Artie Starrs and the new direction of Harley-Davidson

Two questions that are the subject of global debate

In October, Harley-Davidson held its international dealer meeting in Milwaukee. For the first time, the new CEO Artie Starrs in front of the global dealer network. After years of discussions and disappointments, the meeting was more important than any model premiere. Many dealers had lost confidence in recent years. Too much bureaucracy, too little proximity.

The era Jochen Zeitz has left its mark. Centralized decisions, staff cuts, and a disconnect between the factory and retailers have dampened the mood. Internally, it was said that Zeitz had based his approach on the Tesla model, with the aim of doing away with traditional dealers. The attempt with LiveWire in Los Angeles was a failure.

What began as a sober occasion turned into a moment full of emotion. The Davidson family was back on stage, and with Willie G. Davidson, the history of the brand suddenly felt very close again.

At the dealer meeting in Milwaukee, it was clear that something was changing at Harley-Davidson. It wasn't just a dealer meeting, but a moment full of emotion. The Davidson family was back on stage, and the new CEO, Artie Starrs, showed that he understands the brand. A piece of Harley history was within reach at that moment.

I didn't mention this in my first report on the dealer meeting because I could hardly believe what had happened there myself. After all, I wasn't allowed to attend and had to gather my information first. So I dug a little deeper to find out whether this was really the impression everywhere. And yes – the reactions were clear. It was one of those special moments when Harley-Davidson genuine emotions became palpable.

I was at a panel discussion in Milwaukee when Zeitz sat on stage with Bill and Karen Davidson. It was obvious to everyone that the chemistry between the CEO and the Davidson family was no longer right.

The Davidson family is visible again

The meeting in Milwaukee was emotional. The dealers wanted clear words and a sign that something was changing. Artie Starrs delivered that. He first let Bill and Karen Davidson speak and then made it clear where he himself stood.

Bill Davidson has stood for the connection between tradition and the present for decades.

Karen Davidson embodies the design and lifestyle that defines Harley-Davidson worldwide.

And Will G. Davidson, the oldest living member of the founding family, is the last direct link to the company's early history.

His presence carried weight. When Will G. Davidson attends a meeting, it's about more than just numbers. It's about the soul of the brand. For many in the room, it was clear that Harley-Davidson was returning to its roots and that the Davidson family was not only part of the story, but was playing a role once again.

Two questions that concerned everyone

Then came the moment everyone had been waiting for. Artie Starrs took the stage.
No show, no slides, no PR platitudes. He spoke calmly, directly, and without detours.

Two questions remained unanswered.
The first: Do you ride a Harley-Davidson yourself?
The second: Where will you work in the future?

He answered both clearly.
Yes, he rides a Harley. He got his license through the Riding Academy, and his bike is a Heritage.
And yes, he will be working on Juneau Avenue in Milwaukee in the future—at the historic headquarters of the Motor Company, where it all began.

This second answer caused a stir in the room.
Many traders stood up, applauding, showing genuine emotion.
It was the moment that broke the ice.
After years of distance, the feeling suddenly returned that someone wanted to lead the company again, and from where Harley-Davidson is at home.

Back to the roots

Many employees in the US wanted this return. During the pandemic, working from home took priority, but this also meant that personal interaction was lost. Decisions that used to be made quickly at the coffee machine suddenly had to go through several levels.

Artie Starrs obviously wants to change that.

He focuses on presence, direct approaches, and clear communication. A good mix of down-to-earthness and modern leadership. In doing so, he is breathing new life into the halls where the brand grew up.

A CEO who rides a Harley

Artie Starrs rides a Harley himself. He got his license through the Riding Academy.
He rides a Heritage, was right in the middle of the dealer meeting, not just on stage.
He talked to people, took notes, listened.
That went down well. He seems genuine, not fake.

Movement in the models

In November come the Carry-over models, i.e., variants without major technical changes, but with new colors. This is already the first encouraging step, as the presentation of the carry-over models has been brought forward.
The new models will be unveiled on January 14, 2026. Many hope that Harley-Davidson will present its new models earlier in the future so that the motorcycles are available at dealers in time for the season.

The voucher promotions will run until the end of October.
The Voucher promotions, including for the Street Glide Ultra, which Pan America and selected Cruiser models.

Harleysite comment

The meeting in Milwaukee showed that Harley-Davidson is once again focusing on closeness and trust. With Artie Starrs at the helm, the company has someone who listens, gets involved, and understands what the brand is all about. The return to Juneau Avenue is more than just symbolic; it represents attitude and responsibility. With the Davidson family at its side, Harley-Davidson is sending the strongest signal it has in years. If words are now turned into deeds, 2026 could mark the beginning of a new phase for the Motor Company.

Text: Harleysite

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