Legendary motorcycle manufacturer Harley-Davidson has been dragged into a bitter feud as rival Indian Motorcycle launched a jaw-dropping video ad that mocked the company's CEO and blasted its corporate strategy.
The stunning Instagram ad took direct aim at Harley-Davidson CEO Artie Starrs, ridiculing the fact that he had previously led Pizza Hut.
Indian Motorcycle's ad featured barbed attacks on Harley's controversial push into electric motorcycles, its overseas manufacturing operations and the company's past diversity, equity and inclusion (DEI) initiatives.
It compared Starrs to Indian Motorcycle CEO Mike Kennedy, who it described as 'a lifetime industry veteran and an avid motorcycle rider.'
The insulting ad comes as Harley has faced condemnation by conservative influencer Robby Starbuck and UFC fighter Sean Strickland, both of whom have told riders to abandon the iconic Milwaukee motorcycle firm over its 'woke' corporate policies.
The timing of the campaign immediately sparked suspicion at Harley. Dealers told the Milwaukee Business Journal that the ad, coupled with a wider social media offensive against the company, had them wondering whether the attacks were linked.
'The personal attacks on Starrs are below-the-belt,' Jeff Binkert, president of House of Harley-Davidson in Greenfield, told the Milwaukee Business Journal.
Binkert went on to say that regardless of the intent, he believes the industry thrives when competing on 'product, innovation, dealer support and customer experience' rather than 'personal attacks'.
Harley-Davidson has been dragged into a bitter tit-for-tat feud with rival Indian Motorcycle after a jaw-dropping advertisement mocked the company's boss and blasted its corporate strategy
Indian Motorcycle CEO Mike Kennedy has made little secret of his disdain for Harley-Davidson's leadership, repeatedly criticizing CEO Artie Starrs and the company's past DEI policies.
Harley has already been dealing with recent criticism from big names such as UFC fighter Sean Strickland, leading the company to question whether the two were connected
Ironically, Kennedy had previously worked as an executive at Harley-Davidson.
He told the Milwaukee Business Journal that his company had an opportunity to gain market share amid Harley's recent turnover in the company's executive ranks, describing it as a 'short-term vulnerability'.
However, the ad didn't appear to land with everyone, as Harley riders and dealers accused the rival brand of trying to capitalize on the anti-Harley influencer campaign rather than presenting new competing products.
An Indian Motorcycle spokesperson told the Daily Mail that it stood by the campaign, writing: 'Culture is part of motorcycling. It is part of what riders buy, what dealers sell, and what makes a brand worth belonging to.
'Indian Motorcycle stands by the campaign. Harley-Davidson is free to say which part it believes is untrue: the electric strategy, overseas manufacturing, politically driven DEI initiatives, or the fact that riders were already raising these concerns before Indian ever said a word,' they said.
'This is rivalry, and Harley-Davidson’s reaction shows exactly what they fear: Indian builds the better motorcycle. We are ready to compete on product, performance, reliability, design, and rider culture every day.
'Harley-Davidson has been selling its history while becoming increasingly disconnected from the riders who made that history matter.'
Harley declined to comment to the Daily Mail.
Starbuck has condemned Harley for failing to pivot away from its DEI-backed initiatives.
Starbuck has previously argued that Harley-Davidson failed to pivot away from its DEI-backed initiatives, accusing the company of elevating the same executives who supported those programs and of continuing to promote LGBTQ-related content
The Harley-Davidson Council of the National Powersports Dealer Association issued a public letter on Wednesday backing Starrs and condemning what Chairman George Gatto described as 'attack-based marketing'
He accused Harley of promoting the executives who bolstered LGBTQ programs and educational material discussing issues such as white privilege, gender identity and intersectionality.
Much of Starbuck's criticism has been levelled towards Starrs and chief brand officer Marcus Fischer, arguing that their backgrounds are not aligned with traditional biker culture.
He said that he stands by the criticism of Harley's leadership, and claimed that neither Indian Motorcycle or any influencer sponsored his recent investigation into Harley's leadership and policies.
'The greatest attack on Harley-Davidson in the long history of the company was not waged by hands,' Starbuck said. 'It was waged by executives who understand more about their pronouns than they do about their riders.
The Harley-Davidson Council of the National Powersports Dealer Association issued a public letter on Wednesday showing their support for Starrs and condemning what Chairman George Gatto called 'attack-based marketing'.