Harley-Davidson is facing biker backlash over fears that the American motorcycle manufacturer born with the renegade image is now identifying as woke.
“@harleydavidson has been one of the most beloved brands in America but recently on CEO Jochen Zeitz’s watch, they’ve gone totally woke,” filmmaker Robby Starbuck shared with his more than 528,000 followers on X in late July.
The bike brand’s apparent decision to volunteer for the culture wars in America has been a high-octane topic at the 84th annual Sturgis Motorcycle Rally in South Dakota this week, according to both attendees and numerous social media postings.
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