Harley dealers publicly back CEO amid growing controversy involving Indian Motorcycle
A group of Harley-Davidson dealers has issued a public statement supporting CEO Artie Starrs as the company faces renewed criticism from conservative activist Robby Starbuck and an escalating public dispute involving rival Indian Motorcycle.
In an open letter released June 10, the National Powersports Dealer Association (NPDA) Harley-Davidson Council said it supports Starrs and the current Harley-Davidson leadership team, citing improved communication with dealers and a focus on strengthening the dealer network.
“Based on our direct interactions and experiences, the NPDA Harley-Davidson Council supports the leadership of Harley-Davidson President and CEO Artie Starrs,” the council wrote. The group said Starrs has demonstrated a commitment to dealer relations and aligning corporate initiatives with dealer success.
The statement comes as Harley-Davidson finds itself at the center of a highly public debate that has expanded beyond motorcycles and into broader cultural and political issues.
Criticism reignites following executive appointments
The latest round of scrutiny began after Starbuck, who led a high-profile campaign against Harley-Davidson’s diversity, equity and inclusion (DEI) initiatives in 2024, criticized recent executive appointments made under Starrs.
In interviews with national media, Starbuck questioned the backgrounds of several Harley-Davidson executives and argued the company has not fully moved away from policies that sparked backlash among some customers two years ago.
Harley-Davidson responded by defending its leadership team, telling media outlets that Starrs has spent much of his first several months as CEO meeting with riders, dealers, employees and union representatives while focusing on strengthening the company’s dealer network and core motorcycle business.
Indian Motorcycle enters the conversation
The controversy intensified after social media posts from several conservative influencers criticized Harley-Davidson while promoting Indian Motorcycle as an alternative American V-twin brand.
Indian Motorcycle later released a statement denying allegations that it orchestrated the criticism but also declined to distance itself from the broader conversation.
“The claim that Indian Motorcycle manufactured the recent criticism of Harley-Davidson is false,” the company said in a statement first reported by RideApart. Indian added that riders have the right to question Harley-Davidson’s decisions and argued that stronger competition benefits the motorcycle industry.
The statement marked an unusually direct public exchange between the two iconic American motorcycle brands. Indian also pushed back against criticism of its marketing efforts, noting that Harley-Davidson has long pursued conquest sales strategies aimed at attracting riders from competing brands.
Dealers call for focus on customers and business performance
The NPDA Harley-Davidson Council largely avoided the political debate in its letter, instead urging attention toward the long-term health of the Harley-Davidson brand and dealer network.
The council said dealers are more concerned with growing ridership, improving customer experiences and maintaining profitable dealerships than engaging in public controversies.
“As dealers, we are less concerned with headlines and outside commentary than we are with the actions being taken to support riders and strengthen the Harley-Davidson experience,” the group wrote.
The council includes Harley-Davidson dealers from multiple states, representing stores across major markets throughout the United States.
The public endorsement arrives at a critical time for Harley-Davidson as the company continues executing its Back to the Bricks strategy amid a challenging retail environment, declining heavyweight motorcycle sales across the industry and increasing competition for both new and younger riders.
While the social media battle between Harley-Davidson critics and Indian supporters has generated significant online attention, dealer leaders emphasized that collaboration between the manufacturer and its retail network remains the most important factor in the brand’s long-term success.
The council concluded by stating that Harley-Davidson is best served by “working together toward shared success” and pledged its continued support for Starrs and the company’s leadership team.
How many dealers belong to the NPDA?
I have been a Harley-Davidson fan since high school. My first bike was a 1997 Softail that I bought used. Since then, I’ve owned an ‘04 Wide Glide, an ‘07 Super Glide, and I currently ride a 2020 Softail Slim. Having a Harley-Davidson is more than the machine you are perched on. As a young Marine with empty pockets, I rode a 1991 Kawasaki 454 LTD. It was a bike, but it lacked the presence and majesty of an H-D 45 degree V Twine. For two years I quit paying my HOG dues and was disheartened as dealerships folded, including my home dealer Taboo of Alexandria La. Of late I have been reinvigorated and payed my dues, even though I still don’t have a “home”. I say keep up the good work. I’m blue collar and proud. Back to the Bricks!!!
Sorry Harley, when you caved to a fascist rabblerouser, you lost me forever. I sold my Harley when you dropped your DEI commitments and I’ll not be coming back. The notion that society shouldn’t be inclusive is repulsive to me. Maybe your new CEO signals a change, but actions have to have consequences. Live and learn.
judge someone on the content of their character not the color of their skin. – Dr. Martin Luther King
sounds like people should earn their place not have it given to them because they are a different gender, color, sexual orientation, or religious background. we’re better off without you in the community
Majority Rules, Chris. Harley-Davidson has been suffering due to DEI because it has nothing to do with producing the best product, but doing plenty to make the average rider disinterested. Nobody wants H-D to be a social-engineering tool, they want H-D to produce more models, colors, and without cheaping-out. They want a bike made in the USA by U.S. employees (yes, unions), and they should offer value in the pricing. Love this president, love this country. Happy 250th anniversary to the United States of America.
If HDs dealers and CEO treat the customers the way I was treated, and many other friends, this will be the end for them.
Harleys have been American and great for over one hundred years. Over the same time, Indian has made junk and gone out of business many, many times – they will again. Indian is now gasping by using some kind of social issue instead of building product people will buy.
Indian had a huge revenue gain in 2026 Q1. Harley riders need to quit being intimidated by Indian. There’s still enough of you old guys to keep Harley afloat for a few more years. Indian isn’t going anywhere. Enjoy the bagger racing.
How many times has Harley been rescued from the brink of extinction??
You are wrong, Indian is producing machines today that appeal to many new and seasoned riders, Indians are better looking, faster and cheaper, this is why we are having this controversy, if Harley was truly a better machine there would be no conversation, the fact is Polaris brought Indian motorcycle back and made them a winner with fresh designs and models, Harley is stale, boring and slow.
Harleys are junk. An out dated brand doing whatever it can to prolong it’s well deserved death.
I have had a 69 harley. 2003 yamaha 1600 Silverado. 2005 honda goldwing. 2016 road glide ultra. And a 2024 harley trike. They where all bought new. Have sold all these bikes and no longer ride. I can tell you from experience that there is no harley davidson that can even come close to a goldwing. If you want a bike that can go 300000 thousand miles the wing is the one.
I was ready to buy a new bike though I wear leg braces to keep my body upright.
Because of my condition, I requested an Indian dealer to put some heal/toe shifters on 3 bikes before their Demo Days! They said they would honor that request, but when I showed up, none of the bikes that I requested were ready for me! This failure on Indian’s part was enough to turn me away! I feel that both, HD and Indian, are all too corporate now and only care about their business bottom line! I’m very disappointed in all of these dealers!!