Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

Harley-Davidson's recent efforts to appeal to broader audiences have alienated a core group of loyal bikers who claim the brand has betrayed its roots. These bikers, who helped build Harley's iconic image, feel that the company is now snubbing them in favor of wealthier, less traditional riders.

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Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

Harley-Davidson, the iconic American motorcycle manufacturer, is facing backlash from some of its most loyal customers who accuse the company of "going woke." These bikers, who claim to have been instrumental in building Harley's image as a "bad---" brand, say they feel kicked to the curb as the company pursues global expansion and appeals to a more diverse audience.

"Harley used the motorcycle clubs and used the loyalty of a lot of bikers for decades to build the brand," said James "Hollywood" Macecari, a former "one-percenter" – or outlaw – club member.

Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

Maccari, a motorcycling media mogul, believes that Harley-Davidson has abandoned the bikers who were the backbone of its success. "The bikers stuck with Harley through the AMF (American Machine and Foundry) years in the 1970s when the bikes were junk and nobody else wanted them," he said.

Harley's prices soared in the 1990s, as affluent riders began to embrace the Harley brand. However, many of the old-school bikers felt that they were no longer welcome in Harley-Davidson dealerships.

Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

"If I walked into a Harley-Davidson dealership with my patch, they snubbed their noses, even though I probably made more money than half the owners," said Macecari.

Harley-Davidson's efforts to appeal to younger and more diverse riders have also alienated some of its loyalists. The company's recent "woke" initiatives, which include diversity training programs and hiring transgender influencers, have drawn criticism from many bikers.

Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

"Bikers are anything but woke," said Dave Wedge, co-author of the book "Riding with Evil: Taking Down the Notorious Pagan Motorcycle Gang." "The notion that Harley has adopted a platform that conflicts with their worldview appears to be a final act of betrayal for them."

Some biker club leaders believe that Harley-Davidson is simply following the money. "The American dream has never been about backing those that back you. It's always been about backing those that make you money," said John E. Bunch II, former national president of Black Sabbath Motorcycle Club Nation.

Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

Harley-Davidson has grown globally while the old motorcycle clubs have shrunk domestically. "Harley-Davidson today is a worldwide brand and the motorcycle clubs are dying," said Bunch. "The reality is that Harley is not making motorcycles for motorcycle clubs."

The alienation of loyal bikers has had a significant impact on Harley-Davidson's brand image. "Harley got loyalty from the bikers," said Macecari. "The bikers stuck with Harley through hard times. Harley got billions in free advertising from the bikers."

Harley-Davidson Accused of 'Going Woke,' Alienating Loyal Biker Base

Now, as Harley-Davidson pursues a new direction, it remains to be seen whether it can maintain its iconic status without the support of the bikers who helped build it.