Harley-Davidson Appoints Artie Starrs as CEO to Address Sales Decline and Attract Youth
- Harley-Davidson appoints Artie Starrs as CEO to address a 15% decline in motorcycle sales.
- Starrs aims to attract younger customers and enhance electric motorcycle offerings for brand revitalization.
- The leadership change reflects Harley-Davidson's intent to innovate and redefine its identity in a shifting market.
Harley-Davidson Welcomes New Leadership Amid Sales Challenges
Harley-Davidson, the iconic motorcycle manufacturer, announces the appointment of Artie Starrs as its new President and Chief Executive Officer, effective October 1, 2025. This strategic leadership change comes at a critical time for the company, which has recently reported a 15% decline in motorcycle sales compared to the previous year’s second quarter. Starrs, who previously led Topgolf International, is expected to leverage his extensive experience in brand management and global operations to revitalize Harley-Davidson’s market position. The Board of Directors expresses confidence that Starrs’ background will help the company enhance its connection with current riders while appealing to a younger demographic.
Starrs’ previous success at Topgolf, where he oversaw a significant revenue increase from $1.1 billion to $1.8 billion in just over four years, demonstrates his capability to drive growth. His experience at Yum! Brands’ Pizza Hut, managing over 18,000 locations globally, adds to his credentials as a leader who understands the intricacies of operating a large brand. His immediate focus will be on addressing the challenges Harley-Davidson faces in attracting younger customers, a crucial factor for the brand's long-term sustainability. As the motorcycle industry evolves, Starrs aims to implement strategic initiatives, including expanding electric motorcycle offerings and innovative marketing strategies, to capture the attention of a broader audience.
The transition period will see Jochen Zeitz continue as Chairman, President, and CEO until Starrs officially steps in. Zeitz will then serve as a senior advisor for several months to ensure a smooth handover. This leadership change signifies a pivotal moment for Harley-Davidson, which stands at a crossroads in a highly competitive market. Stakeholders will be keenly observing how Starrs’ vision and strategies evolve in the coming quarters, particularly as the company strives to innovate and attract a younger customer base, which is vital for its revival in the motorcycle industry.
In a related context, the broader motorcycle industry is witnessing shifts in consumer preferences, particularly towards electric vehicles. Harley-Davidson's commitment to enhancing its electric motorcycle lineup reflects an understanding of these changing trends. As the brand seeks to navigate these challenges, the focus on sustainability and modern riding experiences becomes paramount in capturing the interest of new riders.
The appointment of Starrs is not just a response to declining sales but also a signal of Harley-Davidson's intent to redefine its identity in a rapidly changing market. As the company looks to the future, the emphasis on innovation and cultural relevance will be essential in maintaining its legacy while appealing to a new generation of riders.