Sturgis Bikers Comment On Harley Davidson Decision
Buckle up because there’s some serious turbulence hitting the road for Harley-Davidson. The iconic American motorcycle brand, known for its rebellious, freedom-loving image, is facing a major backlash from its core community. Bikers are up in arms, accusing the company of going “woke” under the leadership of CEO Jochen Zeitz, and it’s sparking some serious controversy.
Let’s dive into what’s happening here. The backlash started gaining traction after filmmaker Robby Starbuck took to social media, claiming that Harley-Davidson, a brand beloved by many, had lost its way under Zeitz’s leadership. Starbuck, with over half a million followers on X (formerly Twitter), wasn’t alone in his critique.
At the 84th annual Sturgis Motorcycle Rally in South Dakota, this sentiment seemed to be the talk of the town. Vinny Terranova, a long-time Harley enthusiast and owner of Pappy’s Vintage Cycles, didn’t mince words when he told Fox News Digital that Harley’s recent direction is “branding suicide.”
The comparison to the Bud Light controversy of 2023 is hard to ignore. Just like Bud Light faced a boycott after partnering with a controversial figure, Harley-Davidson now seems to be in a similar situation, with bikers threatening to switch their loyalties to brands like Indian Motorcycles.
Terranova, who ran a Harley dealership for over 40 years, pointed out that the perceived value of Harley bikes has plummeted under Zeitz’s tenure, with some models that used to be valued at $30,000 now selling for as little as $4,000.
The controversy deepened when Starbuck shared what he claims are Harley-Davidson’s “woke” internal policies. Among these were claims of diversity training specifically for white men, support for legislation that would allow men into women’s spaces, and participation in all-ages pride events. These allegations have sparked outrage among many bikers, who feel that the brand is straying far from its traditional roots.
Harley-Davidson’s image has always been one of rugged individualism and rebellion, qualities that don’t necessarily align with the company’s current direction as perceived by critics. The change in Harley’s logo, dropping its iconic orange and white lettering for a more modern, metallic look, is seen by some as symbolic of this shift. The new logo, according to British graphic design firm LMRT, suggests a move away from Harley’s storied past toward a more modern, perhaps more sanitized, image.
The backlash isn’t just online. Reports from recent events like the Harley-Davidson Homecoming Festival in Milwaukee show a significant drop in attendance—down 25% from the previous year. Long-time fans are vocal about their discontent, with some even going so far as to remove the Harley-Davidson name from their bikes.
What’s particularly interesting is the potential long-term impact on Harley-Davidson’s brand identity. For over a century, the company has been synonymous with the American spirit of adventure and freedom. But as it navigates the cultural and political landscapes of today, it’s finding itself at a crossroads. The company’s push toward inclusivity and modernity is being interpreted by some as a departure from its core values, leading to a fracture within its once-loyal fanbase.