikaholics #RyanUrlacher 🛒 SHOP IN THE LAW ABIDING BIKER STORE 🛒 https://shop.lawabidingbiker.com 😎 BECOME A MEMBER AND GET BENEFITS 😎 https://www.patreon.com/lawabidi

---

Published on 1 week, 2 days ago