The iconic motorcycle brand Harley-Davidson, long celebrated for its rugged American image, is facing criticism from bikers for what many perceive as a shift toward a more “woke” brand identity.
The 121-year-old company’s rebranding was a hot topic of conversation among motorcycle enthusiasts at the 84th annual Sturgis Motorcycle Rally in South Dakota, which began on August 2 and continues through August 11 this year. The event, which draws some 500,000 attendees each year, is the largest motorcycle rally in the world.
The controversy surrounding Harley-Davidson erupted after music video director Robby Starbuck publicly criticized some of the company’s recent changes. Starbuck’s comments about Harley-Davidson’s internal policies, including allegations of “diversity” programs and support for left-leaning legislation, have fueled the fire.
Starbuck claimed that the company’s wishlist of internal policies includes sending white men to diversity training for white males only, supporting legislation that would allow biological men into women’s restrooms and locker rooms if they identity as transgender, and promoting an all-ages Pride event featuring a rage room and a drag-queen story time for kids, as Fox News reported.
“@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke,” Starbuck posted on X in July.
His claims have been widely circulated on social media, intensifying the backlash for Harley-Davidson.
Attendees at the rally, known for their staunch allegiance to traditional American values and the rebellious spirit that Harley-Davidson has long represented, have been expressing their anger with the company’s recent changes.
“It’s branding suicide,” Vinny Terranova, the owner of Pappy’s Vintage Cycles in Sturgis, South Dakota, told Fox News.
“A lot of bikers are switching over to Indian. They killed Harley. It breaks my heart,” he added.
Terranova, a former Harley-Davidson dealer for 40 years, also pointed out the depreciation in the value of Harley’s bikes.
“A Harley valued at $30,000 just a few years ago is now getting only $4,000. People don’t even want to be associated with Harley anymore,” he claimed, per Fox News.
The situation has been likened to the Bud Light debacle of 2023, which followed the beer brand’s partnership with Dylan Mulvaney, a social media influencer and transgender activist.
According to USA Today, over a year after facing a damaging boycott over its partnership with Mulvaney, Bud Light’s sales have remained stagnant.
AB InBev, the parent company of Budweiser and Bud Light, reported global sales exceeding $14.5 billion. However, U.S. sales dropped by 9.1% in the first quarter of 2024, with retail sales falling by 13.7%.
The anger from bikers at Sturgis reflects a broader sentiment among older Harley riders who feel alienated by what they view as a departure from the brand’s roots and core values.
Reports show that the attendance at the annual Harley-Davidson Homecoming Festival in Milwaukee last month dropped by 25% compared to last year, reported Fox.
Recently, Harley-Davidson also updated its logo from the classic orange and black shield to a more modern minimalist design, which many enthusiasts argue lacks the original logo’s historical value.
Harley-Davidson has yet to officially respond to requests for comment from The Dallas Express on the backlash from motorcycle enthusiasts.
As the rally wraps up this week, the future of Harley-Davidson’s relationship with its core audience remains uncertain.
According to FirstPost, Harley-Davidson stock dropped 11% to a three-year low after the company reported a 24% decline in third-quarter profit last October.