In a twist that’s blowing more dust than a Harley on an open highway, motorcycle enthusiasts are revving their engines not in celebration, but in protest against the very brand they once idolized. Harley-Davidson, the iconic American symbol of freedom and rebellion, is facing backlash from its core base for allegedly “going woke.” And at the heart of this roaring controversy? None other than CEO Jochen Zeitz.
The kerfuffle started when conservative influencer Robby Starbuck took to social media to lambast Zeitz for pushing what he called a woke agenda. You’d think he found out Harley was replacing their engines with solar panels. Starbuck, a 35-year-old political commentator known for his fiery opinions, accused Zeitz of everything short of turning the Harley eagle into a peace dove. The grievances? Endorsing policies on transgender youth healthcare, critical race theory, climate change, and Diversity, Equity, and Inclusion (DEI) initiatives.
Starbuck’s virtual soapbox speech was filled with the kind of hyperbole that could make even a seasoned biker do a double-take. “Harley-Davidson, an emblem of rugged American individualism,” he proclaimed, has apparently “caved to the demands of the liberal elite.” He listed off Harley’s affiliations and activities that sent shockwaves through the biking community faster than a turbocharged Fat Boy. “I wonder how many Harley riders are aware that Harley Davidson is a platinum founding member of the LGBT Chamber of Commerce in Wisconsin,” Starbuck mused, revealing the company’s extensive participation in LGBTQ+ initiatives, complete with celebratory cakes and all.
It’s time to expose Harley Davidson.@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.
Here’s some of what we found:
• Openly supports “the equality act" which would allow men into girl’s… pic.twitter.com/15kPUy8WVY
— Robby Starbuck (@robbystarbuck) July 23, 2024
Jochen Zeitz, the man in the hot seat, was described by Starbuck as an “unusual choice to lead Harley-Davidson.” German-born and an outspoken climate activist, Zeitz’s leadership style seems to have ruffled more than a few feathers among the traditionalists. Starbuck took particular issue with Harley’s training programs, which included sessions on being an ally to the LGBTQ+ community and exploring social identities. It sounded like the kind of training that would make a Hell’s Angel scratch his helmet.
Adding fuel to the fire, former Ultimate Fighting Championship middleweight champion Sean Strickland—another staunch Harley fan—jumped on the protest bandwagon. In a video shared with his 600,000 followers, Strickland declared his breakup with Harley and went so far as to ask whether he should sell his beloved bike or obliterate it with a machine gun. Talk about taking things to the extreme.
Starbuck’s campaign didn’t stop at Harley. He’s been targeting corporate America left and right, from Tractor Supply’s pride flags to other companies’ DEI initiatives. His rallying cry against what he sees as corporate wokeness has struck a chord with many enthusiasts who feel betrayed by brands they once held dear.
So, what’s next for Harley-Davidson? Will they buckle under the weight of this backlash, or will they stay the course and continue their inclusive initiatives? One thing’s for sure—the road ahead is going to be anything but smooth.