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Insane moment biker destroys his Harley-Davidson with a CANON over firm's embrace of DEI 'woke c**p'
A Harley-Davidson owner has protested the firm's embrace of 'woke c**p' diversity policies by destroying his motorcycle with machine guns and a canon.
Ohio-based gun fan Brian Lanckiewicz posted clips of how he turned his metallic brown bike into a 'woke s'more' to pan the firm's diversity, equity, and inclusion (DEI) policies.
His first video received 935,000 views, and a second episode released on Thursday shows Lanckiewicz and his friends wear Revolutionary War outfits and use a canon on the bike.
The clips underscore how strongly some conservatives feel about all-American brands 'going woke,' even as many others support schemes to help women and minorities get ahead.
Faced with mounting anger from customers, Harley-Davidson on Monday scrapped its DEI work, including by ending woke staff training schemes and its involvement in Pride events.
Brian Lanckiewicz is known as Columbia War Machine on YouTube, where he can be seen destroying his Harley-Davidson
Lanckiewicz and his friends destroyed his Electra Glide model with powerful machine guns to protest the company's embrace of DEI
Much of the anger has been directed at Harley-Davidson's CEO Jochen Zeitz, who has promoted DEI schemes and electric vehicles and calls himself the 'Taliban' of sustainability.
Harley-Davidson was 'one of the backbone companies of America,' Lanckiewicz says in his first video.
'But the unthinkable has happened — they've gotten a woke CEO who's trying to do everything he can to change this company, not for the better, but for their own woke agenda.'
The way Lanckiewicz tells it, DEI amounts to 'communism' and is linked to satanic forces that are hell-bent on destroying America.
'They're going to put somebody in a position because of the race, gender, not because who's the most qualified for the job. That's crazy,' he says.
Then, Lanckiewicz and his friends unload on two Harleys — an Electra Glide and a Sportster — with an increasingly ferocious arsenal of weapons.
The automotive carnage starts with M60 machine guns before moving on to an M134 mini-gun, and then two powerful 50 BMG rifles.
In the second video, the men cause more damage with a 6lb cannonball fired from a 'historic' piece of artillery.
For a finale, the men add Bud Light cans and a Target bag to the bikes — emblematic of two other major firms that were boycotted last year over alleged wokery.
They're dressed in 'patriotic' fatigues from the 1775-1783 war for independence from Britain.
'Mr woke CEO of Harley-Davidson, your anti-American wave will no longer be tolerated, and I've got 6lbs of American patriotism going at your woke pile of c**p,' says Lanckiewicz.
The videos have been watched hundreds of thousands of times and won plaudits from viewers, including Robby Starbuck, the conservative influencer who started the crusade against DEI at Harley-Davidson and across corporate America.
The video features slow-machine footage of the metallic brown Electra Glide model being devastated by gunfire
Lanckiewicz and his friends also dressed up in costumes from the Revolutionary War to show they are 'patriots'
'You guys are absolute legends,' Starbuck posted.
'Thank you for jumping on board our boycott!'
But others suggested Lanckiewicz had wasted money by destroying motorcycles to make a questionable political point.
'Imagine letting one person emotionally manipulate you into destroying your own property,' posted one user.
'You got clowned.'
Starbuck launched his campaign earlier this month, citing Zeitz's support for hard-line policies on trans care for kids, critical race theory, climate change and DEI efforts.
The $6 billion-a-year firm known for its macho and rebellious image caved to the mounting pressure on Monday.
The company said in a statement it had renounced DEI and other initiatives that had caused bikers to abandon the legendary brand.
The company said they were saddened by the negativity on social media, which according to them was 'designed to divide the Harley-Davidson community'.
They added: 'We have not operated a DEI function since April 2024, and we do not have a DEI function today.
They fired a 6lb cannonball fired from a 'historic' piece of artillery at a Harley-Davidson
'We do not have hiring quotas and we no longer have supplier diversity spend goals.'
The company said they would be reviewing all their sponsorships and outside organization they affiliate.
According to the statement, they will also be establishing a way to review all sponsorships in house, and suggested they could drop some sponsorships.
It also suggests that the company would drop some sponsorships, which could include LGBTQ+ Pride festivals.
They said the brand would be moving forward, working exclusively on growing the sport of motorcycling.
On top of this, they said they would also be ending their relationship with the Human Rights Campaign, a well known LGBTQ+ advocacy group.
The statement added: 'We remain committed to listening to all members of our community.'
Starbuck welcomed the move, posting: 'Another win for our movement. I couldn't do this without all of you.'
In a post earlier this month, Starbuck had accused CEO Zeitz in a nearly 10-minute-long video of having a 'total commitment' to DEI policies.
That includes funding a recent Pride event in Pennsylvania, with face-painting and balloon twisting events for youngsters, as well as a 'rage room' where adults could 'let off steam,' he said.
The bike-maker has also partnered with political groups that push hard-left ideas, including the Wisconsin LGBT Chamber of Commerce, United Way and the Human Rights Campaign, he says.
American actors Dennis Hopper and Peter Fonda ride through the Desert on motorcycles in a scene from the film 'Easy Rider'
Harley-Davidson money has therefore promoted sex-change procedures on children and anti-racism efforts against 'whiteness' and 'Christian privilege,' Starbuck alleges.
He went on to claim that DEI efforts have changed life inside the company of some 6,400 people.
Some 1,800 employees were trained on how to become an 'LGBTQ+ ally,' he said, while some sessions singled out white men for specific diversity-training.
The company also introduced employee resource groups (ERGs), which separate staff along racial, gender and sexual identity lines.
Additionally, Starbuck said the motorcycle company is gradually cutting its number of white employees, suppliers, and dealers.
Under Zeitz, the company also signed onto a Human Rights Campaign letter that Starbuck said 'was meant to scare states away from passing laws that ban sex changes for kids and ban men from being able to follow girls into bathrooms.'
The move from Starbuck prompted Harley owners at the infamous Sturgis Rally to completely denounce the brand.
Ernest Chapman spent two days riding to the historic rally from his home in San Antonio, Texas, on his 2014 Harley-Davidson Ultra Limited.
Chapman has owned Harleys for 30 years and this is his fifth. His father and uncle also rode them.
'Harley needs to stick with building bikes and leave the wokeness alone,' he told DailyMail.com.
'I'm sure there's people that live all kinds of alternative lifestyles, but as Harley owners, we keep that to ourselves, we don't advertise it.'
'Harley needs to stick with building bikes and leave the wokeness alone,' said Ernest Chapman, 53, who has owned Harleys for 30 years
Canadian biker Tony Isaac, 42, said he's considering buying a motorcycle from another company because he doesn't 'agree with the woke'
Harley-Davidson owners at the world's biggest biker rally have told DailyMail.com they believe the historic company is heading for the end of the road
Canadian biker Tony Isaac told DailyMail.com: 'They have people like me, I've ridden Harley for 20 years and I'm considering buying something else because I don't agree with the woke.'
Isaac said he isn't against inclusion. But he believes forcing agendas on people can lead to stigma and have the opposite effect to the one intended.
'I support inclusion. I've got a daughter that's in that world and she says that she doesn't want this wokeness,' he said.
Nick Randall, the owner of a 2011 Harley Fat Bob, instantly reacted when $12million-a-year Zeitz's name was mentioned. 'They need to figure out a way to get rid of his a**,' he said bluntly.
'We've got a company that's just supporting a woke agenda and I don't like the way they're going. It's upside down.'
The company is facing an unprecedented full-blown rebellion by its army of devotees whose families have bought Harleys through generation after generation
The iconic firm was established by childhood friends William Harley and Arthur Davidson, with the production of their first motorcycle in a small wooden shed in Milwaukee in 1903.
The criticism marked the latest in a series of conservative-led boycotts against well-known brands that embrace progressive policies, which have hit Bud Light, Target, Cracker Barrel, Tractor Supply, The North Face, and many others.
Many companies that embraced DEI policies in the wake of the cop killing of unarmed black man George Floyd in May 2020 have stepped back from them for fear of irking conservative customers.
For some, DEI schemes are important and necessary, as they can help to overcome historical racism and sexism and make it easier for people of all backgrounds to get ahead in education and work.
Critics say it's a form of reverse discrimination that unfairly blows back on straight, white men.
Others say DEI schemes may be well-intentioned, but seldom achieve their desired goals and often make things worse by stirring up divisions in offices and classrooms.