Harley-Davidson Hires Topgolf Head as Motorcycle Maker’s CEO (2)

Harley-Davidson Inc. appointed the head of Topgolf Artie Starrs to be its new chief executive officer, as the motorcycle manufacturer grapples with tariffs and tepid consumer demand.

Starrs, who has run the golf entertainment division of Topgolf Callaway Brands Corp. since 2021, will start his new role on Oct. 1, according to a statement Monday.

He joins as the storied motorcycle brand battles tariffs imposed by US President Donald Trump and weak demand. Direct tariffs or absorbing duties for its suppliers could cost Harley as much as $85 million this year, it said last month. The 122-year-old manufacturer plans to ...