Ford CEO Jim Farley said Harley-Davidson needs to evolve to preserve its place in the market, speaking in an interview with Argentina’s La Nacion.

According to Farley, Harley-Davidson, much like Ford, is a global icon, but the company cannot stand still or rely solely on its legacy. He emphasized that the brand should look ahead and adapt to today’s market conditions. It’s a candid diagnosis for a name built on tradition, and the message sounds pragmatic: reverence alone won’t keep the wheels turning.

Farley has served on Harley-Davidson’s board since 2021 and continues in that role. He also owns two classic motorcycles from the brand, which he restored himself. The two companies have crossed paths before, releasing special editions of pickup trucks.

In recent years, Harley-Davidson has faced headwinds: its core audience is aging, while younger buyers turn to other marques. Former Top Golf CEO Artie Starrs recently took the helm, launching a restructuring, refreshing the management team, and cutting costs—steps that read as a measured attempt to realign the business.