Harley-Davidson's CEO Jochen Zeitz to Step Down in 2025

Harley-Davidson’s CEO, Jochen Zeitz, plans to retire next year. After five years at the helm, Zeitz will wrap up his time with the company once a new leader is found, sticking around to make the handover as smooth as possible. The search for his replacement is already underway.

Zeitz first joined Harley’s board back in 2007 and stepped into the CEO role in May 2020. He came with a strong track record, having turned around the German shoe company Puma years earlier. At Harley, he rolled out a big plan in 2021 called “Hardwire,” aiming to get the company back on track. Doubling down on the classic, high-profit bikes, like touring models and big cruisers that Harley fans love, while trying to bring in younger riders and shake off the brand’s old-school image. He also trimmed back operations in smaller overseas markets where sales were slow.

But it hasn’t been an easy ride. Earlier this year, Harley warned that profits and bike sales might stay flat or even dip by up to 5% in 2025. The elevated interest rates together with economic instability prevent individuals from investing in major purchases such as motorcycles. The global trade war initiated by President Trump through tariff implementation alongside economic uncertainties poses further challenges for the motorcycle market. “The demand just isn’t there right now, and that’s putting a damper on the recovery,” said David MacGregor, an analyst at Longbow Research.

Still, Zeitz leaves with some wins. Harley’s stock has climbed more than 11Percentage since he started, hitting 22.90 USD after a small 1 Percentage bump on Tuesday amid a market upswing, though it’s trailed the S&P 500’s bigger gains. As Harley-Davidson hunts for its next CEO, the company’s got a tough road ahead, balancing its rich history with the need to adapt to a changing world.