Harley-Davidson Faces Backlash Over Woke Leadership

Since Jochen Zeitz took over as CEO of Harley-Davidson in 2020, the iconic motorcycle brand has faced criticism for its perceived shift towards a "woke" agenda, alienating its traditional customer base. Longtime riders, such as "Horseshoe" Johnny Hennings, express disappointment, claiming the brand has lost its "human touch." Critics argue that Zeitz's leadership has tarnished the legendary all-American image of Harley-Davidson, with some feeling betrayed by the company's new direction. Despite the backlash, supporters of Zeitz argue that claims of Harley's decline are exaggerated. The company reported $5.4 billion in revenue in 2019, although it has experienced a decade-long downward trend. A Texas dealership general manager praised Zeitz for increasing profits for investors, suggesting that his approach is beneficial for the company's financial health. However, others, like Vinny Terranova of Pappy’s Vintage Cycles, criticize Zeitz as a "new world order globalist," reflecting a divide in opinions about the brand's future. The discontent among Harley-Davidson's core consumers has intensified recently, particularly as Zeitz's comments about redefining capitalism have sparked outrage on social media. Many loyal customers feel that the company has strayed from its roots, with Marc Wilson, a former dealership employee, lamenting that the brand they once revered has "stabbed us in the back." While Zeitz's professional achievements are notable, including his early success as the youngest CEO of a publicly traded company in Germany, his family history remains largely unknown. As Harley-Davidson navigates this turbulent period, the company faces the challenge of reconciling its evolving identity with the expectations of its dedicated fanbase.