The company is going through some big changes to hopefully section off more of the market for themselves after a lackluster performance over the last decade. It’s no surprise to me that they’re cleaning-house and attempting to breathe some fresh air into the 100+year-old brand. They have given this direction change an official title of “The Rewire” to continue through 2020 with 2021 introducing “The Hardwire” going onwards. We can only hope it pans out for them because the Harley Davidson brand is an important piece of American history.
“Gina is a CFO with the experience to drive a transformation of core processes and reporting for improved operational efficiency, build a global shared services model and modernize accounting and controls,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson. “She will add to the fresh perspectives and new capabilities now represented at the leadership level that complement the experienced talent that has been promoted from within. We have a diverse management team structured in a new way that is designed to fuel Harley-Davidson’s brand desirability and lead Harley-Davidson as a high-performing organization.”