Harley “Woke“ Davidson and their (apparently) wrong approach.

I just read this news, and America (especially Harley Davidson fans) has just been surprised by the statement and direction of Harley Davidson CEO Jochen Zeitz, who seems to support wokeism. This brand seems to support hardline policies on trans care for kids, critical race theory, climate change, diversity, equity, and inclusion efforts, but it feels like the most shocking thing is their support for the LGBT community.

In general, they don’t make advertisements or such, but their steps to support and appoint Platinum Founding Members from the LGBT community are something rare or strange; you could say this is a real breakthrough from them after decades of nothing breaking or raising their name.

The official website of the Wisconsin LGBT Chamber of Commerce says that “We are honored that Harley-Davidson has decided to increase its membership with the LGBT Chamber and become our newest platinum founding member,” said Jason Rae, executive director of the Wisconsin LGBT Chamber of Commerce. “Since 2013, it has been great to partner with Harley-Davidson as the company worked to recruit and retain a diverse talent pool and engage consumers of all backgrounds. We look forward to an even stronger partnership with Harley-Davidson over the next year.”

The move angered some people, including their die-hard fans, who actually don’t want to be associated as supporters of wokeism. I think you can understand this: Harley-Davidson riders are the most passionate riders about their brand, and they have a pretty strong devotion. I mean, what brand of motorcycle makes someone tattoo their body with it? just Harley Davidson. I’ve never known any bikers who tattooed their bodies with Japanese or European motorcycle brands. Okay, maybe some, but not as many as Harley-Davidson.

And I suppose it makes sense. So far, the Harley Davidson brand has been known for the stigma of one percenter, and bikers associate it with Harley Davidson. James “Hollywood” Macecari, a former “one-percenter"—or outlaw club member—said that the stigma is what made Harley Davidson successful, and clearly those bikers felt hurt when the brand suddenly became “woke” and supported its agenda, something that was very contrary to their spirit at the beginning.

Macecari, a big-deal motorcycle guy, started Insane Throttle, a biker website. He also hosts the “Motorcycle Madhouse” podcast and has written four books about his crazy life as a Harley-riding outlaw.

He thinks Harley-Davidson did something worse than being awake. Macecari says Harley betrayed bikers, who are often troublemakers. Some are even dangerous criminals, but they’re also Harley’s best customers. He says bikers saved Harley when the company was about to crash and burn. They were totally loyal to those gritty, American-made hogs.

“Bikers were stuck with Harleys during the crappy AMF years in the ’70s when nobody wanted their bikes,” Macecari said. And thanks to bikers, Harley became this super-cool symbol of American power and freedom.

And what Harley-Davidson is doing is not something new. Bud Light as a US beer producer, has also been tripped up by a wokeism case when they took a marketing campaign featuring transgender activist Dylan Mulvaney. Budweiser, as a US beer brand, took the same step as Harley Davidson and made Dylan say that her Bud Light is “the most prized possession.” Along with a video of people drinking Bud Light as part of the campaign, it seems that many Americans do not like the stigma.

I suppose the case of wokeism or LGBT remains something bitter or taboo even in the US. Not everyone wants to support it and be part of it, even though big companies seem to be in a tricky situation in this matter. If they do not support it, they will lose their supporters among open-minded young people, but if they do, they will lose the votes of their customers.

And I suppose, in this case, both are exactly the same. Budweiser and Harley Davidson are staple brands from the US, and it seems that many people still do not want to be associated with the issue of woke or LGBT, especially for Harley Davidson, whose stigma has been formed that it is a brand for those who are macho and manly. It seems supporting wokeism and LGBT people is not something they like or agree with.

This is a real case where not all companies should or are ready to support wokeism and all its bells and whistles. Harley Davidson, as a macho and masculine brand, should take a different approach on this and not directly openly support wokeism because it will anger its loyal supporters. I suppose the “one percenter” does not want to be associated with supporters of wokeism, and it seems Harley has gotten a taste of the problem.

Harley Davidson has become a cult; its fans are fanatical and can be said to be loyal to its brand, even to the point of becoming a self-identity; if you damage or touch a gang member’s bike, you’re in trouble and might even get killed; their bikes are family members, and in some cases, their only family. It’s an extension of themselves, not something that is close to the woke.

Harley Bikers are “anything but woke,” and the notion that Harley has adopted a platform that conflicts with their worldview appears to be a final act of betrayal for them. It has been seen from some people who suddenly stopped buying Harley Davidson and chose to switch to Indian or other cruisers; at least they chose a neutral brand and did not support something they did not believe in or shunned.

Harley-Davidson’s been quiet lately. It seems like they’re more interested in preaching to the choir about being “woke” than listening to their actual customers. I mean, you’d think they’d be all ears at a place like Sturgis, right? That’s basically Harley-Davidson central. But even there, where nearly everyone’s riding a hog, you can sense the disappointment. People love their Harleys, but it looks like the company’s lost touch with what made them so popular in the first place. This whole “woke” thing might backfire big time.

Here I am not rejecting wokeism or LGBT; I understand that they are human beings and should be given the same rights as all of us, but using a brand as big as Harley Davidson as one of its supporters is the wrong step. Harley-Davidson users are not those who support wokeism and all its affairs, so it could be a problem in the future. At least we have seen that there is a lot of rejection and outrage from its fans everywhere.

Why is Harley Davidson not in line with the wokeism issue? They are a macho and manly brand that, unfortunately, is a little close to the stigma of a criminal or a tough person. Those people will not support wokeism because it is not in line with their views, which tend to be left-wing and militant. Maybe if Harley Davidson decides to reject and be against wokeism, it will improve the brand in the eyes of its fans, but they will lose supporters among young people who are open-minded.

But it has happened, and it seems that Harley-Davidson has felt the effects. Maybe it is a step that they have realized and they accept the mistake. At least maybe they get a little support from young people, and let’s hope they will continue to be Harley Davidson users.