In a striking move that has caught the attention of both consumers and industry insiders alike, Harley-Davidson, the iconic motorcycle manufacturer, is facing scrutiny from a prominent conservative influencer. Robby Starbuck, known for his outspoken views and activism, has launched a campaign against the company, claiming that its recent initiatives are misaligned with the values of its core customer base.
With a legacy spanning over a century, Harley-Davidson has established itself as a symbol of American freedom and rugged individualism. However, recent actions taken by the company have drawn the ire of Starbuck, who has previously influenced other major brands like Deere & Co. and Tractor Supply to reassess their diversity, equity, and inclusion (DEI) policies. In a nine-minute video posted on X, Starbuck criticized Harley-Davidson for its engagement with the Wisconsin LGBTQ+ Chamber of Commerce and for hosting an LGBTQ+ boot camp at its headquarters.
Starbuck’s video asserts that Harley-Davidson has strayed from the preferences of its loyal customers, stating, “It’s time to expose Harley Davidson. They’ve gone totally woke under CEO Jochen Zeitz’s leadership.” He pointed to the company’s support for the Equality Act, which he argues would allow individuals who identify as male to participate in women’s sports, as a significant departure from traditional values.
In his video, Starbuck passionately declared, “Let me tell you what your customers actually want, because it’s pretty easy: Just get rid of the social issues and divisive causes. No more DEI departments, no more woke trainings, no more donations to woke causes. Just make motorcycles. Period.” This message resonates with a segment of consumers who feel that brands should focus on their core products rather than engaging in social and political issues.
Despite the criticism from Starbuck and his followers, Harley-Davidson’s stock performance remains robust. After the company reported quarterly sales and earnings that exceeded analysts’ expectations, its stock surged by 6.5%. For the three months ending June 30, Harley-Davidson reported a revenue increase of 12%, totaling $1.6 billion, even amidst a 3% decline in motorcycle sales. This suggests that the company’s strategic pivot under CEO Jochen Zeitz, who has emphasized higher-end models while scaling back options for entry-level riders, is resonating positively with investors.
Robby Starbuck, who boasts over half a million followers on X, has made headlines not only for his political commentary but also for his documentary work. Earlier this year, he released a two-hour documentary titled “The War on Children,” which critiques various societal influences, including LGBTQ+ activists and the entertainment industry, accusing them of indoctrinating young audiences.
Starbuck’s activism has proven effective in influencing corporate policies. Following his campaign, Tractor Supply announced its decision to eliminate DEI initiatives and roles, withdraw from carbon emission goals, and stop providing data to the LGBTQ+ advocacy group Human Rights Campaign. This victory has emboldened Starbuck as he turns his attention to Harley-Davidson.
As the debate continues, it raises questions about the role of corporations in social issues and the expectations of consumers. Harley-Davidson’s response to this campaign and its future direction will be closely monitored by both supporters and critics alike, as the company navigates the complexities of modern consumer expectations and brand identity.
As the landscape of corporate America evolves, the intersection of business and social responsibility remains a hotly contested arena. The outcome of this latest campaign against Harley-Davidson may set a precedent for how brands engage with social issues and respond to consumer pressures moving forward.
