In a significant shift, Harley-Davidson, the iconic American motorcycle manufacturer, announced on Monday that it is officially renouncing its DEI (Diversity, Equity, and Inclusion) initiatives and other controversial corporate policies. The move comes after mounting social media backlash and growing discontent among its core base of loyal bikers, who have long felt betrayed by the company’s recent direction.
“It is critical to our business that we hire and retain the best talent and that all employees feel welcome,” the statement from Harley-Davidson began. “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.”
This bold statement is more than just words—it’s a response to the overwhelming outrage from the very people who made Harley-Davidson what it is today: the hard-core, freedom-loving bikers who felt abandoned as the brand attempted to cater to upscale, elitist riders.
Harley-Davidson is also reassessing its employee training initiatives and sponsorships, choosing instead to refocus on the customers who have stood by them through thick and thin. “As a consumer brand, we will focus exclusively on growing the sport of motorcycling and retaining our loyal riding community, in addition to the support we already provide to first responders, active military members, and veterans,” the statement continued.
For many, this move is seen as a long-overdue correction. Jesse Clay, a former U.S. Navy SEAL and longtime Harley rider from Colorado, expressed cautious optimism. “I think it’s great. But they never should have changed in the first place,” Clay told Fox News Digital. “Let’s see what actually happens.”
The discontent had been simmering for years, as longtime Harley customers grew increasingly frustrated with what they perceived as the company’s betrayal. Harley-Davidson, once synonymous with the rebellious spirit of the American biker, had strayed far from its roots in the eyes of many, chasing after a more upscale, politically correct clientele.
The dissatisfaction reached a boiling point in July when social media influencer Robby Starbuck exposed Harley-Davidson’s internal woke policies to his 528,000 followers on X (formerly Twitter). Starbuck’s posts ignited a firestorm of criticism, forcing the company to take notice.
“@harleydavidson has been one of the most beloved brands in America, but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke,” Starbuck shared, tapping into a deep well of frustration among the brand’s most loyal supporters.
Following Harley-Davidson’s announcement, Starbuck declared victory in what he sees as a broader battle against corporate wokeism. “We have a movement to bring down DEI and wokeism in corporate America and inject some sanity back into the workplace,” Starbuck told Fox News Digital. “Corporations can’t ignore our movement anymore. They have to take us seriously. They made this statement because we’re obviously having an impact on their customer base.”
But for Starbuck and his followers, this is just the beginning. Despite Harley-Davidson’s public disavowal of DEI, Starbuck remains skeptical of CEO Jochen Zeitz’s true intentions. “They can be saddened all they want. I got the changes we wanted, but we still want the CEO [Zeitz] gone, too,” Starbuck said, suggesting that the decision to backtrack on woke policies likely came from the board, not from Zeitz himself.
“In his elite social circles, this move will not be popular. His world does not include bikers,” Starbuck pointed out. “This statement sounds like a board decision and not his decision. I’d be surprised if he was OK with this decision.”
Harley-Davidson’s capitulation is a clear sign that the voice of the American consumer—especially the loyal, rugged, and patriotic bikers who built the brand—cannot be ignored. The company’s future now depends on whether it can genuinely reconnect with its roots and steer clear of the woke pitfalls that have alienated so many of its most devoted customers.