As a family-owned Harley-Davidson dealer, I’d like to offer some insight on the DEI controversy surrounding Harley-Davidson. A few years ago, Harley made a strong proclamation in support of DEI that sparked significant controversy and led to a boycott among some customers. Although the company later reversed its stance, the legacy of that moment still lingers to some extent.

(In the photo from left to right: our service manager, our general manager for 16 years, a customer for 25 years, my mom, my dad)
That said, Harley-Davidson didn’t need to make such a strong stance for DEI because the brand was already organically diverse from a consumer perspective. The Harley community is one of the most shockingly and beautifully diverse groups I’ve ever encountered. Riders come from all walks of life—different races, religions, incomes, and ages. There are no rigid boundaries that define who rides a Harley, which is something I recognized as unique even 25 years ago. What truly unites Harley riders is the love and passion for the ride itself.
It’s also worth noting that purchasing a Harley-Davidson dealership is no easy feat, regardless of whether you are Black, white, or otherwise. Becoming a dealer requires substantial financial resources, extensive business acumen, and approval from the corporate entity and the location state. My family is one of very few Black-owned Harley-Davidson dealerships—there are likely fewer than five nationwide. Over the years, my parents have built an award-winning dealership, earning top honors such as the Platinum Bar & Shield and Gold Bar & Shield awards. Because of the organic diversity within the Harley community, boycotts based on DEI have little real impact on businesses like ours.
On a side note, my family also owned Wendy’s franchises in the past, which gives me some perspective on McDonald’s and its Black franchise owners. Many Black McDonald’s franchisees have been incredibly successful, but McDonald’s, as a corporation, has recently pulled back on its DEI initiatives. Combined with a decline in foot traffic, this creates challenges for many franchise owners. Boycotting Black-owned McDonald’s franchises is especially counterproductive and harms hardworking entrepreneurs in our communities.
Lastly, I want to touch on Target, which presents a very different situation. While Target has supported Black-owned brands for many years, its recent pullback on DEI initiatives sends mixed messages. This dichotomy seems poorly thought out and will likely hurt the very Black-owned brands that Target has supported. As a lawyer, I expect that more people—especially brand owners—will start to look at their big box contracts differently. They will likely begin drafting agreements with more specific protections, outs, and clearer outcomes in mind to guard against sudden corporate policy shifts like this in the future.
As always, I welcome your thoughts. SNM
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