Harley-Davidson 'built' its brand and added billions in value on backs of biker gangs, say longtime club members — and the latest 'woke' moves by the company are a new angle of discontent.
Bikers who say they gave the Harley-Davidson brand its 'bad---' image over the years, and even claim a role in helping to 'build' its success, say they feel kicked to the curb amid the American motorcycle maker's global expansion. Recent concerns about the brand's latest 'woke' tendencies also appear to have quickened the discontent among some.
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Its vision, according to the company, is 'building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.' Harley-Davidson also has a controlling interest in LiveWire Group, Inc.
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