Iconic American superbrand is forced into humiliating climbdown over its DEI policies after being targeted by famed anti-woke activist

Harley-Davidson has been forced into backtracking on their DEI policies after being targeted by a conservative activist. 

The $6 billion-a-year firm known for its macho and rebellious image faced backlash after campaigners exposed its diversity, equity, and inclusion (DEI) efforts and urged riders to steer clear of the American icon.

Conservative influencer and filmmaker Robby Starbuck cited CEO Jochen Zeitz's support for hardline policies on trans care for kids, critical race theory, climate change and diversity, equity and inclusion efforts.

In a statement released on Monday, the company said they had renounced DEI and other initiatives that had caused bikers to abandon the legendary brand. 

The company said they were saddened by the negativity on social media which according to them was 'designed to divide the Harley-Davidson community'.

They added: 'We have not operated a DEI function since April 2024, and we do not have a DEI function today. 

'We do not have hiring quotas and we no longer have supplier diversity spend goals.'

The company said they would be reviewing all their sponsorships and outside organization they affiliate.

According to the statement they will also be establishing a way to review all sponsorships in house, and suggested they could drop some sponsorships.

It also suggest that the company would drop some sponsorships which could include LGBTQ+ Pride festivals. 

They said the brand would be moving forward working exclusively on growing the sport of motorcycling. 

On top of this, they said they would also be ending their relationship with the Human Rights Campaign, a well known LGBTQ+ advocacy group.

The statement added: 'We remain committed to listening to all members of our community.'

Jesse Clay, a former US Navy Seal and longtime Harley rider from Colorado, welcomed the move. 

He told Fox News: 'I think it's great. But they never should have changed in the first place. Let's see what actually happens.'

Starbuck welcomed the move also on his X page, writing: 'Another win for our movement. I couldn’t do this without all of you.'

In a post earlier this month, Starbuck had accused CEO Zeits in a nearly 10-minute-long video of having a 'total commitment' to DEI policies.

That includes funding a recent Pride event in Pennsylvania, with face-painting and balloon twisting events for youngsters, as well as a 'rage room' where adults could 'let off steam,' he said.

The bike-maker has also partnered with political groups that push hard-left ideas, including the Wisconsin LGBT Chamber of Commerce, United Way and the Human Rights Campaign, he says.

Harley-Davidson money has therefore promoted sex-change procedures on children and anti-racism efforts against 'whiteness' and 'Christian privilege,' Starbuck alleges.

He went on to claim that DEI efforts have changed life inside the company of some 6,400 people.

Some 1,800 employees were trained on how to become an 'LGBTQ+ ally,' he said, while some sessions singled out white men for specific diversity-training.

The company also introduced employee resource groups (ERGs), which separate staff along racial, gender and sexual identity lines.

Additionally, Starbuck said the motorcycle company is gradually cutting its number of white employees, suppliers, and dealers.

Under Zeitz, the company also signed onto a Human Rights Campaign letter that Starbuck said 'was meant to scare states away from passing laws that ban sex changes for kids and ban men from being able to follow girls into bathrooms.' 

The move from Starbuck prompted Harley owners at the infamous Sturgis Rally to completely denounce the brand.

Ernest Chapman spent two days riding to the historic rally from his home in San Antonio, Texas, on his 2014 Harley-Davidson Ultra Limited. 

Chapman has owned Harleys for 30 years and this is his fifth. His father and uncle also rode them.

'Harley needs to stick with building bikes and leave the wokeness alone,' he told DailyMail.com.

'I'm sure there's people that live all kinds of alternative lifestyles, but as Harley owners, we keep that to ourselves, we don't advertise it.'

Canadian biker Tony Isaac told DailyMail.com: 'They have people like me, I've ridden Harley for 20 years and I'm considering buying something else because I don't agree with the woke.'

Isaac said he isn't against inclusion. But he believes forcing agendas on people can lead to stigma and have the opposite effect to the one intended.

'I support inclusion. I've got a daughter that's in that world and she says that she doesn't want this wokeness,' he said.

Nick Randall, the owner of a 2011 Harley Fat Bob, instantly reacted when $12million-a-year Zeitz's name was mentioned. 'They need to figure out a way to get rid of his a**,' he said bluntly.

'We've got a company that's just supporting a woke agenda and I don't like the way they're going. It's upside down.'

The iconic firm was established by childhood friends William Harley and Arthur Davidson, with the production of their first motorcycle in a small wooden shed in Milwaukee in 1903.

The criticism marked the latest in a series of conservative-led boycotts against well-known brands that embrace progressive policies, which have hit Bud Light, Target, Cracker Barrel, Tractor Supply, The North Face, and many others.

Many companies that embraced DEI policies in the wake of the cop killing of unarmed black man George Floyd in May 2020 have stepped back from them for fear of irking conservative customers.

For some, DEI schemes are important and necessary, as they can help to overcome historical racism and sexism and make it easier for people of all backgrounds to get ahead in education and work.

Critics say it's a form of reverse discrimination that unfairly blows back on straight, white men.

Others say DEI schemes may be well-intentioned, but seldom achieve their desired goals and often make things worse by stirring up divisions in offices and classrooms.