Harley-Davidson CEO Artie Starrs Refocuses on Core Business, Brings Back Legacy Logo
CEO Artie Starrs, eight months into the role, is steering Harley-Davidson back to basics by prioritizing great motorcycles, its 500+ U.S. dealers, and the return of the bar and shield logo.
500+
8 months
What Happened
Harley-Davidson CEO Artie Starrs, eight months into his tenure, has been engaging with riders, dealers, employees, and unions. His first major move was reinstating the legacy bar and shield logo. Starrs' agenda is 'getting back to basics' – focusing on core motorcycle production, the dealer network, and workforce pride.
- Building great motorcycles
- Strengthening network of 500+ U.S. dealers
- Supporting a proud workforce
The company states that meaningful improvements and changes have already been made and will continue under Starrs' leadership.
Why this matters
The move signals a strategic pivot to Harley-Davidson's traditional identity and core operations after a period of exploration, aiming to strengthen its brand and dealer network.
Summarised from the linked release; details can be imperfect — always verify against the original source.