Harley-Davidson accused of going ‘woke’
Reporting for America’s Taylor Riggs and Jackie DeAngelis discuss the controversy surrounding the iconic motorcycle company and the importance of political neutrality in companies.
Harley-Davidson’s leadership is facing questions following a series of intriguing strategic decisions and public relations moves that have attracted widespread attention.
Many say CEO Jochen Zeitz’s “woke” domestic agenda and the striking comparisons he has drawn between himself and the Taliban, the global terrorist group, in his pursuit of “sustainability” have damaged the integrity of the motorcycle maker’s brand — in addition to sparking outrage on social media and sparking a revolt among loyal Harley-Davidson customers.
Just two days ago, the company released a statement announcing its rejection of DEI and other controversial initiatives it has put in place in recent years.
Harley-Davidson CEO Compares Himself to ‘Taliban’ in Attempt to Redesign Motorcycle Brand
“It is critical to our business that we recruit and retain the best talent and that all employees feel welcome,” the company said.
“However, we have not had a DEI function operational since April 2024, and we do not have a DEI function today. We do not have hiring quotas and we no longer have supplier diversity spending targets.”
Jochen Zeitz, chairman and CEO of Harley-Davidson, compares himself to the Taliban, the global terrorist group, in his quest for “sustainability.” Pictured: A motorcyclist carries an American flag on his motorcycle. (Reuters/Brendan McDermid | Reuters)
In late July, filmmaker and conservative political commentator Robbie Starbuck tweeted, “Harley-Davidson used to be one of America’s most beloved brands, but recently under CEO Jochen Zeitz, the company has become very self-conscious.” This week, Starbuck celebrated the company’s change of heart.
“Recently, under CEO Jochen Zeitz, they have become fully awake.”
Given this and more, there are growing concerns about the direction that Milwaukee Motorcycle Company, one of America’s most beloved brands, is taking.
Zeitz is Harley-Davidson’s CEO and Chairman of the Board.
Harley-Davidson Discontinues ‘WOKE’ Policy After Rider Outrage, Social Media
Fox News Digital attempted this week to reach Zeitz and Harley-Davidson, as well as each member of its board of directors, to discuss their version of recent events, as well as other issues.
Jochen Zeitz is shown in Nuremberg, Germany, in 2008, years before he became CEO and chairman of Harley-Davidson. (Alexander Hassenstein/Getty Images)
Here is the result.
Harley-Davidson riders ‘used up’ before ‘WOKE’ controversy, outlaw claims
Jochen Zeitz
Council Biography: Chairman, President and Chief Executive Officer of Harley-Davidson, Inc.
Additional bio: Became CEO of Puma at age 30, founder of B Team with the goal of defining business through the social agenda, opened the Zeitz Museum of Contemporary Art in South Africa in 2017.
“We are trying to confront traditional capitalism and redefine it,” Zeitz told executives at a global business summit in Switzerland in 2020, the year he became Harley-Davidson’s CEO.
Response to Fox News Digital: Phone or email requests from Fox News Digital were not answered.
Festival participants ride their Harley-Davidson bikes on the Grand Tour in Saxony, Dresden, Germany, in July 2023. (Matthias Reichel/Image Alliance/Getty Images)
Troy Alstead
Council Biography: CEO and COO of Ocean5 and Table 47, Founder of Harbor 05, LLC, and former COO of Starbucks Corporation
Response to Fox News Digital: No response.
Jared Daredevil
Council Biography: H Partners Management, LLC
Response to Fox News Digital: No response.
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James Duncan Farley Jr.
Council Biography: President and CEO of Ford Motor Company
Response to Fox News Digital: No response.
Alan Goulston
Council Biography: Head of the US Program for the Bill & Melinda Gates Foundation
Response to Fox News Digital: “I can’t comment,” Goulston said, and hung up. I got an email saying he was out of the office.
The Harley-Davidson logo is seen near a store in Krakow, Poland, in January. (Jakob Porzycki/NourPhoto via Getty Images)
Sarah Levinson
Council Biography: Co-Founder and former CEO of Katapult Studio, and former CEO of Clubmom, Inc., NFL Properties, Inc. and MTV: Music Television.
Response to Fox News Digital: No response.
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Norman Thomas Lineberger
Council Biography: Former CEO of Cummins, Inc. Former CEO and Chairman of Cummins, Inc.
Response to Fox News Digital: No response.
Jochen Zeitz, then CEO of Puma, in Berlin in 2009. (Michel Tantossi/Bloomberg via Getty Images)
Rafe Masoud
Council Biography: Chief Growth Officer and Chief Digital Officer, Royal Caribbean Group
Response to Fox News Digital: An unnamed person answered the phone and said Masoud was unavailable.
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Mary Rose Sylvester
Council Biography: Former CEO of ABB Group, General Electric Intelligent Platforms, and General Electric Lighting
Reply to Fox News Digital: NOr reply.
Hannah Grossman of Fox News Digital contributed to this report.
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