Harley-Davidson has announced the appointment of Artie Starrs as its next president and CEO, marking a new era for the iconic American motorcycle brand as it repositions itself both economically and culturally.
Starrs, who currently serves as CEO of TopGolf International, will take over leadership of the Milwaukee-based motorcycle company on October 1, according to a recent corporate statement. Under his direction, TopGolf allegedly saw revenues surge more than 50% and opened new locations across Europe and Asia. Prior to that, Starrs served as Global CEO of Pizza Hut, overseeing more than 18,000 locations in over 100 countries.
However, it seems that Starrs’ resume lacks any connection to the auto industry or any personal connection to motorcycles. A disconnect that some loyalists could claim is a red flag for the motorcycle company, especially after prior issues managing the brand’s culture.
Harley-Davidson recently took the bold step of rolling back all of its controversial Diversity, Equity, and Inclusion (DEI) initiatives after consumer backlash and declining trust in politicized corporate agendas.
As previously reported by The Dallas Express, Harley-Davidson completely cut off its DEI division last year following criticism from consumers and industry figures, including activist Robby Starbuck and even Elon Musk. The decision was praised by many longtime Harley riders who felt the company had strayed from its core values in favor of DEI.
Harley-Davidson’s leaders responded to the change last year, saying: “moving forward, we will focus exclusively on growing the sport of motorcycling.” A message that hopefully aligns with Starrs’ appointment and his track record from Top Golf and Pizza Hut.
Troy Alstead, the company’s presiding director and soon-to-be chairman of the board, praised Starrs’ business bravado and alleged awareness of the brand.
“Artie understands the special place Harley-Davidson occupies in culture and in the lives of our riders. I’m confident that Artie can further enhance this connection with current riders while bringing new people into the H-D community,” Alstead wrote.
Starrs also spoke on Harley’s legacy and its fiercely loyal customers.
“There is no brand that brings the same level of community and rebellious spirit as Harley-Davidson. I’m excited by the tremendous potential to both drive growth and further enhance the H-D experience for all,” Starrs added.
Starrs’ appointment comes as Harley’s current chairman and CEO, Jochen Zeitz, prepares to step down after leading the company through one of the most turbulent stretches in its storied history.