Harley-Davidson Under Fire at Sturgis Rally

Harley-Davidson is encountering significant backlash from its traditional biker community, who fear the iconic motorcycle brand is adopting a "woke" identity. This controversy has become a focal point at the 84th annual Sturgis Motorcycle Rally in South Dakota, where attendees have expressed their concerns about the company's direction under CEO Jochen Zeitz, who took the helm during the COVID pandemic in May 2020. Critics argue that the brand's recent initiatives could alienate its core customer base, with some calling it "branding suicide." Vinny Terranova, owner of Pappy’s Vintage Cycles, highlighted the financial implications of this shift, noting a dramatic drop in the value of vintage Harleys. He pointed out that a motorcycle once valued at $30,000 is now worth only $4,000, reflecting broader concerns among enthusiasts about the brand's future. The discontent has been amplified by social media, where many bikers have voiced their outrage over what they perceive as Harley-Davidson's departure from its renegade roots. The situation escalated when filmmaker Starbuck shared what he claims are Harley-Davidson's internal policies, which many riders found objectionable. This sparked a wave of criticism online, with some predicting that the company's presence at Sturgis could mirror the backlash faced by Bud Light in previous years. Harley-Davidson, which has historical ties to bicycle mechanics, also holds a significant stake in LiveWire Group, Inc., the first publicly traded all-electric motorcycle company in the U.S. As the rally continues, the future of Harley-Davidson's brand identity remains uncertain, with many in the biker community watching closely to see how the company navigates these cultural tensions.