Harley-Davidson Taps Topgolf CEO Arthur Starrs as New Chief

Harley-Davidson appoints Arthur Starrs as CEO to replace Jochen Zeitz amid rising tariffs, declining cruiser demand, and a push to attract younger riders.

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Harley-Davidson has announced that Arthur Starrs, the current CEO of Topgolf International, will succeed Jochen Zeitz as Chief Executive Officer later this year. The leadership transition comes at a pivotal time for the iconic motorcycle manufacturer as it navigates rising U.S. tariffs, waning demand for cruiser bikes, and generational shifts in consumer preferences.

A New Leader from Outside the Industry

Starrs brings a background in consumer-focused leadership, having held senior positions at Pizza Hut and Topgolf, a unit of Topgolf Callaway Brands. While he lacks direct experience in the motorcycle industry, Harley is betting on his brand-building expertise and operational acumen to reinvigorate the business.

The decision to appoint Starrs follows mounting cost pressures stemming from tariffs imposed under former President Donald Trump’s trade policies, which have raised the price of imported motorcycle components. At the same time, the company continues to face sluggish demand in its core U.S. market, as economic uncertainty pushes consumers to reconsider discretionary purchases like leisure vehicles.

Zeitz’s Departure and Legacy

Jochen Zeitz, who has led the company since 2020, will stay on as a senior adviser until February 2026. His tenure included the launch of Harley’s “Hardwire” strategy, a multi-year plan focused on stabilising operations, modernising product offerings, and attracting younger, more diverse riders. Despite these efforts, Harley struggled to reverse declining sales and a sliding stock price, drawing criticism from activist investor H Partners earlier this year, which sought to remove three board members, including Zeitz. The proposal was ultimately defeated in a shareholder vote.

Strategic and Financial Moves

Harley is actively restructuring to improve its financial footing. Just last week, the company revealed plans to sell over $5 billion in loans to KKR & Co and PIMCO, reducing its debt burden while retaining majority control over its financing arm.

Meanwhile, Harley’s efforts to expand into electric motorcycles and enhance its digital retail capabilities remain central to its transformation agenda. Starrs is expected to build on these initiatives, though how he will steer the brand through these headwinds remains to be seen.

Market Reaction and Outlook

Investors appeared to welcome the leadership change, with Harley-Davidson’s shares rising over 1% in early trading following the announcement. Starrs will assume the CEO role in the latter part of 2025.

As Harley-Davidson attempts to bridge its legacy with future mobility trends, Starrs’ appointment signals a bold pivot toward consumer experience, brand revitalisation, and financial sustainability—all while navigating a rapidly evolving landscape in the motorcycle and powersports industry.