Harley-Davidson's new CEO has refocused the icon on its core — here's what that could mean for motorcycle legend
— and now no longer does, replaced earlier this year by Jochen Zeitz, onetime CEO of Puma and longtime Harley board member.
"We've continued to move forward with the highest potential elements of More Roads, but our strategy must be reassessed," Zeitz said. Harley-Davidson has been building motorcycles in the USA for 117 years. In many ways, it's the definitive American company, with a product that combines both its own values and America's.Former CEO Matt Levatich hoped to ensure that heritage for another 100 years, so he undertook a transformational plan that would increase ridership, expand to new markets, and attack new opportunities.
"[For] some of the international markets, not just from a profitability point of view, but from a potential point of view ... I think there will certainly be some de-emphasizing in order to create increased focus."
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