Harley-Davidson drops DEI-function amidst anti-woke movement

Harley-Davidson is dropping some of its diversity, equity and inclusion (DEI) efforts. 

In a statement posted on X, the motorcycle company said it has "brought the joy of motorcycling to riders along the world, no matter who they are, where they come from or what they believe in".

However, it is "saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community".

The brand clarified that it initiated an internal stakeholder review earlier this year to better align company activities to the needs of its business and community. Based on its review, the brand said that it has not operated a DEI function since April 2024 and does not have a DEI function today. 

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It added that it does not have a hiring quota and that it no longer has supplier diversity spend goals. 

In addition, Harley-Davidson said that it will not participate in the Human Rights Campaign's (HRC) scoring going forward and that it is reviewing all sponsorships and organisations that it is affiliated with. 

Meanwhile, all sponsorship activities will "focus exclusively on growing the sport of motorcycling and retaining our loyal riding community". 

Harley-Davidson also affirmed that employee training will be related to the needs of the business and will be absent of "socially motivated content".

That said, the brand maintains that it will continue its support for first responders, active military members and veterans.

"We believe having both a broad employee and customer base is good for business and that ultimately everybody should experience the joy of riding a Harley-Davidson," said the motorcycle brand.

"We remain committed to listening to all members of our community as we continue on our journey together as the most desirable motorcycle brand in the world," added Harley-Davidson.

The move comes after an online campaign by conservative activist Robby Starbuck.

On 23 July 2024, Starbuck posted a list of grievances against Harley-Davidson on X, claiming to "expose" the brand and that it has "gone totally woke".

Some of the grievances include the brand's virtual training for employees on how to become LGBTQ+ allies, sponsoring LGBTQ+ entrepreneur bootcamp, signing a pledge for diversity and inclusion amongst others.

"To put it mildly, Harley-Davidson seems to have forgotten who their core customers are. I don’t think the values at corporate reflect the values of nearly any Harley-Davidson bikers," said Starbuck.

"Do Harley riders want the money they spend at Harley to be used later by corporate to push an ideology that’s diametrically opposed to their own values?", he added.

Starbuck then encouraged customers to call Harley-Davidson to share their thoughts.

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