WINNING: Ford joins list of companies walking back DEI policies.

The automaker has taken “a fresh look” at its DEI policies and practices over the past year to take in to account the evolving “external and legal environment related to political and social issues,” according to an internal communication that was shared with global Ford employees and posted on X on Wednesday by an anti-DEI activist. Ford confirmed the letter was authentic and said it had no additional comment on the matter.

Ford’s move follows retailer Tractor Supply, which one of the first major companies to stop its DEI efforts, as it severed ties earlier this summer with the Human Rights Campaign, an LGBTQ+ advocacy group, and retired DEI targets like boosting the number of employees of color at the manager level.

Harley Davidson, whose board of directors includes Ford CEO Jim Farley, also decided last week to stop consulting the HRC’s metric for treatment of LGBTQ+ employees and affirmed that it does not have a DEI function.

Home improvement retailer Lowe’s joined the efforts earlier this week, and noted that it might also make additional changes to the policies over time.

The companies have cited conservative backlash or changing social and political environments in their announcements. Tractor Supply and Harley Davidson also noted a desire to appeal to their more rural or conservative-leaning customers.

Companies that make pickups, motorcycles, and tractors should have known better before they went all-in on DEI.