Harley-Davidson appoints Jochen Zeitz as President & CEO: New plan to redefine brand

With Matt Levatich stepping down, Harley Davidson had appointed Jochen Zeitz to lead the brand in the interim. But Zeitz has now been appointed as the president and CEO for the Milwaukee based motorcycle manufacturer.

By:Published: May 8, 2020 2:02:29 PM

Harley-Davidson, the iconic American motorcycle brand has elevated interim President and CEO Jochen Zeitz as the new President and CEO of the company. Zeitz was appointed into the interim position after the former head of the brand Matt Levatich stepped down after a dismal sales performance of the brand that it witnessed in recent years. Zeitz who is currently the chairman of the board of Harley-Davidson brings his experience as the CEO of the sports apparel and goods brand Puma to the role. He also has plans to restructure the company and also redefine Harley Davidson.

In a press statement, Zeitz said “Over the next few months, we will re-wire the business and redefine a new 5-year strategic plan later this year. I will then oversee the implementation of these changes and re-ignite Harley-Davidson as one of the most revered and iconic brands in the world,”

Zeitz is working towards an all-new brand strategy called “The Rewire” that would allow Harley-Davidson to enter new markets and segments as well. The plan is said to develop further in the coming months which will incorporate key products, and initiatives from the current ongoing strategy for the brand, but with a key focus on markets and products that can help drive profits and growth.

Harley-Davidson has found the last few years to be difficult in terms of unit sales. This has been more prominent in its home market – the USA as the modern consumers have moved away from heavyweight cruisers to adventure touring models or ADVs. Zeitz has been on the board of directors of the Harley-Davidson since 2007 and has served as the chairman and CEO of Puma from 1993 to 2011, and CFO from 1993 to 2005.

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