JAKARTA The iconic motorcycle manufacturer of the United States (US), Harley-Davidson, announced the appointment of Arthur Starrs as the new CEO, replacing Jochen Zeitz.
This decision was taken as Harley-Davidson faced various tough challenges, ranging from lower demand to wider import tariff threats from the US government.
Starrs, reported by Reuters, Tuesday, August 5, previously serving as CEO at sports entertainment firm Topgolf International, will take over the Harley-Davidson wheel amid a slowdown in sales of cruise motorcycles.
Arthur Starrs, who has previously also held leadership positions at Pizza Hut, is expected to bring Harley-Davidson through these difficult times and direct the company towards a new, more promising era. It is known, from current market data, US consumers are currently more careful in buying non-essential goods, including recreational vehicles, due to economic uncertainty.
In addition to the decline in demand, Harley-Davidson also has difficulty attracting young motorists who tend to prefer fuel-efficient motors and are equipped with modern safety features. This situation is exacerbated by the cost pressure on imported parts due to the tariff policy promoted by US President Donald Trump.
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Sebelumnya, Harley-Davidson juga sempat mendapat kritik keras dari investor aktivist H Partners yang menuntut pergantian direktur, termasuk CEO Zeitz, karena penjualan yang terus menurun dan harga saham yang memperjlok. Meskipun proposal tersebut berhasil diberbalikan melalui pemilihan pemegang saham, penggantian kali ini menunjukkan adanya tekan signifikan yang dihadapi manajemen.
Zeitz, who has led Harley for five years, will remain a senior adviser until February 2026. He is known as the figure behind the "Hardwire" strategy launched in 2021, which aims to revive brands and reach young riders along with the aging of its main customer base, the baby boomer generation.
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