Harley-Davidson was forced to backtrack on its DEI policies after coming under fire from a conservative activist.
The $6 billion-a-year company, known for its macho and rebellious image, faced backlash after activists exposed its diversity, equity and inclusion (DEI) efforts and urged passengers to stay away from the American icon.
Influential conservative and filmmaker Robby Starbuck cited CEO Jochen Zeitz’s support for hardliners policies on care for trans children, critical race theory, climate change and diversity, equity and inclusion efforts.
In a statement released Monday, the company said it had abandoned DEI and other initiatives that had caused riders to abandon the legendary brand.
The company said it was saddened by the negativity on social media which it said was “designed to divide the Harley-Davidson community.”
In a statement released Monday, the company said it had abandoned DEI and other initiatives that had caused riders to abandon the legendary brand.
Conservative influencer and filmmaker Robby Starbuck, seen here, cited CEO Jochen Zeitz’s support for hardline policies on transgender childcare, critical race theory, climate change, and diversity, equity, and inclusion efforts.
They added: ‘WWe have not operated a DEI function since April 2024 and do not have a DEI function today.
“We no longer have hiring quotas and we no longer have spending targets on supplier diversity.”
The company said it would review all of its sponsorships and outside organizations it is affiliated with.
According to the statement, they will also establish a way to review all sponsorships internally and suggested they may eliminate some.
It also suggests the company may drop some sponsorships that could include LGBTQ+ Pride festivals.
They said the brand would continue to work exclusively on growing the sport of motorcycling.
In addition to this, they said they would also end their relationship with the Human Rights Campaign, a well-known LGBTQ+ rights advocacy group.
The statement added: “We remain committed to listening to all members of our community.”
The company said the brand would continue to work exclusively on growing the sport of motorcycling. A worker is seen here at its Menomonee Falls plant in Wisconsin.
Angry bikers have turned their backs on the iconic motorcycle brand, blaming CEO Jochen Zeitz’s support for hardline DEI policies.
Jesse Clay, a former U.S. Navy SEAL and veteran Harley rider from Colorado, welcomed the move.
He said Fox News:I think it’s great, but they should never have changed. Let’s see what really happens.
Starbuck also welcomed the initiative on her X page, writing: “Another victory for our movement. Couldn’t have done it without all of you.”
In a post earlier this month, Starbuck had accused CEO Zeits in a nearly 10-minute-long video of having a “total commitment” to DEI policies.
That includes funding for a recent Pride event in Pennsylvania, which featured face painting and balloon twisting activities for young people, as well as a “rage room” where adults can “let off steam,” he said.
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, he says.
American actors Dennis Hopper and Peter Fonda ride motorcycles through the desert in a scene from the film ‘Easy Rider’
Harley-Davidson’s money has thus promoted sex-change procedures for children and anti-racist efforts against “whiteness” and “Christian privilege,” Starbuck alleges.
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’s decision caused Harley owners at the infamous Sturgis Rally to denounce the brand entirely.
Ernest Chapman spent two days traveling to the historic rally from his home in San Antonio, Texas, on his 2014 Harley-Davidson Ultra Limited.
Chapman has owned a Harley for 30 years and this is his fifth. His father and uncle also rode them.
“Harley should stick to making motorcycles and forget about social conscience,” he told DailyMail.com.
“I’m sure there are people living all kinds of alternative lifestyles, but as Harley owners, we keep it to ourselves, we don’t advertise it.”
“Harley should stick to making motorcycles and forget about social conscience,” said Ernest Chapman, 53, who has owned Harleys 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 progressives.”
Harley-Davidson owners taking part in the world’s largest motorcycle rally have told DailyMail.com they believe the historic company is heading towards the end of the road.
Canadian motorcyclist Tony Isaac told DailyMail.com: ‘They have people like me, I’ve ridden a Harley for 20 years and I’m considering buying something else because I don’t agree with the progressives.’
Isaac said he is not against inclusion, but he believes that imposing agendas on people can create stigma and have the opposite effect than intended.
“I am in favour of inclusion. I have a daughter who lives in that world and says she doesn’t want that awareness,” she said.
Nick Randall, the owner of a 2011 Harley Fat Bob, reacted immediately when Zeitz’s name, who earns $12 million a year, was mentioned. “They have to find a way to get rid of him,” he said bluntly.
“We have a company that simply supports a progressive agenda and I don’t like the path they’re taking. It’s a disaster.”
The company is facing an unprecedented rebellion from its army of devotees whose families have bought Harleys generation after generation.
The iconic company was founded by childhood friends William Harley and Arthur Davidson, with their first motorcycle produced in a small wooden shed in Milwaukee in 1903.
The criticism marks the latest in a series of conservative-led boycotts of well-known brands that embrace progressive policies, affecting Bud Light, Target, Cracker Barrel, Tractor Supply, The North Face and many others.
Many companies that adopted DEI policies in the wake of the police killing of unarmed black man George Floyd in May 2020 have backed away from them for fear of angering conservative customers.
For some, DEI programs are important and necessary, as they can help overcome historical racism and sexism and make it easier for people of all backgrounds to advance in education and work.
Critics say it is a form of reverse discrimination that unfairly affects straight white men.
Others say DEI programs may be well-intentioned, but they rarely achieve their desired goals and often make matters worse by creating divisions in offices and classrooms.
