Harley-Davidson is encountering backlash from bikers as concerns grow that the iconic American motorcycle brand, known for its rebellious image, is now perceived as ‘woke.’
Filmmaker Robby Starbuck expressed to his over 528,000 followers on X, “@harleydavidson was once one of America’s most cherished brands, but under CEO Jochen Zeitz, they’ve embraced a fully ‘woke’ agenda.”
The brand’s apparent engagement in America’s culture wars has become a prominent discussion point at this week’s 84th annual Sturgis Motorcycle Rally in South Dakota, according to attendees and various social media posts.
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Vinny Terranova, the proprietor of Pappy’s Vintage Cycles in Sturgis, South Dakota, told Fox News Digital on Tuesday, “It’s branding suicide.”
“A significant number of bikers are turning to Indian motorcycles,” he said. “They’ve effectively harmed Harley. It’s heartbreaking.”
People stroll down Main Street, adorned with American flags on August 6, 2020, a day before the commencement of that year’s Sturgis Motorcycle Rally. (Michael Ciaglo/Getty Images)
This situation has been likened to Bud Light’s significant misstep in 2023, following the beer brand’s alliance with Dylan Mulvaney, a trans activist and social media influencer.
The ensuing boycott from consumers led to a drastic fall in sales, from which Bud Light has struggled to recover.
‘Not a good look’
Concerns among Harley enthusiasts regarding the company’s direction have been growing since Zeitz took the helm during the peak of the COVID pandemic in May 2020, according to motorcycle lovers.
“A vintage Harley that was worth $30,000 just a few years back is now only fetching $4,000.”
Terranova noted that the perceived value of Harley-Davidson motorcycles has markedly plummeted since Zeitz’s tenure began. He owned a Harley-Davidson dealership in Colorado for over 40 years.
“A vintage Harley that was valued at $30,000 just a few years ago is now only receiving offers of $4,000,” Terranova explained.
“People are no longer eager to be associated with Harley,” he added, sharing his perspective.
Bikers pause to admire Mount Rushmore while en route to the Sturgis Motorcycle Rally in South Dakota, which attracts over 500,000 attendees annually over its ten-day duration. (Scott Olson/Getty Images)
Fox News Digital reached out to Harley-Davidson for commentary but did not receive a response prior to publication.
Starbuck highlighted on social media what he claims are Harley-Davidson’s woke wishlist of internal policies, prompting widespread outrage.
Among these alleged wishlist items mentioned by Starbuck are: sending White men to exclusive diversity training sessions; endorsing legislation “that permits men in girls’ bathrooms, sports, and locker rooms”; and organizing an “all-ages pride event that included a ‘rage room’ adjacent to ‘drag queen story time.'”
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“Many believe topics of a sexual nature are being imposed upon them in the workplace, which, a decade ago, would have been viewed as sexual harassment,” Starbuck, who directed the film “The War on Children,” told Fox News Digital over the phone.
The company’s purported focus on Diversity, Equity, and Inclusion stands in contrast to the bold, freedom-loving image that has long attracted its core consumers.
A red, white, and blue Harley-Davidson motorcycle fuel tank is displayed in Chicago, Illinois. (Joe Sohm/Visions of America/Universal Images Group via Getty Images)
Bikers have collectively voiced their displeasure regarding Harley-Davidson on social media, and it seems, at the Sturgis rally as well.
“@Harleydavidson has gone downhill … Consider buying alternative brands,” one comment on social media read.
“I heard [Harley-Davidson] Sturgis headquarters is going to resemble the Bud Light tent from last year,” another biker expressed on X last week, leading up to the 2024 rally, which began on August 2.
One video circulated on social media Monday showcased a deserted Harley-Davidson tent in Sturgis, with just a few people lingering.
“Not a good look!” remarked Starbuck on his X account.
Filmmaker Robby Starbuck is captured in Nashville, Tennessee in 2021. (Brett Carlsen/Getty Images)
“It seems that some bikers no longer wish to associate with Harley now that they perceive the brand as having gone woke.”
Long-time Harley riders are sharing on social media that they plan to switch to different brands for their next bike, while others are removing Harley-Davidson decals from their motorcycles.
Attendance saw a significant drop last week at the annual Harley-Davidson Homecoming Festival in Milwaukee, where the motorcycle company was established in 1903.
Attendance plunged sharply at the annual Harley-Davidson Homecoming Festival held in Milwaukee, Wisconsin, where the brand was launched in 1903.
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Approximately 60,000 participants attended the event, as reported by the Milwaukee Sentinel-Journal — a 25% decrease from the 80,000 attendees from the previous year.
A Harley rider, @LittleLuLu13131, remarked, “We altered our plans for the Harley-Davidson homecoming after learning about @harleydavidson’s support for pedophiles and grooming children.”
General views of the Harley-Davidson Museum on August 29, 2021, in Milwaukee, Wisconsin. (AaronP/Bauer-Griffin/GC Images)
The controversy surrounding Harley’s seeming shift toward ‘woke’ culture follows noticeable transformations in the brand’s public image.
Last year, Harley abandoned its globally recognized logo, originally featuring orange and white text on a black shield. The new logo is a hollow metallic form – similar in shape but devoid of words and in different colors.
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A British graphic design firm, LMRT, in its online analysis, reported, “The previous logo undeniably conveyed a sense of heritage and a link to the brand’s rich past. However, the new design appears to signify a break from tradition, a move toward modernity, and an invitation to redefine the essence of Harley-Davidson.”
The Harley-Davidson Museum, displayed on the left, opened in Milwaukee in 2008. On the right, a scene from the renowned 1969 film, “Easy Rider,” which solidified Harley-Davidson’s iconic relationship with the American open road. (AaronP/Bauer-Griffin/GC Images; Silver Screen Collection/Getty Images)
Founded in 1903 in Milwaukee by William Harley and the Davidson brothers, Arthur, Walter, and William, Harley and Arthur were lifelong friends who shared a passion for bicycles. They began experimenting with small internal combustion engines, effectively creating their first motorcycles.
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According to its own museum, Harley-Davidson sold merely three motorcycles in 1905.
In 2023, the company manufactured 163,000 motorcycles, securing its place as one of the world’s largest motorcycle manufacturers.
Harley-Davidson, Inc. serves as the parent company for Harley-Davidson Motor Company and Harley-Davidson Financial Services. The company articulates its vision as “building our legend and leading our industry through innovation, evolution, and emotion. Our mission spans beyond creating machines; we symbolize the enduring pursuit of adventure and freedom of the soul.”
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Moreover, Harley-Davidson holds a controlling stake in LiveWire Group, Inc., the first publicly traded all-electric motorcycle company in the United States, according to the company.
CEO Zeitz has recently signed onto the CEO Action for Diversity and Inclusion pledge. The pledge aims to “foster environments that encourage open dialogue about complex — and often challenging — conversations surrounding diversity, equity, and inclusion,” while also engaging boards of directors in the creation and evaluation of diversity, equity, and inclusion strategies.
