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.
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.
