Harley-Davidson has appointed Arthur Starrs, the former CEO of Topgolf, as its new Chief Executive Officer, marking a strategic leadership shift for the iconic motorcycle manufacturer.
Starrs brings a strong background in consumer-focused brands and digital innovation, having previously served as CEO of Topgolf and held executive roles at Yum! Brands. His appointment signals Harley-Davidson’s intent to broaden its appeal and revitalize growth amid a shifting transportation and lifestyle market.
Starrs is set to take the helm immediately, succeeding Jochen Zeitz, who will remain with the company as chairman of the board. The leadership change comes as Harley-Davidson continues its efforts to modernize its brand and connect with a younger, more diverse customer base globally.
In a statement, Starrs said he was “honored to join a legendary brand with such deep cultural significance” and looks forward to driving the next chapter of innovation and performance.
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