PJ Media Reports: Harley-Davidson announced that it would pull back from enforcing its corporate Diversity Equity and Inclusion (DEI) policy after the famed American motorcycle manufacturer faced severe backlash from consumers and conservative activists.

The motorcycle firm said it would halt efforts to impose DEI on Aug. 19, making it the latest major corporation to pull back from woke ideology. John Deere did so weeks ago.

“We remain committed to listening to all members of our community,” the company wrote in a letter posted on X. “We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community."

Regarding its DEI policies, Harley-Davidson added that “we have not operated a DEI function since April 2024, and we do not have a DEI function today. We do not have hiring quotas and we no longer have supplier diversity spend goals.”

According to CNN, the Milwaukee-based motorcycle maker said it would review all sponsorships and outside organizations that they are affiliated with and will set up a central clearinghouse to review those partnerships.

Harley-Davidson, which has a generally conservative-leaning client demographic, said it would also terminate its relationship with the Human Rights Campaign, a major gay advocacy organization. The firm said it may further drop its sponsorship of Gay Pride festivals and focus more on highlighting motorcycling events, after being a longtime member of the Wisconsin LBGT Chamber of Commerce.

This is another win for Robby Starbuck, a conservative activist who helped lead the charge against DEI initiatives at other major American corporations.