Harley-Davidson accused of going ‘woke’
‘America Reviews’ panelists Taylor Riggs and Jackie DeAngelis focus on the controversy surrounding the long-lasting bike firm and the significance of political neutrality in companies.
Harley-Davidson launched an announcement on Monday renouncing DEI and different controversial firm initiatives within the wake of social-media outrage and withering stress from longtime loyal bikers.
“It’s essential to our enterprise that we rent and retain one of the best expertise and that every one staff really feel welcome,” the assertion reads.
“That stated, we’ve got not operated a DEI operate since April 2024, and we should not have a DEI operate right this moment. We should not have hiring quotas and we not have provider range spend objectives.”
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The assertion additionally stated Harley-Davidson was reassessing worker coaching initiatives and sponsorships whereas refocusing on its most loyal clients.
“As a shopper model, we’ll focus completely on rising the game of motorcycling and retaining our loyal driving neighborhood, along with the help we already present to first responders, energetic army members and veterans.”

Jochen Zeitz, former chief govt officer of Puma AG, is proven talking on the Worldwide Herald Tribune’s Techno Luxurious convention in Berlin, Germany, on Tuesday, Nov. 17, 2009. He assumed the position of CEO of Harley-Davidson in Might 2020. (Michele Tantussi/Bloomberg by way of Getty Photos)
One veteran felt it was a protracted overdue mea culpa by the bike maker, however remained skeptical.
“I feel it is nice. However they by no means ought to have modified within the first place,” Jesse Clay, a former U.S. Navy SEAL and longtime Harley-Davidson rider from Colorado, informed Fox Information Digital.
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“Let’s examine what truly occurs.”
Harley-Davidson had confronted grumblings for years from longtime clients, together with hard-core bikers, who claimed that the Milwaukee-based firm “used” them to construct its “bad–s” model, then deserted them because the bike’s recognition expanded to upscale riders.

A crimson, white and blue Harley-Davidson bike in Chicago, Illinois. (Joe Sohm/Visions of America/Common Photos Group by way of Getty Photos)
The dissatisfaction exploded in July when social-media influencer Robby Starbuck outed a number of controversial inner woke insurance policies at Harley.
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“@harleydavidson has been probably the most beloved manufacturers in America however just lately on CEO Jochen Zeitz’s watch, they’ve gone completely woke,” Robby Starbuck shared along with his greater than 528,000 followers on X.
Starbuck, primarily based in California, celebrated Harley’s announcement on Monday.

Pageant members on their Harley-Davidsons on the huge experience in July 2023 in Saxony, Dresden. (Matthias Rietschel/image alliance/Getty Photos)
“We’ve got a motion to convey down DEI and wokeism in company America and inject some sanity again into the office,” Starbuck stated in a cellphone interview on Monday with Fox Information Digital.
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“Companies cannot ignore our motion anymore. They must take us significantly. They made this assertion as a result of we’re clearly having an affect on their buyer base.”

The Harley-Davidson Museum, left, opened in Milwaukee in 2008. At proper, a scene from the celebrated 1969 film, “Straightforward Rider,” which helped cement Harley-Davidson’s iconic affiliation with the American open highway. (AaronP/Bauer-Griffin/GC Photos and Silver Display Assortment/Getty Photos)
Starbuck stated his social-media motion is now “three for 3” after current efforts to highlight related leftist company initiatives led to coverage modifications at John Deere and Tractor Provide Co.
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Harley-Davidson’s assertion famous that the corporate was “saddened by the negativity on social media over the previous couple of weeks, designed to divide the Harley-Davidson neighborhood.”
Starbuck responded to the criticism: “They are often saddened all they need. I bought the modifications we needed, however we nonetheless need the CEO [Jochen Zeitz] gone, too,” he stated.

Actors Dennis Hopper and Peter Fonda driving their chopper bikes, with Luke Askew on the again of Fonda’s bike, in a publicity nonetheless issued for the movie, “Straightforward Rider.” (Silver Display Assortment/Getty Photos)
“He is a real believer, and we’ll maintain fixed tabs on their inner enterprise,” stated Starbuck.
“In his elite social circles, this transfer is not going to be widespread. His world doesn’t embody bikers. This assertion seems like a board resolution and never his resolution. I would be stunned if he was OK with this resolution.”
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Fox Information Digital reached out to Harley-Davidson for remark along with its assertion.