Harley-Davidson’s Jochen Zeitz plans to retire as CEO in 2025, the company said Tuesday, ending a five-year tenure marked by efforts to revive the American motorcycle maker struggling with plummeting demand. Zeitz, who had helped revive German footwear brand Puma’s near-bankrupt business, joined Harley’s board in 2007 and was tapped as CEO in May 2020. Zeitz, 62, launched the “Hardwire” strategy in 2021 to turn around the storied motorcycle maker looking to connect with young riders as its key customer base of baby boomer aged.

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