New structure for brand, product and retailer relationship

Harley-Davidson has started a new chapter in the USA. In Milwaukee, several management positions have been reorganized to bring the company closer to its dealers, customers and home. The core message is clear! Closer to the market, more focus on the base and a much stronger foundation in the operating business.

Finance and sales under one roof

Jonathan Root will take on a dual role in future. He will remain Head of Finance and will also manage the commercial side of the business. This will bring dealer support, financial services and sales strategy closer together. Internally, this is seen as a measure to simplify the interfaces between H-D and the trade.

An old acquaintance becomes important for technology

Bryan Niketh returns on January 5, 2026. He will take over the operational management of product management, product development and production. Niketh was with the company for over two decades before moving to the White River Marine Group. His profile fits what Harley-Davidson currently needs, deep brand knowledge and a clear view of industrial processes.

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Marketing and technology are bundled

Matt Ryan has been in the saddle with a new set of responsibilities since December 8. He comes from Boyd Gaming and combines marketing, digital business and technology in a central management role. The aim is a more data-driven approach and a more modern customer approach across all digital touchpoints.

Marcus Fischer joins as Chief Brand Officer. He was jointly responsible for many of the well-known Harley campaigns at Carmichael Lynch and is to lead the brand into the next phase. Strategy, creative work and positioning will be handled by him in future. Both work in Milwaukee at the traditional location on Juneau Avenue.

Bill and Karen Davidson stay in the game

Bill Davidson will report directly to the CEO as Special Advisor. His focus will be on product, brand and culture. As Brand Ambassador, Karen Davidson will remain closely involved in the areas of dealer loyalty and community. Harley-Davidson will explain the details of the division at a later date.

A clear signal to Milwaukee

CEO Artie Starrs emphasizes that Milwaukee remains the core of the company. The traditional site is to be a fixed point for decisions, development and brand management. Internally, the renovations are seen as an impulse to involve dealers and customers more closely again and to increase the operational performance of the brand.

Harleysite comment

It feels like Harley-Davidson is looking for the reset button. The statements from Milwaukee sound like a return to the community and an attempt to finally turn numbers and technology into tangible benefits. If this team manages to really get retailers on board and digital communication does not degenerate into a PowerPoint exercise, this could be a step in the right direction. The question remains as to how quickly the effects will become visible in the market.

Harleysite 12/2025

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