The iconic American motorcycle manufacturer Harley-Davidson has recently found itself in the crosshairs of a heated debate, and it has now backtracked on its diversity, equity, and inclusion (DEI) policies. This shift comes after a strong backlash led by conservative activist and filmmaker Robby Starbuck, who called out the company for its DEI efforts and urged riders to abandon the brand.
Harley-Davidson, a company synonymous with a tough, rebellious image, found itself under scrutiny when Starbuck accused CEO Jochen Zeitz of pushing a “woke” agenda. Starbuck highlighted the company’s support for policies related to trans care for kids, critical race theory, and other DEI initiatives. These accusations resonated with a segment of Harley’s customer base, leading to a wave of criticism and even boycotts, particularly at high-profile events like the Sturgis Rally.
In response, Harley-Davidson released a statement on Monday, distancing itself from its previous DEI initiatives. The company announced that it had not operated a DEI function since April 2024 and emphasized that it no longer has hiring quotas or supplier diversity spend goals.
The statement also mentioned that Harley-Davidson would be reviewing all its sponsorships and affiliations, hinting that it might drop support for events like LGBTQ+ Pride festivals. Additionally, the company said it would end its relationship with the Human Rights Campaign, a major LGBTQ+ advocacy group.
This reversal has been welcomed by some longtime Harley riders and conservative commentators. For example, Jesse Clay, a former Navy SEAL and dedicated Harley rider, expressed his approval but added that the company should never have embraced these changes in the first place. Starbuck also celebrated the move, crediting his followers for helping to bring about this “win” for their movement.
Starbuck had previously criticized Harley-Davidson in a lengthy video, accusing the company of funding Pride events, supporting left-wing political groups, and introducing DEI training that, in his view, unfairly targeted white men. He argued that these efforts were alienating Harley’s core customer base, which traditionally values freedom, individuality, and a more conservative approach to social issues.
The backlash from the biker community has been significant. Many Harley owners, like Ernest Chapman and Tony Isaac, voiced their frustration, arguing that the company should focus on building motorcycles rather than engaging in what they see as “wokeness.” The sentiment was echoed by other riders, who expressed concern that the company’s shift in focus was out of step with the values of its customers.
This controversy around Harley-Davidson is just the latest in a series of conservative-led boycotts targeting brands that have embraced progressive policies. Companies like Bud Light, Target, and The North Face have also faced similar backlash after implementing DEI initiatives, especially those introduced in the wake of George Floyd’s death in 2020.
While DEI policies are seen by some as essential for addressing historical inequalities and promoting inclusion, critics argue that these efforts can sometimes backfire, creating divisions rather than unity. The debate over DEI continues to be a flashpoint in the broader cultural and political landscape, with companies like Harley-Davidson finding themselves caught in the middle.
