It’s Time to Stand Together.

Built by Dealers, for Dealers, the NPDA is your voice in the Powersports industry.

Together, we tackle the challenges no dealership can face alone—providing the tools, staying ahead of critical issues, and delivering the resources you need to grow, stay profitable, and lead in a competitive market.

Strength in numbers means every Dealer counts. Your voice matters.

♦️Already a member? Thank you—your support is shaping the future of our industry.

♦️Not yet a member? Now is the time. Your dealership deserves a seat at the table.

Don’t wait on the sidelines. Join the NPDA today and be part of the movement driving our industry forward.

A powerful example of dealers uniting for impact is the ongoing work of the H-D Council—ensuring that Harley-Davidson dealers have a clear, unified voice in the critical conversation about the brand’s leadership and future.

Here’s the latest resource from the Council, created to keep you informed and equipped.

While these issues may directly affect H-D dealers today, make no mistake: tomorrow, they could impact every dealership in our industry.

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Stay informed. Stay prepared. Stand united.

The National Powersports Dealer Association (NPDA) was organized for times like these.

The recent turmoil in the Harley-Davidson Motor Company (HOG) board room has spilled

into the open and there is now a rising tide for change in HDMC leadership. A board

member, Jared Douderville, has resigned for many of the reasons that align with issues we have been communicating for a long while. Jared is a member of H Partners, who own approximately 9.1 percent of the outstanding shares of HOG. They have launched a public website urging shareholders, dealers and riders to participate in their efforts to bring about changes to the Harley-Davidson leadership and brand. The website link is:

https://www.freetheeagle.com

and it provides details about their position on issues and their vision for the future of

Harley-Davidson. 

We urge our members and all Harley-Davidson Dealers to visit this website as soon as possible to understand the current circumstances, add your contact information to be kept informed on future updates and provide anonymous feedback of your views. This is a crossroads for the Harley-Davidson brand and its future. 

Stay connected with the NPDA and the Harley-Davidson Council to stay informed of

developments as they occur. Please contact us via email or phone with your views and concerns. 

Here is a link to HD Council members who await your comments: 

Respectfully,

Harley-Davidson Council of the NPDA

Key Issues and Sources

Leadership & Governance

• CEO Retirement: Jochen Zeitz announced plans to retire in 2025 after five years as CEO. He will remain in the role until a successor is appointed. ​
• Activist Campaign: H Partners, holding a 9.1% stake, launched the "Free the Eagle" campaign, urging shareholders to withhold votes for Zeitz and two other board members, citing concerns over leadership performance and strategic direction. ​

DEI Policy Rollback

• Scaling Back DEI Initiatives: In April 2024, Harley-Davidson discontinued its Diversity, Equity, and Inclusion (DEI) programs, including hiring quotas and supplier diversity goals, following pressure from conservative activists. ​

Financial Performance

• Stock Performance: Harley-Davidson's stock has declined significantly, underperforming the S&P 500, raising concerns among investors about the company's strategic direction and market competitiveness. ​

Sources

• Reuters: Harley-Davidson CEO Jochen Zeitz to retire
• Business Wire: H Partners Launches Withhold Campaign
• The Guardian: Harley-Davidson drops DEI initiatives
• Reuters: Harley-Davidson faces calls for CEO to leave now​

About the NPDA Harley-Davidson Council

As Harley-Davidson dealers navigate an evolving powersports landscape, the need for a unified voice has never been more critical. Recognizing this, the National Powersports Dealer Association (NPDA) established the Harley-Davidson Dealer Council—a dedicated platform designed to address the unique challenges and opportunities faced by Harley-Davidson retailers.​

This council aims to foster collaboration among dealers, advocate for their collective interests, and enhance profitability across the network. By providing a structured environment for dialogue and strategy development, the council empowers Dealers to share insights, tackle common concerns, and influence industry practices.​

Our Vission Statement

Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable and exceed the expectations of a growing Powersports customer base.

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