The owner of a dealership has harshly criticized Harley-Davidson’s CEO as he prepares to leave the company.
The House of Harley-Davidson owner is marking the resignation of CEO Jochen Zeitz amidst growing uncertainty for the famed motorcycle brand.
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Harley-Davidson is experiencing significant changes as Zeitz departs after five years at the helm.
He plans to remain until a successor is appointed.
Dealership owners are expressing joy at the CEO’s retirement as they look forward to a fresh start, reported local Fox affiliate WITI.
“If you were to ask how many Harley dealers are thrilled about a new CEO, the answer is all of them,” declared Jeff Binkert, president of House of Harley-Davidson.
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“[Zeitz hasn’t] established a connection with customers and dealers overall, and I believe it’s time for new leadership.”
Binkert attributed the decline in dealer business to Zeitz’s “Hardwire” initiative, which allows online motorcycle purchases.
“The relentless drive to sell products online has really disrupted the dealers,” he lamented.
“If you can order a T-shirt online with free shipping, why would anyone visit the store?”
Binkert noted a “number of cultural shifts” have occurred since Zeitz took charge, but dealers are “looking to the future.”
“I believe it’s going to be an exciting new era,” he stated.
Binkert’s thoughts about Zeitz’s cultural changes were supported by board member Jared Dourdeville, who resigned shortly after the CEO did.
In his resignation letter from the 122-year-old organization, Dourdeville criticized Harley-Davidson’s CEO for the company’s poor performance and “cultural decline.”
In his April 1 letter, he expressed serious concerns regarding the company’s long-term direction.
He mentioned the transformations in Harley-Davidson’s culture, transparency, and accountability, as well as management’s inability to prioritize the company.
“These worries have intensified significantly in recent quarters,” Dourdeville wrote.
The board member held Zeitz accountable for Harley-Davidson’s deficiencies, stating these problems “start at the top.”
Harley-Davidson Closures in 2024
There are more than 650 Harley-Davidson dealerships across the United States.
However, several locations have closed for a variety of reasons throughout 2024 – some without any explanation.
Below is a list of some Harley-Davidson outlets that have closed this year and the reasons behind their closures:
A San Francisco location shut down in June 2024 after 110 years due to ‘disruption’ caused by new management.
Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no explanation given.
Harley-Davidson’s legacy New York City location closed on September 28, 2024, with the owner citing economic challenges.
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed in October 2024 after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.
Another Illinois dealership closed in November 2024.
Additionally, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.
For 2025, Hideout Harley-Davidson in Missouri announced it would close at the end of March.
“Much of what makes Harley-Davidson unique is the chance to foster community among employees, dealers, customers, and fans worldwide,” wrote Dourdeville.
“Currently, the community that Harley-Davidson aims to cultivate has been severely affected at the corporate level, and the extent of cultural decline has become more evident in recent months.”
Dourdeville concluded his letter expressing his “deep respect” for the company.
The board member mentioned he remains hopeful for a future where employees, shareholders, dealers, and riders can succeed.
