STURGIS, South Dakota — A growing online political movement is trying to enlist Sturgis Motorcycle Rally attendees into pressuring Harley-Davidson to fire its chief executive for supporting climate change policies and diversity and inclusive programs.
The movement is led by Robby Starbuck, a popular online conservative activist who targets companies over policies and practices he considers part of a diversity, equity and inclusion (DEI) progressive agenda.
“Bikers @SturgisRally are going to be spreading the word about this,” Starbuck posted on X (formerly Twitter) on Friday. “Harley is hoping this all blows over. Are y’all ready to give up or make your voices heard?”
Starbuck, who has a large social media following, including 500,000 on X, previously targeted John Deere before turning his focus on the most iconic American motorcycle brand during the biggest motorcycle event in the world: The 84th Sturgis Motorcycle Rally in South Dakota.
The 10-day event began Friday is expected to draw more than 500,000 attendees to the Black Hills region.
Starbuck has become a growing political presence, featured as recently as Saturday in The Wall Street Journal as “the activist pushing companies to ditch their diversity policies.”
Harley-Davidson drew his attention after the company began supporting climate change initiatives and LGBTQ causes such as becoming a member of the Wisconsin LGBT Chamber of Commerce.
In a text message to Cowboy State Daily, Starbuck said he is not calling on rally participants to physically protest Harley-Davidson at Sturgis.
“They should be having fun,” he said.
Instead, he said, he wants bikers upset over the company's policies to “let Harley corporate” know of their objections next week in phone calls and messages.
Sturgis Rolls On
Many Harley-Davidson owners in Sturgis on Saturday said they had heard about the controversy, but few seemed to care.
Riders faithful to the storied motorcycle brand said their loyalty extends deeper than current politics.
“If I have to explain it, you wouldn’t get it,” said James McKinley, 43, of Palm Springs, California. “And if you get it, I don’t need to explain it.”
The Milwaukee-based motorcycle company is headed up by Jochen Zeitz, who was hired in 2020 after turning around the athletic shoe company Puma. He has charted a new course for the motorcycle company based on sustainability. The company launched its LiveWire brand of electric motorcycles five years ago.
“Sustainability is just a buzzword to represent the woke policies he loves,” Starbuck wrote on X. “Face it: The Harley CEO is a far left activist and he doesn’t belong anywhere near this once great American brand. He’s going to destroy the company if they don’t smarten up and drop him along with his woke policies.”
An email sent to spokespeople representing Harley-Davidson on Saturday was not returned. In prior interviews, Zeitz has said the company needed to change to attract younger customers.
“We care about the planet because we ride in nature,” he said in a Q&A in April 2023 with Morgan Stanley. “And if you want to be successful you have to think long term.”
Business Still Buzzing
The online boycott has had little effect on business at Deluxe Harley-Davidson, a dealership in Gillette, Wyoming, about 110 miles west of Sturgis.
Store officials said just once has the controversy been raised by a potential customer. But they have seen no slowdown in customers during the especially busy summer season.
“Today’s just swamped,” business manager Bryce Cowen said. “We’ve always taken care of everyone, no matter what.”
Harley-Davidson is a brand as ingrained in American culture as Chevrolet, Ford or Levi’s.
Founded in Milwaukee in 1903, the company grew its influence on American culture by gaining contracts with the United States Postal Sevice and police departments between 1910 and 1960, according to the company.
Riders’ use of long boots and saddlebags gave the motorcycles a reputation for long journeys and an air of freedom, which fit the American West like a glove.
Riders Love Their Harleys
Harley bikes have been prized by celebrities. Legendary stunt performer Evel Knievel used his 1972 XR-750 in many of his death-defying stunts, and the motorcycle is now part of the Smithsonian’s collection.
Rob Gleghorn, 70, said he’s been riding Harleys since he was 18. He has no plans to boycott the company.
“I can’t because it’s Harley-Davidson,” he said. “That’s my lifestyle.”
His partner, Toni Moore, 60, asked what the big deal was with Harley-Davidson supporting different groups such as LGBTQ organizations. Gleghorn and Moore drove to the Sturgis rally from Pennsylvania towing their 2021 Electra Glide Trike.
“What’s wrong with them?” she said. “Up to them who they support.”
This isn’t the first time the company has clashed with conservatives. About five years ago, the company increased overseas manufacturing to sidestep a tariff then-President Donald Trump had imposed on European steel in 2018 that had been intended to protect American jobs.
The brand, which has long symbolized American manufacturing might, became a political target of Trump, who said the company “surrendered” to Europe during a trade war.
The latest brouhaha comes during a tight presidential race in which politicians and celebrities have been especially vocal with their political opinions as they attempt to influence the election, which is just three months away.
‘Anti-American Agenda’
Sean Strickland, a former Ultimate Fighting Champion (UFC) middleweight champion and longtime Harley enthusiast, posted on his social media accounts that he no longer supports the company because of its progressive policies.
“I’ve owned Harleys most of my life, but I will never own a Harley again,” Strickland said in a video posted to X last week. “If you love America, you won’t own a Harley.”
In a subsequent post, he polled his more than 600,000 X followers on whether he should sell his bike or destroy it.
“Should I sell my harley or blow it up with a machine gun?!?!” Strickland wrote. “I will never ride harley again unless they repent which they won't. If I sell my harley I'm just participating in this woke freedom hating anti American agenda.”
More than 80% of respondents voted to blow it up.
Jim Carpenter, the owner of an orange custom-built 2001 Harley-Davidson Electra Glide Standard, voiced the opposite reaction.
Carpenter rode his 125-horsepower hog 670 miles to get to Sturgis for the rally. He built his motorcycle using Harley parts, and said he doesn’t pay attention to what the company does outside of making motorcycles.
“I don’t care what they do as long as they keep making parts,” he said. “They can change all they want. They’re not going to change us and the motorcycles.”
Justin George can be reached at justin@cowboystatedaily.com.
