Harley Davidson has recently faced intense backlash from the motorcycle-riding community after conservative activist Robby Starbuck exposed the company’s woke corporate agenda. As a result, the famous brand has come under fire for pushing several initiatives centered around leftist ideology, such as climate change and DEI.

Bikers have demonstrated their disdain for Harley Davidson at this year’s Sturgis festival in South Dakota, where the company appears to be getting the “Bud Light treatment.”  Footage from the Sturgis has indicated that bikers have no interest in spending time around the Harley Davidson displays, as evidence of an ongoing boycott.

One person recording the event said, “Guys, I want to give you a look under the Harley Davidson tent. A lot of people have been asking me, Is there really a Harley boycott going on in Sturgis? Well, we wanted to come out here and show you. Remember last year cycle drag showed you the button flies or tent. And unfortunately, it looks like for for the motor company this year. It may be affecting them.”

They pointed out that almost nobody was interacting with Harley Davidson in their promotional tent.  “It looks like participation is way down under the Harley tent. As for the reason for this boycott, Harley accused of going, quote, unquote woke by some cause of that, not many have entered this booth, at least not today … Will continue to monitor this situation for you … and we’ll see if business picks up at all for Harley Davidson at this rally continues. Attendance is very, very strong, but not here under the Harley tent,” they said.

As Harley Davidson suffers from its pursuit of a woke agenda, its competitors, such as Indian Motorcycle, another prominent American brand, are capitalizing on the opportunity.  Robby Starbuck gave an update where Indian has removed any trace of DEI from the company website and is refraining from getting involved in social issues or moving production overseas.

He stated, “All right, I’m here to report to you another win in our war on wokeness. And before, I just want to tell you all I was not paid for this. I did not do a sponsorship with this company, but I need to talk about Indian Motorcycle, which is the first motorcycle company in America.”

Starbuck said, “Indian Motorcycle had one reference to DEI on their website…And I’m happy to report to you that that has been removed. And not only has it been removed, but I was able to get comment from Indian Motorcycle where they told me that they are affirming that they will continue to make their bikes 100% here in the United States of America when they are for sale here in the United States of America, unlike Harley Davidson, who is choosing to go down a path where they are going to be making a bunch of bikes that they sell here in America, in Thailand, not only that, but at a time where Harley has bikers taking the shield off their bikes because they’re so embarrassed by what the company has done in their adoption of woke policies.”

The conservative activist continued,”You’ve really got to ask yourself, How is Harley Davidson going to continue to keep this woke stuff going on at the company, when their main competitor, Indian is choosing to just make great bikes. That’s what a source has told me, is they just want to make great bikes for everybody in America, period. They’re not getting into social issues politics, that is it. That’s all people want. They just want you to make great products, great customer service and just being real, this bike looks cool.”

Watch the footage from Sturgis below:

Note: The featured image is a screenshot from the embedded video.