(Reuters)-Harley-Davidson said on Monday that Topgolf President Arthur Starrs will succeed Jochen Zeitz as CEO to help conduct the famous motorcycle manufacturer through US tariffs and the slowdown in demand for their cruiser motorcycles.
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Starrs, currently in charge of the Topgolf International Sports Entertainment company, takes Harley’s leadership while the sector faces cost about imported parts and components due to the large tariffs imposed by US President Donald Trump.
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Demand for leisure vehicles is declining in the United States, with consumers rethinking non -essential purchases in the midst of economic uncertainties.
Harley has also been striving to conquer younger motorcyclists who prefer more economical fuel models with modern safety features.
Earlier this year, activist H Partners proposed the removal of three Harley directors, including the CEO Zeitz, criticizing the company for the decline of sales and the drop in stock price. Harley defeated the proposal through a shareholder vote.
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Zeitz will remain senior consultant until February 2026. The company had announced in April that he planned to leave office later this year.
Harley’s shares rose more than 1% at the beginning of the trading session.
Starrs, who will start to hold the highest position this year, previously held leadership positions at Pizza Hut and Topgolf, a Topgolf Callaway Brands unit.
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(Report by Nathan Gomes and Abhinav Parar, additional report from Utkarsh Shetti in Bengaluru)
