Harley-Davidson has faced challenges in the past year, including declining sales, tariffs impacting imported materials, and the departure of a controversial CEO. However, the most significant incident was a former director's attempted boardroom coup.
The disagreement between the directors and the company stemmed from the departure of former CEO Jochen Zeitz and the selection of the next CEO. One director sought control over the decision, leading to a public coup attempt. Ultimately, a new CEO, Artie Starr, was chosen, and two long-standing directors resigned.
Starr, previously from TopGolf and Pizza Hut, lacks experience in the motorcycle industry, raising concerns about his ability to lead the iconic brand. However, recent board replacements, including Matt Reintjes from Yeti, bring valuable expertise to guide Harley's future.
Yeti, known for catering to enthusiasts, has a strong reputation for delivering high-quality products. Reintjes' background in Vista Outdoors Group further demonstrates his ability to understand and satisfy the needs of enthusiasts.
With the addition of Jim Farley from Ford, who shares a passion for vintage racecars, the board now includes a mix of business-oriented individuals and those with a deep understanding of the brand's essence. This diverse composition should provide valuable support to Starr as he navigates the challenges of leading Harley-Davidson.
Overall, while some may have reservations about Starr's appointment, the presence of experienced individuals like Reintjes and Farley suggests that Harley-Davidson is in capable hands.