Hello folks. Let’s dive into discussing a staple in American motorcycle culture, Harley-Davidson.
The company’s CEO, Jochen Zeitz, recently found himself under scrutiny after videos showed him labeling himself the ‘Taliban of sustainability’. This wasn’t merely a commentary on the company’s environmental considerations. Instead, he was openly criticizing the company’s environmental stance before he joined the board. His goal was to redefine Harley-Davidson, an initiative met with skepticism among his peers.
The issue goes beyond this. Riders have voiced their dissatisfaction with Zeitz’s views on critical race theory, climate change, and DEI efforts. This growing discontent is primarily championed by conservative influencer Robby Starbuck, who accuses Harley-Davidson of abandoning its dedicated clientele.
The Milwaukee-based company, which earns about $6 billion annually, has not commented on the allegations. However, the videos show Zeitz openly complaining about Harley-Davidson’s lack of focus on sustainability before his tenure. He also recalls the skeptical response he received upon entering the Milwaukee headquarters.
As the first non-American board member of the company, Zeitz had his work cut out for him. He had to encourage a century-old firm to commit to reducing emissions. However, convincing the dedicated Harley Owners Group (HOG) posed an entirely different challenge. Zeitz’s solution was to establish a sustainability committee to reinvent the Harley-Davidson brand — a move that seems to have instigated a divide between him and the customers.
Harley-Davidson CEO Jochen Zeitz brags about a friend referring to him as the “Taliban” for “sustainability” and that his group “The B Team” had a role in the Paris Climate Agreement.
He also trashes @harleydavidson for not being into “sustainability” before he joined the board.… pic.twitter.com/MxmDpEsdbo
— Robby Starbuck (@robbystarbuck) August 2, 2024
Long-time riders, famous personalities, and enthusiasts are distancing themselves from Harley-Davidson and expressing their concerns on social media platforms. Many are opting to ride Indian Motorcycle, another all-American brand. Starbuck is notably calling for Zeitz’s dismissal at the world’s most significant bikers’ event, the 84th Sturgis Motorcycle Rally.
Sean Strickland calls out German leader of Harley Davidson Jochen Zeitz and calls for a Boycot on Harley Davidson. What do you think?#seanstrickland #ufc #harleydavidson #harley #hog #bikers #biker #motorcycleclub #motorcycleclubs #bikerclub pic.twitter.com/VJDNAsER8H
— Demons Row (@DemonsRow) August 1, 2024
The Harley-Davidson tent at Sturgis was reportedly less populated this year as attendees expressed dissatisfaction with Zeitz. Even country music star Travis Tritt voiced his disappointment, describing the allegations against Zeitz as unsettling.
The changes have not only impacted the riders. Employees are feeling them too, with claims that DEI efforts have significantly changed the company’s work environment.
It’s time to expose Harley Davidson.@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke.
Here’s some of what we found:
• Openly supports “the equality act” which would allow men into girl’s… pic.twitter.com/15kPUy8WVY
— Robby Starbuck (@robbystarbuck) July 23, 2024
Despite the increasing demand for him to step down, Zeitz, who previously revitalized athletic shoe company Puma, is adamant that Harley-Davidson needs to adapt to draw in a younger demographic. His vision for the company includes a stronger emphasis on sustainability, aiming to have all vehicles run on electricity by 2030.
However, this shift has not been well received by the company’s traditional customer base. The question remains: Can Harley-Davidson bridge this divide, or will it continue to face opposition for its progress attempts? The future will reveal the answer.
