SHOVELUTION CYCLES, INC.
6205 ALTAMA AVE., BRUNSWICK, GA 31520
NOT ASSOCIATED WITH HARLEY DAVIDSON MOTOR COMPANY INC.
March 14, 1997
OPEN LETTER TO BIKERS EVERYWHERE.
In 1903 Harley Davidson Motor Company Inc. opened its doors and embarked on a venture to make a little money and a name for themselves. In doing so they set the stage for act one in an American saga.
Over the years the basic product was improved upon, new models were introduced, old models were stored away for posterity. Harley Davidson accomplished what they set out to do. Their personnel and corporate goals Harley Davidson set for themselves, whether intended or not, had long lasting and far reaching benefits to their customers, and the country as a whole in my opinion. These benefits ranged from sheer escapism from life's soul draining routines, to huge charity rides to benefit the poor and sick individuals in our local communities.
Over the last 90 odd years, Harley Davidson has had its ups and downs. From war time booms to near bankruptcy due to poor quality control, as well as the media and Hollywood focusing on the bad apples of society who simply had the good taste to ride custom Harleys instead of custom Chevys and Fords.
It could be said, (and probably has) that the reason America is so fascinated with Harley Davidson is because their struggles and achievements are a reflection of life in America, warts and all. All of us have had set backs and victories. The way we handle each one helps define who we are.
Some of us, but not nearly enough, are aware of the latest chapter in this saga. In the early eighties Harley took a bold step. After trying everything they could think of at the corporate level to turn the company around, they decided to listen to their customers and employees to correct the design flaws in bikes currently being produced.
In addition they began development on the next engine design that would incorporate many of the fixes necessary to the overall reliability of the bikes coming off the line. The new fixes as well as some major changes in the financial structure of the company have transformed Harley into the American success story we know today.
There is, however, a small but growing problem. GREED.
A new or used Harley will bring two to three times the suggested retail in Europe and Asia compared to America. This has caused Harley to redirect the distribution of bikes coming off the line. The net result is a higher cost to you and me. As a bonus, we get to wait as much as two years before taking delivery, after paying up front of course.
If you are not so inclined you can always have someone build a custom for you. Your officially licensed Harley Dealer will be happy to accommodate you, for a price, if he has not used up his factory authorized allotment of parts and accessories
Enter the after market shop.
These shops dot the landscape of the U.S. by the thousands. They are owned by individuals and partners and couples. They serve an ever growing need in the American motor cycle industry by providing us with excellent service for a reasonable price.
The owners of these shops only want what living in America can offer, the chance to succeed or fail at attaining the American dream based on their own ability. They want to make a little money and a name for themselves. Sound familiar?
Many of these folks are trained through accredited motorcycle mechanic schools. Many are trained from the school of experience.
One such individual owns and operates Shovelution Cycles, Inc..
Jamey worked 18 years for GM as a certified mechanic before deciding to venture out on his own to repair Harleys and build custom bikes.
Since opening his doors in 1996, Jamey has earned quite a reputation for himself. He was the first shop in Brunswick to actually build and repair American bikes. He has earned a reputation for honesty and quality in the business community not to mention the respect and admiration of his friends. Jamey has also had his share of headaches.
From time to time Harley Davidson will send out corporate lawyers. The sole purpose these people have in life is to harass, intimidate, threaten, and terrorize small shop owners with "trademark infringement lawsuits."
Going from state to state and town to town, these guys look you up in the yellow pages and business directories then come to your shop and take pictures and make notes. Mind you, they don't come inside your shop or anything. They hide behind lamp posts and delivery vans, bushes, trees, mailboxes and such. This way they won't run in to you and have to tell you what their up to and run the risk of being punched in the nose. After getting the pictures developed, they go to their motel room and look over their pictures and notes to see how many things they can find to threaten you with a lawsuit.
Several times last year, we received official letters from Harley informing us of our sins and describing the punishment that would be handed down from the "almighty men of thunder" William and Arthur. The first contact we had with the corporate lawyers involved a logo on the shop sign, it read… "Your one stop Harley shop!". This was declared sacrilege by the Harley temple priests, and the corporate lawyers ordered it changed.
Jamey, not looking for trouble, changed his sign as ordered and went about his business. This change, of course, was not even close to being enough.
A few months later, he was ordered to make another change. Apparently "specializing in Harley Davidson parts and accessories" is blasphemous. Another change was made.
Next, the logo above the door containing the shop name was found to resemble the Fat Boy logo to closely. The logo was also changed.
Shovelution has been open just over thirteen months. In that time we have been threatened with legal action four times. The latest threat involves the shop name itself.
You and I are ultimately responsible for Harley Davidson's success in the last fifteen years. We could very easily have turned our back on the company and let them go the way of so many other American motorcycle companies. Instead we gave them the benefit of doubt they asked of us and they rewarded us with the best line of bikes they have ever produced.
We also get to pay a very big penalty for our loyalty. We get higher prices, limited availability so foreign countries can ride American bikes and give a slightly better bottom line in Milwaukee. Do not forget the last and largest benefit we receive. FRIVOLOUS LITIGATION.
If you are a company man working for Harley Davidson let me say that, I understand and admire any company that will go to bat for their dealers. I also understand the inherent stupidity in cutting your own throat.
Do not forget what happened to Apple computers when they decided to retain exclusive license to build their computer while IBM allowed everyone to copy their computer design. Apple nearly went bankrupt while IBM started the computer revolution and with the help of independent computer manufacturers helped to put a computer in 70% to 80% of American homes nationwide.
Another example is Betamax and VHS formatting. Betamax followed Apple's lead and today only VHS recorders and players are available at retail stores.
Harley Davidson stock has dropped nearly ten points (dollars) per share in the last three months. I think this will continue for three reasons:
Public resentment will return Harley Davidson to the point of failure it knew in the late seventies and early eighties. Demand for the product will catapult the small independent manufacturers to new heights of success and Harley Davidson will be reduced to sad but fond stories we tell our grandchildren and great-grandchildren.
I said before that we are ultimately responsible for Harley Davidson's success. We are not responsible their greed!
When I was growing up my parents and grandparents taught me many things. Regarding business they each taught me two very important principles.
My fellow riders, we can put an end to this foolishness. If we join together.
I would like to ask all of you to join me in boycotting Harley Davidson for the remainder of 1997. In my opinion Harley Davidson will ignore anything short of this. Besides, we can get every thing we need from aftermarket dealers.
I would also ask you to send any information on shops experiencing similar problems with Harley Davidson to the address in our header or fax us at 912 - 264 - 1110. We also have Email at shovelutioncycle@technonet.com.
Keep Your Knees In The Breeze,
BUZZZ!
RESIDENT SPREADER OF HATE AND DISCONTENT
PS. If you think I'm blowing smoke check out the article titled "Is hog going soft?" March 10, 97 issue at: http://www.forbes.com