Wednesday, May 22, 2024


Harley-Davidson has completed The Rewire — a critical overhaul of its business. This has, it says, set a strong foundation for The Hardwire, the company’s five-year strategic plan designed to deliver profitable and desirable long-term growth, and shareholder value. 

Harley intends to reveal details of this plan shortly, along with 2020 fourth-quarter and full-year financial results.

“I am confident the substantial changes we made with The Rewire have set us up to successfully execute our strategic plan,” explained Harley’s chairman and chief executive Jochen Zeitz. “We are now a leaner, more aligned organisation, and we are making decisions faster. The right structure, leadership and principles are in place, and we are ready to continue our cultural journey to become a high-performing company.”

As a result of The Rewire, Harley claims to have reduced complexity and increased speed, with a new operating model and organisational structure across every function, to provide simplicity, agility and efficiency.

Its global business has been reset, resourcing and prioritising markets with the highest potential. And business focus has expanded beyond motorcycles, with a strong commitment to newly-established business units for parts & accessories and general merchandise. 

Streamlined the product portfolio and rebuilding go-to-market efforts for maximum impact are also Rewire achievements. The company has enhanced and protected the value and desirability of its products too, by changing the approach to supply and inventory management with a focus on a powerful and profitable dealer network.

Rewire actions are expected to deliver ongoing gross cash savings of approximately £85m, starting in 2021.

Harley will now move on to Hardwire strategy — “grounded in desirability and guided by a vision to build its legend and lead the motorcycle industry through innovation, evolution and emotion. This will be focused on “reigniting the spirit of Harley-Davidson and returning to winning, delivering the timeless pursuit of adventure and freedom for the soul for riders around the world”.

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