Harley-Davidson CEO Zeitz to retire this year

MILWAUKEE, Wis (CIVIC MEDIA) – After 5 years as CEO of Harley-Davidson, Jochen Zeitz will retire during the 2025 calendar year.

Zeitz, 62, is the leader of what analysts called a 5-year sales ‘turn-around”. 

Harley’s shares are up more than 11% through Monday’s close since Zeitz took charge in 2020, compared with a 77% rise in the benchmark S&P index.

Zeitz joined Harley-Davidson in 2007 and was elevated to CEO in 2020. He previously turned around the German shoe brand PUMA, pulling it back from the brink of bankruptcy.

In February, Harley forecast 2025 profit and motorcycle revenue to be flat to down 5%.

Zeitz launched the “Hardwire” strategy in 2021, an attempt to turn around the storied motorcycle maker by connecting with younger riders.

Harley-Davidson was formed in 1903 in Milwaukee by William S. Harley and Arthur Davidson.

Harley-Davidson is one of two major American motorcycle manufacturers to survive the Great Depression, along with The Indian Motorcycle Company.

Harley’s board said it has launched a search process and Jochen Zeitz is expected to remain until a successor is named.

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