April 8 (Reuters) - Harley-Davidson's ( HOG ) Jochen

Zeitz plans to retire as CEO in 2025 after five years in the

role, the American motorcycle maker said on Tuesday.

Zeitz, hailed for turning around German footwear brand

Puma's near-bankrupt business, joined Harley's board

in 2007 and was tapped as CEO in May 2020.

At Harley, Zeitz launched the "Hardwire" strategy in 2021 to

revive the storied motorcycle maker that was struggling to

connect with young riders as its key customer base of Baby

Boomer aged.

The five-year strategy involved prioritizing high-margin

products, exiting international markets with low sales volume

and modernizing the brand's appeal.

Still, Harley in February forecast 2025 profit and

motorcycle revenue to be flat to down 5% as consumers temper

big-ticket purchases.

The company's shares are up more than 11% since Zeitz took

charge, compared with the 77% rise in the benchmark S&P index.

Harley's board said it has launched a search process and

Zeitz is expected to remain in his position until a successor is

named.