Jochen ZeitzHarley-Davidson CEO has decided that the time has come to retire. That is at least what communicated to the brand at the end of last year, and it is very likely that he will undertake his decision before finishing this 2025.
After five years as the maximum executive representative of the Yankee firm, Zeitz leaves behind a legacy that includes the total break with the path followed by Harley until that moment.
Jochen Zeitz leaves the ship at the worst moment
Recall that Jochen Zeitz replaced Matt Levatich in the CEO position of the brand in 2020. Then he declared after his official presentation before the media: “According to the Board, my decision, president and executive director of Harley-Davidson reflects my deep passion and commitment to this company. During this extraordinary moment of crisis, the well-being of our community HD my main priority while I execute our Plan for the Response to the COVID-19 to stabilize the business, resume operations and recover.”
Concluded: “I am also carrying out a necessary and comprehensive review of the structure, the operational model and the company’s strategy as we adapt to the new realities after COVID-19. During the next months we will wander the business again and define a new 5-year strategic plan. Then I will supervise the implementation of these changes already Harley-Davidson as one of the most respected and recognized brands in the world.”
Just two months after taking office, Jochen Zeitz announced a new commercial strategy under the name of “The Rewire”, focusing mainly on investing on segments that at that time brought together sales, reduce costs, increase benefits, create brand image, etc. These changes also brought Livewire’s commercial independence.
Already in 2023, Jochen Zeitz, he talked openly about the uncertain electrified future of the sector, during the 120th anniversary celebrations of Harley-Davidson in Budapest. Also on the possible options available against decarbonization, such as Efuel. However, under his point of view, he assured that the industry as a whole is not yet sure how the future will be.
Now, in April 2025, when things go worse for the signature of Milwaukee, Jochen Zeitz believes that the time has come for another to be in command and solve problems as waterproof as the pessimistic sales figures that the brand has presented in its annual accounts report, or how they will do to overcome the tariff policy imposed by Trump.
Undoubtedly, a challenge facing Harley-Davidson in the coming years, and from which we hope (and trust) that will move forward and strengthened.
