Harley-Davidson CEO Artie Starrs Refocuses on Core Business, Brings Back Legacy 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.
Related coverage
- Harley-Davidson Returns Revolution Max Production to U.S. Facilities
- Harley-Davidson Declares $0.1875 Quarterly Dividend
- Mercedes-Benz and TYTAN Technologies Sign MoU for Drone Defense Vehicles
- Hyundai Motor Group Says Real-World AI Integration Attracts Silicon Valley Engineers
- Mercedes-Benz Museum Announces Summer 2026 Events Including Open-Air Cinema and Urban Culture