Harley-Davidson CEO Jochen Zeitz Announces Retirement – What’s Next for the Motorcycle Giant?”
Harley-Davidson, the iconic American motorcycle manufacturer, is embarking on a new chapter as its Chairman, President, and CEO, Jochen Zeitz, announces his retirement. Zeitz will continue to lead the company until a suitable successor is found—a process initiated in late 2024 with the help of an executive search firm.
Jochen Zeitz joined Harley-Davidson’s board of directors in 2007 and took on the CEO role in 2020, succeeding Matt Levatich. His tenure has been marked by major challenges, including steering the company through the global pandemic and introducing a strategic framework known as “The Hardwire.” This five-year plan prioritized strengthening Harley-Davidson’s core competencies and focusing on profitable motorcycle segments like touring, large cruisers, and trikes.
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Under “The Hardwire,” Harley-Davidson refined its offerings, leading to significant growth in its most profitable segments. Notable achievements include updates to its Road Glide and Street Glide models and the launch of the LiveWire electric motorcycle brand. Despite these successes, the company faced financial hurdles, reporting decreased revenue, shipments, and sales in late 2024. In 2025, projections indicate further financial challenges, alongside uncertainties brought by new US tariffs and a global trade war.
Beyond Harley-Davidson, Jochen Zeitz has been recognized for his commitment to sustainability and social impact. He co-founded The B Team with Sir Richard Branson and established several environmental initiatives, including the Zeitz Museum of Contemporary Art Africa and Segera, a retreat in Kenya. His dedication to eco-responsible tourism and corporate sustainability has left a lasting impression on the business world.
While Zeitz’s departure marks the end of an era, Harley-Davidson’s leadership is poised to steer the company toward a future that balances innovation with its rich heritage. Motorcycle enthusiasts and investors alike will eagerly await news of the next CEO to guide this legendary brand.
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