Harley-Davidson CEO Jochen Zeitz retiring as plummeting sales, tariffs slam motorcycle maker

Company Overview - Jochen Zeitz plans to retire as CEO of Harley-Davidson in 2025 after a five-year tenure aimed at reviving the company amid declining demand [1][8] - Zeitz joined Harley's board in 2007 and became CEO in May 2020, previously known for reviving Puma's near-bankrupt business [1][8] Strategic Initiatives - The "Hardwire" strategy was launched in 2021 to connect with younger riders and address the aging customer base of baby boomers [2] - This five-year strategy focuses on high-margin products, exiting low-sales international markets, and modernizing the brand's appeal [3] Market Challenges - The motorcycle industry faces challenges such as higher interest rates and a consumer preference for smaller, more affordable bikes, which are not Harley's strengths [4] - Harley's forecast for 2025 indicates flat to down 5% profit and motorcycle revenue as consumers are cautious with big-ticket purchases [4] Investor Sentiment - Analysts express concerns about the lack of end-market demand, which undermines the turnaround plan and affects dealer and investor confidence [5] - Harley's shares have decreased by about 1% to $22.90, while they have risen over 11% since Zeitz took charge, compared to a 77% rise in the S&P index [8]