Harley-Davidson was forced to backtrack on its DEI policy after a conservative activist was targeted.
The $6 billion-a-year company, known for its macho, rebellious image, has faced widespread criticism after campaigners slammed its diversity, equity and inclusion (DEI) efforts and urged passengers to steer clear of the American icon.
Conservative influencer and filmmaker Robby Starbuck called CEO Jochen Zeitz’s support for the hard line transgender child care policy, critical race theory, Climate change and diversity, equity and inclusion efforts.
In a statement released Monday, the company said it has abandoned DEI and other initiatives that had caused riders to abandon the storied brand.
The company said it was saddened by the negativity on social media, which it said was “intended to divide the Harley-Davidson community.”
In a statement released Monday, the company said it had abandoned DEI and other initiatives that had caused motorcyclists to abandon the storied brand.
Conservative influencer and filmmaker Robby Starbuck, seen here, cited CEO Jochen Zeitz’s support for tough policies on transgender child care, critical race theory, climate change and diversity, and equality and inclusion efforts.
They added: ‘WWe have not had a DEI function since April 2024 and we do not have a DEI function today.
“We no longer have hiring quotas and we no longer have targets for supplier diversity spending.”
The company indicated that they would review all sponsorships and the outside organizations they are affiliated with.
According to the statement, they will also find a way to internally review all sponsorships and propose dropping some sponsorships.
It has also been suggested that the company could end a number of sponsorship deals, including LGBTQ+ Pride festivals.
They said the brand would now focus solely on growing motorsports.
Additionally, they said they would end their relationship with the Human Rights Campaign, a well-known LGBTQ+ advocacy group.
The statement continued: ‘We continue to strive to listen to all members of our community.’
The company said the brand would continue to work exclusively on growing motorsports. A worker at their Menomonee Falls, Wisconsin factory is seen here
Angry motorcyclists have turned their backs on the iconic motorcycle brand, blaming CEO Jochen Zeitz for his support of the tough DEI policy
Jesse Clay, a former U.S. Navy Seal and avid Harley rider from Colorado, was happy about the move.
He told Fox News: ‘I think it’s great. But they never should have changed in the first place. Let’s see what actually happens.’
Starbuck also welcomed the move on his X-page, writing, “Another victory for our movement. I couldn’t have done this without all of you.”
In a post earlier this month, Starbucks CEO Zeits accused the company of being “fully committed” to DEI policies in a nearly 10-minute video.
That included funding a recent Pride event in Pennsylvania, which featured face painting and balloon twisting events for youth, and a “rage room” where adults could “let off steam,” he said.
The bike shop also works with political groups that promote far-left ideas, including the Wisconsin LGBT Chamber of Commerce, United Way and the Human Rights Campaign, he says.
American actors Dennis Hopper and Peter Fonda ride through the desert on motorcycles in a scene from the film ‘Easy Rider’
According to Starbuck, Harley-Davidson has used money to promote gender reassignment surgery for children and to promote anti-racism actions against “whiteness” and “Christian privilege.”
He further claimed that DEI efforts have changed the lives of about 6,400 people within the company.
About 1,800 employees received training on how to become an “LGBTQ+ ally,” he said, while in some sessions white men were specifically singled out for diversity training.
The company also introduced Employee Resource Groups (ERGs), which classify employees based on race, gender and sexual identity.
In addition, Starbuck said the motorcycle company is gradually reducing the number of white employees, suppliers and dealers.
Under Zeitz’s leadership, the company also signed a letter from the Human Rights Campaign that Starbuck said was “intended to deter states from passing laws banning sex changes in children and prohibiting men from following girls into restrooms.”
Starbucks’ move caused Harley owners to swear off the brand altogether during the infamous Sturgis Rally.
Ernest Chapman rode his 2014 Harley-Davidson Ultra Limited from his home in San Antonio, Texas, for two days to attend the historic rally.
Chapman has owned Harleys for 30 years and this is his fifth. His father and uncle rode them too.
“Harley needs to focus on building bikes and leave the woke mentality alone,” he told DailyMail.com.
“I’m sure there are people out there who have all sorts of alternative lifestyles, but as Harley owners we keep that to ourselves, we don’t advertise it.”
“Harley needs to stay focused on building motorcycles and leave the woke mentality alone,” said Ernest Chapman, 53, a Harley owner for 30 years
Canadian motorcyclist Tony Isaac, 42, said he is considering buying a motorcycle from another company because he ‘doesn’t agree with the woke’
Harley-Davidson owners at the world’s largest motorcycle rally have told DailyMail.com they believe the historic company is heading for the end of its life
Canadian motorcyclist Tony Isaac told DailyMail.com: ‘“They have people like me. I’ve been riding Harleys for 20 years and I’m thinking about buying something else because I don’t agree with the woke mentality.”
Isaac said he is not against inclusion. But he believes imposing agendas on people can lead to stigma and have the opposite effect of what is intended.
“I am for inclusion. I have a daughter who is in that world and she says she doesn’t want this wokeness,” he said.
Nick Randall, the owner of a 2011 Harley Fat Bob, responded immediately when Zeitz, who makes $12 million a year, was mentioned. “They’ve got to find a way to get rid of his ass,” he said bluntly.
“We have a company that is simply supporting a woke agenda and I don’t like the way they’re doing it. It’s upside down.”
The company is facing an unprecedented, all-out uprising from its army of enthusiasts, whose families have bought Harleys for generation after generation
The iconic company was founded by childhood friends William Harley and Arthur Davidson. In 1903, their first motorcycle was produced in a small wooden barn in Milwaukee.
The criticism was the latest in a series of boycotts by conservatives against well-known brands with progressive policies. The boycotts have hit Bud Light, Target, Cracker Barrel, Tractor Supply, The North Face and many others.
Many companies that embraced DEI policies following the May 2020 killing of unarmed Black man George Floyd by a police officer later backed away from them for fear of angering conservative customers.
For some, DEI programs are important and necessary because they can help overcome historical racism and sexism and make it easier for people of all backgrounds to advance in education and the workforce.
Critics say it is a form of reverse discrimination that unfairly targets straight, white men.
Others say that while DEI policies are well-intentioned, they rarely deliver the desired results and often make matters worse by sowing divisions in offices and classrooms.
