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Fortune
Fortune
Seamus Webster

Conservative activist pushing to boycott Harley-Davidson for ‘going woke’

A biker wears a Harley Davidson leather jacket that reads "Ducs de Normandie Chapter France" (Credit: Miguel Medina—Getty Images)

Over the past month, a conservative online commentator has effectively pushed Deere & Co. and Tractor Supply to walk back certain DEI initiatives. Now, the music video director turned right-wing political influencer Robby Starbuck is taking aim at another rugged American brand. 

In a nine-minute video on X, Starbuck went after Wisconsin-based Harley-Davidson for being “out of alignment with its customers.” His evidence included joining the Wisconsin LGBTQ+ Chamber of Commerce, hosting an LGBTQ+ boot camp at its offices, and working to increase the diversity of its global dealer network.

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