A DEALERSHIP owner is celebrating the retirement of Harley-Davidson’s CEO as the dealer blasts the leader for not connecting with customers.
Jeff Binkert, the president of the House of Harley-Davidson dealership, openly called out the company’s CEO, Jochen Zeitz, for failing to build relationships with customers and dealers.
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Harley-Davidson, known for being an icon of American motorcycles, is undergoing major changes as Zeitz announced that he would retire after five years of running the company.
The president said he will stay on until a replacement has been found.
Dealership owners are celebrating the CEO’s retirement as they welcome a new chapter, local Fox affiliate WITI reported.
“If you wanted to know the number of Harley dealers who are happy that a new CEO is coming in, the number is all of them,” said Binkert.
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“[Zeitz hasn’t] connected with the customers and the dealers in general, and I just think, you know, it’s time for new leadership.”
Binkert blamed Zeitz’s push for the company’s “Hardwire” program, which allows customers to buy motorcycles online, for dealers’ loss.
“What got really out of control is the constant push to sell products online – against the dealers,” he said.
“You know, if you can buy a t-shirt online, and it’s shipped for free, why would you come to the store?”
Binkert said there’s been “a lot of cultural changes” since Zeitz took over, but the dealers are “looking ahead.”
“I think it’s going to be a great new era,” he said.
Binkert’s opinions on Zeitz’s cultural changes were echoed by board member Jared Dourdeville, who resigned just days after the CEO did.
In a letter announcing his resignation from the 122-year-old company, Dourdeville blasted Harley-Davidson’s CEO for the company’s underperformance and “cultural depletion.”
In his letter on April 1, Dourdeville wrote that he is most concerned about the company’s long-term trajectory.
He cited Harley-Davidson’s change in culture, transparency and accountability, and management’s unwillingness to put the company first.
“These concerns have increased exponentially in recent quarters,” Dourdeville wrote.
The board member said these issues “start at the top,” blaming Zeitz for Harley-Davidson’s shortcomings.
Harley-Davidson closures in 2024
There are over 650 Harley-Davidson dealerships across America.
However, multiple stores have closed for various reasons throughout 2024 – if they give any explanation at all.
Below is a list of some Harley-Davidson locations that have shuttered this year and why they closed their doors:
A San Francisco location closed in June 2024 after 110 years due to ‘chaos’ brought by new management.
Miracle City Harley-Davidson in Titusville, Florida, closed in September 2024 with no reason given.
Harley-Davidson’s legacy location in New York City closed shop on September 28, 2024, with the owner citing problems with the economy.
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed its doors in October 2024 after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.
Another Illinois dealership closed in November 2024.
Plus, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.
In 2025, Hideout Harley-Davidson in Missouri announced it would shutter at the end of March.
“So much of what makes Harley-Davidson special is the opportunity to build community for employees, dealers, customers, and fans of the brand worldwide,” Dourdeville wrote.
“Today the community that Harley-Davidson seeks to build has been decimated at the corporate level, and the extent of the cultural depletion has become more glaring in recent months.”
Dourdeville ended his letter by stating that he has “deep respect” for the company.
The board member said he remains optimistic about a future where employees, shareholders, dealers, and riders can thrive.
