Conservative activist Robby Starbuck has raised questions about Harley-Davidson's commitment to its recently scaled-back diversity initiatives, publishing research this week that examines the background of new CEO Artie Starrs.
Starrs took over as CEO in October 2025, roughly a year after Harley-Davidson announced it would reduce several DEI-related programs following consumer criticism. The company said at the time it would focus on its core motorcycle business and customer base.
Starbuck's research argues that Starrs' prior leadership roles raise questions about whether Harley-Davidson is truly moving away from those policies, pointing to his tenure at Topgolf and Pizza Hut as evidence of a pattern of support for diversity programs.
What the Left Is Saying
Progressive advocates argue that corporate diversity initiatives remain essential for workplace equity. They contend that DEI programs help ensure companies reflect the communities they serve and provide opportunities for underrepresented groups.
Critics of Starbuck's approach say focusing on executives' past statements risks punishing business leaders for evolving views. Some progressive commentators have noted that Starrs' current focus at Harley-Davidson appears to be on operational improvements rather than policy reversals.
Corporate responsibility advocates argue that consumers have the right to know about leadership backgrounds and that transparency about executive values serves shareholders and customers alike.
What the Right Is Saying
Starbuck argues that Starrs' record demonstrates a pattern of support for diversity initiatives that contradicts Harley-Davidson's public commitment to scaling back DEI programs. He pointed specifically to Topgolf's maintenance of employee resource groups during Starrs' tenure as CEO from 2021 to 2025.
The activist also highlighted social media posts from Starrs' time at Pizza Hut that promoted diversity efforts, including a 2020 educational initiative with First Book that included materials on race, privilege, and equity. Starbuck further criticized the hiring of Marcus Fischer as Harley-Davidson's chief brand officer, arguing Fischer's previous work at Carmichael Lynch showed similar support for DEI programs.
Conservative commentators argue that consumers who pressured Harley-Davidson to abandon diversity initiatives in 2024 deserve transparency about whether the company is genuinely following through on those commitments.
What the Numbers Show
Harley-Davidson reported in its most recent annual filing that it operates more than 500 dealerships across the United States. The company has faced declining domestic sales in recent years, with retail sales down approximately 9% year-over-year in 2024.
The company's stock price has remained relatively flat over the past 12 months, trading between $35 and $42 per share as of early June 2026.
Harley-Davidson's workforce size was not disclosed in recent filings. The company employed approximately 5,800 workers globally as of 2023, according to its annual report.
The Bottom Line
The dispute highlights ongoing tensions between conservative activists and corporations over diversity policies following a wave of corporate DEI rollbacks in 2024. Harley-Davidson has disputed suggestions it is reviving diversity programs, stating that Starrs' first action was restoring the company's legacy Bar & Shield logo.
Starrs faces the challenge of stabilizing declining sales while navigating political pressure from multiple directions. The company has emphasized its focus on core motorcycle production and dealer relationships as its primary strategy moving forward.