A New Dawn at Harley-Davidson: Artie Starrs Ignites Cautious Optimism Among Dealers
Insider Voices Signal a Shift Toward Listening, Heritage, and Dealer-Centric Leadership Under the New CEO
By Raine Devries | 18 December 2025
Since Artie Starrs took the helm as Harley-Davidson’s President and CEO on October 1, 2025, succeeding Jochen Zeitz, a wave of positive sentiment has emerged from within the motorcycle industry’s dealer network and longtime observers. Drawing from direct conversations with Starrs, facility visits, and early leadership moves, insiders describe a leader focused on rebuilding trust, respecting the brand’s heritage, and prioritizing the dealer-rider ecosystem that has long sustained the Motor Company.
Starrs, formerly CEO of Topgolf International, wasted no time engaging the front lines. His first official day coincided with the worldwide dealer meeting in Milwaukee, where he mingled on the show floor alongside leadership. Weeks followed with visits to manufacturing facilities, employee interactions, and a tour of major U.S. cities for face-to-face dealer meetings. One industry insider noted: “Dealers returned home feeling great about the future... There is a lot of positive buzz about Artie’s fresh perspective on the business.”
As one H-D dealer put it about Artie Starrs, the new H-D CEO:
“It feels more like he’s listening first. Asking questions. Trying to understand what works, what doesn’t... Harley doesn’t need to become something else. It needs to get back to being right. Strong product. Clear identity. Respect for the dealers and riders.”
This hands-on approach stands in contrast to recent years, when the previous “Hardwire” strategy—intended as a focused growth plan but often derided by dealers as “Haywire”—strained relationships and finances. Dealers repeatedly raised concerns but felt unheard. Now, with Starrs at the controls, that dynamic appears to be changing. A dealer association representative shared: “The last five years, dealers lived in the whirlwind. Hardwire quickly became Haywire, devastating our financials like nothing before... With new leadership comes change. Massive change. The majority of dealers... have had the opportunity to talk with Artie, and all agree that ‘we’ (H-D and the dealer network) are again working together.”
Central to this optimism is Starrs’ emphasis on listening. During a recent Saturday visit to one dealership, he spent time with each department, asking probing questions and taking notes. Over dinner with the dealer principal that weekend, discussions ran for hours. The dealer reflected: “The most important thing I can pass along is that his business principles and philosophy matches those of the best leaders H-D has had over my time as a dealer... With his leadership and by working together, I feel really good about the future of the brand.”
Starrs has also made clear his priorities in leadership conversations, stating plainly: “All leadership will be dealer focused.” Insiders report he is consulting trusted voices—longtime passionate dealers who “will say it exactly like they see it,” former HDMC leaders with deep insights, and industry experts. Based on these dialogues, significant changes are underway, including the replacement of several top executives just two months into his tenure.
A symbolic and substantive move involves the Davidson family. Bill Davidson’s new office is positioned right next to Starrs’, ensuring heritage remains central. One observer enthused: “This is exactly where he should be. Bill is the best choice to make sure the heritage, principles, values, and open communication are part of the solution... Their perspectives are invaluable in that they know what it takes to rebuild, since it’s already been done before.” Both Bill and Karen Davidson are now in positions to directly influence the company’s direction.
Further executive restructuring in December 2025 reinforced a return to Milwaukee roots, with new roles emphasizing dealer relations, operations, marketing, and brand stewardship—many based at the historic Juneau Avenue campus. Starrs himself affirmed: “Milwaukee is our home, and it always will be.”
Dealers and insiders acknowledge challenges ahead amid a turbulent powersports landscape. Yet the prevailing mood is one of real, cautious hope.
With upcoming dealer roundtables promising open, no-holds-barred discussions—and Starrs reportedly preparing more questions than answers—the Motor Company appears poised for intentional progress rather than reactive shifts. For a brand built on freedom and legacy, this dealer-aligned direction could mark the start of a vital revival.
I dunno. Was at a Harley dealer yesterday just looking around. Prices are too high. Affording a high quality bike of any brand is almost unreachable. What young person can buy a Harley, a BMW, a Ducati, etc? They can’t. You can mess with dealer feelings and attitude all you want but if you don’t scale your product to the younger customer you have shortened your runway. Good luck Harley. I’m not too optimistic.
Tough times to be a purveyor of a very expensive niche motor