If you were looking for a succinct and fairly accurate portrayal of Harley-Davidson’s current business dilemma, look no further than this video put out by the minds at Canada’s FortNine.

Laced with their uniquely irreverent tone, FortNine breaks down how Harley-Davidson has gone from an industry-dominating name (and one of the strongest brands in the world), to a crashing meteor of declining sales and profitability.

Whether you agree with the video’s premise or not (namely that Harley-Davidson is beyond saving), the video is certainly striking a chord with the interneting masses – it had over 300,000 plays within its first 24hrs of it being on YouTube, and currently has close to 6,000 comments, just a day later.