Harley-Davidson appoints new CEO

Harley-Davidson recently appointed Jochen Zeitz as President and Chief Executive Officer, signalling a new era for the Milwaukee-based company.

Harley appointed Zeitz as Acting President and CEO in February when Matt Levatich unexpectedly stepped down after a 26-year career with the company. During Levatich’s five-year stint as CEO, Harley suffered a sharp decline in market value, a trend that the company hopes Zeitz can reverse.

Thomas Linebarger, a member of H-D’s Board of Directors, said: “As the uncertainty of the COVID-19 crisis persists, and given the significant changes that are needed at the company, solidifying Jochen as the CEO demonstrates both the board’s confidence in him and Jochen’s commitment to leading the company through this extraordinary time.”

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Hailing from Mannheim, Germany, Zeitz has been a member of H-D’s Board of Directors since 2007 and established the Company’s Brand and Sustainability Committee. He also served as Chairman and CEO of PUMA from 1993 to 2011, as well as CFO from 1993 to 2005. He served as CEO of the Sport and Lifestyle division at Kering (PUMA’s owner) from 2011 to 2012.

“In alignment with the board, my decision to become the President and CEO of Harley-Davidson reflects my deep passion and commitment to this company,” said Zeitz about his appointment.

“During this extraordinary time of crisis my first priority is the well-being of our H-D community, as I execute our COVID-19 response plan to stabilize the business, resume operations and recover.

“I am also leading a necessary and comprehensive overhaul of the company structure, operating model, and strategy as we adjust to the new post-COVID-19 realities. Over the next few months, we will rewire the business and define a new 5-year strategic plan later this year.

“I will then oversee the implementation of these changes and reignite Harley-Davidson as one of the most revered and iconic brands in the world.”

Founded in 1903, Harley-Davidson has struggled in recent years as demand for powerful and expensive cruisers decreases. To combat this, the company is attempting to establish itself in other segments, with the Pan-America adventure bike and the LiveWire electric bike just some of the models that Harley hopes will change its fortunes.