Harley-Davidson dealers are expressing concerns about the company’s marketing strategies after a rival ad from Indian Motorcycles took aim at CEO Artie Starrs. This has led to discussions about a broader anti-Harley campaign that might be helping competitors.
Things heated up when Indian Motorcycle shared a commercial on Instagram that poked fun at Harley, suggesting that they had brought in “the CEO of a pizza company,” a jab at Starrs’ earlier position at Pizza Hut.
Along with that, the ad criticized Harley’s strategies regarding electric motorcycles, overseas manufacturing, and their past commitments to diversity and inclusion.
As the situation developed, conservative figures like Robbie Starbuck and UFC fighter Sean Strickland increased their criticisms of Harley, urging bikers to move away from the Milwaukee brand due to what they see as “woke” corporate policies.
A Harley dealer mentioned to the Milwaukee Business Journal that the timing of these rival ads and social media critiques raises questions about whether they are interlinked.
Jeff Binkert, chair of Harley-Davidson House in Greenfield, pointed out that there wasn’t a personal attack on the Starr family. He added that it’s crucial for the motorcycle sector to compete based on products and customer experience rather than personal attacks.
In the commercial, Starrs is contrasted with Indian CEO Mike Kennedy, who is portrayed as a passionate motorcyclist and industry veteran.
Kennedy, a former Harley executive, noted that leadership changes at Indian presented an opportunity to capture more of the market. “We see a chance to gain significant market share,” he stated.
The ad seems to have triggered a negative reaction from some Harley enthusiasts and dealers, who accused Indian of leveraging a campaign against Harley instead of focusing on product competition.
In response to the backlash, Indian defended their commercial, stating that they didn’t start the criticism of Harley; those conversations were already happening among riders.
They also argued that Harley’s dealer groups labeled their advertising as “attack-based” to avoid admitting it was false. The company’s spokesperson underscored that the ad wasn’t merely about pizza; it was about leadership and understanding the riders that Harley claims to represent.
Indian also pointed out that Harley had previously aimed at Indian customers through their “Indian Conquest” program, suggesting that competition between the two brands is nothing new.
Though neither Kennedy nor Indian’s PR team responded to further inquiries, Harley-Davidson chose not to comment on the unfolding situation.
The controversy continues as Starbuck, a vocal critic, claims Harley hasn’t adapted its strategies despite cutting back on diversity-related efforts last year. His recent comments accused Harley of promoting leaders who have previously favored DEI initiatives and programs addressing various social issues.
Starbuck took particular aim at Starrs and chief brand officer Marcus Fisher, arguing that their backgrounds don’t align with the traditional biker culture.
He also insisted that their criticisms were not funded or influenced by Indian Motorcycle or any external sponsors.
In an email, Starbuck emphasized that the biggest blows to Harley’s reputation weren’t at his hands but were the result of poor leadership choices that prioritize non-riding issues.
He asserted that dealers should reconsider whether their choice of leadership truly benefits the company and indicated that he feels Harley’s board is disconnected from its customer base.
The Harley-Davidson Council of the National Powersports Dealers Association issued a letter in support of Starrs and management, condemning the tactics used in the advertising as “attack-based marketing.”
Chairman George Gatto characterized the negative posts as “reprehensible” and “downright dirty.”
The newspaper also sought comments from Strickland regarding the issue.
