the man who ruined Harley-Davidson or will his plan work in the long run is he the Darth
Vader of motorcycle culture this is unexpected pleasure we're honored by a presence you may
dispense with the peasantry's command I'm here to put you back on schedule I assure you Lord
Vader my men are working as fast as they can perhaps I can find new ways to motivate them
climate change activists who stepped into the Harley-Davidson World in 2020 after taking Puma
who was struggling and lifting them back up Jochen Zeitz the CEO of Harley-Davidson the
brain behind the whole live wire electric motorcycle push or is it BlackRock Vanguard
State Street pulling the strings dylan Mulvaney denounced Bud Light but Harley
Davidson decided to side with Budweiser sales for the newer generation are non-existent and
the clock is ticking on this iconic brands fan base Jochen zeitz knows this and wants
to appeal to the younger Urban demographic he sees the young are about that bike life
atv's dirt bikes wheelies he wants to tap into that fan base makes sense but will he succeed
time will tell let's look into the CEO of Harley Davidson and see what he's really about you're a
former shoe salesman kind of from Manheim Germany who preserves wildlife and produces films how
did you get to be running Harley Davidson for my days as young kid and teenager I always had that
Fascination for America actually and also for such a uber brand that Harley Davidson is I'm a brand
Builder and I love Brands and and there are very few brands that come even close to Harley Davidson
so you notice how he didn't give a straight answer how did you become CEO of Harley-Davidson
he didn't say who hired him Black Rock Vanguard State Street that's who put him in that position
you joined Harley's board in 2011 and became CEO in 2020. what moment did you realize that
things really needed to change when you're on the board it's like being in a plane that flies 30
000 feet high and you look down and it seems okay and once you land and you're involved from the
day-to-day and you're really eating the trenches you realize what's working what's not working so
that Gap you can't really understand until you RC or essentially in charge of the business so there
was a you know big learning lots of surprises but incredibly critical moment in the history of the
company considering that when I took the job we knew that we were born to close the factory and
would have to raise you know a couple of billion dollars quickly to make sure we had enough cash
flow to go through the pandemic not knowing when we would be able to build motorcycles again
were there some aspects of the pandemic that helped you begin the transformation
The Recovery a bit faster than otherwise you know crisis is always an opportunity and for me it was
the opportunity to then also change a lot of the things that I realized were not where they should
be so I think that the pressure on the business on the company and the employees was so much higher
so that was the chance to say let's get this over with what do they want to get over with and get
done with your gas bike and that's why the other day I did a video and I received a lot of backlash
I don't know why because it's my bike I could do what I want and I did a video cutting the tag the
Harley Davis attack of my soft tail slim and a lot of Fanboys were upset I really don't care
it's my bike I do what I want to do but it's a symbol to say that I don't represent where the
company is going the future of the company people are saying oh well if you really care get rid of
your bike no that's what they want they want us to get rid of the gas bikes so we're on there
electric bikes and they could cut us off not gonna happen this is chess not Checkers if
you look over decades average age of writer introduced to the sport average age writers
has been rising the company's initial response to that was to expand to younger writers and bring
forward lower price bikes and consequently margins collapsed where did it all go wrong
where we try to do too many things that eventually had no path to profitability
and at the same time actually forgetting to invest in your core categories and your core
business and your core writers and and you can't do that I mean every brand has to maintain its
core while it Ventures out and expands into new fields and that was the flow of the strategy
so if you see where he's designing here it's actually brilliant I'm gonna give him respect
on this token he's paying attention to the younger demographic and I've been saying for a long time
Harley Davidson is not getting younger people to buy their bikes if you see the whole Meek
Mill bike life the ATVs the kids on the dirt bikes doing the wheelies he's trying to appeal to them
with this Live Wire and shout out to everybody out there for not supporting this because he's
failing and he just stepped down from Livewire so he's abandoning ship and the reason why they want
us on electric bikes is because of your Social credit score your ESG score isn't up to par then
they'll turn your bike off they'll turn your Tesla off that's the kind of world they want us to live
in and that's why this pushback on electric and what Harley-Davidson is doing is so important and
for those who don't believe it I've already broke down on other videos the people that are pushing
all of these agendas are the main shareholder the BlackRock Vanguard State Street they are the ones
pushing the agenda so that's the proof right there that this is what's going on it is not on the up
and up almost all of your bikes are made in the USA well we've always been here all our bikes that
we sell in America are made in America it's not the robots that are doing all the work it's the
folks that have been with the company for 10 20 30 years some Third Generation in our factories
I mean that is an incredible asset and and that we can be incredibly proud of what's the message that
you have for your nearly 6 000 employees in the company for where you're going you know building
our bikes in America is a very important factor and we are an American icon we're an American
brand and we want to keep it that way to play Devil's Advocate if it wasn't BlackRock and State
Street being behind this movement I could say 100 maybe this guy is on the up and up and maybe he
thinks that you know he can compete at the Young bike life crew and maybe BlackRock and Vanguard
in them they have their dark purposes why they want to do it maybe this guy doesn't have anything
to do with that I don't know but one thing I do know is what their agenda is and it's clear and
if you do some research instead of just making comments and be like are these gonna be king
forever nothing lasts forever Rome fell so trust me Ollie Davidson will fall too Harley Davidson
need to be reinvented we can apply the same tools that you've applied in the past into the future
but the core of the brand that you need to protect and and evolve in a positive way and that's what
we're trying to do so how does Harley-Davidson sell 20 000 less motorcycles and make way more
money because they are overcharging you they are overcharging me the people that support them they
charge us unreasonable prices for these bikes and I'm not one of those ones that paid 20 30
000 for the new Road Glide I mean I spent way more than that adding to my bike to get the bike the
way I wanted it you can grow just for the sake of growing and what we needed to do is to focus
on the things that really mattered most we exited markets 39 markets as part of the rewire in 2020
because they were not profitable markets and they didn't have a path to profitability and so it in
a way it's a fitness program where you first lose weight and that's not a bad thing because
it makes you healthier our profit margins up six percentage points compared to 2017 we have the
highest operating income we've had since then selling 20 000 less motorcycles so this is how
people contradict themselves he just finished saying he made way more money and he sold 20
000 less motorcycles so how do you care about your customer if you boost the price up that much
and then he said the key thing is shareholders that's who he cares about let me know what you
think in the comments if you want to support the row get your ghostaveli mask they're on
www.demonsrow.com I got another video where I break down how black rock
state street Vanguard how all of them have Harley Davidson buy the balls they are woke
they are controlled it'll be linked above and thank you for tuning in the demons Row TV the
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