News DEI policy: Harley-Davidson revises its copy

Harley-Davidson is in the midst of a major media storm concerning its Diversity, Equity and Inclusion (DEI) policy. This is the result of a growing backlash from conservative circles, exacerbated by activists such as Robby Starbuck. Here's an overview of the current situation.

LGBTQ+, Elon Musk, Harley-Davidson... Background:

In recent months, Harley-Davidson has come under fire for its DEI initiatives, which included diversity training and support for LGBTQ+ organizations. These policies have met with severe opposition from some conservative segments of the American public, who feel that these initiatives deviate from the brand's traditional rebellious and patriotic image.

Right-wing figures such as Elon Musk have amplified the criticism of the brand, increasing the pressure on the company. Under pressure from growing criticism, including from Robby Starbuck and other conservative activists, Harley-Davidson decided to review its DEI policy.

Since April 2024, the company no longer has a department dedicated to diversity and has abandoned the targets and quotas linked to this policy. It has also suspended its relationships with groups such as the Human Rights Campaign and will re-evaluate its partnerships, including those linked to LGBTQ+ pride events.

Translation of the Harley-Davidson press release, issued on August 19:
We are saddened by the negativity on social networks over the past few weeks, designed to divide the Harley-Davidson community. We remain committed to listening to all members of our community as we continue our journey together as one Harley-Davidson. United we ride.

What impact on the brand and the market?

The controversy has otherwise divided opinion: anti-DEI campaigners welcome the backlash as a victory, while diversity advocates and some observers criticize the brand for what they perceive as a regression. The situation nevertheless highlights the paradox between Harley-Davidson's “hard-boiled” image and its recent initiatives perceived as “woke”.

The controversy has affected the manufacturer's image and its presence at major events, such as the Sturgis Motorcycle Rally, where the brand was less visible this year. The debate surrounding DEI policies reflects a wider conflict in the US over the role of corporations in social and political issues. Harley-Davidson joins companies such as Tractor Supply and John Deere, which have also revised their DEI policies under pressure from critics.

Aside from this episode, more generally, lately the brand, true to its historic roots, doesn't seem to be struggling to appeal to younger customers. It seems intent on refocusing on its core business, while navigating an increasingly polarized social and political climate. How it manages these tensions will be crucial to its future and its perception among consumers... And the latest news doesn't seem to be reversing the trend: Harley is suffering the wrath of American unions after relocating production of certain models to Thailand, a choice dictated by economic and commercial imperatives and which threatens jobs in the USA.

Harley-Davidson: presence confirmed at the EICMA show in Milan

That was before we learned that the Milwaukee-based brand would be taking part in the 81st edition of the EICMA show in Milan. This news is as surprising as it is gratifying at this time of year. Harley hasn't taken part in EICMA since 2019... The last straw when you consider the showcase it represents. The event will be held from November 5 to 10 (opening to the public on November 7).