An iconic motorcycle dealership abruptly closed its doors for the final time after 110 years amid a “chaotic” final few days, as the business faces backlash for its woke DEI initiatives.
Founded in 1914 by Dudley Perkins, San Francisco Harley-Davidson has been passed down through three generations and is now the longest-running family-owned Harley-Davidson dealership, having survived two world wars, the Great Depression and the COVID pandemic.
But the iconic venue was ‘rung into the ground’ after it was taken over by Cliff Chester, former employee told Mission Local.
“It was just chaos,” Carlos Martinez, who worked at the dealership for 22 years, told the outlet.
He and others described how Chester allegedly mismanaged the dealership as crime rose in Bay City.
San Francisco’s Harley-Davidson abruptly closed its doors for the last time in June
They said the new management under Chester failed to enforce a number of rules, with car parts not being labelled and goods regularly going missing.
Employees also alleged that there was no system in place for workers to organize invoices or packing lists, resulting in orders not being filled.
In addition, they indicated that Chester placed much less emphasis on building good relationships with customers, something that was very important to the Perkins family.
“It just became a dealership,” Martinez said. “That’s not what Dudley Perkins was like… you were part of a family, the motorcycle community.”
Mechanic Christopher Weber also told Mission Local that the dealership was “like a museum” for HOG enthusiasts.
But he said it seemed in recent days as if the dealership had been “run into the ground.”
Former employees said the iconic venue had been ‘rung into the ground’ after it was taken over by Cliff Chester (right) in 2018
They described how car parts were not labelled and how goods regularly disappeared
He told how he expressed his concerns to Chester about theft within the business in 2023 and 2024. In an email, he wrote: “I just don’t want to see the dealership doors close.”
Martinez also said he sent Chester an email stating that stolen parts were being sold “in secret.”
But neither employee ever received a response, they said.
Ultimately, on June 22, employees waited at the dealership for hours for a staff meeting scheduled for noon.
Chester didn’t show up for hours and, according to Mission Local, employees were still waiting around 6 p.m. because they were afraid the historic store would close.
Chester broke the bad news and fired the workers.
“There was no preparation,” Weber said. “There was no warning. We just had to abruptly put down all of our tools while we were working on customers’ bikes.”
The closure came so suddenly that even the dealership’s social media pages were still promoting deals and events that were planned, KRON reports.
The San Francisco branch was founded in 1914 and had survived the Great Depression, two world wars and the COVID pandemic
Many former customers expressed their shock over the sudden closure in comments on the Mission Local article.
“Wow, what a complete turnaround from Dudley Perkins,” wrote Karen Kenney.
“I remember Mr. Perkins sometimes going on rides with us.”
Another commenter wrote that she recently attended the store’s open house.
“It seemed like a routine day, without much fuss or festivities other than being given a lapel pin and a tire gauge,” she wrote. “There didn’t seem to be anything resembling closure either.”
A third commenter also recounted the dealer’s glory days.
‘Over 40 years ago I bought four Dudley Perkins Harley-Davidson shirts. I wore them until they were worn, faded and unreadable.
“Nothing lasts forever,” he lamented.
Many former customers expressed their shock at the sudden closure
There are now concerns that even more Harley-Davidson dealerships will close as a result of a Conservative boycott of the company
DailyMail.com has reached out to Chester for comment.
However, there are now concerns that even more Harley-Davidson dealers could close as a result of a conservative boycott of the storied American company, which they say has gone ‘woke’ under CEO Jochen Zeitz.
The movement was led by conservative influencer Robby Starbuck, who cited Zeitz’s support for strong policies on transgender child care, critical race theory, climate change, and diversity, equity and inclusion.
The 35-year-old activist said in a nearly 10-minute video that the CEO is “fully committed” to DEI policies in Harley-Davidson’s offices and factories.
That included recently funding a Pride event in Pennsylvania, which featured face painting and balloon twisting events for youth, and a “rage room” where adults could “let off steam,” he says.
According to Starbuck, the bike maker also works with political groups that promote far-left ideas, including the Wisconsin LGBT Chamber of Commerce, United Way and the Human Rights Campaign.
According to him, Harley-Davidson’s money has therefore led to sex changes in children and to anti-racist measures against ‘whiteness’ and ‘Christian privilege’.
They cite CEO Jochen Zeitz’s support for tough policies on transgender child care, critical race theory, climate change and diversity, and equality and inclusion efforts.
Below Zeitz, right, the company also signed a letter from the Human Rights Campaign that conservative activist Robby Starbuck said was “intended to deter states from passing laws banning sex changes in children and prohibiting men from following girls into bathrooms.”
He further claimed that DEI efforts have changed the lives of about 6,400 people within the company.
About 1,800 employees received training on how to become an “LGBTQ+ ally,” he said, while in some sessions white men were specifically singled out for diversity training.
The company also introduced Employee Resource Groups (ERGs), which classify employees based on race, gender and sexual identity.
In addition, Starbuck said the motorcycle company is gradually reducing the number of white employees, suppliers and dealers.
Under Zeitz’s leadership, the company also signed a letter from the Human Rights Campaign that Starbuck said was “intended to deter states from passing laws banning sex changes in children and prohibiting men from following girls into restrooms.”
Starbucks is now demanding that the motorcycle company fire its CEO
Starbucks is now demanding that the company fire its CEO and has thrown some big names behind his cause.
Country star Travis Tritt also called the allegations against Zeitz “disturbing.”
“I seriously doubt that pushing a DEI agenda will be very popular with the HOG members I know,” He wrote.
“I look forward to discussing these issues with many of my Harley-Davidson owning friends next week at @SturgisRally.”
Sean Strickland, former Ultimate Fighting Championship middleweight champion and a loyal Harley enthusiast, shared a video with X and said he no longer supported the company.
“I’ve owned Harleys most of my life, but I will never own a Harley again,” he said in the video, calling Zeitz a “fanatic.”
“If you love America, you won’t own a Harley,” he said.
In a later post, Strickland asked his 600,000-plus followers whether he should sell or destroy his bike.
“Should I sell my Harley or blow it up with a machine gun?!?!” he asked.
“I will never ride a Harley again unless they repent, and they won’t,” the former UFC champion added.
“If I sell my Harley, I’m just contributing to this woke, freedom-hating, anti-American agenda.”
More than 80 percent of respondents thought he should blow it up.