Bikers Revolt Against Harley-Davidson for ‘Going Woke’ After New Exposé

Motorcycle enthusiasts are revving up their engines in protest against Harley-Davidson, criticizing CEO Jochen Zeitz for promoting what they see as a “woke” agenda. The controversy, initiated by conservative influencer Robby Starbuck, accuses Zeitz of supporting policies on transgender youth healthcare, critical race theory, climate change, and diversity, equity, and inclusion (DEI) initiatives.

Starbuck, a 35-year-old political commentator, voiced his grievances on X, calling for Zeitz’s removal. He argued that Harley-Davidson, a symbol of rugged American individualism, had succumbed to the “liberal elite” by embracing a more inclusive approach towards its customers and employees. According to Starbuck, this new direction, which he derisively termed “woke,” included promoting DEI within its workforce and events, causing dissatisfaction among traditionalists in the biking community.

Starbuck listed various affiliations and activities that have angered the base. “I wonder how many Harley riders are aware that Harley-Davidson is a platinum founding member of the LGBT Chamber of Commerce in Wisconsin,” he stated. He criticized the company’s participation in LGBTQ+ initiatives, including an event featuring a celebratory cake, which he described disdainfully. “Harley-Davidson even hosted an LGBTQ+ boot camp at their corporate offices. Look at that sweet cake they got them. Isn’t that just so inclusive?” he mocked.

“Jochen Zeitz is an unusual choice to lead Harley-Davidson. He’s German, and he’s an outspoken climate activist,” Starbuck said. He also pointed out a controversial aspect of the company’s training programs, “In Harley’s so-called sustainability report, they mention that their 1,800 global employees completed virtual training to learn what it means to be an ally to the LGBTQ+ community, and participated in sessions exploring social identities, both seen and unseen.”

It’s time to expose Harley Davidson.@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.

Here’s some of what we found:

• Openly supports “the equality act" which would allow men into girl’s… pic.twitter.com/15kPUy8WVY

— Robby Starbuck (@robbystarbuck) July 23, 2024

Starbuck highlighted another event, “They sponsored this LGBTQ+ pride event where they had a rage room. I am not joking. A rage room to quote, ‘let off steam.’ It was located right next to the story time area where children could interact with drag queens and then play catch with a dad for those with daddy issues.”

He continued, “I wondered how much money Harley has given to such causes. Turns out it is millions. Here’s United Way Milwaukee bragging about a million-dollar donation from Harley,” Starbuck said. “No more CEI scores, no more DEI departments, no more woke trainings, no more donations to woke causes, no more donations to pride parades that parade sexuality to children. Just make motorcycles, period.”

Subsequently, Sean Strickland, a former Ultimate Fighting Championship middleweight champion and long-time Harley enthusiast, joined the protest. He shared a video on X, declaring his break from the brand. Strickland went further, asking his over 600,000 followers in a follow-up post whether he should sell his Harley or destroy it with a machine gun.