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LIST OF HARLEY-DAVIDSON LEADERS & CEOS
- Walter Davidson (1907-1942)
- William Herbert “Bill” Davidson (1942-1971)
- Vaughn L. Beals Jr. (1981-1989)
- Rich Teerlink (circa 1989-1999)
- Jeffrey L. Bleustein (1997-2005)
- James L. Ziemer (2005-2009)
- Keith Wandell (2009-2015)
- Matthew S. Levatich (2015-2020)
- Jochen Zeitz (2020-2025)
- Artie Starrs (2025-present)
WALTER DAVIDSON (CO-FOUNDER OF HARLEY-DAVIDSON)
1907-1942
Walter Davidson founded Harley-Davidson from his backyard. As a mechanical genius and co-founder, he secured crucial military contracts during both World Wars, establishing the company’s reputation for durability. His 35-year leadership created the foundation for this American-made motorcycle brand. Davidson was the longest-serving CEO of the company.
WILLIAM HERBERT “BILL” DAVIDSON
1942-1971
Son of co-founder William A. Davidson, Bill maintained family leadership through post-war prosperity and fought against rising Japanese competition. His hands-on management style fostered strong employee relations. The 1969 AMF acquisition marked a turning point. Bill departed in 1971 as corporate priorities shifted, ending family control over the company.
VAUGHN L. BEALS JR.
1981-1989
Beals engineered Harley-Davidson’s rescue through an $81.5 million management buyout from AMF in 1981. As its newest automotive CEO implemented quality improvements, secured protective tariffs against Japanese imports, and introduced the reliable Evolution engine. Beals resurrected the struggling manufacturer into a revitalized American success story. He also brought Harley-Davidson back on the public market in 1986.
RICH TEERLINK
1989-1999
As Harley’s CFO, Teerlink strengthened the company’s post-buyout recovery by focusing on community engagement and global expansion. In 1983, he created the Harley Owners Group (HOG), turning customers into brand ambassadors. His management philosophy emphasized employee empowerment and stakeholder relationships.
JEFFREY L. BLEUSTEIN
1997-2005
As a member of the original buyout team, Bleustein drove Harley-Davidson’s global expansion, particularly into Asian markets. During his tenure, company revenues tripled, and market capitalization grew by $13 billion. His leadership celebrated Harley’s centennial in 2003. Bleustein focused on a collaborative corporate culture that encouraged innovation while honoring heritage.
JAMES L. ZIEMER
2005-2009
Ziemer rose from freight elevator operator in 1969 to CEO in 2005. His deep roots in Milwaukee and four-decade career gave him unique insight into company operations. Though his tenure began during profitable years, it concluded amid the 2008 global financial crisis that severely impacted motorcycle sales.
KEITH WANDELL
2009-2015
Wandell joined Harley-Davidson from Johnson Controls during economic turmoil and implemented restructuring. His cost-cutting measures saved over $300 million annually via factory consolidation and workforce reduction. Despite initially lacking motorcycle experience, he successfully guided the company through post-recession recovery while expanding outreach to younger riders with the Street platform.
MATTHEW S. LEVATICH
2015-2020
A 26-year Harley veteran with engineering expertise, Levatich launched the ambitious “More Roads to Harley-Davidson” strategy targeting new rider demographics. Levatich saw the development of Harley’s first electric motorcycle, LiveWire. The CEO had to deal with declining sales, tariff conflicts, and an aging customer base. Mounting shareholder pressure led to his resignation in February 2020.
JOCHEN ZEITZ
2020-present
Former Puma CEO Zeitz replaced Levatich’s expansion strategy with his “Rewire” and “Hardwire” plans, focusing on premium pricing and core products. He navigated pandemic disruptions, spun off LiveWire as a separate electric brand, and emphasized sustainability initiatives. Zeitz faced criticism for its remote management style and declining dealer satisfaction despite operational restructuring. He recently announced his 2025 retirement amid investor pressure.
ARTIE STARRS
2025-present
Former CEO of Topgolf International and Pizza Hut, Starrs brings extensive experience in managing strong consumer brands and global operations to Harley-Davidson. Starrs assumed the role of President and CEO in October 2025, taking over during a challenging period marked by declining sales, tariff uncertainties, and the need to reconnect with Harley’s traditional customer base while attracting new riders.
