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Harley-Davidson CEO Hints at Next Phase in Transition to Smaller Bikes with Launch of Exciting New Series

HARLEY-Davidson’s leadership has hinted at the brand’s upcoming shift toward smaller motorcycles with the introduction of a new series.

The iconic motorcycle manufacturer appears poised to embrace the growing trend of small-capacity bikes, offering more affordable models that could entice new riders to the fold.

Harley-Davidson CEO Hints at Next Phase in Transition to Smaller Bikes with Launch of Exciting New Series

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Harley-Davidson is setting its sights on a new generation with smaller, more accessible bikes.Credit: Getty
Harley-Davidson logo on a motorcycle gas tank.

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Is Harley-Davidson ready to enter the small-bike market? The company’s VP for International Markets has indicated new models are in development.Credit: AFP
Harley-Davidson logo on a motorcycle gas tank.

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The American juggernaut seeks to expand its market by focusing on lighter vehicles and a diverse range of riders.Credit: Reuters

This information comes from MCN, which reports that the company’s executives are exploring entry into the low-capacity segment after discontinuing the entry-level Forty-Eight and 883 Sportsters in Europe.

Harley-Davidson is well-known for its larger cruisers but does have a number of lightweight models available internationally.

An example is the single-cylinder X440, produced by Hero MotoCorp for India, which features an attractive starting price.

Additionally, competing smaller bikes, like the Honda GB350S and Triumph Speed 400, have gained popularity in the UK market since their launch—prompting the American brand’s intention to capture a share of that market.

Kolja Rebstock, Harley-Davidson’s Vice President for International Markets, stated: “We lost volume when we discontinued the Sportster model line, which was previously very successful.

“Unfortunately, it wasn’t very beneficial from a financial perspective to the company. The challenge is determining how we can enter the market with smaller entry-level products while achieving the necessary financial outcomes.”

“Our R&D team is concentrating on this issue.

“There is clear demand—we cannot reveal specifics about what’s in development just yet, but we recognize the need for a pathway into the brand.”

He further noted: “We possess excellent production capabilities in Thailand.”

“A significant portion of our motorcycles for international markets are produced at this facility, and the feedback regarding quality has been outstanding.”

The new Harley Davidson is both “elegant and brutal,” featuring woven seats and stylish wheels—the rear setup has undergone a complete redesign.

Transitioning toward lighter bikes aligns with Harley’s goal to diversify its customer base and change old perceptions about the brand.

Rebstock continued: “We must remain loyal to our core customers.

“However, the more we adhere strictly to that, the more we risk alienating ourselves if we fail to reach out to new [customers].”

Models like the Pan America and Sportster S are examples of this strategy, though the company is often still associated with its cruiser-heavy lineup.

“We are still often seen as the company that only produces Softail models, such as our iconic Fat Boy and larger touring bikes. However, that is misleading—we actually have a significantly broader model range,” he explained.

“I am often surprised when I engage with individuals who are unaware of the fantastic adventure touring motorcycle we have been selling since 2021, the Pan America. This bike has proven itself in the most challenging conditions, even during the Africa Eco Race.

“We also offer iconic models that appear to be unchanged, but constant evolution is taking place to modernize our bikes.

“We have a plethora of exciting ideas in the pipeline for the future.”

While making bikes more affordable is one focus, they are also looking to attract a more diverse audience.

Rebstock remarked: “I believe there is a significant opportunity for us to demonstrate our openness to women riders—this is a crucial market for us to tap into.

“[Especially as] certain markets are observing a trend where more women than men are obtaining their motorcycle licenses.”

Harley-Davidson Dealership Closures in 2024

Harley-Davidson operates over 650 dealerships across the United States.

However, multiple stores have closed for various reasons throughout 2024, often without any explanations.

Below is a list of some Harley-Davidson locations that have shut down this year and the reasons behind their closures:

A location in San Francisco closed in June 2024 after 110 years, citing ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, ceased operations in September 2024 with no explanation provided.

Harley-Davidson’s legacy location in New York City closed on September 28, 2024, with the owner citing economic issues.

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 was shut down 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.

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Harley Davidson News

Harley-Davidson Unveils Major Updates Following CEO Departure and Shareholder Demands for Overhaul

HARLEY-Davidson has revealed significant updates following increasing calls for the CEO to be replaced.

The motorcycle giant’s second-largest stakeholder sought to remove three directors, including CEO Jochen Zeitz, in a bid for a major reorganization.

Harley-Davidson Unveils Major Updates Following CEO Departure and Shareholder Demands for Overhaul

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Criticism mounts for Harley-Davidson boss Jochen Zeitz (left) as the company faces declining salesCredit: Getty
Harley-Davidson Motorcycles logo sign.

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Investors are calling for leadership changes at the bike giant, pushing for an external candidate to succeed ZeitzCredit: Getty
Jochen Zeitz, Harley-Davidson CEO, standing next to a motorcycle in a field.

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German-born Zeitz has led the company since 2020, amid speculation about his potential retirement this yearCredit: free f

Despite the pressure, Zeitz has successfully retained his position in a closely contested board vote, described by Reuters as a “razor-thin outcome”.

Since taking the helm in 2020, Zeitz has faced growing scrutiny due to the company’s dwindling sales and plummeting stock prices.

In light of this, H Partners had advocated for bringing in an external replacement, but proxy advisory group Institutional Shareholder Services asserted they did not present “a compelling case for change”.

There are indications that Zeitz may retire this year, though the German CEO has committed to staying until a successor is found.

Challenges facing Harley are well-documented, with company shares—valued at $3 billion—dropping 31% over the past year.

Many attribute the struggles to the brand’s failure to connect with a younger generation of bikers.

This announcement follows shortly after Harley-Davidson unveiled a “bold new initiative” to engage a new demographic.

The well-regarded motorcycle manufacturer will gain heightened visibility in Europe by collaborating with MotoGP, the premier road racing series for motorcycles.

Furthermore, Harley-Davidson’s support championship will debut in 2026, featuring teams racing bagger motorcycles at grand prix events across both Europe and North America.

Participants will utilize race-prepped Harley-Davidson Road Glide bagger motorcycles, tailored for touring and long-distance journeys.

Harley-Davidson reveals brand new bike that pays homage to iconic model as fans rave over ‘masterpiece’

The 12-race series will take place at six grand prix locations on the MotoGP calendar, with expectations of six to eight teams, each with two riders.

No specific venues have been disclosed as of now, although speculation suggests that the Circuit of the Americas in Austin, Texas, is likely to be included.

In addition, a new Harley-Davidson dealership has recently launched in a prominent US location, successfully navigating several challenges along the way.

To celebrate the grand inauguration, a well-known personality made a special appearance to mark the dealership’s exciting new chapter.

The first day of operations was met with a large turnout of enthusiasts and locals, complemented by live music and food vendors.

The event culminated in a ribbon-cutting ceremony, signifying the official opening of the dealership.

Harley-Davidson Closures in 2024

Currently, there are more than 650 Harley-Davidson dealerships in the United States.

However, several locations have shut down in 2024, often without any announcements regarding the reasons.

The following is a list of some closed Harley-Davidson dealerships this year along with their reasons for closure:

A location in San Francisco closed in June 2024 after 110 years due to “chaos” from new management.

Miracle City Harley-Davidson in Titusville, Florida, ceased operations in September 2024 with no explanation provided.

The iconic location in New York City shut its doors on September 28, 2024, citing economic challenges as the reason.

The owners of Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed the establishment in October 2024 after selling it to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.

Another Illinois dealership also closed in November 2024.

The West Bend dealership in Wisconsin is temporarily shutting down for the season from November 2 until April 1, 2024.

In 2025, Hideout Harley-Davidson in Missouri announced plans to close by the end of March.

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Harley Davidson News

Harley-Davidson CEO Unveils ‘Bold New Direction’ for Legendary Brand, Opening Doors for a Fresh Wave of Fans to Experience Its Bikes

Harley-Davidson CEO Unveils ‘Bold New Direction’ for Legendary Brand, Opening Doors for a Fresh Wave of Fans to Experience Its Bikes

HARLEY-Davidson is gearing up for an exciting new chapter that aims to attract a fresh wave of enthusiasts.

This renowned motorcycle manufacturer, a favorite across the United States, will gain significant visibility in Europe through one of the world’s leading racing competitions.

https://img.particlenews.com/image.php?url=1nHQmv_112hAYoQ00
Harley-Davidson is embarking on an exciting new initiative next year in collaboration with MotoGP. Credit: Harley Davidson
https://img.particlenews.com/image.php?url=0ZtpSS_112hAYoQ00
The brand’s CEO, Jochen Zeitz, believes this will enhance their global racing aspirations. Credit: MotoGP
https://img.particlenews.com/image.php?url=4G9MJY_112hAYoQ00
This initiative will feature racers using specially equipped Harley-Davidson Road Glide bagger motorcycles. Credit: Harley Davidson

According to ESPN, Harley-Davidson and MotoGP—the top motorcycle road racing series—have announced a support championship set to debut in 2026, showcasing teams racing bagger bikes at grand prix events across Europe and North America.

Riders will compete on race-configured Harley-Davidson Road Glide bagger motorcycles, designed for long-distance travel.

This 12-race series will be held at six grand prix events within the MotoGP schedule, with an estimated six to eight teams featuring two riders each.

No specific venues have been confirmed yet, although it is widely expected that one will be the Circuit of the Americas in Austin, Texas.

Harley-Davidson CEO Jochen Zeitz stated: “This represents a bold new direction for Harley-Davidson’s global racing initiatives.”

“With this series, we are thrilled to introduce a new form of racing to an international audience.”

As noted by AutoSport, he added, “The bike will reach speeds exceeding 300 km/h, weigh around 280 kg, and generate 200 bhp.

“These are powerful machines that will take to the tracks in Europe and North America.”

This announcement follows the opening of a new Harley-Davidson dealership in a key US location, overcoming various hurdles to bring the vision to fruition.

To celebrate its grand opening, a notable figure made a special appearance, kicking off this exciting new phase for the store.

On its inaugural day in business, the celebration attracted a large crowd of fans and community members, complete with live entertainment and food vendors.

The festivities concluded with a ribbon-cutting ceremony, marking the dealership’s official launch.

Located in Greene County, Virginia, the new Stonewall Harley-Davidson dealership was visited by Karen Davidson, a prominent figure in the Harley-Davidson community, who participated in the ceremonial “chain cutting.”

Davidson is the great-granddaughter of a co-founder of Harley-Davidson and the daughter of Willie G. Davidson, a legendary designer and icon associated with the brand.

Along with the chain-cutting, she engaged with fans and signed copies of the memoir ‘Ride Free’ by Willie G. Davidson.

Harley-Davidson Store Closures in 2024

There are over 650 Harley-Davidson dealerships throughout America.

However, several stores have closed for various reasons during 2024, often without providing an explanation.

Here are some Harley-Davidson locations that have ceased operations this year and the reasons for their closure:

A location in San Francisco closed in June 2024 after 110 years due to “chaos” caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no explanation provided.

Harley-Davidson’s legacy location in New York City closed on September 28, 2024, with the owner citing economic challenges.

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, shut down 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.

In 2025, Hideout Harley-Davidson in Missouri announced its closure at the end of March.

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Harley Davidson News

Harley-Davidson CEO Unveils ‘Bold New Step’ for the Iconic Brand, Opening Doors to a New Generation of Fans

HARLEY-Davidson is poised to take a “bold new step” that will introduce them to a fresh audience.

The iconic motorcycle manufacturer, cherished throughout the US, will gain substantial visibility in Europe thanks to one of the globe’s most celebrated racing series.


Harley-Davidson CEO Unveils ‘Bold New Step’ for the Iconic Brand, Opening Doors to a New Generation of Fans

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Harley-Davidson is set to embark on a “bold new step” as it partners with MotoGP next year
Credit: Harley Davidson

Three men standing between two motorcycles, announcing Harley-Davidson's partnership with MotoGP.

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The brand’s CEO, Jochen Zeitz, center, believes this will enhance their global racing ambitions
Credit: MotoGP

Motorcycle racer leaning into a turn.

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Riders will race on specially prepared Harley-Davidson Road Glide bagger motorcycles
Credit: Harley Davidson

According to ESPN, Harley-Davidson and MotoGP, the leading motorcycle road racing series, have unveiled a support championship set to launch in 2026, where teams will race bagger motorcycles at grands prix across Europe and North America.

This series will feature riders racing specially prepared Harley-Davidson Road Glide bagger motorcycles—designed for long-distance tours.

The 12-race championship will be hosted at six grands prix throughout the MotoGP season, with an expected six to eight teams, each with two riders, participating.

No specific race venues have been confirmed yet, but it is speculated that one location will be the Circuit of the Americas in Austin, Texas.

In a statement, Harley-Davidson CEO Jochen Zeitz stated: “This marks a bold new chapter for Harley-Davidson’s global racing aspirations.”

“We are thrilled to introduce a new style of racing to an international audience with this new series.”

As reported by AutoSport, he continued: “The motorcycle will reach speeds over 300 km/h, weigh approximately 280 kg, and generate 200 bhp.

“These are truly powerful machines that will hit the tracks across Europe and North America.”

This initiative comes shortly after the opening of a new Harley-Davidson dealership in a crucial area of the US, overcoming various hurdles to bring it to fruition.

To celebrate the grand opening, a well-known personality appeared to kickstart this exciting new phase for the store.

Harley-Davidson reveals a brand-new bike that pays tribute to an iconic model as fans rave over this ‘masterpiece’

On its opening day, an event that attracted a large gathering of enthusiasts and local community members featured live music and food vendors.

This celebration culminated in a ribbon-cutting ceremony, marking the official launch of the dealership.

The new Stonewall Harley-Davidson dealership, situated in Greene County, Virginia, was notably visited by Karen Davidson, a significant figure within the Harley-Davidson community, who took part in the ceremonial “chain cutting”.

Davidson is the great-granddaughter of one of Harley-Davidson’s co-founders and the daughter of Willie G. Davidson, a legendary designer associated with the Harley-Davidson brand.

In addition to the chain-cutting, she engaged with fans and signed copies of her grandfather’s memoir, *Ride Free*.

Harley-Davidson Closures in 2024

There are over 650 Harley-Davidson dealerships throughout America.

However, several stores have shut down for various reasons in 2024, with little explanation provided.

Below is a list of some Harley-Davidson locations that have closed this year and their reasons for shutting:

A San Francisco location ceased operations in June 2024 after 110 years due to ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed its doors in September 2024 with no reason provided.

Harley-Davidson’s historic location in New York City closed on September 28, 2024, with the owner citing economic difficulties.

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, ceased operations in October 2024 after the owners sold the business to the Walter Brothers Harley-Davidson dealership in Peoria, Illinois.

Another Illinois dealership shut down in November 2024.

Additionally, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.

In 2025, Hideout Harley-Davidson in Missouri announced its closure at the end of March.

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Harley Davidson News

Harley CEO Zeitz Confronts Investor Backlash, Considering Departure

Harley Davidson’s CEO Under Fire: Zeitz’s Upcoming Retirement Amid Investor Concerns and Taliban Remarks Fallout

Jochen Zeitz, the German executive who took charge of Harley-Davidson in May 2020, has announced his intention to retire in 2025. His time in the role has been characterized by bold restructuring initiatives, dissatisfaction among investors, and a recent backlash stemming from comments likening business practices to the Taliban.

Strategic Transformation: The Hardwire Initiative

After taking the reins as CEO, Zeitz introduced “The Hardwire,” a comprehensive five-year strategy aimed at breathing new life into the renowned motorcycle brand. This plan targeted high-margin products, reduced emphasis on underperforming international markets, and sought to modernize the brand to attract a younger demographic. Despite these initiatives, Harley-Davidson has projected stagnant to declining profits and motorcycle revenue for 2025, citing decreased consumer expenditure on luxury items.

Harley CEO Zeitz Confronts Investor Backlash, Considering Departure

Shareholder Discontent: H Partners’ Play

In April 2025, the investment firm H Partners, which holds a 9% stake and is Harley-Davidson’s second-largest shareholder, commenced a campaign to remove Zeitz and two other directors from the board. The firm criticized the company’s falling sales and stock value, along with its remote work strategies, asserting that the existing leadership is failing to uphold Harley’s cultural essence and attractiveness. Harley’s stock has plummeted by 45% over the past year, indicating the company’s struggle to entice new riders.

Related: Jochen Zeitz and The B Team: A New Approach to Business for People and Planet

Related: Alex Karp vs. Silicon Valley: A CEO at Odds with Tech Culture

Related: John Ternus: The Potential Successor to Tim Cook as Apple CEO

Controversial Remarks: The Taliban Analogy

In an additional complication, Zeitz attracted criticism for a controversial remark that involved a comparison to the Taliban. While addressing traditional capitalism, his comments were seen as equating specific business practices with those of the extremist group. These statements elicited immediate condemnation from the motorcycle community and beyond, with critics accusing Zeitz of jeopardizing Harley-Davidson’s image of American freedom and resilience. The company supported Zeitz, asserting that his remarks aimed to critique traditional capitalism rather than directly linking it to the Taliban.

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Photo @HarleyDavidson

Pay and Transition

Zeitz’s compensation has faced significant scrutiny as well. In 2023, his total earnings fell by 72% compared to the previous year’s $43.3 million, significantly inflated by a nearly $32 million bonus tied to stock awards. This decline signifies the company’s underachievement and not meeting specific share price benchmarks.

As Harley-Davidson embarks on the search for a new CEO, Zeitz is expected to uphold his position until a successor is appointed. His departure signals the conclusion of a challenging chapter for the brand, as it navigates internal dissent, public relations crises, and the need to redefine its image in an evolving market.

Final Thoughts

Harley-Davidson embodies more than just a motorcycle brand; it represents an icon of rebellion, freedom, and the American journey. However, being a classic does not ensure survival in today’s fiercely competitive market. Younger riders increasingly prefer more affordable, tech-savvy, and environmentally friendly alternatives, leaving Harley-Davidson in a fight for new customers. Coupled with increasing investor dissatisfaction, PR challenges, and leadership uncertainty, the company’s future appears tenuous. To remain more than just a nostalgic brand or a collector’s emblem, Harley-Davidson must forge a radical, unified vision, which is unlikely to emerge amid controversial remarks about the Taliban.

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Harley Davidson News

Major Harley-Davidson Shareholder Seeks Removal of CEO and Two Board Members

A significant shareholder in Harley-Davidson is demanding major changes to the company’s board, insisting that CEO Jochen Zeitz and two other longstanding members should be replaced.

H Partners Management announced on Wednesday that it is urging other Harley-Davidson shareholders to issue “withhold” votes at the upcoming shareholder meeting in May, where the re-election of Zeitz and two board members, Thomas Linebarger and Sara Levinson, is slated for a vote.

The firm holds approximately 9.1% of the motorcycle company’s shares. Jared Doureville, one of its principals, served on Harley-Davidson’s board from February 2022 until recently when he resigned.

Major Harley-Davidson Shareholder Seeks Removal of CEO and Two Board Members

The Harley Davidson Motorcycles corporate logo is featured at their store in Disney Springs at Walt Disney World on June 1, 2024, in Orlando, Florida. (Photo by Gary Hershorn/Getty Images / Getty Images)

Voting “withhold” would send a “strong message to the Board that shareholders are unhappy with the current situation and that significant changes are needed,” the investment firm stated in a filing with the Securities and Exchange Commission (SEC).

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In a publicly available letter, H Partners urged the Harley-Davidson board to “immediately replace” Zeitz with an interim CEO “until a permanent external CEO can be appointed.”

“An absentee CEO announcing his plans to retire should not be making decisions that affect the company’s long-term future,” the investment firm emphasized. “Furthermore, the current Board, which is heavily dominated by a few long-standing members, is not trustworthy when it comes to overseeing critical decisions, including those regarding CEO succession.”

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HOGHARLEY-DAVIDSON INC.22.27+0.66 +3.03%

Earlier this month, Harley-Davidson announced that it was in the process of finding a new CEO to succeed Zeitz, who indicated to the board late last year that he intended to retire.

H Partners claimed that the motorcycle company has suffered from “poor performance” due to an “inability to adjust course,” which it partially attributed to Zeitz and Linebarger.

harley davidson

A close-up view of a Harley-Davidson motorcycle captured on Whyte Avenue in Edmonton, Alberta, Canada, on Sept. 10, 2023. (Artur Widak/NurPhoto via Getty Images / Getty Images)

It further alleged that both Zeitz and Linebarger had not maintained transparency with the rest of the Board. Zeitz, Linebarger, and Levinson are described as “entrenched” and “unable to hold one another accountable for subpar performance.”

In its SEC filing, H Partners expressed “deep concern that if the Board remains as is, it will choose the new permanent CEO and continue the current strategic path, ultimately leading to further degradation of shareholder value.”

DAYTONA BEACH BIKE WEEK THRIVES DESPITE SOME ECONOMIC UNCERTAINTY

As of Wednesday, shares of Harley-Davidson have decreased by over 24% since the beginning of the year. In the past year, shares have fallen by 42.7%.

“It is crucial to appoint a leader who will mend relationships with dealers, connect with riders, honor and enhance the brand, improve corporate culture, restore the historic Milwaukee headquarters presence, and bring Harley-Davidson back to its former glory,” H Partners stated in their letter to shareholders.

FOX Business has reached out to Harley-Davidson for response.

Earlier in February, the company reported a revenue of $4.12 billion in 2024, marking a 14.9% decline from the previous year. Its annual net income also dropped to $455.36 million.

The Harley-Davidson logo is visible near a store in Krakow, Poland, on Jan. 24, 2024. (Jakub Porzycki/NurPhoto via Getty Images / Getty Images)

During that time, Zeitz noted that Harley-Davidson “saw our performance being greatly affected by the ongoing cyclical challenges for discretionary items, especially the high-interest rate environment impacting consumer confidence” in 2024.

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The company’s outlook for 2025 projects revenue to be “flat, or down by 5%.”

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Harley-Davidson CEO Criticized by Dealer for ‘Constant Pressure’ Amid Seller’s Warning on Brand’s ‘Cultural Shifts’ – The US Sun

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.

Harley-Davidson CEO Criticized by Dealer for ‘Constant Pressure’ Amid Seller’s Warning on Brand’s ‘Cultural Shifts’ – The US Sun

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Dealership owner Jeff Binkert has called out Harley-Davidson’s CEO after he announced he’s resigningCredit: WITI
Harley-Davidson dealership exterior with American and company flags.

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Binkert is the president of House of Harley-DavidsonCredit: WITI
Jochen Zeitz, Harley-Davidson CEO, in an interview.

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Harley-Davidson CEO Jochen Zeitz announced he would resign after five yearsCredit: Getty

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.

READ MORE ON HARLEY-DAVIDSON

“[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.

Harley-Davidson CEO Resignation & Tariff Issues: A Critical Moment

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.

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Harley Davidson News

Second Harley-Davidson Executive Resigns Amid ‘Serious Concerns’ for Iconic Brand, Following CEO Departure

An additional Harley-Davidson executive has resigned just days after the renowned motorcycle manufacturer’s CEO announced his departure.

The recent shifts in leadership have left some fans anxious about the future of the 122-year-old company, and even a director has expressed serious concerns.

Second Harley-Davidson Executive Resigns Amid ‘Serious Concerns’ for Iconic Brand, Following CEO Departure

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Harley-Davidson board member Jochen Zeitz has resigned just days after the company’s CEO said he would step downCredit: Harley Davidson
Harley-Davidson motorcycles in a Berlin showroom.

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In his resignation letter, Dourdeville criticized the company for ‘severe underperformance’ and ‘cultural depletion’ (stock image)Credit: Getty
Jochen Zeitz, Harley-Davidson CEO, in an interview.

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This follows the announcement from the CEO of Harley-Davidson that he will step down once his position is filledCredit: Getty

Headquartered in Milwaukee, Wisconsin, the company is now in a state of upheaval after board member Jared Dourdeville expressed “grave concerns” regarding the brand and abruptly resigned.

In a scathing letter to the board, Dourdeville, representing Harley’s second-largest shareholder H Partners, condemned the company for “severe underperformance” and “cultural depletion.”

He called for the immediate resignation of CEO Jochen Zeitz and two additional directors, accusing them of leading the brand into disarray.

The April 1 letter was direct, criticizing Harley’s work-from-home policy, high turnover, and the departure of key senior leaders.

Dourdeville resigned on April 5, just days after dispatching the letter and prior to a meeting scheduled to address his grievances.

His dramatic exit coincides with Zeitz announcing he’d retire once a new CEO is appointed.

Zeitz, who has been at the helm since 2020, revealed his retirement on Tuesday after five years at the company.

The brand is currently looking for a successor.

However, Dourdeville was unwilling to wait and demanded more changes at the top.

He highlighted plummeting sales, excessive inventory, and a deteriorating company culture under Zeitz’s “The Hardwire” strategy, as reported by Fox local affiliate WITI.

Harley-Davidson CEO Resignation & Tariff Troubles: A Critical Moment

Implemented in 2020, the five-year plan aimed to increase profits and expand Harley’s customer demographic, yet with only a few months remaining, it has not met expectations.

The brand has struggled to engage younger riders as its primary baby boomer audience ages out.

In response to declining sales, Harley has shifted focus towards higher-end Touring bikes and custom models aimed at wealthier buyers.

However, internal tensions have been escalating for months.

Harley-Davidson Closures in 2024

There are over 650 Harley-Davidson dealerships across the United States.

Nonetheless, numerous shops have closed for various reasons throughout 2024 – with little to no explanation.

The following is a list of some Harley-Davidson locations that have closed this year and their reasons for shutting down:

A San Francisco branch closed in June 2024 after 110 years, attributed to ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, shut its doors in September 2024 with no explanation provided.

Harley-Davidson’s historic location in New York City closed on September 28, 2024, with the proprietor citing economic concerns.

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, ceased operations in October 2024 after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.

Another Illinois dealership ceased operations in November 2024.

Additionally, the dealership in West Bend, Wisconsin, is ‘temporarily closing for the season’ from November 2 until April 1, 2024.

In 2025, Hideout Harley-Davidson in Missouri announced it would close at the end of March.

Harley responded to Dourdeville’s letter, stating he was never a “dissenting voice” in meetings and left before the board could deliberate on his complaints.

“Mr. Dourdeville was not a dissenting voice in the boardroom as to the matters he raised in his letter,” the company asserted in an SEC filing.

This leadership shakeup also coincides with Harley preparing for new tariffs on American-made motorcycles sold in Europe – a situation executives warned could drive prices into the six-figure range.

Harley alerted Congress that the EU’s proposed tariffs are “devastating” and “indefensible,” with the CFO warning that a Road Glide in Denmark could leap from $28,000 to $124,000, as previously reported by The U.S. Sun.

Chief Financial Officer Jonathan Root testified that tariffs could severely impact international sales and claimed Harley is being politically targeted.

He added that the company absorbed $166 million in costs during the last round of tariffs in 2018 without passing the expense onto consumers.

Employing 4,500 American workers, Harley sources the majority of its components from US suppliers and indicates it is already facing pressures from Trump’s broader auto industry tariffs.

Close-up of a Harley-Davidson logo on a motorcycle.

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The brand has struggled to connect with younger riders as its core baby boomer crowd ages outCredit: AFP
Categories
Harley Davidson News

Harley-Davidson CEO Resigns Amid Concerns Over Bike Pricing and Uncertain Future for Iconic Brand

Harley-Davidson CEO Resigns Amid Concerns Over Bike Pricing and Uncertain Future for Iconic Brand

HARLEY-DAVIDSON’S CEO has resigned as the iconic motorcycle manufacturer braces for imminent tariffs affecting the auto industry.

In light of industry changes, company leaders have indicated that they will raise the prices of their motorcycles accordingly.

https://img.particlenews.com/image.php?url=27A2o8_10Ewspm200
Harley-Davidson’s CEO announced on Tuesday that he would step down from his position. Credit: AFP
https://img.particlenews.com/image.php?url=3sbj9d_10Ewspm200
Jochen Zeitz, CEO of Harley-Davidson, stated he will remain in his role until a successor is appointed. Credit: Getty
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Due to the proposed tariffs on the auto sector, Harley-Davidson motorcycles could reach prices exceeding $100,000. Credit: Getty

The company is currently in search of a new CEO, according to The Wall Street Journal.

Jochen Zeitz has served as CEO for five years before announcing his intention to retire on Tuesday.

Despite having improved the company’s profitability, Harley-Davidson motorcycles have continued to lose popularity.

Harley-Davidson confirmed that Zeitz will remain in his position until a replacement is appointed, as stated by The Wall Street Journal.

This announcement follows the motorcycle company’s assertion that it will be raising the prices of its bikes.

Senior executives informed a Congressional subcommittee that Harley-Davidson is facing “devastating” and “indefensible” tariffs imposed by the European Union.

The tariffs would affect multiple American-made motorcycles, including those from Harley-Davidson, as they prepare for these changes.

The company faces a staggering 56% tariff on American-made bikes sold in Europe.

If implemented, these tariffs could drive Harley-Davidson bike prices into six-figure territory, according to The Wall Street Journal.

Jonathan Root, Harley’s CFO, indicated that the tariffs would have a substantial financial impact on the company’s product line.

“What I am asking for today is fairness,” he told the subcommittee.

“It is evident that Harley-Davidson is being unjustly discriminated against and politically targeted by the EU and Canada.”

Root expressed concerns that the proposed tariffs could make it nearly impossible to sell their motorcycles.

The price of a Harley-Davidson Road Glide sold in Denmark could soar to $124,000, a dramatic increase from its starting price of $28,000 in the US.

Harley-Davidson Dealership Closures in 2024

There are more than 650 Harley-Davidson dealerships operating in the United States.

However, several stores have closed throughout 2024 for various reasons, if they provided any explanation at all.

Here are some Harley-Davidson locations that have shut down this year and the reasons behind their closures:

A San Francisco location closed in June 2024 after 110 years due to ‘chaos’ resulting from new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no reason disclosed.

Harley-Davidson’s legacy location in New York City closed its doors 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.

In 2025, Hideout Harley-Davidson in Missouri announced it would close at the end of March.

Root noted that the company had previously taken a significant loss in 2018, absorbing a cost of $166 million.

He emphasized that the company absorbed the tariff costs instead of passing them on to customers.

Harley-Davidson primarily sources its components from US suppliers.

The company employs about 4,500 of its 5,500 workforce in America.

With Trump’s tariffs looming over the auto sector, many consumers are concerned about their ability to afford new vehicles.

Automakers are racing to adapt, with some companies looking to produce more models domestically.

Harley-Davidson did not promptly respond to The U.S. Sun’s request for comment.

Categories
Harley Davidson News

Harley-Davidson CEO Resigns Amid Concerns Over Motorcycle Pricing and Brand’s Uncertain Future

THE CEO OF HARLEY-DAVIDSON has resigned as the motorcycle manufacturer braces for upcoming tariffs affecting the automotive sector.

In light of these industry shifts, company leaders have indicated that they plan to hike the prices of their motorcycles accordingly.


Harley-Davidson CEO Resigns Amid Concerns Over Motorcycle Pricing and Brand’s Uncertain Future

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The CEO of Harley-Davidson announced that he will step down on Tuesday
Credit: AFP

Jochen Zeitz, Harley-Davidson CEO, in an interview.

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Harley-Davidson CEO Jochen Zeitz said he will continue to work until the position is filled
Credit: Getty

Harley-Davidson motorcycles in a Berlin showroom.

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With the proposed tariffs on the auto industry, Harley bikes could cost upwards of $100,000
Credit: Getty

The motorcycle manufacturer is actively searching for a new CEO, as reported by The Wall Street Journal.

Jochen Zeitz has held the CEO position for five years and announced his retirement plans on Tuesday.

While Zeitz succeeded in boosting company profits, the popularity of Harley bikes has continued to wane.

Harley-Davidson confirmed that Zeitz will remain as CEO until a replacement is appointed, in line with The Wall Street Journal’s report.

This news follows the motorcycle company’s declaration that it would implement price increases for its products.

Senior executives told a Congressional subcommittee that Harley-Davidson is facing “devastating” and “indefensible” tariffs from the European Union.

The tariffs will affect numerous American-made motorcycles, including those from Harley-Davidson, as they prepare for this significant shift.

American-made bikes sold in Europe could incur a massive 56% tariff.

If these tariffs are enacted, prices of Harley-Davidson motorcycles could potentially soar to six figures, according to The Wall Street Journal.

Jonathan Root, the CFO of Harley, noted that the tariffs would have a significant financial impact on the company’s products.

Harley-Davidson exec insists bikes will cost $124,000 under ‘devastating’ industry change as makes ‘simple ask’

“My request today is straightforward: fairness,” he stated to the subcommittee.

“It is evident that Harley-Davidson is being unfairly targeted and discriminated against by the EU and Canada.”

Root emphasized that the proposed tariffs would make it nearly impossible to sell their motorcycles.

The price of a Harley-Davidson Road Glide sold in Denmark could escalate to $124,000, a significant increase from its initial $28,000 price point in the US.

Harley-Davidson closures in 2024

There are more than 650 Harley-Davidson dealerships across the United States.

However, several establishments have shut their doors for a variety of reasons this year, often with little explanation.

Here’s a list of some Harley-Davidson locations that have closed in 2024 and their reasons:

A San Francisco outlet shut down in June 2024 after 110 years due to “chaos” caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no explanation provided.

Harley-Davidson’s historic location in New York City closed its doors 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 shut down in November 2024.

Additionally, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.

In 2025, Hideout Harley-Davidson in Missouri indicated it would close at the end of March.

He also mentioned that the company incurred a significant loss in 2018 when it absorbed a $166 million cost.

Root emphasized that the company chose to bear the cost of the tariffs rather than passing them onto customers.

Harley-Davidson already obtains the majority of its auto parts from domestic suppliers.

The company employs 4,500 workers in the US, out of a total of 5,500 employees.

As Trump’s tariffs loom over the auto industry, many consumers are concerned about affording new vehicles.

Automakers are scrambling to adjust to these changes, with some companies attempting to increase domestic manufacturing of their models.

Harley-Davidson has yet to respond to The U.S. Sun’s inquiry for comment.