It didn’t last long. Exactly two months after the firing of Matt Levatich as Harley-Davidson’s CEO, the Bar & Shield brand has announced that it is stepping away from the company’s “More Roads Lead to Harley-Davidson” business strategy, for a new plan that is being called “The Rewire”.

As you would expect, the new plan is framed partially by the response to the COVID-19 pandemic that is gripping the world, but Harley-Davidson sees things further down the path as well, saying that the “The Rewire” will be a five-year strategy for the motorcycle maker.

This move comes after a considerable internal battle for control of the Harley-Davidson board of directors, which saw a proxy fight breaking out with Impala Asset Management – one of Harley-Davidson’s largest shareholders.

The fight ended in a truce, with Impala and Harley-Davidson agreeing to add another board seat, of their mutual choosing. Presumably, a part of that peace offering is the new Rewire plan that we now see.