Harley-Davidson’s ‘Woke’ Shift: Why Some Riders Are Leaving for Other Brands.

Cave Creek, Arizona, William, a 69-year-old motorcycle enthusiast, takes pride in his collection of Harley-Davidson bikes—a 1997, a 2001, and a 2005 Softail inherited from family. For William, Harley-Davidson is more than just a brand; it represents nostalgia and the freedom of the open road. Despite the recent backlash against Harley-Davidson's perceived shift toward “woke” culture, William remains loyal. He believes the uproar is overstated and views the company’s efforts to adapt to a changing market with a sense of skepticism.

The controversy surrounding Harley-Davidson intensified this summer after conservative commentator Robby Starbuck criticized the company's internal policies and training programs aimed at diversity, equity, and inclusion (DEI). At the annual Sturgis motorcycle rally in August, many bikers voiced their dissatisfaction with what they see as Harley-Davidson’s departure from its traditional image. Critics argue that initiatives like “National Coming Out Day” and DEI training are signs of a broader cultural shift that they find troubling.

Debbie, another long-time Harley enthusiast, echoes this sentiment. She and her partner, who have owned several Harleys over the years, are disillusioned with the brand’s modern offerings. Debbie points to a perceived decline in quality, noting that new models feature more plastic components and less durability compared to older ones. She also disapproves of the minimalist “ghost design” of the new Harley-Davidson logo. For her, the brand's commitment to DEI is intertwined with a decline in product quality, leading her to suggest alternatives like Indian Motorcycles.

Indian Motorcycle, founded in 1901 and now owned by Polaris Inc., is seeing a potential uptick in interest as some Harley-Davidson riders explore other options. Quinn Keefe, Marketing Manager at Indian Motorcycle Peoria, views the situation as an opportunity. While he acknowledges the controversy, Keefe also emphasizes that competitors like Honda are strong contenders in the market. He notes that while the buzz around Harley-Davidson might draw attention, it’s essential to recognize the quality and appeal of other brands.

The debate over Harley-Davidson’s direction highlights a broader tension within the motorcycle community. On one side are riders like William, who see the backlash as overblown and believe the brand is simply evolving. On the other are those like Debbie and her partner, who see a shift away from the traditional values and quality they once revered.

As Harley-Davidson navigates this cultural crossroads, it remains to be seen how the brand’s efforts to modernize will impact its loyal customer base and whether competitors will gain ground in the changing landscape of motorcycle enthusiasts.

Information came from Epoch Times. They have a massive paywall of annoyance.