The new Harley-Davidson CEO visits ten dealer locations in six days and sends a strong signal

Harley-Davidson CEO Artie Starrs has completed his first European dealer tour, visiting ten dealerships in just six days.

Together with Kolja Rebstock, Senior Vice President International at Harley-Davidson, he sent a strong signal to the European dealer community. Europe is not a sideshow for Milwaukee!

A new style at the top of Harley-Davidson

Artie Starrs has been at the helm of Harley-Davidson since October 1, 2025. The former CEO of Topgolf and previously Global CEO of Pizza Hut took over the helm from Jochen Zeitz, who had led the motor company for five years. What many in the industry initially viewed with skepticism because Starrs does not have a classic motorcycle background is increasingly giving way to a positive feeling. The fact that he acquired a new Harley-Davidson Heritage Classic even before he officially took office was noted with interest in the community. Not a staged PR photo, but a personal decision. Because the new man in Milwaukee makes one thing clear. He listens. And not just in the figurative sense.

Anyone who sees Artie Starrs at his appointments will immediately notice one detail. The CEO always has a notebook with him and consistently takes notes. No digital distance, no cursory typing on his smartphone. Starrs makes handwritten notes of what his conversation partners tell him. At a time when many managers barely lift their eyes from the screen, this analog listening is more than just a quirk. It is an attitude. And it is precisely this attitude that resonates with European retailers.

Ten stations in six days

At the end of January 2026, Artie Starrs completed his first major trip to Europe as CEO. The route reads like a lightning tour through the most important Harley-Davidson markets on the continent. The starting point was the Motor Bike Expo in Verona, which took place from January 23 to 25, 2026 and is considered one of the most important motorcycle trade fairs in Europe. From there, the journey continued in quick succession.

The stations at a glance

• Verona (Motor Bike Expo)
• Bergamo
• Milan
• Zurich
• Frankfurt
• Cologne-Bonn
• Hamminkeln
• Brussels
• Paris
• London

Six days, ten cities, four countries. A wild ride, as they would say in the scene. But Starrs did not miss the opportunity to visit Harley-Davidson's European headquarters near Antwerp. In doing so, he proved that not only direct contact with the dealers is important to him, but also an understanding of the entire supply chain and logistics in Europe.

On a mission together with Kolja Rebstock

Starrs was accompanied on his tour by Kolja Rebstock, Senior Vice President International at Harley-Davidson. Rebstock has been responsible for Harley-Davidson's fortunes in Europe since January 2021 and knows the European dealer base and its needs inside out. The fact that Starrs made his first trip to Europe together with Rebstock underlines the importance that Milwaukee attaches to the European market.

As part of the tour, Starrs also met with the European dealer association. It was a meeting that was closely noted in the industry. After all, European dealers are facing major challenges. From the after-effects of difficult market conditions to customs issues and the question of how the Harley-Davidson brand can continue to grow on the continent.

An important signal for the retailer community

The importance of this trip can hardly be overestimated. In recent years, a certain disillusionment had spread among parts of the European dealer community. Declining sales figures, strategic uncertainties and the feeling of not being listened to sufficiently by the headquarters in Milwaukee left their mark. The fact that the new CEO is now traveling to Europe as one of his first major official acts, visiting dealers in person and taking handwritten notes on their concerns, is more than just a nice sign. It is a clear commitment.

Artie Starrs brings extensive experience in dealing with franchise networks and dealer structures from his time at Topgolf and Pizza Hut. At Topgolf, he managed over 100 locations worldwide, while at Pizza Hut he managed more than 18,000 branches in 110 countries. At Harley-Davidson, the network is much more manageable with around 1,400 independent dealerships worldwide. But this is precisely where the opportunity lies. In a network of this size, personal contact between CEO and dealers is actually possible. And it was precisely this contact that Starrs was looking for on his European tour.

What happens next

Artie Starr's first European tour was a prelude, not a conclusion. Dealers now expect the words and notes to be followed by action. The 2026 model range with the 13 new Chapter 2 motorcycles provides a strong basis for this. The coming months will show whether Starrs succeeds in winning back the trust of the European dealer community and getting Harley-Davidson back on track for growth on the continent.

In any case, he has already achieved one thing with his European tour. European retailers feel that they are being noticed. And sometimes this is exactly where a turnaround begins.