Robby Starbuck, a conservative commentator and former write-in GOP candidate for the U.S. House of Representatives in Tennessee, has recently set his sights on Harley-Davidson. Known for his campaigns against companies that support Diversity, Equity, and Inclusion (DEI) initiatives, Starbuck’s latest target is the iconic American motorcycle manufacturer. However, this time, he may be biting off more than he can chew.
In a nine-minute video posted on X, Starbuck criticized Harley-Davidson for being “out of alignment with its customers.” He argued that the company’s involvement in social issues and DEI initiatives, such as joining the Wisconsin LGBTQ+ Chamber of Commerce and hosting an LGBTQ+ boot camp, alienates its core customer base. “Let me tell you what your customers actually want, because it’s pretty easy,” Starbuck said in the video. “Just get rid of the social issues and divisive causes … no more DEI departments, no more woke trainings, no more donations to woke causes … just make motorcycles. Period.”
Despite Starbuck’s efforts, Harley-Davidson’s stock has not been affected. Last Thursday, the company’s stock jumped 6.5% following a strong quarterly earnings report. For the three months ended June 30, Harley’s revenue increased by 12% to $1.6 billion, despite a 3% decline in the number of bikes sold. Under the leadership of CEO Jochen Zeitz, Harley-Davidson has focused on its higher-end models and reduced options for entry-level riders, a strategy that appears to be paying off.
Starbuck, whose account on X boasts over half a million followers, has a history of organizing successful campaigns against companies supporting DEI initiatives. Earlier this year, he released a two-hour documentary, “The War on Children,” accusing LGBTQ+ activists, the entertainment industry, and social media platforms of indoctrinating and sexualizing kids. His campaigns have previously led to changes in company policies, with John Deere being the most recent casualty.
John Deere announced it would eliminate DEI initiatives, withdraw its carbon emission goals, and stop providing data to the LGBTQ+ advocacy group Human Rights Campaign following Starbuck’s social media attacks.
However, taking on Harley-Davidson might be a different challenge. The Milwaukee-based company has a strong brand identity and loyal customer base that may not be easily swayed by Starbuck’s rhetoric. Additionally, Harley-Davidson’s recent financial performance suggests that its current strategies, including DEI initiatives, are not detracting from its success.
While Starbuck’s campaign against Harley-Davidson is gaining attention, it remains to be seen whether it will have the same impact as his previous efforts. Harley-Davidson’s ability to maintain strong financial performance amidst these attacks might indicate that the company’s customer base is more diverse and supportive of its initiatives than Starbuck anticipates.
In the end, Starbuck’s crusade against Harley-Davidson could highlight a broader cultural divide in the marketplace. As companies increasingly embrace social issues and DEI initiatives, they may face backlash from conservative voices. However, the success of these companies, despite such campaigns, suggests a growing acceptance and support for inclusivity among consumers.
For now, Harley-Davidson appears to be riding high, with its stock and revenue both on the rise. Whether Starbuck’s campaign will make a dent in the company’s success or simply fade away remains to be seen. One thing is certain: the battle over corporate America’s approach to social issues is far from over.
