HARLEY-DAVIDSON has been under immense pressure as its investors look to make sweeping changes to the company.
Top company executives have been put on the chopping block after the brand struggled to bring in business last year.
AFPHarley-Davidson investors have pressured the stakeholders to make drastic leadership changes[/caption] GettyInvestors are pushing CEO Jochen Zeitz to retire later this year[/caption]Harley-Davidson investors have pressured the company’s shareholders to make significant leadership changes ahead of an uncertain auto industry.
Much of the brand’s executive board is under scrutiny, including its CEO Jochen Zeitz.
Investors have blamed Harley-Davidson’s declining sales and falling stock price on poor leadership decisions.
The company’s second-largest investors, H Partners, have called on Zeitz to step aside as CEO after he’s held the position for five years, as reported by Reuters.
The CEO is expected to retire later this year but will continue in the role until his replacement is found.
Currently, H Partners holds a 9.1% stake in Harley-Davidson, with considerable influence over the brand.
Namely, the investors are looking to axe Zeitz as well as board members Norman Thomas and Sara Levinson, as reported by Reuters.
“We believe Mr. Zeitz, Mr. Linebarger, and Ms. Levinson should be held accountable for the destruction of shareholder value,” H partners said in a statement.
The motorcycle company is currently valued at $2.7 billion but has seen its share price drop 45% over the past year.
A company’s share price refers to the amount it would cost to buy one share in a company and usually fluctuates according to market conditions.
It will likely increase if the company is perceived to be doing well, or fall if the company isn’t meeting expectations.
Among the leadership chaos, dealership owners celebrated Harley’s CEO stepping down.
“If you wanted to know the number of Harley dealers who are happy that a new CEO is coming in, the number is all of them,” said Jeff Binkert, president of the House of Harley-Davidson dealership.
“[Zeitz hasn’t] connected with the customers and the dealers in general, and I just think, you know, it’s time for new leadership.”
Harley-Davidson's uncertain future
May 2020: Jochen Zeitz replaces Matthew Levatich as the company’s CEO April 2021: Zeitz implements the “Hardwire” five-year plan, in which the company focused on revamping its core touring line-up and focused on online sales through the HD-1 Marketplace April 2021: Harley-Davidson lost millions after it was threatened by a 56% tariff from the EU, which never came to fruition, Reuters reported December 2024: In the fourth quarter, the company reported a loss of $117 million, with domestic market share shrinking by 13 percent in the same period February 2025: The trade war between Europe and the Trump administration leads Harley-Davidson’s CEO to say the company would “fight aggressively” against any tariffs, Milwaukee Journal reported April 1, 2025: Board member Jared Dourdeville wrote a letter announcing he would resign from the board and called for Zeitz to retire, blaming him for the “cultural” depletion of the company April 8, 2025: Zeitz announced he planned to step down and will remain the CEO until a replacement is foundThe dealership owner said under Zeitz’s leadership, consumers have opted to purchase bikes online rather than shopping in person.
“What got really out of control is the constant push to sell products online – against the dealers,” he said.
“You know, if you can buy a T-shirt online, and it’s shipped for free, why would you come to the store?”
A REBIRTH
To keep up with a changing demographic, the brand has tried to appeal to a wider audience with flashy new merchandise and discounted items.
In March, the motorcycle company launched a youthful new clothing line collaboration with a popular workwear brand.
The Harley-Davidson-Dickies “Born to be Alive” drop featured 17 unique pieces to choose from — ranging from quilted jackets to trucker caps.
“Life is for the living. A full life is not promised to us—it’s reserved for the daring few who are willing to risk their comfort to explore the unknown,” as stated on the Harley-Davidson website.
“The collection features Americana graphics and classic workwear silhouettes that combine legendary quality with bold designs inspired by a rebellious spirit.”
Consumers have already sold out many of the pieces in the “Born to be Alive” clothing line.
Harley-Davidson also slashed the price of some of its bikes including its Nightster, Sportster, and Nightster Special.
These are two of Harley’s attempts to drive sales and get customers excited about the motorcycle company.
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