Harley-Davidson (NYSE:HOG) is undertaking a review of its corporate policies after filmmaker and anti-DEI activist Robby Starbuck accused the iconic motorcycle manufacturer of embracing the “woke agenda of the very far left” which do not align with the values of the company’s core customers.
Sources claim that Harley’s (HOG) presence at the legendary Sturgis motorcycle rally this month has been noticeably diminished, with many motorcycle enthusiasts boycotting the company’s tent and activities in protest of policies exposed by Starbuck.
The backlash, as well as Starbuck’s success at raising ire against Tractor Supply (TSCO) and John Deere (DE), has prompted Harley-Davidson (HOG) to reconsider some policies that might have offended its stalwart customers.
“Harley-Davidson has been a proud American institution for more than 120 years. United We Ride defines how we run our business, treat our people, and underscores our commitment to freedom. As a responsible company, we are committed to evaluating our policies, strategies, and activities to ensure they are relevant to our business,” the company said in an email to employees viewed by Bloomberg.
As part of his campaign against the company, Starbuck claims that under CEO Jochen Zeitz, Harley-Davidson (HOG) employees are required to undergo LGBTQ+ ally training, embraces the CEO Action for Diversity & Inclusion Pledge, and has sponsored all-ages pride events that feature drag queens.
“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?” Starbuck’s asks in a tweet, adding that “When we use our voices and wallets to vote our values, we can change the world and we can restore great American companies to a culture of sanity, meritocracy and culture war neutrality OR we can inspire competitors to step up to fight for our business.”
Harley-Davidson (HOG) shares are down close to 2%.
Dear Readers: We recognize that politics often intersects with the financial news of the day, so we invite you to click here to join the separate political discussion.
Harley-Davidson to review DEI policies following fallout from activist campaign
RELATED ARTICLES