Jochen Zeitz, chairman, president, and chief executive of Harley‑Davidson, announced in early April 2025 that he will retire later this year, concluding a transformative five‑year tenure at the iconic Milwaukee‑based motorcycle maker. Zeitz, a German‑born leader credited with pivoting the company through turbulent times and reshaping its strategic direction, will stay on as CEO until a successor is appointed—a search that began in late 2024.
Zeitz joined Harley‑Davidson’s board in 2007 and assumed the role of interim CEO in February 2020, officially taking the helm in May of that year after the departure of his predecessor, Matt Levatich. In the wake of declining sales and shifting market conditions, he immediately introduced “Rewire,” a restructuring initiative aimed at refocusing on core strengths and divesting underperforming model lines—most notably shelving promising projects like the center‑engine Bronx naked bike.
In 2021, Merz presented “Hardwire,” a comprehensive five‑year strategic plan to reinforce high‑margin touring and large‑cruiser segments, streamline product development, and invest in lifestyle, parts, accessories, and financial services. As part of the strategy, Harley‑Davidson advanced its electric ambitions by launching LiveWire as a standalone EV subsidiary, effectively separating it from H‑D’s traditional business.
During his tenure, Zeitz also oversaw cultural and organizational change, including the first equity grants to hourly workers, emphasizing an inclusive and accountable corporate structure. Additionally, he became known for his commitment to sustainability, founding the Zeitz Museum of Contemporary Art Africa and co‑founding The B Team with Richard Branson—underscoring his reputation as a socially conscious business leader.
Despite these efforts, Harley‑Davidson faced a litany of mounting challenges through early 2025. First-quarter results showed a significant slowdown: retail bike sales dropped 21 percent globally and 24 percent in North America. Revenue declined approximately 23 percent to $1.33 billion. The company also withdrew its full‑year guidance, citing “uncertain global tariff situation and macroeconomic conditions,” with tariffs projected to add as much as $175 million in costs during the year .
Zeitz commented on the situation, calling the operating environment “one of the most challenging” in Harley‑Davidson’s history, and affirmed the company’s commitment to cost discipline, supply‑chain resilience, and inventory control as part of ongoing “Hardwire” delivery .
Despite slumping sales and a heated proxy battle led by activist investor H Partners—which has criticized Zeitz and other board members over “cultural depletion” and underperformance—the market responded positively to his retirement announcement. Harley’s stock rose 3.3 percent in pre‑market trading, and similarly during regular hours .
H Partners, holding approximately 8–9 percent of Harley stock, is campaigning for a shakeup. Board member Jared Dourdeville resigned in the wake of Zeitz’s announcement, accusing the leadership of exacerbating dealership closures and failing to appeal to younger audiences . The proxy fight is set to play out at the company’s annual meeting on May 14, with the activist group also calling for immediate appointments of interim leadership while searching for a permanent CEO .
As Zeitz exits, Harley’s board has formally initiated a search for a successor. Sources suggest Zeitz favored CFO Jonathan Root for the position, though his recommendation drew criticism from activist investors . The CEO transition coincides with significant corporate challenges: waning consumer demand for expensive discretionary goods, rising global tariffs affecting bike pricing abroad, and shrinking dealership networks—issues compounded by high interest rates and uncertainty over EV investment.
Looking ahead, the departing CEO leaves behind a company transformed by strategy and structure—but still searching for its next rhythm. The incoming leader will need to stabilize international supply chains, navigate trade constraints, revitalize consumer demand in core markets, and determine the future direction of LiveWire and EV initiatives. Dealer relationships and brand heritage will also require emphasis, particularly as H Partners underscores the importance of reconnecting with the network facing closures .
Zeitz’s retirement signals the end of a distinctly strategic phase—marked by structural realignment, cost containment, and philosophical repositioning. Though Hardwire has solidified certain financial and product pillars, it has not yet arrested the decline in sales or quelled investor discontent. The next CEO inherits both the legacies of Rewire’s focus on core strength and Hardwire’s pursuit of modernization, alongside a landscape dominated by macroeconomic uncertainty and internal shifts in investor relations.
In his closing remarks to employees and stakeholders, Zeitz acknowledged the progress made and highlighted that he would support a smooth transition. The Board praised his contributions to brand reinvigoration and expressed confidence that Harley‑Davidson is “better positioned for the future” as it embarks on this pivotal change.
