Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

Harley-Davidson's recent shift towards "wokeness" has alienated its core biker customer base, leading to declining sales and boycotts.

Harley-Davidson, the iconic American motorcycle manufacturer, has been facing a backlash from its loyal riders over concerns that it has become "too woke." The company's apparent decision to embrace progressive social policies and engage in culture wars has outraged many bikers, who have traditionally associated the brand with freedom and individuality.

At the 84th annual Sturgis Motorcycle Rally in South Dakota, a major gathering for motorcycle enthusiasts, Harley-Davidson's wokeness has been a hot topic of discussion. Bikers have expressed their dismay at the company's support for initiatives such as gender-neutral bathrooms and LGBTQ+ pride events.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

"It's branding suicide," said Vinny Terranova, the owner of Pappy's Vintage Cycles in Sturgis. "A lot of bikers are switching over to Indian. They killed Harley. It breaks my heart."

Harley-Davidson's woes echo the controversy surrounding Bud Light's decision to partner with a trans activist in 2023, which resulted in an organic nationwide boycott.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

Motorcycle enthusiasts have noted a sharp decline in the perceived value of Harley-Davidson motorcycles since German-born CEO Jochen Zeitz took over in 2020. "A vintage Harley valued at $30,000 just a few years ago is now getting only $4,000," said Terranova.

Filmmaker Robby Starbuck sparked outrage by sharing Harley-Davidson's alleged woke "wishlist" of internal policies, which included mandatory diversity training for White men and support for legislation allowing men into women's bathrooms.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

"Most people feel like they're having sexually explicit topics forced upon them at the workplace," said Starbuck.

Long-time Harley riders are ditching their bikes and removing the Harley-Davidson name from their motorcycles. Attendance at the company's annual Homecoming Festival in Milwaukee plummeted by 25% last week.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

Harley-Davidson's pivot towards wokeness has also manifested in changes to its public image. The company has abandoned its iconic orange and white logo in favor of a metallic shell with no words.

Harley-Davidson's roots lie in Milwaukee in 1903, where William Harley and the Davidson brothers began tinkering with motors and bicycles. In 2023, the company produced 163,000 bikes, making it one of the world's largest motorcycle companies.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers

"We stand for the timeless pursuit of adventure. Freedom for the soul," reads Harley-Davidson's mission statement.

However, the company's customer base seems to disagree, with many feeling that their values are no longer aligned with the brand's. Harley-Davidson declined to comment when contacted by Fox News Digital.

Harley-Davidson's 'Woke' Turn Sparks Outrage Among Bikers