---
schema_version: "secwatch.filing_event.v1"
accession: "0000793952-25-000166"
form_type: "8-K"
ticker: "HOG"
cik: "0000793952"
company_name: "HARLEY-DAVIDSON, INC."
filed_at: "2025-08-04T23:59:59+00:00"
generated_at: "2026-05-17T21:39:24.908080+00:00"
event_type: "leadership"
sentiment: "neutral"
materiality_score: 0.7
calibrated_materiality_score: 0.7
confidence: "high"
source: SEC EDGAR
---

# Harley-Davidson appoints Topgolf CEO Arthur Starrs as President and CEO, effective Oct 1, 2025

## Summary
- Arthur Starrs, currently CEO of Topgolf, named President and CEO effective Oct 1, 2025; replaces retiring Jochen Zeitz.
- Starrs receives base salary of $1.2M, STIP target 150% of salary, annual LTIP grant valued at $6.5M.
- One-time cash award of $2M (repayable if voluntary departure within 12 months); one-time RSU grant of $4.5M.
- Pro-rated 2025 equity grant of $1.625M; all equity vests in three equal annual installments.
- Troy Alstead, current Presiding Director, succeeds Zeitz as Chairman of the Board on Oct 1, 2025.

## SEC filing metadata
- accession: 0000793952-25-000166
- form_type: 8-K
- ticker: HOG
- cik: 0000793952
- company_name: HARLEY-DAVIDSON, INC.
- filed_at: 2025-08-04T23:59:59+00:00
- event_type: leadership
- sentiment: neutral
- materiality_score: 0.7
- calibrated_materiality_score: 0.7
- confidence: high
- sec_items: 5.02, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/793952/000079395225000166/0000793952-25-000166-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/793952/000079395225000166/hog-20250730.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0000793952-25-000166
- JSON: https://secwatch.observer/filing/0000793952-25-000166.json
- Plain text: https://secwatch.observer/filing/0000793952-25-000166.txt

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.