Harley-Davidson names new CEO as Zeitz prepares exit
Harley-Davidson has announced that Artie Starrs will become its next president and CEO, effective October 1, 2025. Starrs, currently the CEO of Topgolf, brings a strong background in brand building, global operations, and franchise development. He will also join Harley-Davidson’s Board of Directors upon assuming the role.
Starrs succeeds Jochen Zeitz, who has led the company through major transformation efforts, including the execution of The Hardwire strategy, a five-year plan. Zeitz will remain with the company as a senior advisor through February 2026 to support a smooth transition. Board member Troy Alstead will assume the role of chairman of the board, effective October 1.
Alstead is a seasoned executive best known for his long tenure at Starbucks Corporation, where he held multiple senior leadership roles spanning over two decades. His most notable position was chief operating officer (COO), a role he held until stepping down in 2016. At Starbucks, Alstead played a pivotal role in the company’s global expansion and operational strategy.
Under Starrs’ leadership, Topgolf grew revenues by over 50% and expanded its international presence across five countries. Before that, he served as Global CEO of Pizza Hut, overseeing more than 18,000 locations in 110 countries.
“Artie is an accomplished business leader with a track record of growth and brand stewardship,” says Alstead. “He understands the unique cultural position of Harley-Davidson and brings the right blend of operational experience and strategic vision to lead the company into its next phase.”
The announcement follows Harley-Davidson’s recent transaction involving Harley-Davidson Financial Services (HDFS), a move the board described as unlocking “substantial value” for the company. Details of the HDFS deal have not been disclosed, but the board noted that Harley-Davidson stands to benefit from it for years to come.
Starrs expressed admiration for the brand’s heritage and community. “There is no brand that brings the same level of community and rebellious spirit as Harley-Davidson,” he adds. “I’m excited by the tremendous potential to both drive growth and enhance the Harley-Davidson experience for all.”
Harley dealers have expressed some skepticism of Starrs’ appointment, but mostly, dealers have been dissatisfied with Zeitz’ tenure and his latest moves, which seemed more focused on the marketing and lifestyle of the brand than working with the dealer network.
Industry reaction
According to comments in The Wall Street Journal (via Harley‑Davidson Names Topgolf Leader as New CEO), dealers expressed skepticism about Starrs due to his background outside of motorcycle or automotive manufacturing.
Teddy Morse, owner of serveral Harley dealerships quipped: “Pizza, golf and Harley—let’s see if that combo works.”
Charlie Cole, owner of eight dealership locations, emphasized the urgent need to restore dealer profitability, stating: “Dealers can’t provide premium service without being profitable. Without dealers, the Motor Company has no distribution network.”
While not specifically targeting Starrs, dealers criticized Zeitz’s emphasis on high-margin, high-end motorcycles, which they say marginalized entry‑level customers and pressured margins.
Jeff Binkert, president of House of Harley‑Davidson, heralded Zeitz’s exit, telling Yahoo Finance: “If you wanted to know the number of Harley dealers who are happy that a new CEO is coming in, the number is all of them.”
The brand hasn’t been able to relate to its demographic since Willie G was involved. I doubt any of these guys would ever associate with a Harley rider
I don’t want to take away from any leadership experience that these guys may have, but I suspect we will just see more of the same. There is no vision, and no drive to do better. By now H-D needs motorcycle designers, product developers, and perhaps some dealer representation on the board. This company sold the Sportster to China, and poured money down the bottomless pit of EV production and the Divewire strategy. Now they are so hosed they have to sell parts of HDFS to raise money, to do what?
I have a question, why is it that Wall-Street always brings a CEO in from the outside? And isn’t that how we got Jocham Zeitz? One may recall that the last time the company was in trouble its employees saved it.
HD needs someone who knows and rides! The motor company has no soul and neither do their bikes. Time for a motorcycle guy to run the company and make bikes that can be individually customized.
So,,,,,,The Good: JOKE Zeitz out of CEO spot, but his idiotic ideas will still linger until FEB 2026. We want him to completely go away and NEVER have anything to do with Harley Davidson! I have ridden Harley Davidsons for over 40 years, I have had the opportunity to visit and meet many folks who run the dealerships all over America. The crazy part is, not a single manager, sales person, or mechanic who I have spoken with regarding the direction Joken Zeitz was going, had anything positive or constructive to say about the guy. That says alot! Taking an iconic American brand, and to knowingly shift to DEI politics, and overseas manufacturing, Really dude?????
The Bad:
The biker culture was massively and negatively impacted during Joken’s tenure, yet he knew this, so did the Harley Davidson Board Members, NOT ALL, but most. Is the plan with Artie Starr, going to follow Joken’s mis-steps? We shall see, and keep this in mind, over 40K American riders burned and trashed Harley Davidson bikes in protest, as well as spread word how Joken Zeitz was driving a mainstream AMERICAN icon into the ground, like any Liberal Left Democrat would, and try to do it behind a mask, penalizing their own people for standing up, or speaking out, without the approval of the real folks who ride, the mechanics, the dealerships who lost business and shut down! The remaining Harley Davidson dealerships are being watched by the PEOPLE, so take notice Artie Starr, Make Harley Davidson Great Again!!!!!!
Make Harley-Davidson Great Again!
What a great big beautiful tag line and would look ideal spelled out on a cap for all Americans to wear IMHO.
Thanks for posting.