Up by their Bootstraps: Orange County Choppers is Going Global
Thursday, May 22 2008 | Comments (0)
The Teutuls in Australia
In the 120 plus years since the motorcycle was invented, and the 60 plus years since Marlon Brando played a maladjusted, sociopathic biker in "The Wild One," motorcycles, especially choppers, have often been viewed as the monopoly of outlaw biker gangs and other social misfits. But recently shows like American Chopper have helped generate a more positive public image for motorcycles. Global sales on bikes are up, and the Teutul family is both a cause and beneficiary of the trend. American Chopper let us see that chopper lovers are normal, likable guys like the Teutuls. Even the family squabbles, vanity, bullheadedness and blow ups make them seem "just like us."
While American Chopper deserves much of the credit for the new Chopper-mania, the Teutuls are working hard to maintain their visibility in many areas. The OCC crew has built custom bikes for a wide variety of organizations and corporations. The New York Jets, Gander Mountain, Go Daddy, Snap-On Tools, NAPA Auto Parts, Bass Pro Shops, Wendy's, Craftsman Tools, and the Army National Guard all have their own special bikes to use for public relations events. OCC has also bult choppers for celebrities such as Billy Joel, Russell Crowe, Jay Leno, and Bill Murray. The corporate bikes drive it home: choppers are part of mainstream--even corporate--America. The celebrity guests make the bikes more appealing. If you see Bill Murray on a chopper, does it make Bill Murray a hoodlum, or choppers look like fun?
Take Home Teutuls
At the same time, the Teutuls get to show off their expertise and, to quote their website, establish themselves as "an incredibly gifted team of technical professionals and master craftsmen who have created some of the finest custom motorcycles on the road today." The family has ambitious plans to establish a solid American market for "high-end, limited edition production" bikes, then expand overseas. New dealerships in Barrie, Ontario and Norfolk, UK are just the first steps in OCC's expansion in the global custom chopper market.
This summer, a "truck tour" of major US cities will gain OCC even more exposure by showing off custom bikes and marketing OCC merchandise. A similar tour of Europe--including Ireland, Austria, Germany, Hungary, Italy and Spain-- will be sure to net the Teutuls more exposure. The show is already aired in many countries and fans thronged the recent UK dealership opening hoping to get autographs and OCC merchandise. An event in Sidney last year had some fans driving over 250 miles just to catch a glimpse of the Teutul clan. On a smaller scale, events like a "Memorial Day Ride with Senior" and numerous local appearances around the US help fans feel like part of the American Chopper action.
It doesn't hurt that all this good press comes at a time when the public is economically receptive to bikes. Gas prices are soaring and the average motorcycle gets anywhere from 35 to 50 MPG, making it an attractive alternative to gas-guzzling SUVs. Maybe we're all just getting geared up for "Mad Max," but it seems that choppers are here to stay, and the Teutuls deserve some of the credit!
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