2025 has been mostly dreamy for Harley-Davidson so far. The overhauled Softail lineup and cheaper Sportster lineup have made all the right noise. Plus, the CVO Road Glide RR has given us all daydreams. But now, there’s some shocking news coming straight from Milwaukee. It’s regarding the company’s leadership and future. Let’s dive in.
Harley-Davidson CEO Jochen Zeitz Announces Retirement
The top man of Harley-Davidson–Jochen Zeitz–is all set to bow out. The Motor Company claims Zeitz announced his intention to retire at the end of 2024, and the search for his replacement has been underway ever since. There is still no finalized candidate to take over as CEO, but we do know Zeitz will leave the company during the 2025 calendar year either way.
As a refresher, Zeitz has been part of the Harley-Davidson family since 2007. He was a board member first, then took over from Matthew Levatic to become the CEO in 2020. In his five-year tenure, the German businessman kickstarted a new ‘Rewire’ plan (later changed to ‘Hardwire’) to expand Harley-Davidson’s horizons.
The result has been a couple of international tie-ups with global giants like Hero MotoCorp and QJ Motor, both of which resulted in small-capacity H-D bikes for Asia. In addition, he helped make the brand more accessible for the masses, courtesy of some affordable new bikes like the Sportster S and Nightster.
Harley-Davidson’s EV initiative has also leveled up under his leadership. LiveWire became a sole entity, under which we’ve seen a few budget-friendly yet premium electric motorcycles for America. Yes, the response hasn’t been great, but that’s more to do with the overall stigma around EVs rather than LiveWire in general.
Jochen Zeitz Harley-Davidson CEO Tenure Key Highlights
- ‘Rewire’ and ‘Hardwire’ initiative
- LiveWire becomes a separate brand
- New partnerships with Hero and QJ Motor
- New entry-level bikes
What’s Next For Harley-Davidson?
Well, no one really knows. Not even Harley-Davidson. The search for a new CEO has been going on for months, which just goes to show there is a lack of suitable candidates inside the brand. So there is a chance we could see a new face from another industry taking over the American giant. For its fans’ sake, we hope it is an American who connects with the motorcycling culture.
He (or she) will have his (or her) hands full, though. Harley’s current financials are not exactly rock solid, with repetitive dips in sales over the last three years. Not to mention, there have been a few controversies to further hurt the brand’s image. Let’s hope all that changes with the new CEO.
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