April 8, 2025 — Harley-Davidson, the iconic American motorcycle manufacturer, announced today that its Chief Executive Officer, Jochen Zeitz, will retire in 2025 after a five-year tenure marked by significant challenges and an ongoing struggle to reignite sales. The company has engaged an executive search firm to find a successor, leaving Zeitz in charge until a replacement is named.

Zeitz, 62, took the helm at Harley in May 2020, following a career turnaround at Puma, where he successfully revived the ailing footwear brand. His time at Harley has been focused on implementing the “Hardwire” strategy, which aimed to modernize the company’s image and appeal to younger riders, moving away from its traditional Baby Boomer-centric customer base.

Under his leadership, Harley has made significant strides in streamlining operations, prioritizing high-margin products, and reducing its global footprint by exiting markets with low sales volume. This has helped boost the company’s profitability. However, despite these efforts, Harley-Davidson continues to face difficulties in boosting sales of its signature touring bikes and large cruisers. The company’s efforts to attract younger riders have not yielded the expected results, and sales of its iconic bikes have continued to decline.

The motorcycle maker has also been hampered by several external challenges, including the economic impact of higher interest rates and changing consumer preferences. While Harley has traditionally catered to enthusiasts seeking larger, premium bikes, more consumers are turning toward smaller, more affordable options. This shift has hurt the company’s market position as it struggles to appeal to a new generation of riders.

In February, Harley-Davidson forecasted that 2025 profits and motorcycle revenues would be flat to down by as much as 5%. Analysts, including Raymond James’ Joe Altobello, note that while Zeitz has succeeded in shrinking Harley’s global operations and focusing on the company’s core products, broader industry challenges are undermining the company’s progress. The situation has been further complicated by ongoing trade tensions, particularly tariffs that have escalated in recent years, putting additional pressure on Harley’s bottom line.

Longbow Research analyst David MacGregor pointed out that the lack of demand in the end market is expected to persist, which continues to undermine the effectiveness of the company’s turnaround strategy. This prolonged stagnation has shaken confidence among dealers and investors, many of whom are questioning the future trajectory of the iconic brand.

Despite these struggles, Zeitz’s leadership has not gone unnoticed. Since taking charge in 2020, Harley’s shares have seen an 11% increase, though this pales in comparison to the 77% rise in the S&P 500 index during the same period. The company’s stock was up about 1% in morning trading, reflecting a broader market rebound.

With the search for a new CEO underway, Harley-Davidson’s next leader will inherit a company facing a difficult market landscape and a need to redefine its place in the increasingly competitive motorcycle industry. As the company looks ahead, updates will follow on who might take the reins next, and how they plan to steer the brand through these challenging times.

Stay tuned for further developments as Harley-Davidson navigates the uncertain road ahead.