The iconic US bike maker has dropped its policies after pressure from critics who previously accused it of going “totally woke”
American motorcycle maker Harley-Davidson has ended its Diversity, Equity, and Inclusion (DEI) initiative, becoming the latest major US company to distance itself from ‘woke’ policies.
DEI refers to measures aimed at ensuring equal representation for people of all backgrounds, regardless of their race, gender, or disability status.
The iconic bike brand, known for its exaggeratedly masculine image, said it would instead focus on “retaining our loyal riding community.”
Harley-Davidson was targeted last month by conservative influencer Robby Starbuck, who has pledged to “expose” companies for their “woke policies” and to “bring sanity back to corporate America.”
In a statement on X (formerly Twitter) on Monday, Harley-Davidson said it would review all sponsorships and outside organizations with which it affiliates.
The bike manufacturer said it would be moving forward focusing “exclusively on growing the sport of motorcycling.” It also stated that it was “saddened by the negativity on social media over the last few weeks.” The company suggested that it would drop some sponsorships, which could include LGBTQ Pride festivals, and end its relationship with the Human Rights Campaign, a leading LGBTQ advocacy group.
Harley-Davidson has been a corporate member of the Wisconsin LBGT Chamber of Commerce, and has reportedly funded Pride-themed events. The company has come under fire from many US bikers for taking part in various LGBTQ initiatives, and had reportedly lost some of its fanbase.
Harley-Davidson “has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke,” Starbuck claimed in a post on X in July as he launched his campaign against the motorcycle maker’s policies. In its statement, the Milwaukee-based firm also said it had not “operated a DEI function since April 2024,” and that it does not have “hiring quotas” or “supplier diversity spend goals.” Starbuck welcomed the company’s move on X, praising it as “another win for our movement.”
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Earlier, American rural retailer Tractor Supply and farm equipment maker John Deere also backtracked on their corporate diversity policy following pressure campaigns led by the activist. Critics of DEI have questioned the efficacy of initiatives aimed at making organizations more diverse and inclusive, leading to pressure on companies to scale back certain programs.
