After five turbulent years at the helm of one of America’s most iconic motorcycle brands, Harley-Davidson CEO Jochen Zeitz has announced plans to retire, capping off a tenure marked by declining sales, divisive corporate activism, and sharp pushback from the brand’s fiercely loyal customer base.
In a press release issued Tuesday, the company confirmed that Zeitz will remain in his position until a successor is chosen, signaling an end to a leadership era that many long-time Harley enthusiasts say veered off-road from the company’s rugged, all-American roots.
Sales tell the story. According to Harley-Davidson Investor Relations, motorcycle unit sales fell in all but one quarter between 2022 and 2024 when measured year-over-year. That downturn came as Harley leaned into corporate diversity, equity, and inclusion (DEI) initiatives — only to reverse course in August 2024, dissolving several Business Employee Resource Groups (BERGs) tied to racial and ethnic categories.
It’s time to expose Harley Davidson.@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.
Here’s some of what we found:
• Openly supports “the equality act” which would allow men into girl’s… pic.twitter.com/15kPUy8WVY
— Robby Starbuck (@robbystarbuck) July 23, 2024
The reversal followed reports, amplified by activist Robby Starbuck, alleging that Harley-Davidson sponsored an “all-ages pride event” with drag queen story time, forced employees into LGBTQ allyship training, and segregated diversity seminars for white men. Zeitz himself had signed the CEO Action for Diversity & Inclusion Pledge, a signal of his personal investment in the initiatives.
But while Zeitz earned accolades from progressive boardroom circles, many bikers were less impressed.
“Harley needs to stick with building bikes and leave the wokeness alone,” said 30-year Harley owner Earnest Chapman, summing up a sentiment echoed across forums, rallies, and dealerships.
It’s time to expose Harley Davidson.@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.
Here’s some of what we found:
• Openly supports “the equality act” which would allow men into girl’s… pic.twitter.com/15kPUy8WVY
— Robby Starbuck (@robbystarbuck) July 23, 2024
Another Harley rider, Nick Randall, criticized the company’s direction under Zeitz’s leadership: “They need to figure out a way to get rid of his ass.”
Zeitz, a German-born executive with a strong environmentalist bent, pushed a transition to electric motorcycles, calling it a “long-term” goal that couldn’t happen overnight. In fact, his push for corporate sustainability earned him the nickname “Sustainable Taliban” during a 2014 conference in Switzerland — a title he embraced as emblematic of his eco-driven approach to business.
The woke CEO of Harley Davidson attacked President Trump after he left the Paris Climate Change agreement by saying that the Trump Admin. chose to “turn its back on the world.”
I don’t think Jochen Zeitz attacking Trump is going to be popular with @harleydavidson riders!
Harley… pic.twitter.com/VFRW8gCbHP
— Robby Starbuck (@robbystarbuck) August 3, 2024
Zeitz’s disdain for conservative economic policies also came through in 2017, when he openly criticized President Trump’s withdrawal from the Paris Climate Accord, calling it a betrayal of international cooperation.
His affiliations with globalist nonprofits like The B Team, which advocates for sweeping transformations in corporate governance, further distanced him from Harley’s traditional image — a brand rooted in grit, grease, and the American open road.
