Did you know that Puma was once on the verge of bankruptcy, and one gentleman steered and helped make it profitable with sales of 4 billion USD? Leading to its stock price skyrocketing by 4000 %! And that man is Jochen Zeitz, now the President, CEO and Chairman of Board of Harley-Davidson Inc. which is also powering the LiveWire, its flagship EV brand. Harley-Davidson is an iconic brand with a cult following and undoubtedly the most desirable motorcycle brand in the world by any measure. Ramesh Somani caught up with him exclusively on his first visit to India as the CEO of Harley-Davidson.
Ramesh Somani: Harley-Davidson has stuck to its roots ever since. How has that changed with the changing lifestyle and the changing landscape? How are things shaping up globally for you?
Jochen Zeitz: We've been around for 120 years. We've seen a lot of changing landscapes, and so there's always the next generation that you need to get excited to ride motorcycles, which is why we've introduced the X440 in India to introduce the next generation of riders to the Harley life, before they graduate to bigger Harleys.
RS: So, Harley's journey has had many strategic overhauls, right? From Rewire to Hardwire but has the brand finally found its game?
JZ: Over 120 years, you need different strategies to succeed. It cannot be just one strategy. And the Rewire was setting us up for Hardwire. It was in the 2020 pandemic where we had to close our factory, like everybody else. And I felt it was necessary to rewire the business. build a new foundation based on which we could then launch a new strategy, which was the Hardwire.
Denne historien er fra August 2023-utgaven av BBC TopGear India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra August 2023-utgaven av BBC TopGear India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
THE PERFECT RECIPE FOR KARI FT. EUROGRIP
What happens when you do track days in the name of pushing the limits of a tyre
ROOKIE BLUES
Acosta Urged for Patience as KTM Chases Ducati
THE VALUE OF TIME
Christoph Grainger-Herr, CEO of IWC Schaffhausen
DJI Osmo Action 4
Being an automotive journalist, our job entails us to ride motorcycles of all kinds and not to forget, the life behind driving some exotic set of wheels as well.
WAR WORDS WORLDS
Indians might not have played a deciding role in the previous world wars but now, our participation is much more evident
XTREME MACHINE
Maserati's racing history is a patchwork of epic highs and long absences, so can the MCXtrema - a track only version of its latest supercar-bring back the glory days?
WET AND WILD
No doors, no roof, no boot, but at least there's a windscreen... Paul Horrell pulls on his waterproof trousers and takes the Nomad 2 for a spin
STREAM W0RKS
This is an MG. Yes, really. Turns out it's got form in streamliners too...just ask Stirling Moss
A map and a compass.
Dacia got a foothold in the UK with cheapness, now it wants toughness on its CV. Can the new Duster handle Morocco's heat and locate a Dakar team in the desert - no GPS allowed?
A RECKLESS DEVELOPMENT?
Farewell, V10, this is the new Lamborghini Temerario, a 907bhp V8 hybrid. A worthy Huracán successor, or a misstep from the Italian firm?