- Four new senior management positions
- Bryan Niketh to return as Chief Operating Officer in January 2026
- Clear emphasis on dealer relationships and Milwaukee location
Following the change in leadership at the top of the company, Harley-Davidson is continuing to drive forward the realignment of its organization. The latest personnel decisions come during a phase of strategic reorganization that is intended to affect both structural and cultural aspects of the group.
Restructuring at board level already initiated in advance
Even before the changes now announced, Harley-Davidson had already adjusted its committee structure. Long-standing board members such as Sara Levinson and Norman Thomas Linebarger retired due to age. Their positions were filled by Daniel Nova and Matt Reintjes.
There was also a change at the top of the company. Artie Starrs took over as president and CEO after Jochen Zeitz announced his retirement. Starrs took office in October and immediately began reviewing the management structures.
New leadership roles to promote growth and integration
At the heart of the current restructuring is the addition of four key positions to the leadership team. Harley-Davidson emphasizes that these roles were created to enable growth and to more closely integrate internal processes.
Jonathan Root will take on a dual role as Chief Financial and Commercial Officer. In addition to his previous responsibility for financial strategy, he will also lead the commercial division. The focus here will be on cooperation with the dealer network and greater integration of the company’s in-house financial services.
Return of an industry expert as Chief Operating Officer
Bryan Niketh, a long-standing manager, is returning to the company. He will take up the position of Chief Operating Officer on January 5, 2026. Niketh previously worked for Harley-Davidson for over 20 years, during which time he was responsible for product and operations, among other things.
Most recently, he served as president of the White River Marine Group. In his new role, he will consolidate and manage the areas of product management, product development, and product operations. The company is thus relying on operational experience and in-depth internal expertise.
Marketing, technology, and brand under new leadership
Another change is the consolidation of marketing, digital topics, and technology under one leadership. Matt Ryan was appointed Chief Marketing and Technology Officer and took up his position in December. He previously served as Chief Marketing Officer at Boyd Gaming.
Marcus Fischer joins the leadership team as Chief Brand Officer. He comes from the Carmichael Lynch agency, which has been responsible for several influential campaigns for Harley-Davidson in the past. Fischer will be responsible for brand strategy, creative direction, and long-term positioning, reporting directly to Ryan.
Davidson family more closely involved
In addition to formal leadership positions, Harley-Davidson is also focusing on symbolic continuity. Bill Davidson is taking on the newly created role of Special Advisor to the CEO and will also serve as brand ambassador. His focus will be on product development, brand essence, rider culture, and community.
Karen Davidson will also remain active as Brand Ambassador and will work more closely with the marketing and brand teams in the future. Specific details of this role will follow at a later date.
Clear words on strategic direction
Artie Starrs placed the personnel decisions in a larger strategic context. He emphasized both the importance of the dealer network and the technological advancement of the company.
Original quote:
“As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful. These changes set us up to deepen our connection to riders and dealers, accelerate data-led and tech-enabled engagement, and unlock the full potential of our operations.”
Commitment to Milwaukee and the dealer network
A central element of the realignment is a clear commitment to the Milwaukee location. In particular, the historic Juneau Avenue Campus is to remain the heart of the company. At the same time, relations with authorized dealers are to be strengthened after being considered strained in recent years.
The current changes are part of a broader attempt to regain trust within the dealer network and restructure internal collaboration. Concrete effects on model policy and market orientation are expected to become clearer with the introduction of the second phase of the 2026 model range.
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