Motorcycle maker Harley-Davidson is emphasizing "fun and joy" in a new marketing campaign unveiled Thursday under CEO Artie Starrs, and investors seem to be responding.

Shares rose 6.2%, although the campaign-which included a splashy YouTube video-includes few details about Harley's plan to address a waning U.S. motorcycle market. The company says it will roll out its new strategy in May.

Much of the campaign's imagery is familiar, with a video showing riders traversing desert canyons and alpine peaks, though it also includes a heavy dose of smiling and hugging.

Starrs, the former head of Topgolf, took charge of the company in October, replacing Jochen Zeitz. During his tenure, Zeitz prioritized high-end bikes, a strategy that hiked profits but extended the brand's longstanding sales decline.

Investors will likely want to know about Starrs's strategy to broaden Harley's appeal to younger buyers.

The brand's typical customer is well into middle age. Starrs has told analysts that he wants to highlight the fun of riding.

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April 09, 2026 16:20 ET (20:20 GMT)

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