Harley-Davidson Is Losing Speed: Will A New CEO Fix The Sales Slump Amid Tariff Turmoil?

Harley-Davidson is navigating a critical crossroads as it searches for a new CEO to replace Jochen Zeitz, who recently announced plans to retire after five years at the helm. This leadership transition comes at a precarious time for the iconic motorcycle brand, which is grappling with a sustained decline in sales, intensifying macroeconomic pressures, and the looming threat of retaliatory tariffs—particularly from the European Union. In 2024, global retail sales dropped by 7%, with international sales falling a steep 13%, reflecting a broader downturn in discretionary spending. High interest rates and affordability concerns have eroded consumer demand, even as the company invested heavily in its Touring lineup and introduced refreshed models to attract buyers. As Harley continues to emphasize profitability and inventory discipline, it also faces growing uncertainty around trade policy, with the EU threatening to reinstate tariffs as high as 50% on Harley imports. These overlapping challenges have amplified the urgency for decisive strategic leadership and operational stability.