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Over the past month, a conservative online commentator has effectively pushed Deere & Co.<\/a> and Tractor Supply<\/a> to walk back certain DEI initiatives. Now, the music video director turned right-wing political influencer Robby Starbuck is taking aim at another rugged American brand.\u00a0<\/p>\n In a nine-minute video on X<\/a>, Starbuck went after Wisconsin-based Harley-Davidson<\/a> for being \u201cout of alignment with its customers.\u201d His evidence included joining the Wisconsin LGBTQ+ Chamber of Commerce, hosting an LGBTQ+ boot camp at its offices, and working to increase the diversity of its global dealer network.<\/p>\n It\u2019s time to expose Harley Davidson.@harleydavidson<\/a> has been one of the most beloved brands in America but recently on CEO Jochen Zeitz\u2019s watch, they\u2019ve gone totally woke.<\/p>\n Here\u2019s some of what we found:<\/p>\n \u2022 Openly supports \u201cthe equality act” which would allow men into girl\u2019s\u2026 pic.twitter.com\/15kPUy8WVY<\/a><\/p>\n \u2014 Robby Starbuck (@robbystarbuck) July 23, 2024<\/a><\/p><\/blockquote>\n \u201cLet me tell you what your customers actually want, because it\u2019s pretty easy,\u201d Starbuck said in the video. \u201cJust get rid of the social issues and divisive causes \u2026 no more DEI departments, no more woke trainings, no more donations to woke causes \u2026 just make motorcycles. Period.\u201d\u00a0<\/p>\n The campaign hasn\u2019t hit Harley-Davidson\u2019s stock price so far. Last Thursday, Harley\u2019s stock jumped 6.5%<\/a> after the company said quarterly sales and earnings<\/a> came in above analyst expectations. For the three months ended June 30, Harley\u2019s revenue increased 12% to $1.6 billion, despite a 3% decline in bikes sold. Under its new CEO, German-born executive Jochen Zeitz, the Milwaukee-based bike maker has focused on its higher-end models, and has cut options for entry-level riders.<\/p>\n Starbuck, whose account on X has over half a million followers, is a former write-in GOP candidate for the U.S. House of Representatives in Tennessee. Earlier this year he released a two-hour documentary on X, The War on Children, <\/em>that accused LGBTQ+ activists, the entertainment industry, and social media platforms of indoctrinating and sexualizing kids.<\/p>\n But Starbuck has also used his platform to organize campaigns against companies supporting DEI initiatives\u2014and they\u2019ve worked.\u00a0<\/p>\n In late June, farm equipment retailer Tractor Supply announced it would eliminate DEI initiatives<\/a> and roles, \u201cwithdraw\u201d its carbon emission goals, and cease providing data to the LGBTQ+ advocacy group Human Rights Campaign after Starbuck started attacking the retailer on social media, which elicited an onslaught of negative feedback from customers.\u00a0<\/p>\n \u201cWe have heard from customers that we have disappointed them,\u201d the company said in a statement announcing the change. We have taken this feedback to heart.\u201d<\/p>\n After 3 weeks of researching and reporting on @TractorSupply<\/a> going woke, they responded with the most dramatic policy reversal I\u2019ve ever seen.<\/p>\n This is a massive victory for sanity and the single biggest boycott win of our lifetime.<\/p>\n My reaction and strategy going forward \u2b07\ufe0f<\/p>\n I\u2026 pic.twitter.com\/AIRgcaoDyp<\/a><\/p>\n \u2014 Robby Starbuck (@robbystarbuck) June 28, 2024<\/a><\/p><\/blockquote>\n Just a few weeks later, Starbuck went after John Deere<\/a> in a similar manner. Following the pressure, the company put out a statement on X, saying the agricultural manufacturer would no longer participate in \u201csocial or cultural awareness parades, festivals, or events.<\/a>\u201d<\/p>\n Our customers\u2019 trust and confidence in us are of the utmost importance to everyone at John Deere. We fully intend to earn it every day and in every way we can. pic.twitter.com\/8BgyPyQJQo<\/a><\/p>\n \u2014 John Deere (@JohnDeere) July 16, 2024<\/a><\/p><\/blockquote>\n Tractor Supply<\/a> declined to comment, and Deere did not respond to Fortune\u2019<\/em>s request for comment.\u00a0<\/p>\n In the Harley-Davidson video, Starbuck directed his ire at the company\u2019s chief executive, Zeitz, who has said Harley should be producing only electrical bikes by 2030.\u00a0<\/p>\n Starbuck also noted that in Harley\u2019s sustainability report, Zeitz praised the company\u2019s Corporate Equality Index score. CEI is a metric used by the Human Rights Campaign to measure corporations\u2019 treatment of LGTBQ+ employees, and Starbuck referred to it as \u201cthe Trojan horse that pushes all these left-wing values into corporations.\u201d\u00a0<\/p>\n Since Starbuck posted the video about Harley-Davidson last Tuesday, it\u2019s been reported more than 26,000 times and received more than 44,000 likes. Elon Musk even left a cryptic comment on the post.\u00a0<\/p>\n Harley Davidson?<\/p>\n \u2014 Elon Musk (@elonmusk) July 23, 2024<\/a><\/p><\/blockquote>\n Harley-Davidson has not commented on the video publicly, and the company did not respond to Fortune<\/em>\u2019s request for comment. But some users have already begun coming after the bike maker on social media. On a recent unrelated post on Harley\u2019s X page, one user commented: \u201cUnless this CEO is fired, and all woke policies dissolved, and you issue a heartfelt apology, my Harley will be sold and upgraded.\u201d<\/p>\n https:\/\/t.co\/jDkCtxTQcl<\/a> \u2014 Jettech79 (@Jettech1979) July 28, 2024<\/a><\/p><\/blockquote>\n Conservative boycott campaigns like the ones Starbuck has initiated became popular last year, when Anheuser-Busch brand Bud Light partnered with transgender social media celebrity Dylan Mulvaney for a promotional campaign. The backlash was so intense that North American organic revenue of<\/a> Anheuser-Busch slid $1.4 billion in 2023<\/a>, and the iconic brand has fallen behind Modelo and Michelob<\/a> to become the third most popular beer in the U.S.<\/p>\n At the end of the Harley-Davidson video, Starbuck encouraged people to call the motorcycle manufacturer\u2019s customer service line, owners\u2019 group, and media office to ask \u201cif [Harley] is going to turn around before they destroy this once great American company.\u201d<\/p>\n \u201cUs, we\u2019re very forgiving out here,\u201d he said. \u201cYou want forgiveness, though, you need to turn around and stop all of this wokeness and get back to the core business that made Harley-Davidson great.\u201d<\/p>\n<\/div>\n\n\n
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Unless this CEO is fired, and all woke policies are dissolved, and you issue a heartfelt apology, my Harley will be sold and upgraded to an @indianmotocycle<\/a>.<\/p>\nRecommended Newsletter:<\/strong> The Fortune Next to Lead newsletter is a must-read for the next generation of C-suite leaders. Every Monday, the newsletter provides the strategies, resources, and expert insight needed to claim the most coveted positions in business. Subscribe now. Sign up for free<\/a>.<\/div>\n