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Harley-Davidson Appoints Artie Starrs as New CEO

8/4/2025

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Summary

Story summary

Harley-Davidson has appointed Artie Starrs as CEO, starting October 1, 2025, succeeding Jochen Zeitz.
Starrs has a strong background, having led Topgolf and served as Global CEO of Pizza Hut.
Troy Alstead commended Starrs for his expertise in brand management and global operations.
Jochen Zeitz will continue as a senior advisor until February 2026 to facilitate the transition.

History

Historical Context

In 1981, Harley-Davidson faced bankruptcy, prompting a government-backed loan of $120 million for restructuring. This led to improved product quality and a focus on retro branding, aided by tariff protections granted in 1983. The appointment of Artie Starrs as CEO in 2025 continues this legacy of strong brand management, reflecting the company's ongoing adaptation to market changes and consumer preferences.

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Story summary

Harley-Davidson has appointed Artie Starrs as CEO, starting October 1, 2025, succeeding Jochen Zeitz.
Starrs has a strong background, having led Topgolf and served as Global CEO of Pizza Hut.
Troy Alstead commended Starrs for his expertise in brand management and global operations.
Jochen Zeitz will continue as a senior advisor until February 2026 to facilitate the transition.

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