HarleyDavidsons

Harley-Davidson’s new CEO came from Puma and is an unlikely leader for the American icon. See how he could reverse the motorcycle maker’s fortunes.

Analysis banner
Analysis banner

Business Insider

Harley History
Harley History

Getty Images

  • In early 2020, with the company under stress from Wall Street and with a demographic challenge looming as it struggled to attract new riders, Harley-Davidson CEO Matt Levatich stepped down, replaced on an acting basis by board member Jochen Zeitz, who eventually was named CEO.

  • Zeitz swiftly moved to replace Harley’s growth strategy with a retrenchment around core products.

  • Harley has been here before, and Zeitz’s strategy — “Rewire,” as he calls it — could work, but it isn’t without risk.

  • Visit Business Insider’s homepage for more stories.

Former Harley-Davidson CEO Matt Levatich had an impossible job.

And now no longer does. He was replaced earlier this year by Jochen Zeitz, onetime CEO of Puma and longtime Harley board member.

He wasted no time first as interim CEO, when on a first-quarter earnings conference call with analysts, he abruptly reversed course

Read More