Harley-Davidson's recent embrace of "woke" policies has sparked a backlash among its loyal biker fanbase. Alleged internal initiatives, such as diversity training for White men only and support for gender-inclusive restrooms, have drawn widespread criticism. As a result, Harley's brand reputation has suffered, leading to a decline in sales and attendance at events.
Harley-Davidson, once a beloved American brand, has found itself in hot water with its core customer base. The motorcycle manufacturer's apparent shift towards "wokeness," exemplified by its CEO's diversity initiatives and support for progressive causes, has alienated many loyal bikers.
Harley-Davidson's Woke Pivot Backfires, Alienating Bikers
Filmmaker Robby Starbuck sparked the controversy by sharing on social media Harley-Davidson's alleged wishlist of internal policies. Among the items were mandatory diversity training for White men, support for legislation allowing men into girls' bathrooms and locker rooms, and an all-ages pride event featuring a "rage room."
These revelations have sparked outrage among Harley riders, who feel like the company is abandoning its traditional image of freedom and rebellion. "It's branding suicide," said Vinny Terranova, owner of Pappy's Vintage Cycles in Sturgis, South Dakota. "People don’t even want to be associated with Harley anymore."
Harley-Davidson's Woke Pivot Backfires, Alienating Bikers
The backlash has manifested itself in tangible ways. Harley-Davidson motorcycles have faced a sharp decline in perceived value, with a vintage Harley valued at $30,000 a few years ago now fetching only $4,000. Attendance at Harley-Davidson Homecoming Festival in Milwaukee declined by 25% this year.
Some Harley enthusiasts are ditching their bikes and switching to other brands. "I heard [Harley-Davidson] Sturgis HQ is gonna be like Bud Light tent was last year," one biker posted on social media.
Harley-Davidson's Woke Pivot Backfires, Alienating Bikers
The outcry over Harley's woke turn is part of a broader trend of backlash against corporate cultural stances. Bud Light's partnership with social media influencer and trans activist Dylan Mulvaney also resulted in widespread boycotts and damage to the brand's image.
Harley-Davidson's embrace of wokeness contrasts sharply with its traditional image as a symbol of American freedom and rebellion. The iconic orange and white logo, which was synonymous with the brand for decades, has been replaced with a metallic empty shell.
Harley-Davidson's Woke Pivot Backfires, Alienating Bikers
"The old logo undeniably conveyed a sense of heritage, a connection to the brand's storied past," noted British graphic design firm LMRT. "Yet, the new logo seems to symbolize a departure from convention, a leap toward modernity, and an invitation to re-imagine the essence of Harley-Davidson."
Harley-Davidson's decision to pursue a woke agenda has alienated its traditional customer base. The company faces an uphill battle to regain the trust and loyalty of the bikers who have made it one of the most successful motorcycle manufacturers in the world.
Harley-Davidson's Woke Pivot Backfires, Alienating Bikers
