Ford CEO Jim Farley on Harley-Davidson: ‘They Can’t Live in the Past’

By Erik Sherman - December 31, 2025

Ford CEO Jim Farley told an Argentinian newspaper that Harley-Davidson ‘can’t stay the same’

Ford Motor Company CEO Jim Farley had some ominous words for American motorcycle builder Harley-Davidson recently. In an interview with an Argentinian newspaper, Farley referenced Harley-Davidson when talking about the need to change and grow with the times.

“I think Harley is similar to Ford; it’s undergoing a major transformation. It’s also a Midwestern company, in the heart of the United States, and I feel it has the same distinctive character. Milwaukee and Detroit are tough places, full of hardworking people,” Farley told La Nacion in an interview.

“Harley-Davidson, like Ford, is a global icon, but they also have to change. Farley then says, “They can’t stay the same. They can’t live in the past. They have to live in the future.” Stern words, indeed. Then again, the beloved Bar & Shield isn’t doing so hot compared to years past.

Rough roads

Farley, who was born in Argentina and lived there through age nine, was referencing Harley-Davidson’s more recent concerns. Third-quarter sales from this year revealed a 6.0% decline in worldwide sales, per HotCars. Add tariff troubles surrounding the Thailand-built H-D Pan America, Nightster, Nightster S, and fat-tired Sportster S, and things look that much worse. Even with the Nightster falling below the $10,000 starting price mark, H-D is having difficulty resonating with a younger demographic.

No bad blood

That doesn’t mean, of course, that Farley has an ax to grind with Harley-Davidson. For r starters, Farley has been a member of Harley-Davidson’s board for nearly half a decade now. And, according to digital publication Ford Authority, the Blue Oval’s boss has a couple of classic Harleys.

Most notably, Farley restored a 1942 Harley-Davidson WLA Navy motorcycle himself, likely a nod to his father’s service as a U.S. Navy officer during the Second World War. Make no mention of the two brands’ past partnerships, like Harley-edition Ford F-150 pickup trucks.