I spent the early part of 2007 on the road. I ripped around California for most of January, checking out some of the shops I really dig. Some guys are doing really amazing stuff, like Trev from Superco and Shin from Chabott, and some dudes are just ripping us off, like Gard Hollinger from LA County Choprods. I went to a few Easyriders shows and worked my way east, checking out some of the more interesting stops along the way. In February I hit the V-Twin expo, and saw all the latest and greatest the industry has to offer, which frankly isn't much. All in all, the pulse of the industry is a general feeling that we're in a serious downturn. I've heard reports of substantial layoffs in a few of the larger "chopper" companies, and many of the dealerships we work with are complaining that their higher-end bikes just aren't moving. The reality is the market for high-end choppers is dwindling. There are a few reasons for this, which I'll get into, but I think it's for the best. Unfortunately, the industry shake out means some good people will probably lose their jobs, but the billet chopper craze has seen its heyday, and I say it's about time.
Despite what some "tools" may say, the aggrandizement of custom motorcycle builders on television has shown many people out there that they don't have to all like the same thing. Biker Build-Off, for example, gives the general public exposure to a wide range of bikes and builders and offers many alternatives to the billet chopper that dominated the airwaves for so long. The public is therefore getting more discriminating in their tastes, and more accepting of different styles of bikes. The chopper trend, which washed over this industry like a sea of feces and vomit, has given way to several other simultaneous (and equally toxic) trends, namely bobbers, board trackers, and, as I discovered in Cinci, baggers, baggers, baggers. I have no problem with any of these styles of motorcycles; I am just tired of seeing so many people do the same thing. But don't get me started on that. The bottom line is people are no longer willing to pay top dollar for some silly-ass production bike when they can get a more unique chop for less money.
Meanwhile, back in Detroit things are bad and getting worse. The auto companies are repeatedly posting record losses, and unemployment is at its highest level in the union. As outsourcing continues, all the second and third tier suppliers are closing their doors, resulting in more people without jobs. These people are now faced with the reality of cutting household expenses. Often this means getting rid of luxury items like, dare I say it, their prized motorcycle. It sucks, but who wants to make a monthly payment on a $50k chopper? These people are looking for a lower cost alternative to their Iron Dog. We've seen an upsurge in older Japanese bikes, as well as an outbreak of Sportster fever, but I'll get to that later.
Anyways, our shop isn't suffering a downturn, 'cause nobody ever bought our bikes to begin with. We were spending serious time and energy developing our style (you know, the style the whole industry hated on), and we put a premium on our bikes. However, our audience is dudes that used to skateboard, snowboard, and ride BMX. Basically, young guys not interested in the 1%-er lifestyle, but looking for a cool chop. he problem is, these types of guys are usually working class dudes that can't pay big bucks for scoot. I've always said the people that understand our bikes and the people that can afford them have a very small cross-section. Well, my theory was proven correct, as we've been selling tons of our new Sportster-based chassis. In Detroit a low mileage '90s Sporty can be gotten for around 2k. For an additional 10k, we take your Sporty, put it in one of our frames, paint it all kickass-like, and off you go; a sweetass chop for around 12k. And let's be honest, when you roll up on a wicked custom Sporty to your local bike night, 99% of those yuppies don't know the difference between a Sporty and a Big Twin.
As the high end chop goes away, so goes the stigma attached to the Sporty; namely that it's a girl's bike. The guys building the huge cubic inch engines selling for tens of thousands of dollars don't want to admit it, but the Sportster engine was the best thing that ever came out of H-D. It has a pedigree of racing success and land speed records, and it's about time it got some more respect. So the next time you see me rocking a drop-seat, hand-jammer Sporty chop, tell me it's a girl's bike and let's see what happens. But I digress; the budget scoot isn't a new idea. Shops like Sucker Punch and BMC have been doing it for years. Giving the people what they want at a price they can afford. We've adapted to this model, and it's kickass seeing younger, hard-working guys able to afford our bikes.
Gone are the days of the production line $70k+ bikes. Bikers in general have gotten smarter and savvier in their tastes. They know they don't have to shell out the big bucks for a badass scoot, and in an economy where things are changing so rapidly they shouldn't have to. So let's let the high-end choppers fade into the sunset. We pay them homage by remembering their realistic flame paint jobs, 40+ front ends, and 490mm rear tires. Let us shed a tear, and move forward united, towards a future where bobbed Kawis and little chopped Sportys can live in a nation where they are not judged by their country of origin, but on their contents of their engine cases.