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Harley-Davidson Considers $1 Billion Sale Amid Leadership Change and Investor Pressure for Significant Overhaul

The renowned motorcycle manufacturer Harley-Davidson is exploring the possibility of selling its financial services division, a move potentially valued at $1 billion, following the announcement of its CEO’s resignation.

Insiders, who requested anonymity, are gauging market interest in the sale of its Financial Services, which comprises regional banks, private equity firms, and private credit entities.


Harley-Davidson Considers  Billion Sale Amid Leadership Change and Investor Pressure for Significant Overhaul

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The legendary American brand may be in financial straits

Harley-Davidson logo on a brick wall with motorcycles in the foreground.

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The brand is loved around the world- it’s iconic logo seen in Bucharest

Jochen Zeitz, Harley-Davidson CEO, standing next to a motorcycle in a field.

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CEO Jochen Zeitz announced he was stepping down this month after five years running the business

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

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CEO Jochen Zeitz’s resignation may be in response to the value of the company’s stock plummeting

Weak sales growth, declining stock prices, and fierce competition from brands like Honda and BMW have unsettled investors, as reported by Business Times.

While the choice to terminate its financial arm isn’t definitive, the company is actively exploring potential buyer interest.

This development follows the announcement of Harley-Davidson‘s CEO, Jochen Zeitz, planning to step down after a five-year tenure.

On April 10, Harley-Davidson stocks dropped 9.3%, closing at $21.49 in New York, resulting in a market valuation of $2.7 billion.

Last year, the share price nearly halved, plummeting by 48%, a decline likely worsened by Trump’s tariff policies.

Harley-Davidson Financial Services (HDFS) assists dealers in financing their inventory and aids consumers in purchasing motorcycles, including the LiveWire bikes.

This division also collaborates with third parties to offer motorcycle insurance, facilitating entry into the world of two wheels.

Representatives from the Milwaukee-based firm declined to comment on the matter.

In 2023, the boutique manufacturer produced only 1,600 units of their impressive machines, with merely 20 available in the UK.

Notable fan of the brand, Jason Momoa, has been seen riding his £28,000 electric Harley, complete with a machete holder.

Harley-Davidson’s CEO blasted by dealer for ‘constantly pushing’ as seller issues warning on brand’s ‘cultural changes’

Recent reports suggest that the escalating trade war and impending tariffs imposed by the European Union on American-made motorcycles, including Harley-Davidson, could compel the storied brand to move production.

A report from Biz Journals indicated that a senior Harley executive recently cautioned Congress about the possibility of a “devastating” 56% tariff on bikes manufactured in America and sold in Europe.

Consequently, they have urged Congress to advocate for equitable trade agreements with the European Union, Canada, and Asian nations.

The EU responded earlier this month, announcing that, in retaliation for the 25% tariffs imposed by President Donald Trump’s administration on steel and aluminum imports, they would increase tariffs on American-made products, including motorbikes, boats, and bourbon.

Jonathan Root, the company’s CFO and president of commercial, stated that tariffs could rise to a total of 56% on American-made Harleys sold in the EU.

Root told the subcommittee, “My request today is straightforward: fairness.”

“It’s evident that Harley-Davidson is facing discrimination and being targeted politically by the EU and Canada.”

He asserted that these tariffs are unjustified, discriminatory, and politically driven, noting that Harley-Davidson has already absorbed a significant cost from a 2018 tariff, amounting to about $166 million.

He emphasized that the company chose to absorb these costs rather than passing them on to consumers.


Harley-Davidson logo on a wall.

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Its logo is recognised around the world

Harley-Davidson Cycles logo mounted on a building.

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The financial division supports its traders and consumers and provides insurance

Harley-Davidson closures in 2024

There are over 650 Harley-Davidson dealerships across America.

However, multiple stores have closed for various reasons throughout 2024 – often without explanation.

Below is a list of some Harley-Davidson locations that have shuttered this year along with reasons for their closures:

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

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

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 its doors 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.

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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.