Harley-Davidson is now searching for a new Chief Executive Office (CEO), as the incumbent Jochen Zeitz has announced his retirement at the end of 2025.
Zeitz had joined the Motor Company’s board of directors in the late-2000’s before advancing to the position of CEO in 2020.
He unveiled a five-year plan called “Hardwire” in the first few months on the job, seeking to stabilise the company and return it to its glory. A large chunk of the plan centred around expanding into new global markets. Additionally, Zeitz wanted H-D’s EV company LiveWire to bridge the gap between the motorcycling generations.
The former plan worked which led to the introduction of small and inexpensive H-D models that were developed with India’s Hero MotoCorp. Unfortunately, despite brisk sales, the LiveWire plan failed to return much.
And now, with Donald Trump as the President of the United States again, the trade wars he initiated looks to hit Harley-Davidson hard in Europe, plus several more countries who are set to retaliate against his tariffs.
According to the Motor Company, “The Board of Directors of Harley-Davidson, Inc. today confirmed that it is engaged in an on-going CEO search process, as part of the Board’s succession planning responsibilities. The search process was initiated in Q4 2024 with the retention of a leading executive search firm after Jochen Zeitz, the current CEO, expressed his interest in retiring from the Company in 2025 after five years in the CEO position, and subject to the appointment of a suitable successor.”
Zeitz had previously worked at Puma and was known as a “turn around” executive who found ways for struggling companies to return to the black.