Harley-Davidson, the storied American motorcycle maker known as much for its rumbling engines as its rebel image, has appointed Artie Starrs (48) as its next boss. But the move comes not from a position of strength, but under pressure. The unrest in the company’s boardroom and among its loyal, yet disillusioned, followers runs deep.
Starrs is currently CEO of the sports entertainment firm Topgolf and previously held the top spot at Pizza Hut. He will switch to Harley-Davidson in October this year, replacing Jochen Zeitz (61), who has led the company since early 2020. Zeitz will remain as an adviser for five months to ensure a smooth transition. It is a planned exit, but one brought about under the heat of shareholder dissent.
Campaign against Zeitz
The appointment comes in the aftermath of an extraordinary few months for the Milwaukee-based firm. Its second-largest investor, the hedge fund H Partners, launched a campaign to oust Zeitz and two board members over what it called “brand erosion, dealer frustration, and sustained sales declines”.
That effort narrowly failed, but not without forcing concessions. According to insiders, Harley pledged that Zeitz and the contested directors would all depart within a year and that a complete outsider, Starrs as it turns out, would be brought in as part of that settlement.
The Hardwire
Zeitz was a former executive at athletic shoe maker Puma. He tried to reposition Harley-Davidson as a premium brand through a five-year plan called “The Hardwire”. Financially, he navigated the firm through the coronavirus crisis and improved margins.
But he was also accused of hollowing out Harley’s cultural core and pursuing strategies, such as white-collar remote work, that left the company’s iconic Milwaukee headquarters largely deserted.
His replacement, Starrs, brings no motorcycling experience to the role. As mentioned, his background lies in golf and pizza. His strength, the company says, is brand expansion and consumer engagement. During his tenure at Topgolf, he oversaw a 50% increase in revenue and led global expansion into five countries.
Burning cash
In his first statement, Starrs said it was a “huge privilege” to lead Harley-Davidson: “There is no brand that brings the same level of community and rebellious spirit.”
Whether that community remains intact is another question. H Partners and others have decried that under Zeitz’s leadership, younger riders were ignored and Harley’s traditional base was alienated.
His Hardwire strategy shifted focus to high-end models, blocking the appeal for new blood. In 2024, Harley sold 148,862 motorcycles, representing a 17% year-over-year decrease. Its electric spinoff, LiveWire, continues to burn cash, posting a loss of nearly €85 million.
