Harley-Davidson Reverses Course After Customer and Social Media Backlash

Harley-Davidson’s reversal of progressive policies leaves customers and social media critics satisfied, but the company still faces scrutiny.

At a Glance

Harley-Davidson renounced DEI (Diversity, Equity, and Inclusion) policies due to backlash.
The company has not operated a DEI function since April 2024.
Harley-Davidson is reassessing its employee training and sponsorships.
Loyal customers, including veterans, have mixed feelings about the change.

Facing Backlash and Changing Course

Harley-Davidson faced significant backlash from its primary customer base and social media critics for its recent progressive policies aimed at enhancing diversity and inclusivity. This backlash led the renowned motorcycle manufacturer to abandon these policies. Many loyal customers felt that the new policies clashed with the traditional values synonymous with the Harley-Davidson brand.

The decision to reverse these changes illustrates the tension between evolving corporate responsibilities and the need to remain true to the brand identity that has historically resonated with its core followers.

The company stated in a recent announcement that it has not operated a DEI function since April 2024. Harley-Davidson emphasized that it does not maintain hiring quotas or supplier diversity spending goals. This shift reflects a broader movement within some parts of corporate America away from DEI initiatives and “woke” policies.

REVERSE THROTTLE: Harley-Davidson released a statement renouncing DEI and other controversial company initiatives in the wake of social-media outrage and withering pressure from longtime loyal bikers. https://t.co/qVgxS2g2Hq pic.twitter.com/FuiCCZtY3b

— Fox News (@FoxNews) August 19, 2024

Customer Response

Loyal customers, many of whom are veterans, have expressed mixed feelings about Harley-Davidson’s changes. Jesse Clay, a former US Navy SEAL and longtime Harley-Davidson rider from Colorado, shared, “I think it’s great. But they never should have changed in the first place.” This sentiment reflects a common view among the brand’s staunch supporters.

“It is critical to our business that we hire and retain the best talent and that all employees feel welcome,” the statement reads. “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.”

Despite some appreciation for the reversal, skepticism remains. Dissatisfaction among hardcore bikers had been growing as many felt abandoned by the brand’s expansion to upscale riders. This void led to increased pressure on Harley-Davidson to realign with its more traditional values.

Harley-Davidson shakes up policies amid backlash, but customers aren’t buying it. Calls for the CEO’s resignation are growing louder as riders feel the brand’s losing its way. #HarleyDavidson #CorporateChange #RiderRevolt https://t.co/gc0WUxEeQm

— P a u l ◉ (@ybarrap) August 19, 2024

Fueling Social Media Outcry

Social media influencer Robby Starbuck was instrumental in amplifying awareness of the policies that many bikers found controversial. His advocacy led to an intensified scrutiny of the company’s internal policies. Starbuck celebrated the company’s reversal, regarding it as a victory against DEI initiatives within corporate America.

Starbuck remains critical of Harley-Davidson’s CEO, Jochen Zeitz. He suggests that the decision to reverse these policies was likely the board’s decision rather than Zeitz’s. He argues that Zeitz had been a strong advocate for sustainability and DEI, demonstrated when he signed the CEO Action for Diversity and Inclusion pledge.

“Harley-Davidson has been a proud American institution for more than 120 years. United We Ride defines how we run our business, treat our people, and underscores our commitment to freedom. As a responsible company, we are committed to evaluating our policies, strategies, and activities to ensure they are relevant to our business.”

This decision reflects a complex interplay between the company’s desire to maintain unity within its community and the powerful influence of its traditional customer base. Going forward, Harley-Davidson aims to focus on growing the sport of motorcycling and supporting first responders, active military members, and veterans.

REVERSE THROTTLE: Harley-Davidson released a statement renouncing DEl and other controversial company initiatives in the wake of social-media outrage and withering pressure from longtime loyal bikers.

I tell you, at Sturgis the people I talked with said they'd drop Harley if… pic.twitter.com/clXpjfsEBg

— American Woman (@AmericanFWoman) August 19, 2024

Moving Forward

“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,” Harley-Davidson said, emphasizing its commitment to its core values and customer base.

The company plans to reassess employee training programs and sponsorships to better align with their brand heritage and business needs. This includes a strict focus on business-relevant training and centralizing sponsorship management, moving away from the Human Rights Campaign (HRC) scoring system.

Harley-Davidson still faces challenges, including backlash over moving parts production from Wisconsin to Thailand, perceived by some as a betrayal of American workers. While some stores have defended the company, suggesting Starbuck’s accusations are sensationalized, this period of adjustment highlights ongoing tension within corporate America about DEI initiatives and brand identity.