What’s going on everyone? It’s us here, bringing you some huge news out of Harley-Davidson. Remember how we covered their wildly woke policies over the past summer during the Sturgeist motorcycle rally? Well, despite the mainstream media trying to tell you that the customer is always wrong, we’ve got another WIN! Their woke CEO, Jacquen Zites, is OUT! He has been fired!. Make sure you leave a like on this article because it proves that consumers actually matter. It truly does. Sales plummeted because they went woke, and now he’s gone. This is the power that all of you possess, and it’s important to take a minute to pat yourselves on the back. This is all YOU!
As we reported, Harley-Davidson’s CEO Jacquen Zites is officially out less than one year after we exposed their woke policies. After our reporting, they did end their crazy DEI policies, but they unfortunately kept their woke CEO. We warned that not firing Jacquen Zites meant doom for the company, and we were right. Loyal riders did not forgive the board for keeping a CEO who was so deeply out of touch with them.
And the numbers don’t lie! Harley has since reported a 60% year-over-year reduction in motorcycle revenue! Let us repeat that: a SIXTY PERCENT year-over-year REDUCTION in motorcycle revenue!. They really thought you wouldn’t stop buying their products, didn’t they? While a Harley-Davidson is a big purchase, people could choose not to buy new ones, and that’s exactly what happened. This was a long time coming, but it proves the strength of our movement against wokeness and divisive DEI policies. We want to restore brands in the end, and this is a major step!
As you all know, we targeted Harley-Davidson and criticized their DEI and woke policies starting in the end of July last year, all the way through August. Eventually, we secured the changes where they eliminated all of those crazy policies. However, we said even then that they needed to fire their CEO. Let’s look back – we said it was up to us to raise our voices to Harley-Davidson, to their board, to get rid of this woke CEO and save a great American brand because otherwise, this man would drive it into the ground.
Well, they did not fire their CEO immediately. And what has happened since then? Well, in their reporting this year, they had to tell investors that their revenue had slumped by 60% year-over-year in motorcycle sales! Exactly as we predicted, business was going to be really tough if they kept this woke CEO. Their stock price has absolutely cratered since this woke nonsense began.
This CEO was fully committed to wokeness. He even once compared himself to the Taliban, calling himself a “Taliban of sustainability,” which is code for ESG and DEI. He’s the one who pushed ESG and DEI deep into the heart of Harley-Davidson as a company.
Harley-Davidson’s annual report for 2024 is out, and sadly, the numbers do not look good. The company recorded that massive 60% drop in motorcycle revenue and sold 53% fewer motorcycles in the last quarter compared to the same period the year before. For a company as historic as Harley to experience a slump like this is worrying. They sold significantly fewer motorcycles than anticipated for North America, with the final three months of 2024 seeing a 13% decline in sales. The official reason cited is economic instability and interest rates, but how is it that other brands like Triumph and MV Augusta are thriving?. We’ll tell you why: because none of them experienced this woke nonsense backlash that Harley-Davidson did. That’s just an irrefutable fact. People buying expensive toys like these aren’t necessarily deterred by interest rates.
Harley-Davidson Motor Company reported $420 million in total revenue for the fourth quarter of 2024, down 47% from Q4 of 2023, with a $214 million operational loss. Livewire, their EV division, also saw its revenue decline by 32%. As a whole, Harley-Davidson’s 2024 revenue of $5.1 million represents an 11% decrease from 2023, and total operating income in 2024 was $417 million, a 50% decrease from the year before. Worldwide, they shipped 148,862 motorcycles in 2024, a 17% decrease from 2023, with sales down in all geographic regions. Following the release of these results, the company’s stock price fell another 3% and has seen a 51% cratering in the last year alone. While the stock had been declining before, it has plummeted significantly since this “woke nonsense” took hold.
It wasn’t just the woke CEO, but also their out-of-touch product development. When you’re not in touch with your customers, you’re not putting out products they want to buy.
The CEO is out! Jacquen Zites is gone from Harley-Davidson!. Harley-Davidson’s board is looking for a new CEO. And if their board would like some input from someone who actually understands their customer base, we’re happy to offer some advice for free so they don’t make the same mistake again: Get back in line with your customer base. Unite the culture of Harley-Davidson with the culture of their riders. Stop being woke. Stop being partisan. We’re happy that we got the policy changes at Harley-Davidson, and we hope this CEO leaving is the start of a new day for the company. This guy was a World Economic Forum guy, a climate change guy, a BLM guy – all the stuff that is the exact opposite of what the Harley-Davidson brand stood for: being a rebel, carefree riding, not political statements.
Congrats to everyone who was involved in making their voices heard! We’ll keep you updated on what happens next.
