Harley-Davidson confirmed changes to its leadership and organization on December 10, as the brand looks to rebound from another quarterly decline in motorcycle sales.

In the first three quarters of the 2026 fiscal year, the company has seen a sharp decline in sales, which it has attributed to a challenging commercial environment.

CFO Jonathan Root will also assume the role of chief commercial officer (CCO), creating a hybrid position. He is joined by Bryan Niketh, who will serve as chief operating officer; Matt Ryan, who will serve as chief marketing and technology officer; and Marcus Fischer, who will serve as chief brand officer.

“As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful,” said Artie Starrs, president and CEO of Harley-Davidson.

“These changes set us up to deepen our connection to riders and dealers, accelerate data-led and technology-enabled engagement, and unlock the full potential of our operations.”

Harley-Davidson added that Bill Davidson will serve as special adviser to the CEO and brand ambassador. Karen Davidson will continue as brand ambassador.

The company said that further announcements will be made as Matt Ryan and Marcus Fischer acclimatize to their roles.