An iconic motorcycle dealership has abruptly closed its doors for the last time after 110 years amid a “chaotic” final few days, with the corporation now facing backlash over its DEI (Right, Equality and Fairness) initiatives.
Harley-Davidson of San Francisco was founded in 1914 by Dudley Perkins and passed down through the generations, becoming the longest-running family-owned Harley-Davidson dealership, having survived two world wars, the Great Depression and the COVID pandemic.
But the iconic venue had been left “in shambles” after Cliff Chester acquired it in 2018, former employees said. he told Local Mission.
“It was chaos,” Carlos Martinez, who worked at the dealership for 22 years, told the outlet.
He and others described how Chester allegedly mismanaged the dealership amid rising crime in Bay City.
San Francisco Harley-Davidson abruptly closed its doors for the last time in June
They said the new management under Chester failed to enforce a number of rules as car parts were left unlabeled and merchandise regularly disappeared.
Workers also said there was no system for employees to organize invoices or packing lists, resulting in orders going unfulfilled.
They also said Chester placed much less emphasis on building good relationships with clients, which was key in the Perkins family.
“It just became a dealership,” Martinez said. “That’s not what Dudley Perkins was like… you were part of a family, part of the motorcycle community.”
Mechanic Christopher Weber also told Mission Local that the dealership was “like a museum” for HOG enthusiasts.
But he said that in the last few days the dealership was in operation, it looked as if it had been “driven into ruin.”
Former employees said the iconic venue had been left “in shambles” after Cliff Chester (right) acquired it in 2018.
They described how car parts were not labelled and merchandise regularly disappeared.
She recounted how she expressed her concerns to Chester about theft inside the business in 2023 and 2024, writing in an email: “I just don’t want the dealership doors to be closed.”
Martinez also said he sent Chester an email saying the stolen parts were being sold “discreetly.”
But none of the employees received a response, they said.
Finally, on June 22, workers remained at the dealership for hours, awaiting a staff meeting that had been scheduled for noon.
Chester didn’t show up for hours, and employees were still waiting around 6 p.m. because they were nervous the historic store might close, according to Mission Local.
Chester then announced the bad news and fired the employees.
“There was no preparation,” Weber said. “There was no warning. Suddenly, we had to drop all our tools in the middle of working on customer bikes.”
The closure came so suddenly that even the dealership’s social media pages were still promoting deals and events that were scheduled. KRON reports.
The San Francisco location was founded in 1914 and managed to survive the Great Depression, two world wars and the COVID pandemic.
Many former customers expressed shock at the sudden closure in the comments section of Mission Local’s story.
“Wow! What a radical change by Dudley Perkins,” wrote Karen Kenney.
‘I remember Mr. Perkins travelling with us on some races.’
Another commenter wrote that he recently attended the store’s open house.
“It seemed like a routine day, no fanfare or festivities except that we were given a lapel pin and a tire pressure gauge,” he wrote. “It didn’t seem like anything was in the middle of a lockdown either.”
A third commentator also recounted when the dealership was at its peak.
‘Over 40 years ago, I purchased four Dudley Perkins Harley-Davidson T-shirts. I wore them until they became tattered, faded and illegible.
“Nothing lasts forever,” he lamented.
Many former customers expressed shock at the sudden closure.
There are now concerns that even more Harley-Davidson dealerships could close amid a conservative boycott of the company.
DailyMail.com has contacted Chester for comment.
But there are now concerns that even more Harley-Davidson dealerships could close amid a conservative boycott of the storied US company, which they say has become “woke” under CEO Jochen Zeitz.
The movement was spearheaded by conservative influencer Robby Starbuck, who cited Zeitz’s support for hardline policies on transgender childcare, critical race theory, climate change and diversity, equity and inclusion efforts.
The 35-year-old activist said in a nearly 10-minute video that the CEO has a “total commitment” to DEI policies at Harley-Davidson offices and factories.
That includes funding for a recent Pride event in Pennsylvania, with face painting and balloon twisting activities for young people, as well as a “rage room” where adults can “let off steam,” he says.
The bike maker has also partnered with political groups that promote far-left ideas, including the Wisconsin LGBT Chamber of Commerce, United Way and the Human Rights Campaign, Starbuck said.
Harley-Davidson’s money has thus promoted sex-change procedures for children and anti-racist efforts against “whiteness” and “Christian privilege,” he said.
They cite CEO Jochen Zeitz’s support for hardline policies on transgender childcare, critical race theory, climate change, and diversity, equity, and inclusion efforts.
Under Zeitz, the right-winger, the company also signed a letter from the Human Rights Campaign that conservative activist Robby Starbuck said was “aimed at scaring states into not passing laws banning sex changes for children and men being able to follow girls into bathrooms.”
He went on to say that DEI efforts have changed life within the company of about 6,400 people.
About 1,800 employees received training on how to become “LGBTQ+ allies,” she said, while some sessions singled out white men for specific diversity training.
The company also introduced employee resource groups (ERGs), which separate staff along racial, gender and sexual identity lines.
In addition, Starbuck said the motorcycle company is gradually reducing its number of white employees, suppliers and distributors.
Under Zeitz’s direction, the company also signed a Human Rights Campaign letter that Starbuck said was “aimed at scaring states from passing laws banning sex changes in children and men from following girls into bathrooms.”
Starbuck is now demanding that the motorcycle company fire its CEO
Starbuck is now demanding that the company fire its CEO and has rallied some big names to its cause.
Country music star Travis Tritt also called the allegations against Zeitz “disturbing.”
“I seriously doubt that pushing a DEI agenda would be very popular among any of the HOG members I know,” he wrote.
“I look forward to discussing these issues with many of my fellow Harley-Davidson owners at @SturgisRally next week.”
Sean Strickland, former Ultimate Fighting Championship middleweight champion and long-time Harley enthusiast, also shared a video with X saying that he no longer supports the company.
“I’ve owned Harleys most of my life, but I’ll never own a Harley again,” he said in the video, calling Zeitz a “fanatic.”
“If you love America, you’re not going to own a Harley,” he said.
In a subsequent post, Strickland polled his more than 600,000 followers on whether he should sell his bike or destroy it.
‘Should I sell my Harley or blow it up with a machine gun?’ asked.
“I’ll never ride a Harley again unless they change their minds, which they won’t,” the former UFC champion added.
“If I sell my Harley, I’ll just be participating in this anti-American, progressive, freedom-hating agenda.”
More than 80 percent of respondents voted in favor of flying it.
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