Harley-Davidson board of directors silent on future, fate of 'woke' CEO and chairman
Renouncing its DEI programs, company and its leadership face new questions
{{#rendered}} {{/rendered}}The leadership of Harley-Davidson is facing questions following a series of curious strategic decisions and public relations moves that have attracted widespread attention.
The "woke" internal agenda of CEO Jochen Zeitz, and the shocking comparisons he made of himself to the Taliban, the global terror group, in his quest for "sustainability" have damaged the motorcycle maker's brand integrity, many say — plus sparked outrage on social media and launched a rebellion among Harley-Davidson's loyal customers.
Just two days ago, the company released a statement renouncing DEI and other controversial initiatives it had put into place in recent years.
{{#rendered}} {{/rendered}}HARLEY-DAVIDSON CEO COMPARES HIMSELF TO ‘TALIBAN’ IN EFFORT TO REMAKE MOTORCYCLE BRAND
"It is critical to our business that we hire and retain the best talent and that all employees feel welcome," the company noted.
"That said, we have not operated a DEI function since April 2024, and we do not have a DEI function today. We do not have hiring quotas and we no longer have supplier diversity spend goals."
{{#rendered}} {{/rendered}}Jochen Zietz, chairman and CEO of Harley-Davidson, has compared himself to the Taliban, the global terror group, in his quest for "sustainability." Inset: a biker with an American flag on his Harley. (Reuters/Brendan McDermid | Reuters)
In late July, filmmaker and conservative political commentator Robby Starbuck tweeted, "@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke." This week, Starbuck celebrated the company's change of heart.
"Recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke."
Given this and more, there are increasing concerns about the direction of the Milwaukee motorcycle maker, one of America's most beloved brands.
Zeitz is both Harley-Davidson's CEO and chairman of the board.
{{#rendered}} {{/rendered}}HARLEY-DAVIDSON SLAMS BRAKES ON ‘WOKE’ POLICIES AFTER SPARKING BIKER AND SOCIAL-MEDIA OUTRAGE
Fox News Digital this week attempted to reach Zeitz and Harley-Davidson, as well as each member of its board of directors, to discuss their versions of recent events, as well as other issues.
Jochen Zeitz is seen in Nuremberg, Germany, in 2008, years before he became CEO and chairman of the board of Harley-Davidson. (Alexander Hassenstein/Getty Images)
Here is the result.
{{#rendered}} {{/rendered}}HARLEY-DAVIDSON ‘USED’ BIKERS BEFORE ‘WOKE’ CONTROVERSY, FORMER OUTLAW RIDER CLAIM
Jochen Zeitz
Board bio: Chairman, president and chief executive officer, Harley-Davidson, Inc.
Additional bio: Became CEO of Puma at age 30, founder of Team B with a mission to define business by social agenda, and opened the Zeitz Museum of Contemporary Art in South Africa in 2017.
{{#rendered}} {{/rendered}}"We are trying to take on traditional capitalism and trying to redefine it," Zeitz told executives at a globalist business summit in Switzerland in 2020, the year he became CEO of Harley-Davidson.
Reply to Fox News Digital: Did not respond to phone or email requests from Fox News Digital.
Festival participants are shown on their Harley-Davidson bikes at the big ride in Saxony, Dresden, Germany, in July 2023. (Matthias Rietschel/picture alliance/Getty Images)
Troy Alstead
Board bio: President and CEO, Ocean5 and Table 47, founder of Harbor 05, LLC, and former chief operating officer, Starbucks Corporation
{{#rendered}} {{/rendered}}Reply to Fox News Digital: No response.
Jared Dourdeville
Board bio: H Partners Management, LLC
Reply to Fox News Digital: No response.
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James Duncan Farley Jr.
Board bio: President and chief executive officer Ford Motor Company
Reply to Fox News Digital: No response.
{{#rendered}} {{/rendered}}Allan Golston
Board bio: President, United States Program for the Bill & Melinda Gates Foundation
Reply to Fox News Digital: "I'm not able to comment," Golston said, and hung up the phone. Also, an out-of-office message arrived via email.
A Harley-Davidson logo is seen near a store in Krakow, Poland, in January. (Jakub Porzycki/NurPhoto via Getty Images)
Sara Levinson
Board bio: Co-founder and former director of Katapult Studio, former executive, Clubmom, Inc., NFL Properties, Inc. and MTV: Music Television.
{{#rendered}} {{/rendered}}Reply to Fox News Digital: No response.
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Norman Thomas Linebarger
Board bio: Former executive chairman of Cummins, Inc. and former chairman and chief executive officer of Cummins, Inc.
{{#rendered}} {{/rendered}}Reply to Fox News Digital: No response.
Jochen Zeitz, then-CEO of Puma, is shown in Berlin in 2009. (Michele Tantussi/Bloomberg via Getty Images)
Rafeh Masood
Board bio: Chief growth and digital officer of Royal Caribbean Group
Reply to Fox News Digital: Unnamed individual answered phone, said Masood was not available.
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Maryrose Sylvester
Board bio: Former executive, ABB Group, General Electric Intelligent Platforms, and General Electric Lighting
Reply to Fox News Digital: No response.
{{#rendered}} {{/rendered}}Fox News Digital's Hannah Grossman contributed to this report.