The Paradox of “Woke”: Harley-Davidson Caught in a Conservative Crossfire
In the current political climate, labelling a company or product as “woke” can be a potent weapon, capable of inflicting significant damage on its reputation and bottom line. This conservative critique, often wielded by President Donald Trump and his ardent supporters, has become a powerful tool for influencing public opinion. However, recent events suggest this accusation is being deployed against a brand that, by all appearances, has not engaged in any overtly progressive actions.
A Motorcycle Icon Under Fire
The iconic American motorcycle manufacturer, Harley-Davidson, a brand synonymous with a particular vision of American masculinity, has found itself unexpectedly in the crosshairs of conservative influencers. As noted by Will Sommer of The Bulwark, a wave of MAGA personalities and meme accounts, including actor Kevin Sorbo and the popular “Prison Mitch” meme account, have begun denouncing the company as “woke and gay.”
What makes this campaign particularly perplexing is the apparent lack of concrete evidence to support the claims. Sommer observed that the accusations against Harley-Davidson seem to be based on a manufactured narrative rather than any verifiable progressive initiatives by the company.
Shifting Allegiances and Strategic Messaging
Sommer’s analysis suggests a potential underlying motive for this sudden backlash: the promotion of a rival brand, Indian Motorcycle. He pointed out that many of the same online accounts that are aggressively attacking Harley-Davidson are simultaneously championing Indian Motorcycle. This coordinated effort raises suspicions about the authenticity of the “MAGA influencerverse’s” newfound enthusiasm for Indian.
Further fuelling these doubts is the remarkably detailed knowledge displayed by these influencers regarding Indian Motorcycle’s corporate talking points. Many of the posts criticising Harley-Davidson, Sommer noted, deliberately mention Indian’s upcoming 125th anniversary, often awkwardly weaving it into discussions around the upcoming 250th birthday of America. This suggests a level of pre-planned messaging that goes beyond organic brand advocacy.
The Irony of American Manufacturing
The situation is rife with irony, particularly given Harley-Davidson’s status as a quintessentially American-manufactured product. For years, conservative figures have lauded such brands as symbols of American ingenuity and traditional masculinity, often using them to bolster their own credentials. The apparent campaign to tarnish Harley-Davidson’s image is therefore particularly awkward for those who have previously celebrated the brand.
Political Connections and Shifting Sands
The entanglement of politics with this brand dispute is also noteworthy. Many prominent Republican politicians have historically expressed a fondness for Harley-Davidson motorcycles. For instance, Rep. Derrick Van Orden (R-Wis.) is known to ride his Harley, complete with a sidecar, around Washington D.C. Senator Joni Ernst (R-Iowa) is also a rider, as is former Wisconsin Governor Scott Walker, whose home state is where Harley-Davidson is headquartered.
President Trump himself has had a complex and evolving relationship with the company. While he initially praised Harley-Davidson as an American icon early in his presidency, his stance shifted significantly in 2018 after the company announced plans to move some production overseas. He subsequently supported a boycott of the brand, only to later come to its defence during trade disputes with Europe in 2019. This inconsistent engagement highlights the fluid nature of political endorsements and criticisms.
The Broader “Anti-Woke” Agenda
This campaign against Harley-Davidson can be seen as part of a wider “anti-woke” strategy that has been a hallmark of the Trump administration and its supporters. Despite claims of America being taken over by “wokeness,” the administration has, in fact, rolled back numerous policies aimed at increasing diversity and inclusion.
Project 2025, an initiative associated with conservative policy proposals, advocates for the purging of ideas and studies deemed “woke,” particularly those that address issues of racism, sexism, and other forms of bigotry. Furthermore, the Supreme Court has supported Trump’s agenda in several key decisions, including a ruling that reinforces parents’ rights to know their child’s gender identity status in schools and allows them to opt their children out of LGBTQ-themed educational materials. This broader political context underscores how the “woke” label is being used as a versatile tool to shape public discourse and advance a particular ideological agenda.
