Loyal Harley-Davidson customers scored a victory as the company relented on its DEI initiatives after pressure and backlash, issuing a Mea culpa about its woke policies.
This summer, the iconic brand came under heavy fire after social media influencer Robby Starbuck exposed the internal corporate policies centered around the controversial diversity, equity, and inclusion framework. He noted on X that the company “has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.”
On Monday, the Milwaukee-based company founded in 1903 issued a statement addressing the issue.
“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community,” the company said in a statement. “As a Company, we take this issue very seriously, and it is our responsibility to respond with clarity, action and facts.
We remain committed to listening to all members of our community as we continue on our journey together as one Harley-Davidson. United We Ride. pic.twitter.com/0feGYhTUMh
— Harley-Davidson (@harleydavidson) August 19, 2024
“It is critical to our business that we hire and retain the best talent and that all employees feel welcome,” the statement read. “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.”
The company explained that it would be taking a look again at employee training initiatives, reviewing sponsorships and turning its focus once again on its loyal customers. This would mean ending some sponsorships including LGBTQ+ Pride festivals.
“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.
“We remain committed to listening to all members of our community,” the company said.
The backtrack followed similar moves by Tractor Supply and John Deere which were also highlighted by Starbuck.
“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 on Monday. “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.”
In response to the company’s remarks on being “saddened” by the negative reactions, Starbuck said, “They can be saddened all they want. I got the changes we wanted, but we still want the CEO [Jochen Zeitz] gone, too.”
“We’re winning and we WILL make corporations sane again,” he posted on X.
The meme has been updated. Maybe now the haters will understand that my strategy works.
We’re winning and we WILL make corporations sane again. You’re going to love what comes next. Get on board or get out of the way. 🔥🔥🔥 pic.twitter.com/iBKv8EJPZ0
— Robby Starbuck (@robbystarbuck) August 19, 2024
“I think it’s great. But they never should have changed in the first place,” former U.S. Navy SEAL Jesse Clay told Fox News Digital.
Let’s see what actually happens,” added the longtime Harley-Davidson rider from Colorado.
