Harley-Davidson Picks Topgolf CEO to Lead Turnaround

Harley-Davidson selected Topgolf CEO Arthur Starrs to become their new CEO who will lead the company through a period of growth challenges because of U.S. tariffs and decreasing demand for cruiser motorcycles. The company announced that Jochen Zeitz will step down as CEO but will continue as senior adviser until early 2026 when Arthur Starrs takes over.
The company faces increasing production expenses because of President Donald Trump’s extensive trade tariffs while its core customer segment decreases because younger riders prefer smaller efficient motorcycles. The U.S. consumer market shows declining interest in leisure vehicles because people reduce their discretionary spending.
H Partners activist investor initiated a director removal effort during the first part of the year to replace three members including Zeitz because of declining sales and stock price decline. The shareholder vote rejected this proposal.
The new CEO Arthur Starrs who led Pizza Hut and Topgolf Callaway Brands will maintain the “Hardwire” strategy to transform the brand while targeting younger consumers. The stock price increased by more than 1% following this announcement.