Harley-Davidson announced it has ceased its diversity, equity, and inclusion (DEI) initiatives following significant criticism from conservative activists and customers, notably spearheaded by Robby Starbuck. The company clarified in a statement that it has not operated a DEI function since April 2024, and it is eliminating hiring quotas and supplier diversity goals. Additionally, Harley-Davidson will end its participation in the Human Rights Campaign scoring program and review all sponsorships and affiliations. This decision comes amid a broader pushback against DEI policies in corporate America, with similar actions taken by companies like John Deere and Tractor Supply Co. Harley-Davidson emphasized its commitment to hiring the best talent and ensuring all employees feel welcome, while refocusing on growing the sport of motorcycling and supporting first responders, military members, and veterans.