Harley-Davidson has been looking for a new CEO to lead the iconic outfit since current CEO Jochen Zeitz announced in April 2025 he'd be retiring. The 122-year-old motorcycle company announced Aug. 4 later in the year that Arthur Starrs,

Harley-Davidson said on Monday Topgolf's Arthur Starrs would succeed Jochen Zeitz as CEO, to help steer the storied motorcycle maker through U.S. tariffs and slowing demand for its cruiser bikes.

Not long ago, CEO Jochen Zeitz announced his retirement, and Harley-Davidson revealed it was eying multiple candidates to take over his role. Now, a few months later, we finally know who is taking over the Harley-Davidson cruise ship. And no, he is not from the world of motorcycles, which we’re a bit disappointed about. Let’s dive in.