Artie Starrs
New CEO Artie Starrs takes over a struggling Harley with eroding market share. While strong strategically, he lacks experience in manufacturing and executing an iconic brand turnaround.
According to sources, Starrs is a polarizing leader valued for his strategic thinking but criticized as overly numbers-driven, aloof, and weak at culture-building.
Starrs is expected to heal dealer rifts and launch a new motorcycle near-term, but his lack of turnaround experience suggests a full brand rejuvenation will be elusive.
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