Morgan Stanley
  • Research
  • April 14, 2023

Harley-Davidson: Revamping an Iconic Brand

Morgan Stanley sits down with Harley-Davidson CEO Jochen Zeitz to talk about what might be the biggest challenge of his career: making sure the iconic brand stays relevant without losing its authenticity.


When Jochen Zeitz took over as CEO of Harley-Davidson in March of 2020, he needed to address some immediate challenges—namely, shrinking margins and the impact of the Covid-19 pandemic—while answering one of the biggest questions of his career: How do you preserve the authenticity of an iconic brand while simultaneously reinventing it?

In the latest episode of Exceptional Leaders / Exceptional Ideas, Adam Jonas, Head of Global Auto & Shared Mobility Research, talks with Zeitz about how he’s steering Harley-Davidson into a new era of profitability while staying true to what made the beloved brand a success in the first place. 

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