Harley-Davidson recently released a statement renouncing DEI and other controversial company initiatives following social media outrage and pressure from loyal customers. The statement indicated that the company has not had a DEI function since April 2024 and has discontinued hiring quotas and supplier diversity spend goals. Harley-Davidson also mentioned a reassessment of employee training initiatives and sponsorships, emphasizing a focus on growing the sport of motorcycling and retaining its most loyal riders. The announcement was met with mixed reactions, with some veterans and long-time customers welcoming the change but remaining skeptical.
For years, Harley-Davidson had faced discontent from its loyal customer base, including hard-core bikers, who felt the company had shifted away from its core values to cater to upscale riders. The dissatisfaction peaked in July when social media influencer Robby Starbuck exposed controversial internal woke policies at Harley, leading to further backlash. Starbuck, who has a significant following on social media, celebrated Harley’s recent announcement and claimed victory for his movement against DEI and wokeism in corporate America. He highlighted similar successes with John Deere and Tractor Supply Co. as a result of his efforts.
Harley-Davidson’s statement expressed dismay over the negativity on social media and the division within its community. However, Starbuck remained adamant in his stance, calling for further changes within the company, including the removal of CEO Jochen Zeitz. He believed that Zeitz’s decision to renounce DEI and other initiatives was likely a result of pressure from outside influences rather than a personal conviction. Starbuck emphasized the need for ongoing scrutiny of Harley-Davidson’s internal operations and warned that his movement would continue monitoring the company’s actions.
Despite the criticism and calls for leadership changes, Harley-Davidson remained firm in its decision, stating that it had no further comments at the time. The company’s focus on rebuilding its relationship with its core customer base and reinforcing its commitment to motorcycling suggests a shift towards prioritizing its traditional values. The pushback against woke initiatives within the company reflects a broader trend in corporate America, where consumers are demanding authenticity and alignment with their values from brands. It remains to be seen how Harley-Davidson’s decision will impact its reputation and relationship with its diverse customer base.
