Less than two years after Harley-Davidson rolled back its diversity, equity and inclusion (DEI) programs, a conservative influencer is again targeting the American motorcycle manufacturer, urging consumers to take their business elsewhere.
Anti-DEI Activist Targets New Leadership
Anti-DEI activist Robby Starbuck previously called out the 123-year-old motorcycle brand for embracing what he described as a 'woke agenda of the very far left' through initiatives such as DEI training and participation in the Human Rights Campaign's Corporate Equality Index. Pressure from Starbuck led the company to reverse these policies, but he is now renewing his campaign against the Milwaukee-based company.
In a video posted on social media Wednesday titled 'Harley Davidson Goes Woke AGAIN!', Starbuck claimed that the company's new CEO Artie Starrs and another recently hired executive have a history of supporting DEI initiatives.
'So after an extremely tumultuous period where your brand was torn down and now is seen as weird, woke and weak, you're going to bring in a CEO that is going to, like, project the masculine identity of the brand right? The pro-America identity of the brand. Well, maybe not so much,' Starbuck said in the video.
He pointed out that Starrs, formerly CEO of Topgolf International Inc., led that sports-entertainment company when it had a pride group and sponsored an LGBTQ+ golf tournament that raised funds for San Francisco Pride. Starbuck also noted that Starrs was Pizza Hut's CEO when the fast-food chain sponsored a program providing anti-racism resources to educators.
Chief Brand Officer Also Under Fire
Starbuck also questioned the hiring of Marcus Fischer as Harley-Davidson's new chief brand officer. He alleged that Fischer 'pushed DEI' during his tenure as CEO of ad agency Carmichael Lynch, citing past social media posts from Fischer that included one 'pushing for more transgender representation in advertising for vehicles.'
After listing what he called Fischer's 'woke' posts, Starbuck questioned the motorcycle company's decision to hire Fischer as the 'face of the brand' following 'a giant explosion among Harley riders who are angry about the brand going woke.'
'They must think Harley riders are dumb … that you guys won't leave and go to another brand,' Starbuck said, suggesting customers should switch to a rival motorcycle brand if the company continues to 'force wokeness.'
Company Responds
Harley-Davidson defended its CEO in a statement to USA Today.
'Since stepping into the role eight months ago, CEO Artie Starrs has spent time across the country listening directly to our riders, dealers, employees and unions,' the statement said. 'As our dealers and employees can attest, our only agenda is getting back to basics: building great motorcycles, strengthening our network of 500+ U.S. dealers, and supporting a workforce that is proud of the product they put on the road. We have made meaningful improvements and changes, and that work continues.'
