The CEO has resigned.
Harley-Davidson CEO Jochen Zeitz is set to step down after overseeing a period of declining sales, which many critics have linked to his focus on progressive policies. The iconic motorcycle company confirmed Zeitz’s departure in a statement on Tuesday.
During his tenure, Zeitz led the company through several years of declining sales, with motorcycle sales dropping in all but one quarter between 2022 and 2024, according to Harley-Davidson Investor Relations data. In response to these challenges, the company reversed some of its diversity, equity, and inclusion (DEI) initiatives, including restructuring its Business Employee Resource Groups (BERGs). These groups had previously been categorized by racial and ethnic identifiers, such as African American, Latina, and Asian.
The company’s shift away from DEI programs came after criticism from activist Robby Starbuck, who accused the company of funding an all-ages Pride event with drag queen story time and requiring employees to undergo LGBTQ ally training. Zeitz’s signature on the CEO Action for Diversity & Inclusion Pledge also attracted backlash from Harley-Davidson’s customer base, with long-time customers expressing frustration over the company’s focus on social issues instead of motorcycles.
In addition to DEI initiatives, Zeitz had pushed Harley-Davidson towards environmental sustainability, even proposing the transition of their bikes to an all-electric model. His strong stance on environmental policies earned him the nickname “sustainable Taliban” during a speech at the Zermatt Summit Foundation. Zeitz also criticized former President Donald Trump for withdrawing from the Paris Climate Agreement, which added to his polarizing image among the company’s traditional customer base.
As Zeitz steps down, many loyal Harley-Davidson customers are calling for a return to the company’s core focus on motorcycles and away from political agendas.
