DETROIT / MILWAUKEE In a development that could reshape the future of one of America’s most iconic motorcycle makers, Ford Motor Company Chief Executive Officer Jim Farley has delivered a blunt and urgent message to Harley‑Davidson leadership and its global community of riders and investors.
In an interview granted a month ago, Farley told Argentina’s La Nacion that Harley‑Davidson risks losing its relevance if it fails to modernize its business model and product line for today’s market realities. He framed his advice in stark terms: legacy alone will not secure the brand’s future. American industrial icons must evolve or face obsolescence.
Farley is not speaking as an outside critic. He sits on Harley‑Davidson’s board of directors, a position he has held since 2021 when he was nominated by then‑CEO Jochen Zeitz in part to help steer the motorcycle giant toward new strategic horizons. At Ford, Farley has spent much of the past five years confronting the existential challenges facing legacy automakers as competition intensifies in electric vehicles and global manufacturing.
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