Focus on Strengthening Commercial, Dealer, Marketing and Operational Infrastructure
MILWAUKEE, Dec. 10, 2025 — Harley-Davidson, Inc. (the “Company” or “Harley-Davidson”) (NYSE: HOG) today unveiled a series of leadership and organizational changes aimed at reinforcing the company’s leadership team, bolstering its commitment to riders and dealers, and solidifying Milwaukee’s position as the core of its operations.
Key Highlights
- Jonathan Root will assume the newly established position of Chief Financial and Commercial Officer, combining both roles.
- Bryan Niketh returns to the company as Chief Operating Officer, leading Product Management, Development, and Operations.
- Matt Ryan has been appointed Chief Marketing and Technology Officer.
- Marcus Fischer has been named Chief Brand Officer.
“As we envision our future, we are going back to the core strengths that make Harley-Davidson distinctively powerful,” stated Artie Starrs, President and CEO of Harley-Davidson. “These adjustments position us to enhance our ties with riders and dealers, speed up engagement driven by data and technology, and fully realize our operational capabilities.”
New Roles to Propel Growth and Integration:
Jonathan Root – Chief Financial and Commercial Officer: To support a revitalized emphasis on dealer relationships and integration with Harley-Davidson Financial Services (HDFS), Jonathan Root will now head the Commercial organization alongside his duties as Chief Financial Officer.
Bryan Niketh – Chief Operating Officer: Harley-Davidson is bringing back Bryan Niketh, effective January 5, 2026, to take on the role of Chief Operating Officer. With two decades of prior experience at H-D and his recent role as President of White River Marine Group, Niketh will manage Product Management, Product Development, and Product Operations – offering extensive company knowledge and fresh operational guidance.
Matt Ryan – Chief Marketing and Technology Officer: Matt Ryan, previously Chief Marketing Officer at Boyd Gaming, started at Harley-Davidson on December 8, 2025. In this new role, Ryan will consolidate the company’s marketing, digital, and technology functions under a single leader, facilitating marketing based on data analysis, cohesive digital interactions, and smoother connections with riders and customers.
Marcus Fischer – Chief Brand Officer: Also starting December 8, 2025, Marcus Fischer has taken up the position of Chief Brand Officer, reporting to Matt Ryan. Fischer comes to Harley-Davidson from Carmichael Lynch, the creative agency responsible for many of the brand’s legendary campaigns, and will direct brand strategy, creative vision, and long-term brand strategy as the company moves into a new era.
Bryan, Matt, and Marcus will all be located in Milwaukee at the company’s Juneau Avenue headquarters.
Bill Davidson – Special Advisor to the CEO and Brand Ambassador: Bill Davidson will take on the newly formed role of Special Advisor to the CEO and Brand Ambassador, concentrating on product development, brand, rider culture, and community.
Karen Davidson – Brand Ambassador: Karen Davidson will remain as Brand Ambassador, collaborating more directly with the Marketing and Brand teams on dealer relations, rider culture, and community. More details will be announced later as Matt Ryan and Marcus Fischer become established in their positions.
A Renewed Commitment to Milwaukee and Our Dealer Network
Harley-Davidson has reiterated its dedication to Milwaukee – particularly its historic Juneau Avenue headquarters – as the central hub of its business. “Milwaukee is our home, and it always will be,” Starrs stated.
These structural adjustments are a component of a larger initiative to rebuild and fortify the company’s relationship with its dealers and riders – positioning Harley-Davidson to pursue an ambitious strategic direction.
Company Background
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Our ambition is to maintain our status as the world’s most sought-after motorcycle brand. Since 1903, Harley-Davidson has shaped motorcycle culture by offering a lifestyle centered around unique and customizable motorcycles, experiences, accessories, riding gear and apparel. Harley-Davidson Financial Services offers financing, insurance, and other programs to help riders hit the road. Harley-Davidson also holds a controlling interest in LiveWire Group, Inc., the first publicly traded all-electric motorcycle company in the United States. LiveWire represents the future for urban adventure and beyond. Leveraging its DNA as an agile innovator from the Harley-Davidson lineage and building on ten years of experience in the EV market, LiveWire’s goal is to become the most desirable electric motorcycle brand globally. Learn more at and .
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SOURCE Harley-Davidson, Inc.