Harley-Davidson Disavows DEI Goals Amid Social Media Backlash

Harley-Davidson has clarified its stance on diversity, equity, and inclusion (DEI) goals and initiatives amid what it described as “negativity on social media.”
The company said in an Aug. 19 statement that it initiated an internal review earlier in the year to “better align Company activities to the needs of both our business and community.”
Following the review, the company said it would end its relationship with the Human Rights Campaign, the nation’s largest LGBT advocacy group.
Addressing concerns about its employee training programs, the company said that all training initiatives will now be strictly business-focused and free from “socially motivated” content.
Harley-Davidson also said it would review all sponsorships and outside organizations the company is affiliated with. The Milwaukee-based company had previously been a corporate member of the Wisconsin LBGT Chamber of Commerce, an organization supporting LGBT entrepreneurs.
“As a consumer brand, we will focus exclusively on growing the sport of motorcycling and retaining our loyal riding community, in addition to the support we already provide to first responders, active military members and veterans,” the iconic motorcycle maker wrote.
According to the statement, Harley-Davidson currently has no “DEI function” and has not operated under DEI guidelines since April. The company further clarified that it has no hiring quotas and no longer has “supplier diversity spend goals” aimed at incorporating businesses owned by people from diverse backgrounds into its supply chain.
“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community,” the company said.
Harley-Davidson employees also participated in a “National Coming Out Day” event, in addition to a learning session about how “social identities” such as gender and race affect people’s daily lives and the way people engage with each other.
“Let me tell you what your customers actually want,” Starbuck said at the end of the video, addressing the company’s leadership. “No more CEI scores. No more DEI departments. No more woke trainings. No more donations to woke causes. Just make motorcycles, period.”
Starbuck’s comments were amplified by other social media personalities, including X owner Elon Musk and Ohio gun range owner Brian Lanckiewicz, who runs the popular YouTube channel “Columbia War Machine.”