Harley-Davidson has renounced its Diversity, Equity, and Inclusion (DEI) program and other contentious initiatives amid social media backlash and strong criticism from its biker community. The company stated that it has not had a DEI function since April 2024, has no hiring quotas, and no longer sets diversity spend goals for suppliers. The move comes as part of a comprehensive reassessment of employee training and sponsorship initiatives, as the company refocuses on retaining its ardent biking community.
Critics of Harley-Davidson, including longtime customers and bikers, have claimed that the company used them to build its brand, before leaving them behind as the motorcycle’s appeal expanded. This seething dissatisfaction burst into public view when social media influencer Robby Starbuck revealed several controversial policies at Harley. Starbuck celebrated the end of Harley’s DEI-focused policies, citing it as a victory in the fight against wokeism in corporate America.
Despite the company’s decision to revoke its DEI initiatives, critics remain skeptical, questioning future actions. They argue that the firm’s CEO, Jochen Zeitz, who has faced calls for his resignation, should also take responsibility for the company’s earlier missteps. Harley-Davidson has learned that stooping to leftist ideologies is a recipe for financial problems and distancing companies from average Americans with conservative values.
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