Harley-Davidson CEO Jochen Zeitz has faced severe backlash after resurfaced footage showed him comparing his sustainability efforts to being the 'sustainable Taliban.' In comments made during a 2020 speech at the Zermatt Summit, Zeitz referenced this title while discussing his role in promoting eco-friendly initiatives at the iconic motorcycle brand. Critics, including social media influencer Robby Starbuck and motorcycling media figures, condemned the remarks as offensive, given the Taliban's history of violence and terrorism. Many Harley-Davidson customers feel alienated by Zeitz's perceived 'wokeness' and the company's shift towards diversity and inclusion initiatives. This controversy has sparked discussions about the brand's identity and the impact of its leadership on its traditional customer base. The backlash reflects a growing divide among Harley enthusiasts regarding the company's direction under Zeitz's leadership.