HARLEY DAVIDSON CEO asked What at Sturgis?

Source: HARLEY DAVIDSON CEO asked What at Sturgis? by Riding in the Ozarks.
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HARLEY DAVIDSON CEO asked What at Sturgis? Harley‑Davidson CEO Artie Starrs is back in the headlines — from showing up at Sturgis to buying more Harley‑Davidson stock. In this video, I break down everything that’s been going on, what riders are talking about, and what it all means for the future of the Motor Company.
I cover how Artie became CEO, the early speculation that he was brought in to sell Harley, and why that rumor never made sense. We also dig into his focus on dealer profitability, inventory correction, and improving the customer experience. Plus, we talk about his appearance at Sturgis 2026, the conversations he had with riders, and why his recent stock purchase is a big deal — and possibly tied to his employment agreement.
If you care about Harley‑Davidson’s direction, upcoming models, dealer pricing, blank‑canvas bikes, and the future of the brand, this breakdown will get you up to speed.
Let me know in the comments — do you think Harley is headed in the right direction under Artie Starrs?
#RidingintheOzarks #harleydavidson #ceo #artiestarrs #sturgis

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Chapters:
00:00 – Harley CEO back in the headlines
02:06 – Why dealer profitability matters
03:07 – MSRP confusion & consumer frustration
05:56 – Artie Starrs at Sturgis 2026
07:59 – Artie buys $250K in Harley stock