Harley-Davidson on the hunt for new CEO

Harley-Davidson is searching for a new CEO after revealing that Jochen Zeitz will step down following five years in the big chair. 

The search for a new boss began late last year after Zeitz “expressed his interest in retiring from the company”. Zeitz will remain in the role until a successor is found. 

Zeitz was named CEO of H-D in 2020 after successfully turning around the fortunes of sportswear giant Puma as CEO and Chairman. He had been a board member at H-D since 2007.

Upon his appointment as CEO at the Motor Company, Zeitz implemented the now infamous Hardwire five-year company strategy, which was designed to reinvigorate the brand, enhance its core offerings, and explore new segments. 

Related: Harley-Davidson appoints new CEO
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The strategy saw the arrival of the Pan America adventure model, the LiveWire electric model, and the X series LAMS-approved models. It also saw the birth of the spin-off LiveWire electric brand – arguably Zeitz’s biggest move in his tenure. Zeitz also steered the company through the unprecedented COVID-19 pandemic.

But, while Zeitz’s time at H-D cannot be considered a failure, the LiveWire brand hasn’t quite proven to be the success story the Milwaukee firm would have hoped for. 

For 2024, LiveWire sold just 612 EV motorcycles – down from 660 in 2023. Operating loss did improve slightly compared to 2023, however, and there more plans for “new products and action initiatives to reduce the overall cost of sales” for EV motorcycles.

Harley-Davidson’s overall performance in 2024 also wasn’t excellent, with a lot of red numbers on the board. But this can be attributed to tough economic conditions. 

"In 2024, we saw our performance being significantly impacted by the continued cyclical headwinds for discretionary products, including the high-interest rate environment affecting consumer confidence," said Zeitz earlier this year. 

But it wasn’t all bad news, with a small surge in demand for H-D’s touring motorcycles, driven by the release of the new Street Glide and Road Glide. And, as late as Feb 2025, when the 2024 financial results were released, Zeitz was staying positive. 

“The decisions we have made and the bold actions we have taken as part of our Hardwire strategy are continuing to strengthen our foundation for the future,” he said in a press release. “The industry has faced many challenges over the past couple of years, impacting at all levels, but we believe we are best positioned to take advantage of any uptick in consumption."

For now, though, it looks as though Zeitz’s reign at H-D is coming to an end as he gets ready to hand the baton to a new leader.