The iconic American motorcycle brand, Harley-Davidson has appointed interim President and CEO Jochen Zeitz as the new President and CEO of the company.

In recent years Harley witnesses dismal sales performance. Hence, the former head of the brand Matt Levatich stepped down. Zeitz brings his experience as the CEO of the sports apparel and goods brand Puma to the role. Zeith plans on to restructure the company and also redefine Harley Davidson.

In a press statement, Zeitz said “Over the next few months, we will re-wire the business and redefine a new 5-year strategic plan later this year. I will then oversee the implementation of these changes and re-ignite Harley-Davidson as one of the most revered and iconic brands in the world.

“The Rewire” strategy that Zeith is working on allows Harley-Davidson to enter new markets and segments as well. The plan is said to develop further in the coming months which will incorporate key products, and initiatives from the current on-going strategy for the brand, but with a key focus on markets and products that can help drive profits and growth.

Harley were facing plenty difficulty in the last few years in terms of unit sales. This has been more prominent in its home market – the USA as the modern consumers have moved away from heavyweight cruisers to adventure touring models or ADVs. Zeitz has been on the board of directors of the Harley-Davidson since 2007 and has served as the chairman and CEO of Puma from 1993 to 2011 and CFO from 1993 to 2005.

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