LAB-410-Harley-Davidson's New CEO | What is the New Direction of Harley?

LAB-410-Harley-Davidson's New CEO | What is the New Direction of Harley?

Author: Ryan Urlacher | Street Biker, Motorcycle Rider October 13, 2025 Duration: 1:25:08
Law Abiding Biker | Street Biker Motorcycle Podcast
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After steering Harley-Davidson through a turbulent five-year transformation, CEO Jochen Zeitz has stepped aside, making way for newcomer Artie Starrs. While Harley calls Zeitz's departure a planned retirement, many point to mounting pressure from activist investors like H Partners and a disappointing second quarter as catalysts for change. Zeitz will remain on as senior advisor through early 2026, leaving behind a legacy defined by his Hardwire strategy—streamlining operations, spinning off LiveWire, and focusing the brand on profitability over volume.

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Starrs, known for his leadership at Topgolf and Pizza Hut, represents a cultural shift for the 121-year-old motorcycle brand. Though new to the motorcycle industry, he's already taken steps to win over skeptics—purchasing a Heritage Classic and enrolling in a rider course. His focus appears to be revitalizing Harley's retail and dealer experience, improving financial flexibility through strategic moves like the HDFS loan sale to KKR and PIMCO, and reintroducing more accessible models to attract younger riders. The board is betting that his franchise and consumer-brand expertise will translate into new growth.

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As Harley grapples with aging demographics, global competition, and shifting rider preferences, Starrs' challenge will be balancing the premium heritage Zeitz reinforced with a new era of inclusivity and affordability. The next twelve months will reveal whether Harley can expand its base without losing the brand's soul. In this episode, we unpack the leadership drama, investor influence, and what these changes mean for riders, dealers, and the future of America's most iconic motorcycle manufacturer.

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There's a whole world of riding that exists beyond the headlines, and that's exactly where you'll find the Law Abiding Biker | Street Biker Motorcycle Podcast. Hosted by Ryan Urlacher, a rider who lives this life every day, the conversations here dig into the practical, real-world details that matter to the vast majority of people on two wheels. Think of it as a garage talk session that covers everything from the feel of a new ride and the durability of gear to navigating the often-misunderstood legal landscape for motorcyclists. This podcast serves the core community, the everyday enthusiasts who are passionate about the culture, the technology, and the pure freedom of riding. Episodes might explore the nuances of motorcycle clubbing, break down industry news, or evaluate how new apps and media serve riders. It's a comprehensive resource built on the premise that the most dedicated riders are also the most informed ones. Tune in for straightforward discussions that respect the craft and the community, all from the perspective of someone who knows the street isn't just a destination-it's where the real story happens.
Author: Language: English Episodes: 100

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