Harley-Davidson’s board of directors today confirmed that the company is actively looking for a new CEO to succeed Jochen Zeitz, who has led the company since February 2020.
Late last year, Zeitz informed the motorcycle maker that he planned to retire in 2025. The notice triggered a search for candidates to take over the helm.
Harley-Davidson has hired an unnamed executive placement firm; Zeitz will remain CEO until a successor is found and throughout a transition period.
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Zeitz is responsible for the bikemaker’s five-year plan, known as “Hardwire,” launched in February 2021 to turn around Harley-Davidson and improve profitability amid falling demand.
At the time, Zeitz said Hardwire “will drive the desirability of Harley-Davidson for all.” However, the company has struggled to connect with younger riders looking for smaller bikes, which has failed to offset Harley’s traditional riders who are aging out.
Harley experienced a 35% drop in revenue in 2024 compared to the previous year. The company also reported an operating loss of $193 million in the fourth quarter of 2024.
The company expects revenue to remain flat this year or even fall some 5%.
Still, the board of directors said it was “grateful” for Zeitz’s contributions, which include “reinvigorating the brand and his leadership during one of the most challenging operating environments in the history of the company.”
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