Harley-Davidson is now facing “woke” backlash after many conservative consumers began to call out the motorcycle manufacturer for being committed to certain policies, such as diversity, equity, and inclusion (DEI).
This backlash has led to Harley-Davidson attempting to clear the eye in an effort to keep a group of its consumers happy.
Harley-Davidson Goes Woke?
This latest backlash occurred after Robby Starbuck posted on X, formerly known as Twitter, that the company had gone “totally woke.”
Starbuck, a former Republican candidate from Tennessee, wrote, “@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.”
Exposing Harley-Davidson
In this post on X, Starbuck said he needed to “expose” the company, as he believes that they have gone completely woke.
According to Starbuck, the company has a “total commitment” to DEI policies, as well as policies that support LGBTQ+ communities.
Attacking DEI
Many conservatives such as Starbuck have increasingly gone after DEI initiatives, as they have claimed it leads to unfair work environments, particularly for white people.
Starbuck said that Harley-Davidson is “openly working to have less White suppliers, dealers and employees.”
Looking at Harley-Davidson Customers
Starbuck further insinuated that these types of policies don’t accurately represent Harley-Davidson customers.
“I don’t think the values at corporate reflect the values of nearly any Harley Davidson bikers,” Starbuck said on X. “Do Harley riders want the money they spend at Harley to be used later by corporate to push an ideology that’s diametrically opposed to their own values?”
Conservative Boycotts
After Starbuck made this post, many Republicans and conservatives expressed their outrage over the company and its alleged policies.
This led to many on social media claiming that they would begin to boycott the company because of its policies and beliefs.
Harley-Davidson Responds
After a few weeks of this conservative controversy, Harley-Davidson has finally responded to this outrage and calls of boycotting.
In a statement posted on X, the company said, “We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community.”
Taking This Backlash Seriously
The company further stated that they’re taking this backlash very seriously and intend to show that they are still the company their customers appreciate.
“As a Company, we take this issue very seriously, and it is our responsibility to respond with clarity, action and facts,” the company said.
Axing the Company’s DEI Initiatives
Harley-Davidson further claimed that the company had already axed its DEI policies and initiatives months ago. Therefore, the claims that Starbuck made were incorrect.
“It is critical to our business that we hire and retain the best talent and that all employees feel welcome,” Harley-Davidson said. “That said, we have not operated a DEI function since April 2024, and we do not have a DEI function today. We do not have hiring quotas and we no longer have supplier diversity spend goals.”
Changing Training
Harley-Davidson also explained that they would train certain sponsorships, affiliation partnerships, and training as needed.
“Training provided will be related to the needs of the business and be absent of socially motivated content – only legally required training has even been mandatory at Harley-Davidson,” they stated.
Backlash Against DEI
In recent years, many Republicans and conservatives have led the charge against DEI. These conservatives have fought to get rid of DEI initiatives throughout the country.
As a result, many public institutions have done away with their DEI programs. Businesses have quickly followed and done the same.
Businesses Get Rid of DEI Programs
Harley-Davidson is simply the latest business to get rid of its DEI programs because of conservative backlash and boycotts.
Recently, John Deere also axed its DEI programs after Starbuck — the same man who exposed Harley-Davidson — called them out in July.
