Harley-Davidson drops DEI initiatives amid right-wing backlash

The motorcycle manufacturing powerhouse Harley-Davidson announced on Monday that it was ending its diversity-centered initiatives after facing pressure from the political right.

The company faced backlash from the conservative activist Robby Starbuck, who claimed the company had gone woke after it adopted the Diversity, Equity, and Inclusion (DEI) business model. 

Harley-Davidson said it also ended its sensitivity training, diversity spending goals, and said it will review its sponsorships to focus more on motorcycles, first responders, active military, and veterans.

“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community,” the company wrote in a statement posted on X  "We have not operated a DEI function 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 spend goals.”

The company is just the latest to bend to social pressure and end their DEI policies. John Deere and Tractor Supply Co. have also ended their initiatives recently, after facing pressure from Starbuck, according to CNN. 

“We remain committed to listening to all members of our community,” Harley-Davidson added in its statement. 

Misty Severi is an evening news reporter for Just The News. You can follow her on X for more coverage.