10 • November 2024 • Powersports Business

FROM THE EDITOR INSTA TIPS

I recently received a letter to the editor from Lisa Malachowsky , owner of Dive N Ride Adventures , a motorcycle tour company . My initial reaction was that we covered Harley ’ s backtracking on DEI initiatives already . Do we need to keep hashing it out ? But then I read

BRENDAN BAKER deeper , and I believe she has some valid points worth sharing . Below is the text of her letter :

On August 20 , 2024 , Harley-Davidson announced that it had dropped its Diversity , Equity and Inclusion ( DEI ) program . The press release stated that Harley had stopped operating its DEI program in April 2024 . It also indicated that Harley will no longer participate in the Human Rights Campaign ( HRC ) corporate scoring campaigns . HRC responded on that same day with a press release of its own in response to Harley ’ s announcement . HRC ’ s Corporate Equality Index ( CEI ) measures how effectively businesses address their internal corporate programs relating to diversity and what importance they place on showing their customers their commitment to diversity . The HRC CEI is widely viewed as a corporate benchmark for measuring the effectiveness of a corporation ’ s programs in terms of diversity , equity , and inclusion .

Many research studies have shown that embracing a diverse workforce supported internally by appropriate programs only improves the success of any business or company that makes a consistent effort to implement them . The Gay and Lesbian Alliance Against Defamation ( GLAAD ) reported that Americans , in general , are twice as likely to use and support companies that support LGBTQ + rights ( tinyurl . com / 3e6cpnph ). Even the Washington Post reported in its Ipsos polling in April 2024 that a majority of Americans believe that DEI programs are good things and companies should be encouraged to adopt them ( tinyurl . com / 3jxnj8h2 ). There are many sources supporting this point of view , and more references can be stated .

My response to this announcement was one of profound disappointment . What does this say to Harley ’ s customers who are a part of my community , the LGBTQ + community ? It is a message that Harley may not fully understand the economic value of our community . Merrill Lynch currently values the financial power of the LGBTQ + community in the United States at over $ 1.4 trillion annually . Is Harley ready to walk away from their portion of that money ?

That is what this type of decision says to the LGBTQ + consumer . It is also a message to Harley ’ s own employees that they are not worth supporting as their authentic selves and that they do not belong at Harley , despite Harley ’ s stated commitment to “ hire and retain the best talent and ensure all employees feel welcome .” This will need to be measured by their workforce once sufficient time has passed in this new and changed work environment . Harley is kowtowing to pressure from a few vocal social media influencers and will regret this decision over time .

I have a policy of watching these actions and incorporating actions such as this in my decisions both as a business owner of a motorcycle ( and scuba diving ) touring company focused on the LGBTQ + community and in my personal decisions . When I vet a company for my clients , I look critically at their business practices .

With this move by Harley , I will favor touring companies that do not highlight Harley products in their offerings . Other prominent motorcycle manufacturers are proponents of the LGBTQ + community and continue to support their diverse workforce . An

Many research studies have shown that embracing a diverse workforce supported internally by

appropriate programs only improves the success of any business or company that makes a consistent effort to implement them .

Lisa Malachowsky , owner Dive N Ride Adventures

example of this can be seen in Polaris ’ s DEI policies and initiatives , which are openly expressed on their website . Their “ Think Outside ” motto clearly shows they understand this value to their businesses .

In my opinion , this industry , in general , is very slow to adopt anything that requires significant change . Look how long it has taken to finally measure the number of female riders at over 20 % of the riding population in the United States ! I wonder if more companies embraced rather than shied away from new opportunities like the ones brought by DEI programs and policies if they would be more financially successful . What do you think ?

A little background about Lisa is she started Dive N Ride Adventures LLC ( www . divenrideadventures . com ) in 2021 and created a travel program for motorcyclists and scuba divers to dive or ride worldwide . Her motorcycle programs have focused on providing riders with opportunities that are not run-of-the-mill and she searches out unusual places to ride where her focus on diversity can be showcased .

She is also a long-standing member of the American Motorcyclist Association , the BMW Riders Association , Women on Wheels , and an Iron Butt ride . She has completed motorcycle training with Jimmy Lewis , the BMW Performance Center , and Jo Rust of South Africa . Lisa attended numerous events focused on women in motorcycling . She became a Total Control Motorcycle Safety Instructor in California in 2021 and hopes to become trained as a Motorcycle Safety Foundation Instructor . She became an instructor for Motorcycle Accident Scene Management in late 2022 .

If you ’ d like to share a letter to the editor , please email me at bbaker @ epgacceleration . com .

Is your dealership capitalizing on the top-of-mind marketing ease that Instagram offers ? Did you come up with an ideal way to showcase your customers in an effort to help spread the word about your shop and its employees ? If so , let us know . Powersports Business will highlight Instagram posts from a variety of dealerships in upcoming editions of the magazine .

Dealerships featured all follow the Powersports Business Instagram at @ powersportsbusiness . All posts featured will be photo or video in nature , with content from Instagram Stories not considered for this piece .

Got an Instagram tip that works at your dealership or one with which you do business ? Feel like raising the collective industry tide ? Let us know at mhubbard @ epgacceleration . com .

SOUTHEAST SALES @ southeastsales Followers : 2,061

Directly addressing your target audience on social media posts will help capture the attention of those your message is directed to . Southeast Sales posted a video that opened with the text “ Attention all farmers ,” followed by pictures of side-by-sides and text that highlighted how these vehicles are helpful to farmers . The caption reads , “ Calling all farmers . Looking for a way to boost efficiency on your farm ? Check out our wide selection of UTVs at Southeast Sales ! From hauling equipment to transporting supplies , we ’ ve got the perfect UTV to fit your needs . Stop by today for a test drive !” This video addresses customers ’ needs and offers them solutions . The post also includes the dealership ’ s phone number and location to make it easy for interested customers to take the next step .

COX ’ S HARLEY-DAVIDSON @ coxsharley Followers : 2,480 Social media is a powerful tool to not only promote a business but also to make an impact by supporting important causes . Sharing posts about charitable efforts amplifies your cause and encourages your community to get involved . Cox ’ s Harley-Davidson posted a video sharing the effects of Hurricane Helene and how the dealership and its community can help those in need . The video was captioned , “ We will be accepting donations to help the victims of Hurricane Helene until Friday night ! Our donation boxes can be found inside our pre-owned showroom . Thank you so much for your support !”

EXTREME POWER SPORTS @ extremepowersportsmi Followers : 543 Extreme Power Sports recently shared a video highlighting the features on one of its UTVs . The video showed different angles of the UTV as a salesperson explained its features . The salesperson shared his name at the beginning and end of the video , making customers feel more comfortable when reaching out with questions because they know a familiar name and face . The video makes it easy to see the inside of the UTV and the captions reads , “ Get the inside scoop on the Honda Talon with Brody ! Discover why this powerhouse is built for adrenaline-packed adventures .”