Harley-Davidson Backsliding On Wokeness Despite Previous Policy Reversal

Conservative influencer Robby Starbuck renewed his boycott call against Harley-Davidson, alleging the company’s CEO Artie Starrs and chief brand officer Marcus Fischer have promoted DEI and LGBTQ-related programs, including race-conscious workplace policies. Starbuck cited Starrs’ prior roles at Topgolf and Pizza Hut and Fischer’s past at Carmichael Lynch. Harley-Davidson had promised in 2024 to drop DEI initiatives, but Starbuck says it did not. The Post sought comment from Harley-Davidson and

BlackRock, Inc. has filed an amended Schedule 13G/A, disclosing beneficial ownership of 10,554,876 shares of Harley-Davidson (NYSE: HOG) common stock, which represents 9.4% of the outstanding shares. The filing indicates BlackRock holds sole voting power over 10,218,083 shares and sole dispositive power over all 10,554,876 shares as of March 31, 2026. This significant, though passive, stake was finalized with a signature on April 24, 2026.

Harley-Davidson is recalling 16,994 units of its 2025-2026 Softail models, including the Street Bob, Heritage Classic, Low Rider S, and Low Rider ST, due to a potential rear brake fluid leak. The issue stems from the rear brake lines being positioned too close to the body control module (BCM), which can cause wear and lead to a loss of rear braking performance. Dealers will replace the BCM caddy and associated hardware to create more clearance, and inspect/replace damaged brake lines.

Harley-Davidson has launched a new brand platform called “Ride,” featuring a national ad campaign set to Willie Nelson’s “On the Road Again,” ahead of rolling out a new growth strategy in May. The campaign celebrates the joy of riding and marks a return to the brand’s iconic bar and shield logo. This marketing reset follows a challenging year with a 12% decline in global retail motorcycle sales, and is designed to help the company achieve sustainable growth.

JPMorgan Chase & Co. has increased its stake in Harley-Davidson, Inc. by 25.1% in the third quarter of 2025, now owning 438,568 shares worth approximately $12.2 million. This investment signals confidence in the motorcycle manufacturer's long-term prospects despite recent challenges. The move comes as Harley-Davidson works to modernize its product lineup and expand its appeal to a younger demographic.

SG Americas Securities LLC significantly increased its stake in Harley-Davidson (NYSE: HOG) by 1,277% in Q4 2025, now owning 1,094,119 shares valued at $22.4 million. This increased position comes as Harley-Davidson reported a substantial quarterly EPS miss and a revenue decline, despite raising its quarterly dividend. Analyst sentiment toward the stock is mixed, with a consensus "Hold" rating but several analysts issuing "Sell" or "Underweight" recommendations.