Milwaukee's own Harley-Davidson Inc. has hit a rough patch as board member Jared Dourdeville resigned this week, voicing deep concerns over the company's trajectory. As reported by WISN, Dourdeville's abrupt exit comes alongside an announcement from CEO Jochen Zeitz about his planned retirement after a five-year stint.
Dourdeville, who clearly viewed the company's status from a standpoint of frustration, pointed to "severe underperformance on shareholder returns" in a letter obtained by FOX6. He highlighted how the organizational culture, including a work-from-home policy for white-collar employees, potentially contributed to what he saw as a "decimated" corporate community. Andrew Weiland of BizTimes, speaking to WISN, suggested that the significance of the remote work point shouldn't be understated, especially considering its impact on Milwaukee.
The changes in the boardroom raise questions about Harley-Davidson's strategic direction as framed by the "The Hardwire" plan, unveiled under Zeitz in 2020 with intentions to turn profits and draw in a broader customer base. However, according to a letter by Harley-Davidson addressing Dourdeville's claims and shared by JSONline, the outgoing director allegedly never strongly opposed the board's majority decisions, except on one occasion.
Dourdeville's letter criticized the company's reaction to an incident in the summer of 2024, when conservative activist Robby Starbuck targeted the company, resulting in Harley-Davidson rolling back on some DEI efforts and LGBTQ+ sponsorships. "I believe that the Company's entire response to this incident was grossly mismanaged," Dourdeville wrote, pointing to what he perceived as a lack of accountability and transparency. Weiland, in his interview with WISN, noted that this incident, irrespective of individual viewpoints, had left an indelible mark on the company's reputation. Amidst these upheavals, Dourdeville had called for the resignation of not only Zeitz but also long-serving directors Sara Levinson and Tom Linebarger days before his own departure.
In light of these developments, there are worries about what lies ahead for the long-standing Milwaukee-based manufacturer. The company itself conceded an "unprecedented downturn in the motorcycle industry" but deemed Dourdeville's concerns as misleading.
