Harley-Davidson Appoints New CEO Amidst Strategic Changes

Harley-Davidson appoints Arthur Starrs as new CEO, succeeding Jochen Zeitz. Analysts forecast a potential upside of over 20% for the stock. Current analyst consensus suggests holding the stock with a rating of 2.6, based on a five-point scale where 1 denotes a Strong Buy and 5 indicates a Sell. The GF Value for Harley-Davidson is estimated at $26.94, suggesting an upside potential of 12.02% from its current price.

Harley-Davidson, Inc. (HOG) has announced that Arthur Starrs will succeed Jochen Zeitz as CEO, effective later this year. Starrs, who was the CEO of sports entertainment company Topgolf International, will take the helm amid ongoing challenges for the motorcycle manufacturer, including U.S. tariffs and declining demand for cruiser bikes [1].

Starrs, who has held leadership roles at Pizza Hut and Topgolf, brings a wealth of experience in the entertainment and leisure sectors. His appointment comes at a critical time for Harley-Davidson, which has been grappling with slowing demand and cost pressures due to new tariffs on imported parts and components [1].

The appointment of Starrs follows Harley-Davidson's Q2 2025 earnings report, which saw adjusted earnings of 88 cents per share, falling short of the Zacks Consensus Estimate of 99 cents. The company reported revenues of $1.31 billion, a 19% decline from the prior-year quarter [2]. The motorcycle manufacturer's Motorcycle and Related Products segment saw revenues fall by 23% year over year, with motorcycle shipments worldwide decreasing by 28% to 35,800 units [2].

Analysts have reacted positively to the appointment, with some forecasting a potential upside of over 20% for the stock. The current analyst consensus suggests holding the stock with a rating of 2.6, based on a five-point scale where 1 denotes a Strong Buy and 5 indicates a Sell [2]. The GF Value for Harley-Davidson is estimated at $26.94, suggesting an upside potential of 12.02% from its current price [3].

Starrs will face significant challenges in steering Harley-Davidson through the current economic climate. The company's financial health presents a mixed picture, with a year-over-year decline in revenue and operating margins, but a reasonable level of liquidity [3]. The appointment of Starrs is seen as a strategic move to navigate these challenges and position Harley-Davidson for future growth.

References:
[1] https://www.dallasnews.com/business/local-companies/2025/08/04/harley-davidson-poaches-new-ceo-from-dallas-based-topgolf/
[2] https://finance.yahoo.com/news/harley-davidson-q2-earnings-miss-170900600.html
[3] https://www.gurufocus.com/news/3016252/harleydavidson-hog-revises-2025-financial-outlook-amid-global-challenges