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Writer's pictureChris Meek

Harley-Davidson’s New ‘Woke’ Policies: Controversy, Backlash, and Reality

Harley-Davidson, an iconic American brand synonymous with rugged individualism and freedom of the open road, has found itself at the center of a heated debate in recent years. The brand's shift towards what some call "woke" policies has ignited strong reactions, leading many to question whether this new direction has hurt its reputation and sales. But what exactly has Harley-Davidson done that’s considered "woke," and is the uproar really as significant as it seems?


What Has Harley-Davidson Done to Be Labeled 'Woke'?

The term "woke" has become a flashpoint in cultural discussions, often used to describe companies and individuals taking progressive stances on social and political issues. In Harley-Davidson's case, a few notable changes have caused some within its traditional customer base to accuse the company of going woke:


Harley Davidson CEO
Jochen Zeitz

  1. Diversity and Inclusion Initiatives: Under the leadership of CEO Jochen Zeitz, who took the reins in 2020, Harley-Davidson has made clear its commitment to increasing diversity both in its workforce and customer base. This includes initiatives to hire more women and minorities, along with marketing campaigns aimed at attracting younger, urban riders. Harley has also taken part in public messaging supporting causes like Black Lives Matter and other progressive movements.

  2. Shift in Marketing Strategy: Harley has historically been associated with middle-aged, blue-collar white men. As the demographics of America change, Harley has recognized that to survive, it must appeal to a broader audience. This has meant a focus on new, electric motorcycles, environmentally-conscious messaging, and branding that resonates with millennials and Gen Z – groups that traditionally value inclusivity and social justice.

  3. Sustainability and Electric Bikes: Another major shift is Harley’s investment in electric bikes, such as the LiveWire. This is seen by some as a move away from the classic, gas-powered, roaring engines that made Harley-Davidson famous. Critics argue that the brand is pandering to environmentally-conscious millennials and abandoning its roots.

These shifts have been met with both praise and backlash. While some welcome Harley’s efforts to modernize, others feel the brand is alienating its core audience by embracing progressive social causes and diluting its traditional image.


Robby Starbuck’s ‘Woke’ Claims About Harley-Davidson

One of the loudest voices criticizing Harley-Davidson’s shift is Robby Starbuck, a conservative filmmaker and political commentator who has gained popularity in right-wing circles for his vocal opposition to progressive cultural movements. His criticism of Harley-Davidson has helped to amplify the narrative that the company has gone too far in adopting “woke” policies.

Starbuck, who has run as a Republican congressional candidate and has a sizable social media following, frequently speaks out on issues such as cancel culture, corporate activism, and the perceived erosion of traditional values in America. His critiques resonate with a segment of the population that feels alienated by what they see as the increasing politicization of corporations.

In his critiques of Harley-Davidson, Starbuck accuses the company of abandoning its loyal, long-standing customer base by focusing too much on diversity and inclusion efforts, and for pandering to progressive causes that may not align with the views of traditional Harley riders. He argues that Harley-Davidson's adoption of what he calls "woke" policies could drive away the very people who built the brand into what it is today.


Who Is Robby Starbuck, and Why Should Anyone Listen to Him?

Robby Starbuck began his career as a music video director and has worked with some major names in the entertainment industry, but his profile has grown significantly in recent years due to his outspoken conservative views. He has positioned himself as a cultural commentator, frequently sharing his views on political issues, often from a right-wing, anti-establishment perspective.

Starbuck’s influence is largely driven by his social media following, where he speaks to a politically engaged audience. His critiques of major corporations like Harley-Davidson often reflect broader conservative concerns about the perceived encroachment of progressive ideals into areas like business and entertainment.

However, it's important to note that Starbuck, while influential among a certain demographic, is not necessarily a motorcycle expert or an industry insider. His opinions reflect a cultural and political critique rather than an analysis rooted in the specifics of the motorcycle market or Harley-Davidson’s business strategy.


Are His 'Woke' Claims About Harley-Davidson Actually All That Bad?

CEO Jochen Zeitz with Harley Davidson Livewire electric motorcycle
Livewire motorcycle

When we break down Robby Starbuck’s claims, the key issue is whether Harley-Davidson’s efforts to diversify and modernize are truly alienating its core audience. While it’s clear that Harley’s new direction may not sit well with all of its traditional customers, there are a few important points to consider:



  1. Necessary Adaptation: Harley-Davidson has faced significant headwinds for years due to shifting demographics. Younger generations are less interested in motorcycles, especially the large, expensive models that Harley is known for. To survive, Harley needs to expand its appeal. This includes broadening its customer base by making motorcycles that attract younger, more diverse riders. Starbuck’s criticism may resonate with those resistant to change, but Harley-Davidson's shift is arguably necessary for its long-term survival.



  2. Electric Motorcycles and Sustainability: Starbuck, like many critics, points to Harley’s focus on electric bikes as an example of the company abandoning its roots. But the move towards sustainability is part of a broader industry trend, not just a political statement. Electric bikes like the LiveWire are a way for Harley to future-proof itself in an industry that is increasingly pressured to reduce emissions.



  3. Cultural Shift vs. Business Sense: Many of the policies that critics label as "woke," such as diversity initiatives and support for social causes, are part of a larger trend across many industries. Companies are recognizing the importance of appealing to a broader, more socially conscious consumer base. Whether or not these policies are effective is still up for debate, but Harley-Davidson is not alone in taking this route.


Harley-Davidson’s Response to the Backlash

In the face of growing criticism, Harley-Davidson has made an effort to address the concerns of its traditional fanbase. The company has clarified its position, with leadership stating that while they are modernizing their brand, they are not abandoning their core values. In public statements, Harley-Davidson has emphasized that it remains committed to the ideas of freedom, individualism, and the rebellious spirit that has always been at the heart of the brand.

One such statement from Harley leadership emphasized that the company is not “going woke,” but rather evolving to meet the demands of a changing market. The company has pointed out that broadening its customer base is not about rejecting its loyal riders but about ensuring the brand’s survival for future generations.

Additionally, Harley-Davidson has reassured its core audience that the traditional bikes they know and love – big, loud, and full of American muscle – aren’t going anywhere. Models like the Fat Boy and Road King continue to be integral to the company’s lineup, even as they explore new markets with electric bikes and more diverse offerings.

Harley’s response shows a careful balancing act: staying true to the brand’s heritage while making necessary adjustments to appeal to a broader, more diverse customer base. The company is trying to make clear that while it’s evolving with the times, it isn’t abandoning the loyal riders who have supported it for decades.



The Backlash: Has the CEO Ruined Harley-Davidson?

The appointment of Jochen Zeitz as CEO marked a clear turning point in Harley-Davidson’s strategy. A seasoned executive known for his time at Puma, Zeitz’s focus has been on revamping Harley for a new generation of riders. While this has included necessary steps like cutting costs, restructuring, and focusing on long-term sustainability, it has also led to criticism from long-time customers.

Detractors argue that Zeitz has taken Harley-Davidson too far in a direction that alienates its core demographic – those who valued the brand’s traditional image of rebellion, freedom, and American grit. Some have even claimed that Zeitz’s leadership has "ruined" Harley, citing moves like discontinuing certain models and changing the company's cultural tone as evidence.

However, it’s worth asking if this is just a loud minority, or if there is a widespread issue. So far, there’s little concrete evidence to suggest that Zeitz has irreparably damaged the brand. While the criticism is real, the company’s financials do not indicate a catastrophic collapse under his leadership.



Have Sales Dropped Because of These Policies?

The question of whether Harley’s "woke" shift has led to declining sales is complex. It’s true that Harley-Davidson has struggled with declining sales for years, but these trends began long before any so-called woke policies were implemented. The reality is that the motorcycle industry as a whole has faced headwinds due to changing demographics and lifestyle preferences.

  • Aging Demographics: Harley’s core customer base – Baby Boomers – are aging out of motorcycle riding, and younger generations are less interested in owning motorcycles, especially the large, heavy, and expensive models Harley is known for.

  • Competition and Market Dynamics: Competition from other motorcycle manufacturers, particularly those offering cheaper or more accessible models, has been a factor in Harley’s sales struggles. Moreover, economic factors like inflation, high interest rates, and the financial strain of the COVID-19 pandemic have also played roles in slowing sales across the industry.

As for whether the "woke" changes have exacerbated these issues, there’s no clear evidence that sales have dropped specifically because of diversity initiatives or sustainability efforts. In fact, the company's stock has performed well under Zeitz’s leadership, and Harley has shown a willingness to evolve with the times, which may ultimately help the company survive in the long run.


Harley Davidson 2024 Road glide and Street Glide
2024 Road glide and Street Glide


Is It Really That Big of a Deal?

The controversy surrounding Harley-Davidson’s new policies appears to be part of a broader cultural clash between progressivism and traditionalism. For a brand like Harley, which has always been about identity and lifestyle as much as it has been about motorcycles, this clash is amplified. However, the intense reactions to Harley’s shift may be more of a reflection of the current political climate than a true existential crisis for the company.

For many, Harley-Davidson is more than just a motorcycle company – it’s a symbol of a certain kind of Americana. As the country becomes more diverse and the cultural landscape shifts, it’s inevitable that a company like Harley would need to adapt. Whether this adaptation is "woke" or simply smart business remains up for debate.


Conclusion: A Brand in Transition

Harley-Davidson’s new direction has undeniably ruffled feathers, but the company’s future remains uncertain, not doomed. The backlash from some customers shows the deep emotional connection people have with the brand, but that doesn’t mean Harley-Davidson can’t evolve and attract new riders.

In the end, while Harley’s "woke" policies may have sparked anger, it’s unlikely they alone will determine the company’s fate. Harley-Davidson is in a transitional period, and its success will likely depend on how well it can balance appealing to a new generation of riders without alienating its core base. The real question isn’t whether Harley is "woke" or not – it’s whether Harley can remain relevant in a rapidly changing world.

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