Harley-Davidson Dealers Accuse Brand of Boosting Profit at Their Expense

Harley-Davidson is embroiled in controversy as dealers accuse the motorcycle brand of prioritizing profit margins at their expense. The Harley-Davidson Dealer Council, representing over 200 dealers, has expressed frustration over the company’s decision to send more motorcycles than they can sell, leading to financial strain. The dealers argue that this surplus is exacerbating their challenges during a period of slow sales, with rising interest rates further complicating their profitability. The discontent among dealers is compounded by broader criticisms of CEO Jochen Zeitz's policies, particularly his support for initiatives related to trans care for children, critical race theory, and diversity efforts. Many bikers have turned away from the brand, feeling alienated by what they perceive as "woke" changes. This sentiment was echoed at the Sturgis motorcycle rally, where long-time Harley owners voiced their outrage over the company's direction and its involvement in Pride events for children. Additionally, the company's decision to shift some parts production to Thailand has left employees at the Menomonee Falls, Wisconsin plant anxious about job security. Workers fear that this move signals a potential reduction in domestic jobs, with one employee stating, "We can see the writing on the wall." As Harley-Davidson navigates these controversies, the future of its relationships with both dealers and employees remains uncertain.