Harley-Davidson Names Artie Starrs CEO Amid Sales Decline, $5 Billion Deal

Harley-Davidson has appointed Artie Starrs as its new CEO, effective October 1, 2025, succeeding Jochen Zeitz who will remain with the company until early 2026 to ensure a smooth transition. Starrs, formerly CEO of Topgolf International and with previous leadership roles at Pizza Hut and Yum! Brands, expressed his enthusiasm for leading the iconic motorcycle company and highlighted its unique brand community and spirit. The company recently disclosed a $5 billion deal to sell a portion of its motorcycle loans and financial services division to investment firms KKR and PIMCO, which coincided with the announcement of a new $6,000 entry-level motorcycle set for release in 2026 aimed at attracting newer riders. Harley-Davidson reported a 15% decline in global retail motorcycle sales for Q2 2025, with sales missing analyst expectations, contributing to the leadership change. The company also announced that Troy Alstead will succeed Zeitz as Chairman of the Board concurrent with Starrs' CEO appointment. These moves reflect Harley-Davidson’s efforts to revitalize its business amid challenging market conditions and declining motorcycle demand.