Tractor Supply Co. John Deere. Now Harley-Davidson.

Harley-Davidson said Monday that it’s ending diversity and other progressive initiatives at the company. Harley-Davidson is the latest major American brand to backtrack from DEI policies it had supported in recent years.

Harley-Davidson faced pressure online from Robby Starbuck, a conservative activist who has successfully taken on DEI policies at several American companies.

“We are saddened by the negativity on social media over the last few weeks, designed to divide the Harley-Davidson community,” the company wrote in a statement posted on X.

The company 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.”