How Harley-Davidson set a foundation for the long term with CEO Jochen Zeitz

Masters of Scale: Rapid Response

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Even an 118-year-old company needs an entrepreneurial jolt. When Jochen Zeitz took over as CEO of motorcycle maker Harley Davidson in early 2020, he moved quickly to restructure the business – even in the midst of the pandemic's highest uncertainty. That defiance paid off, settling investors and refocusing the company. He's trimmed the product line, set up equity grants for employees including factory workers, and doubled-down on Harley’s brand power. Challenges persist, including ongoing supply chain delays, but Zeitz has his eyes on the road ahead. As a longtime motorcycle rider and a longtime champion of sustainability, he is setting out to square those two passions – and lead the company through an expansive second century.

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