Harley-Davidson’s Jochen Zeitz plans to retire as CEO in 2025, the company said Tuesday, ending a five-year tenure marked by efforts to revive the American motorcycle maker struggling with plummeting demand.
Zeitz, who had helped revive German footwear brand Puma’s near-bankrupt business, joined Harley’s board in 2007 and was tapped as CEO in May 2020.
Zeitz, 62, launched the “Hardwire” strategy in 2021 to turn around the storied motorcycle maker looking to connect with young riders as its key customer base of baby boomer aged.
The five-year strategy involved prioritizing high-margin products, exiting international markets with low sales volume and modernizing the brand’s appeal.
“Jochen has done a nice job of shrinking Harley’s global footprint and refocusing the company on its core Touring bikes and large Cruisers,” said Raymond James analyst Joe Altobello.
“Unfortunately, the industry has been challenged by several factors, including higher interest rates; at the same time, consumers appear to prefer smaller and more affordable bikes, which is not Harley’s strength.”
Biker Dad 
Maybe they should cut the HD TV dash and all the BS. All bikers need is a start button and a light switch. KISS. Keep it simple stupid.
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