Struggling against internal turmoil, revenue challenges and declining sales, Harley-Davidson launched yet another sweeping leadership reorganisation in December. Among the new appointments is Bill Davidson, who will work directly with new chief executive, Artie Starrs.
The changes come at the same time as US statistics source MotorCyclesData, published some damning year-to-date figures through to September. These highlighted Kawasaki sales climbing by 14.2%, the strongest performance in the industry; last year’s number one, Honda, slipping to second with an 8% retreat; and Harley-Davidson plunging to third spot after a steep 15.9% downturn. Overall, MotorCyclesData reported YTD US motorcycle market sales of 401,035 units, down by 6.5% – including the worst first half in 10 years, falling by 9.2%. Parallel US Motorcycle Industry Council data admitted to a 7.3% drop YTD in September.
This provoked a major knee-jerk intervention from already controversial Harley president and chief executive Artie Starrs, appointed to boost Harley’s dealer network and sharpen its brand identity. “As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful,” said Starrs, whose acquisition of motorcycle riding skills is a very recent accomplishment. “These changes set us up to deepen our connection to riders and dealers, accelerate data-led and tech-enabled engagement, and unlock the full potential of our operations.” To this end, he announced new executive appointments. The first of these elevated existing (and relative veteran) Harley chief financial officer Jonathan Root to also become chief commercial officer – expanding his responsibilities in support of a renewed focus on dealer relations and integration with Harley-Davidson Financial Services, and the company’s dealer-facing funding strategy.
Another veteran, Bryan Niketh, has also rejoined Harley-Davidson, effective from 5 January, to take up the position of chief operating officer, armed with two decades of prior Harley experience and most recently serving as president of White River Marine Group. Nikith will resume oversight of motorcycle product management, product development and product operations, and is slated to bring both extensive institutional knowledge and renewed operational leadership back into the fold.
In a newly created role, Matt Ryan had joined Harley as chief marketing and technology officer on 8 December, after most recently serving as chief marketing officer at Boyd Gaming, a Nevada-based gambling and hospitality business. Ryan is set to unite the company’s marketing, digital and technology capabilities under one leader, enabling data-driven marketing, integrated digital experiences and seamless “connected rider engagements”.
Marcus Fischer also joined Harley on 8 December, assuming the role of chief brand officer and reporting to Ryan. Fischer was recruited from Carmichael Lynch, the advertising agency behind many of Harley’s most iconic campaigns. He will lead brand strategy, creative direction and long-term brand positioning.
Harley emphasises that the new men, Niketh, Ryan and Fischer, will all be based at the company’s historic Milwaukee Juneau Avenue campus. And at the centre of the move will be expanded overlapping roles for Bill Davidson and Karen Davidson – hailed as two of the most influential family stewards of Harley-Davidson Motor Company’s legacy.
Bill Davidson has been appointed a special advisor to chief executive Artie Starrs and brand ambassador, placing him closer to product development, brand direction and “rider culture”. As one of the most recognisable faces of Harley’s heritage, he will work directly with Starrs “to help guide the brand’s next chapter”.
Karen Davidson will continue as brand ambassador, now working more closely with the marketing and brand teams to deepen aforementioned dealer engagement and strengthen community connections – areas where she has long been regarded as a trusted voice among riders.
All Harley-Davidson needs to do now is make and market considerably more desirable motorcycles than its recent output. Simple?