Harley-Davidson dealers accuse Indian Motorcycle of attack-based marketing amid leadership and culture disputes.

Harley-Davidson dealers have accused rival Indian Motorcycle of launching an "attack-based marketing" campaign after Indian posted an ad mocking Harley's CEO Artie Starrs, criticizing his background and Harley's business strategies. The ad, which also targeted Harley's electric motorcycle plans and diversity initiatives, coincides with conservative influencers urging riders to boycott Harley over its corporate policies. Indian defends the ad as reflecting existing rider concerns and emphasizes competition based on products and culture. Harley-Davidson dealers and the National Powersports Dealer Association publicly support CEO Starrs and condemn the personal attacks. This dispute highlights tensions over leadership, company direction, and brand identity in the motorcycle industry.