Harley-Davidson has had its ups and downs as of late. Sales have plummeted, its demographics have largely aged out, its used market represents its entry-level offering (which ain't great), tariffs have wreaked havoc on its bottom line, there was a very public boardroom brawl, its CEO resigned and replaced, and it lost the top spot as America's motorcycle company to Kawasaki of all makes. The Motor Co.'s future is murky at best.
But there's light within the darkness, at least that's what I'm choosing to believe.
In recent months, incoming CEO Artie Starrs has sent out olive branches to disenfranchised dealerships around the country, a point of consternation among both customers and dealership employees alike. The announcement of a new entry-level motorcycle is bullying folks' hopes of better overall sales come its release, as that market is beyond hot. The brand's board has seen a shakeup, with one new advisory exec is coming from Yeti, which makes a ton of sense in terms of helping shape the company's strategy and direction.
And the latest announcement, Harley-Davidson is shaking up not only its executive team, but it's putting more emphasis on the company's roots, the family who started it, and on its Milwaukee headquarters. There's a lot to be hopeful for.
Before we dive into the business aspect of Harley's latest press, a couple things stood out to me that represent a more focused approach to the larger business, and indeed Harley's heritage and future. The title of the section within the press release states, "A Renewed Commitment to Milwaukee and Our Dealer Network."
Those two have been big sticking points with fans, analysts, and would-be customers for years now, as dealerships have been asked to acquire more inventory, update existing showrooms to unattainable standards (for the most part), and the move away from Milwaukee to overseas ventures has pushed many to wonder what's so American about the brand. But incoming CEO Starrs said not only is it committed to it's Milwaukee HQ, but "Milwaukee is our home, and it always will be."
What that means for US manufacturing, however, is still up in the air.
Furthermore, as I mentioned, the dealership experience, both for customers and dealers alike, has been not great for the last decade. Ask customers about their experiences, and you'll likely get something along the lines of "dealers suck." Ask dealerships about their experience with the Motor Co., and you'll likely get the same answer about corporate. Starrs knows this, which is why he's been on a mission to visit and talk with dealers since coming on. All of which is good to hear, as it speaks to getting back to the business of selling great motorcycles and building back the brand everyone knows and loves.
Harley's future, however, is one still enamored with the past though. But, hopefully, not only sticking to it, as the brand will have Bill and Karen Davidson come on as brand ambassadors, with Bill also serving as a special advisor to Starrs. Bill will be focusing "on product development, brand, rider culture and community," while Karen will also advise and consult on "dealer engagement, rider culture and community," too.
As for the business side of things, Starrs is assembling his inner circle, with long-time Harley man Jonathan Root taking on the newly-created Chief Financial and Commercial Officer role, while Bryan Niketh rejoins as Chief Operating Officer overseeing Product Management, Product Development and Product Operations, Matt Ryan joins as Chief Marketing and Technology Officer, and Marcus Fischer has been appointed as Chief Brand Officer.
Where do all these changes and promises leave us, though? Well, we're starting to see the goings-on of how Harley and Starrs will execute whatever plan they'll be pushing forward with in the next year. What that plan is, however, hasn't been stated. There are still a ton of fires for Starrs to put out, and that all starts with what Harley aims to do with its lineup. Hopefully, we'll know more soon. But the changes the new CEO has been making are somewhat promising.
So fingers crossed.
