Harley-Davidson names new president and CEO

Harley-Davidson names Arthur Starrs as new president and CEO, aiming to navigate turbulent times.

Harley-Davidson appoints new president and CEO Arthur Starrs from Topgolf

Harley-Davidson has appointed Arthur Starrs as its new president and CEO, effective October. Starrs, who previously served as CEO of Topgolf, is expected to tackle ongoing challenges including declining sales and management issues. He has a strong background in driving growth, evidenced by a 50% revenue increase at Topgolf during his tenure. Jochen Zeitz, the outgoing CEO, will remain with the company in an advisory role until February 2026. This leadership transition comes after a tumultuous period for Harley, characterized by threats of tariffs on U.S.-made motorcycles and concerns over customer loyalty amid declining market performance.

The arrival of Arthur Starrs signals a new chapter for Harley-Davidson as it works to regain its footing in a challenging market. Starrs brings a wealth of experience from Topgolf and Pizza Hut, known for their robust expansion strategies. This change is crucial for a brand that has faced criticism for losing its connection with core consumers and dealing with leadership instability. As Starrs steps into this role, he must not only revive sales but also restore the brand’s image in a time when consumer loyalty is hard to capture. The risk of further tariffs and ongoing economic pressures will test his leadership from the start.

Highlights

As Harley navigates these challenges, all eyes will be on Starrs to reshape the company's future.