Harley-Davidson is rolling into a brand-new chapter, and this time the man in the saddle isn’t a life-long biker. But a proven brand builder. Artie Starrs, the former CEO of Topgolf International and ex-global head of Pizza Hut, will officially take over as Harley-Davidson’s President & CEO on October 1, 2025.
He’s inheriting the keys from Jochen Zeitz, the visionary who steered Harley through its five-year “Hardwire” turnaround plan, spun off LiveWire into its own electric motorcycle brand, and unlocked over $1.25 billion in cash to fuel the company’s next moves. Zeitz will remain as a senior adviser until February 2026.
🔧 What Zeitz Leaves Behind
Since taking over in 2020, Zeitz re-centered Harley on its premium core, tightened the product lineup, and focused on profitable segments like big-twin cruisers and touring models. But this high-margin strategy also left many dealers and riders feeling that affordable, entry-level bikes had been sidelined.
The wins:
- A cleaner, more profitable business model.
- Expanded finance and dealer programs.
- LiveWire becoming the first publicly traded electric motorcycle company in the U.S.
The misses:
- Declining U.S. unit sales.
- Fewer accessible models for new riders.
- Dealer frustration over slimmed-down lineups.
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🧠What Starrs Brings to the Table
Starrs’ resume isn’t about chrome and cylinders, it’s about scaling lifestyle brands into global franchises. At Topgolf, he oversaw massive international expansion, revenue jumps over 50% in under five years, and a deep integration of entertainment, hospitality, and retail.
The Harley board is betting he can:
- Re-energize the dealer network.
- Reconnect with new riders through affordable entry models (like the upcoming Sprint under $6K).
- Expand Harley’s lifestyle presence in emerging markets.
- Maintain premium heritage while modernizing events, marketing, and tech.
đź’¬ Dealer & Rider Buzz
Dealer reactions are cautiously optimistic:
“Without dealers, Harley has no distribution. We need leadership that understands profitability at the ground level.”
Rider forums? They’re split. Some worry about a “non-motorcycle guy” at the controls, others welcome an outsider’s perspective that might finally bridge tradition and growth.
🔥 Why Wild Ones Should Watch Closely
Harley’s moves ripple across the motorcycle world. If Starrs successfully blends heritage + accessibility, we could see:
- More affordable Harleys drawing fresh blood into the scene.
- A boom in dealer-hosted events and custom culture.
- New global racing and stunt tie-ins to attract a younger crowd.
Whether you bleed Milwaukee steel or just respect the brand’s global weight, Harley’s next chapter could set the tone for the next decade of two-wheel culture.
Ride wild. Ride loud. The Motor Company is shifting into a new gear with the world is watching.
