European CEO of Harley-Davidson faced criticism for creating a culture clash with the US biker 'brotherhood.

In the 1990s, Puma was taken over by Jochen Zeitz, who was Germany's young and promising corporate leader at the time.

Recently, he has encountered queries and apprehension from both bikers and weary consumers in the United States.

Since taking over Harley-Davidson in 2020, Zeitz has been criticized for promoting far-left ideology and damaging the brand's reputation.

"Horseshoe" Johnny Hennings, a longtime Harley-Davidson biker, stated at the conclusion of the Sturgis Motorcycle Rally in South Dakota last week that they had lost their human touch.

"Harley was once a brotherhood, but now it's just a distant memory."

But Zeitz's supporters see it another way.

They say claims of Harley's demise are vastly overstated by aging riders.

In 2019, the Milwaukee-based motorcycle manufacturer reported $5.4 billion in revenue, marking the end of a decade-long decline. However, revenue increased to $5.8 billion in the previous year, representing the third consecutive year of growth under the leadership of the German-born CEO.

The general manager at a Texas dealership stated to Planet Chronicle Digital that the smart dude who took over has led Harley to generate more revenue for its investors.

"It’s simple as that."

"He’s just all about being a new world order globalist."

Harley's image, which is renowned, has been the subject of scrutiny due to a perceived cultural conflict.

The American riders who cherished Harley-Davidson's image of rugged independence and patriotism are now facing off against the European traveler who leads the brand and has progressive goals.

Vinny Terranova, owner of Pappy's Vintage Cycles in Sturgis, South Dakota, told Planet Chronicle Digital that he is all about creating a new world order as a globalist.

"The bean counters and minions from Europe who were brought in by him do not care about Harley's origin or history. There is no longer any customer interaction or service."

Harley-Davidson, Zeitz, and members of the company's board of directors were contacted by Planet Chronicle Digital for comment.

In recent weeks, social media and consumer outrage have centered on Harley-Davidson's "woke" agenda, which has caused unhappiness among core consumers.

Zeitz stated at a 2020 conference in Switzerland that they were attempting to challenge traditional capitalism and redefine it while holding the handles of Harley-Davidson.

Last week, anti-woke social-media warrior Robby Starbuck released the video.

In a remarkable statement, Zeitz referred to himself as "the sustainable Taliban" in relation to terrorism.

Earlier this week, Harley-Davidson announced it was scaling back some of its controversial programs and refocusing on its core consumers amid public outrage.

All of this has fueled questions about the man behind the plan.

Prior successes

Puma's success under Zeitz is celebrated in glowing tributes across various media outlets, highlighting his exploits among the elite.

In 2018, a Wired magazine tribute celebrated Jochen Zeitz's successful rescue of Puma and his current efforts to address global business issues.

In 2008, Zeitz launched Puma Ocean Racing in Boston, with Selma Hayek christening the first boat. In 2013, he founded The B Team with Richard Branson, based in London and New York City, with a mission to define business by social agenda. And in 2017, he opened the Zeitz Museum of Contemporary Art in South Africa.

Despite his professional accomplishments being widely recognized, little is known about Zeitz's family background.

Little is publicly known about the CEO's family.

According to rare bits of information from profiles, including in Women's Wear Daily and other publications, found online, he was raised in Heidelberg, Germany, to parents in the medical profession. Little else is publicly known about his family.

No family history was found in records and archives searched in both the U.S. and Germany.

In 1993, at the age of 30, he became the CEO of Puma, the youngest head of a publicly traded company in Germany's history, according to multiple sources.

He transformed a low-cost sneaker brand into a high-end fashion statement and solidified his position as a member of Kering's global board, which oversees luxury brands such as Bottega Veneta, Gucci, Puma, and Saint Laurent.

In recent years, some of Harley's most loyal consumers have been rubbed the wrong way by Zeitz.

Marc Wilson, a longtime Harley-Davidson rider from Colorado who worked for one of its dealerships for 21 years, stated to Planet Chronicle Digital that Harley-Davidson was their God and they were its disciples.

He stated that the company we worshipped betrayed us, referring to both its recent awakening and the way some customers feel they have been mistreated.