Harley Davidson Sport Speed Test.
(Bloomberg Businessweek) — Mention the name Harley-Davidson, and visions of excessive-handled bikes glottal bottomward endless, sun-streaked highways immediately appear to mind. Whether it become the 1951-52 Panhead Chopper that Peter Fonda rode above the u . S . In Easy Rider or the 1991 Fat Boy in Arnold Schwarzenegger’s nail-biting hunt area in Terminator 2: Judgment Day, the motorcycles receive consistently been able to arm-twist a in a position hobby of American homesickness and freedom.
So what’s Jochen Zeitz, a European ecology activist and acclaimed African art collector, accomplishing abaft the handlebars of the U.S.’s exceptional iconic motorcycle manufacturer? He’s demanding to keep it from proper an anachronism.
Zeitz, who took over as arch controlling administrator of Harley-Davidson Inc. In February, is underneath burden to approximately-face about the acclaimed employer, whose sufficient $22,000 motorcycles are well-liked via crumbling boomers but now not so abundant by means of millennials.
He’s an absurd savior. Unlike the Midwestern accountants and engineers who’ve led Harley over its 117-12 months history from its Milwaukee headquarters, fifty seven-yr-vintage Zeitz grew up in Germany and accelerating with a quantity in all-embracing advertising. He’s authored books, a how-to on acceptable commercialism and a airy album on administration ethics he co-wrote with a Benedictine monk. In 2017 he irritated his all-inclusive amassing of African art into a nine-story constructing at the seashore in Cape Town. Zeitz speaks seven languages, plays classical guitar, and set up a basis to abutment moral eco-tourism like that done through his affluence resort in Kenya.
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He can additionally see the airy ancillary of motorcycling, as in 2013 returned he abounding a accumulation vicinity loads of Harley fans took their bikes to the Vatican to be adored via Pope Francis. “You’ve had the cachet quo changed with the aid of a eyes of this cultured, worldly, all-around man or woman,” says Tony Gonzalez, a Denver-primarily based industry adviser who works with Harley dealers. “If you attending at pleasant groups appropriate now, there’s plenty which are targeted globally and demanding to affix with a new client.”
Zeitz turning into his affluence and authoritative stripes returned at age 30 he have become CEO of an about broke Puma SE and repositioned the sneaker aggregation as a hip appearance brand. That launched the above Colgate-Palmolive Co. Controlling into CEO stardom, touchdown him on the lath of Harley in 2007. He pushed the lath to embrace commercial enterprise-friendly environmentalism by using development the organization’s aboriginal all-electric motorbike, LiveWire, and packages together with barometer accumulation alternation impact.
He took the pinnacle task afterwards the abrupt abandonment of his predecessor, Matt Levatich, and anon needed to accost the coronavirus pandemic, which close Harley’s factories and depressed sales already