Harley-Davidson, a brand long synonymous with rugged American motorcycles, is currently facing backlash from some bikers who believe the company is undergoing a shift in its brand identity. This perceived change has become a major talking point at the 84th annual Sturgis Motorcycle Rally in South Dakota, which began on August 2 and will run through August 11. The Sturgis Rally, drawing approximately 500,000 attendees each year, is the largest motorcycle rally in the world.

The controversy intensified after music video director Robby Starbuck criticized Harley-Davidson’s recent internal policies. His remarks, which include accusations of diversity programs and support for progressive legislation, have sparked widespread discussion among motorcycle enthusiasts. Starbuck alleged that the company's internal policies include sending white men to diversity training, supporting legislation related to transgender rights, and promoting an all-ages Pride event featuring a rage room and drag-queen story time for children. These claims were circulated widely on social media, amplifying the criticism directed at Harley-Davidson.

At the Sturgis Rally, some attendees have voiced their displeasure with the company's recent direction. There have been reports of bikers expressing their discontent, with some even switching to Indian motorcycles, a competing brand. The rally has traditionally been a gathering for those who uphold traditional American values, and some attendees feel that Harley-Davidson's recent actions represent a departure from the brand's historic image.

In addition to the criticisms of its internal policies, Harley-Davidson has recently updated its logo, moving from the classic orange and black shield to a more modern minimalist design. This change has also been met with resistance from enthusiasts who believe that the new logo lacks the historical significance of the original.

The situation has drawn comparisons to the backlash faced by Bud Light in 2023, following its partnership with a social media influencer and transgender activist. Despite reporting strong global sales, Bud Light saw a significant drop in U.S. sales as a result of the controversy, which is seen as a parallel to the current issues facing Harley-Davidson.

Reports indicate that attendance at the Harley-Davidson Homecoming Festival in Milwaukee last month dropped by 25% compared to the previous year. Additionally, Harley-Davidson's stock dropped 11% to a three-year low after the company reported a 24% decline in third-quarter profit last October.

As the Sturgis Rally concludes, the future of Harley-Davidson's relationship with its core audience remains uncertain. The company has yet to officially respond to requests for comment on the situation.