Inside Harley Davidson’s Strategic Brand Refresh

Harley Davidson has announced a refresh of its brand through the global launch of its RIDE platform, designed to return the company to its core values. 

This includes the launch of a new visual identity through the return of its traditional Bar and Shield logo – designed to signal to the company’s 100+ year heritage – and the release of a video featuring footage of real Harley Davidson riders to spotlight the Harley Davidson community. 

According to the company, this video will air nationally across broadcast and streaming platforms, along with a comprehensive internal and external integrated campaign. It describes this move as “the next chapter, celebrating every rider, those who have been with us from the beginning and opening the road to anyone ready to join in”.

Artie Starrs, President and CEO of Harley Davidson, says of the campaign: “I'm thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world's greatest motorcycle, a Harley-Davidson.”

Leadership shifts at Harley Davidson

This brand reset follows a series of leadership changes at Harley Davidson. 

In December 2025, the company announced several new appointments – including Brian Niketh as Chief Operating Officer, Matt Ryan as Chief Marketing and Technology Officer and Marcus Fischer as Chief Brand Officer. 

Jonathan Root, formerly the company’s Chief Financial Officer also became the company’s Chief Financial and Commercial Officer, as part of a renewed focus on dealer relations and integration with financial services. 

The company said these changes were designed to strengthen its leadership and “reinforce its dedication to its rider and dealer community”.

These changes also followed the appointment of Artie as CEO in October 2025. He replaced Jochen Zeitz, who decided to retire after leading the company through “One of the most challenging periods” in its history, according to Troy Alstead, Chair of the Board at Harley Davidson. 

A changing market

This “challenging period” has been marked by a decline in sales – with the company reporting 14% consolidated revenue decline in 2025, and a 28% decline in consolidated revenue in its fourth quarter. 

Much of this decline can be attributed to rising tariffs and an ageing core demographic – with baby boomers historically one of the company’s biggest audiences. 

This led to an undisclosed number of job cuts in March 2026, which are reportedly designed to improve efficiency and restore growth for the company. The last time the company cut jobs was in 2020, when it cut 500 roles as part of what it referred to as its ‘Rewire’ strategy to reduce operating expenses. 

Discussing the company’s 2025 earnings, Artie said that Harley Davidson is taking “deliberate actions to stabilise the business, restore dealer confidence and align wholesale activity with retail demand,” following this decline in sales. 

He continued: “With an iconic brand, a deeply loyal rider community and a dealer network unlike any other, we believe Harley-Davidson is well positioned as we chart a clear path forward.”