Harley-Davidson Resets Brand to Drive Growth

Harley-Davidson has unveiled a comprehensive brand refresh through its global RIDE platform, marking a strategic return to the company's core values after a period of significant revenue decline.

The initiative centres on a new visual identity that reinstates the motorcycle manufacturer's traditional Bar and Shield logo, designed to emphasise the company's heritage spanning more than a century. The platform also includes a video featuring footage of real Harley-Davidson riders, created to highlight the brand's community.

According to the company, this video will air nationally across broadcast and streaming platforms, alongside 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."

Marketing leadership restructure

The brand reset accompanies significant changes to Harley-Davidson's leadership structure.

In December 2025, the company announced several new appointments, including Matt Ryan as Chief Marketing and Technology Officer and Marcus Fischer as Chief Brand Officer. Brian Niketh joined as Chief Operating Officer, whilst Jonathan Root, formerly the company's Chief Financial Officer, became Chief Financial and Commercial Officer as part of an increased 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 appointments followed Artie's appointment as CEO in October 2025. He replaced Jochen Zeitz, former CEO, 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.

Declining sales drive strategic shift

This challenging period has been characterised by significant revenue decline, 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, 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."