Harley-Davidson is facing biker backlash over accusations that the manufacturer with the renegade image is now identifying as woke, and moving production of the Sport Series and Pan America bikes from Wisconsin to Thailand.
"Recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke," filmmaker Robby Starbuck shared on X in late July.
When filmmaker Starbuck shared on social media what he claims are Harley-Davidson's woke wishlist of internal policies, discontent turned to outrage for many.
"It’s branding suicide," Vinny Terranova, the owner of Pappy’s Vintage Cycles in Sturgis, South Dakota, told Fox News Digital. "A lot of bikers are switching over to Indian," he said. "They killed Harley.
The situation has drawn comparisons to the Bud Light marketing suicide move of 2023 in the beer brand's decision to partner with Dylan Mulvaney.
Harley riders have been concerned about the direction of the company since the German-born Zeitz took over as CEO.
The company's alleged DEI focus today contrasts sharply with the image that has appealed to core customers for decades.
Attendance declined dramatically last week at the annual Harley-Davidson Homecoming Festival in Milwaukee,  where about 60,000 people attended the event, a 25% drop from the 80,000 who took in the festival last year.
Harley last year ditched its globally iconic logo of orange and white lettering on a black shield. Its new logo is an empty metallic shell – the same shape, but different colors and no words.
Sean Strickland isn't letting his hatred for the woke die down any time soon. The former UFC middleweight champion has shared a video on social media explaining why he can no longer associate himself with Harley Davidson.

https://x.com/SStricklandMMA/status/1818393950887330290?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1818393950887330290%7Ctwgr%5Eb240d1e84b4521cf545e9a234e4857d11adc3765%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.mmaweekly.com%2Fnews%2Fsean-strickland-doubles-down-on-harley-davidson-threat

"I love Harley, I've owned Harley's for most of my life," Strickland stated. "But, I will never own a Harley again."
"If you love America, you won't own a Harley. And I am getting rid of this Harley as soon as possible."
The motorcycle company has long been in partnership with the UFC and is considered a product that essentially resonates with fight fans. Strickland was one of the many who supported the company, all the way up until they began promoting controversial musician Machine Gun Kelly. 
Strickland went on a social media tirade, threatening to sell his bike and announcing his displeasure at Harley Davidson "going woke".