Richard “Rich” Teerlink

Richard “Rich” Teerlink, Former CEO of Harley-Davidson Inc, Dies at 88

Teerlink’s leadership created a thriving culture within the employee base and extended to the Harley-riding community.

Richard “Rich” Teerlink, the visionary leader who helped steer Harley-Davidson through one of the most remarkable turnarounds in American business history, passed away on April 3, 2025, at the age of 88, after a long battle with Alzheimer’s Disease.

Born on the South side of Chicago to Dutch Immigrant parents (James and Martha Vogel Teerlink), Rich was the youngest of four children. As a teen, he wanted a Harley-Davidson motorcycle, was a Cub fan in White Sox country (converted to Brewers) and savored manufacturing lessons from his tool and die maker father, who had founded his own successful chain manufacturing business. Rich graduated from Fenger High School, collected credits by attending two colleges, and found direction in his life by enlisting in the U.S. Army, and serving in the Finance Corp.

After his military service, Teerlink enrolled in Bradley University and received his bachelor’s degree in accounting. While studying in Peoria, Rich met and married Anna (Ann) Hofing: they were united for 65 years. In 1976, Rich earned an MBA from the University of Chicago Graduate School of Business. In 1994 Bradley honored him with membership in its Centurion Alum Society and in 2004 the U of C named him one of their Distinguished Alums.

Rich believed in life-long learning wherever it could be found. During his army years he enrolled in classes whenever they were available and later quipped that he ”may have attended more schools than most students, but he never lost a credit.” Family road trips were frequently taken with inspiring speakers like Peter Drucker speaking via a cassette.

Rich’s employment record involved several companies through the years, all offering a variety of opportunities and always with a step forward in his career. A move in 1968 from their home in South Holland IL to Racine WI allowed him to gain management knowledge of running a manufacturing company from Earl Fester, President of MGD Pneumatics. The move meant relocating to a three-bedroom apartment with their two young children, John and Leslie. It then led to living in Springfield, MO, where daughter Victoria was born.

Although Teerlink treasured his varied experience, he would joke that the record showed “I couldn’t keep a job.” In reality each move placed him closer to his goals. In 1981, shortly after the famous Vaughn Beals-led buyout of Harley-Davidson by 13 executives, Rich joined the company as Chief Financial Officer. Now, he was on the Harley-Davidson motorcycle he dreamed of as a teen, and in a role where he successfully accomplished a re-structuring of the company’s debt to ensure its survival.
In 1988 lead the San Francisco segment of the company’s victorious 85th Anniversary Ride as President of the motorcycle division. This was one of nine rides from around the country that culminated in Milwaukee at a huge festival raising funds for the Muscular Dystrophy Association.

There was so much to celebrate that year, and Rich fondly remembered one rider’s comment on arrival in Milwaukee. The rider, a Viet Nam veteran, approached Rich and said, “H-D has given me the ‘welcome home’ I never had. I’m taking Baby to visit her home tomorrow.” Baby, his nickname for his Harley, was going to where she was born, the H-D engine plant.

Under Teerlink’s leadership, Harley-Davidson transformed from a struggling manufacturer to a global icon of American craftsmanship and freedom. By the time he retired from the board in 1999, the company’s revenue had skyrocketed from $210 million to $2.45 billion.

More than a strategist, Teerlink was a principled leader who genuinely appreciated people. He was known for walking factory floors, building relationships with employees, and living by five core values: tell the truth, be fair, keep your promises, respect the individual, and encourage intellectual curiosity. “It’s not the bottom line——-it’s the people,” he often said. This mantra, and his support for the individual was the building block for the Harley-Davidson culture that is so frequently lauded by employees, the community and the business media.

Always learning and advocating for education, Teerlink supported organizations dedicated to these goals, such as Junior Achievement of Wisconsin and the Next Door Foundation. In 2002 he was inducted into the Wisconsin Junior Achievement Business Hall of Fame and that same year he was titled a Laureate in the JA National Business Hall of Fame. An honorary doctorate from Marquette University was extremely meaningful to him.

In 2000, Harvard University asked him to share his insights, and his book, ‘More Than a Motorcycle: The Leadership Journey at Harley-Davidson’, was published. He loved being approached by students who had been introduced to the book through a college business class. The prestigious Washington Speakers Bureau invited Rich to become a member of their stable of speakers, affording him opportunity to share his people management vision with audiences on four continents.

Rich was honored to be invited to serve on many corporate and civic boards, including Summerfest, Froedtert Cancer Center, Johnson Controls, Snap-On, Vertex, Quad Graphics and Junior Achievement.

Rich is survived by his wife Ann, and their three children, John Teerlink (Jean), Leslie Teerlink and Victoria Teerlink (Jeff Drope). He was blessed with seven grandchildren (Elizabeth, Richard A., Rick, Frank, Francesca, Mandela and Luke) and two great grandchildren (Autumn and Luciana).

In addition to his parents Teerlink was preceded in death by sister Helen and brothers, Hank and Jim. Surviving are two nieces and their families, Susan Crosson and Karen Van Valkenburgh and a nephew David Teerlink and his family.

A public Celebration of Life is scheduled for Friday, May 16, 2025, at Blue Mound Country Club in Wauwatosa (10122 West North Avenue). Visitation and refreshments will begin at 6:00 PM with a Memorial Ceremony starting at 7:30 PM.

Memorial gifts may be given to the Next Door Foundation or Junior Achievement of Wisconsin. Use the links here or the addresses below for donations.

Next Door Foundation
Attn: Development
2545 N 29th Street
Milwaukee WI 53210

Junior Achievement of Wisconsin
11111 W Liberty Drive
Milwaukee WI 53224