After weeks of online and in-person backlash, Harley Davidson has made an official announcement they are dropping their DEI policies.
They are one of several American brands to backtrack from these policies in recent months. Tractor Supply and John Deere are two other companies that recently faced a similar response to their policies, which resulted in removal of those policies.
Consumers are making it clear with their spending about what they will – or will not accept from a brand.
When DEI Crusader, Robby Starbuck, tweeted about Harley Davidson “being woke”, the backlash was instant. The policies being implemented were supportive of the “equality act”, funding of all ages pride events and wanting to make February and March “months of inclusion”.
These were just a few of the many policies the iconic brand wanted to implement.
But, it backfired.
The Tweet made by Starbuck almost a month ago logged over 4K comments. Many of those comments were from loyal Harley Davidson riders who felt disappointed in the brand and were talking about boycotting them.
The timing of all of this could not have been worse. With the annual Sturgis motorcycle event in August – many wondered what the impact would be for the brand.
Did Harley Davidson’s woke policy impact Sturgis?
Attendance was down this year – but it could be due to many factors. But, one thing was clear – Harley Davidson riders and shop owners were not happy.
“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley Davidson community. Earlier this year, we initiated an internal stakeholder review to better align company activities to the needs of both our business and community,” the company shared on Twitter on August 19, 2024.
The company stated the following in their letter about the changes.
- They stated they have not operated a DEI function since April of 2024
- They no longer have any DEI function
- There will be no more hiring quotas
- No supplier diversity spend targets
- All sponsorships for the consumer brand will focus exclusively on retaining the riding community.
- Continued support will remain for veterans, military, first-responders, etc.
- The Harley Davidson Foundation will focus on positive change initiatives in the Milwaukee area.
- They will no longer participate in HRC scoring.
- Future training will not be socially motivated – and only contain what is legally required by law
The company also said it would end its relationship with the Human Rights Campaign, a leading LGBTQ+ advocacy group.
“We remain committed to listening to all members of our community,” the company said in the statement.
The tweet has received over 7K comments, some applauding the efforts, others criticizing it.
We would love to hear your thoughts on this policy reversal.
Related: Harley Davidson’s Wrecking Crew Were the Rebels Who Built a Name for Harley in Racing
Article was originally posted on Grease Culture.
