Story perspectives

Harley-Davidson Faces 56% Tariffs Amid CEO Transition

4/8/2025

28 2

Summary

Story summary

Jochen Zeitz will continue as CEO of Harley-Davidson until a successor is named, following his 2025 retirement announcement.
The company may face 56% tariffs on American-made motorcycles sold in Europe, potentially raising prices above $100,000.
Executives cautioned that these tariffs could drastically affect sales and profitability, leading to significant price hikes.
Harley's CFO noted past financial losses from tariffs, stressing the importance of equitable trade policies.

History

Historical Context

Harley-Davidson's current tariff challenges echo the 1980s crisis when Japanese competition and tariffs led to financial turmoil. Then, Harley faced bankruptcy due to high prices and poor quality. Today, looming 56% tariffs threaten profitability, underscoring the need for fair trade policies to safeguard American manufacturing.

1 of 2

Story summary

Jochen Zeitz will continue as CEO of Harley-Davidson until a successor is named, following his 2025 retirement announcement.
The company may face 56% tariffs on American-made motorcycles sold in Europe, potentially raising prices above $100,000.
Executives cautioned that these tariffs could drastically affect sales and profitability, leading to significant price hikes.
Harley's CFO noted past financial losses from tariffs, stressing the importance of equitable trade policies.

1 / 2