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More and more Americans are climbing upon their gleaming motorcycle and zooming over the horizon.
Federal government figures show motorcycle sales increased by more than 50 percent in the late 1990s. A number of studies have suggested that the Baby Boomer generation may be leading the pack complete with appropriate attire. One current estimate indicates nearly half of the nation's motorcycle riders are over 40 years of age.
As the relationship between Boomer and bike grows, so also grows the appeal of motorcycle collectibles. Vintage motorcycles, jackets, helmets, posters, postcards and more are getting a lingering look.
The American motorcycle was born of humble beginnings early in the 20th century.
In 1902 builder Oscar Hedstrom and financier George Hendee teamed up to form the Indian Motor Cycle Company in Springfield, Massachusetts. That same year their efforts produced a single-cylinder model. The following year William Harley joined Arthur and Walter Davidson in the Midwest to form the fledgling Harley-Davidson Motor Company. They too built a motorcycle their first year, but did not have a formal sale until one year later in 1904.
There were other American motorcycle makers of that era as well besides Indian and Harley-Davidson. Among them were Excelsior, Henderson, Merkel, Pierce, Schickel and Thor. Most had tool shop-like beginnings with varying degrees of success.
With five years of launching the Harley-Davidson operation had grown to a full-fledged factory with 18 employees. Meanwhile 1912 advertisements for the rival Indian Motorcycle boasted, “it is the most desirable motorcycle today, and a demonstration at our Motorcycle Annex will convince you of the superiority in design and workmanship of the Indian.” That year their single cylinder model was $200 and the twin cylinder model sold for $250.
Harley-Davison had a good year in 1912 as well. They built a six-story headquarters and factory in Milwaukee, Wisconsin, and began exporting motorcycles to Japan. By 1915 they added a sliding-gear transmission with final and primary drive on the same side. Their three-speed transmission 1916 model was a nationwide best seller.
By most accounts both the Indian and the Harley-Davidson were selling extremely well even in worldwide markets by the onset of World War I in 1917. Both companies provided motorcycles for the United States military during that conflict.
In 1919 the competing firms both advertised in prestigious magazines including the Saturday Evening Post with determination and gusto.
Economically speaking, up until that time, the early 20th century had been a marvelous time for the motorcycle. People wanted mobility, and for most of them the automobile was still too expensive. So many went for two wheels instead of four.
During the 1920s however the family-oriented automobile finally began to edge out the motorcycle market. The Great Depression of the 1930s that followed pretty much finished off the major gains of the motorcycle and left sales mostly to ’lone wolves’ in the marketplace. Harley-Davidson hit a few bumps but kept rolling. Indian struggled and never fully recovered. The half dozen or so other smaller U.S. motorcycles simply slipped out of the business.
Mail-order companies like Sears and Roebuck made an attempt to entice the motorcycle customer early in the 1940s despite the hardships of World War II. A 1944
 Sears catalog advertisement featured a driver and a bike encouraging sales of motorcycle tires. As all tires were under federal regulation at the time it warned, “be sure to include (your) Ration Certificate, properly signed with your order of these tires.” The All-State motorcycle tires were $8.95 each.
Accessories had growing appeal for the motorcycle rider in the 1950s. Montgomery-Ward offered an all-black motorcycle jacket in their 1950 catalog. It had 7-inch zippers from below the elbow to the cuffs, and a detachable collar. Price is $29.98.
“The arrival of the golden age in the 1950s brought a significant rise in the motorcycle culture,” notes author Rin Tanaka who wrote Motorcycle Jackets: A Century of Leather Design now in its second edition. “Films like The Wild One, created an image of freedom in the biker with a black leather jacket.”
“By the 1950s, several companies had emerged, including Buco, Beck, Langlitz, Leathertogs, and Trojan.” adds the book's author.
Tanaka considers that golden age of motorcycle jackets to be distinctive, “flight jackets were a big influence at the beginning of this era, but new styles in motorcycle jackets began to appear.” At some point during that same era the Harley-Davidson Cycle Champ motorcycle jacket sold for $34, and the Cycle Queen is $27.95. Elsewhere the Buco Weather-King for men was $37.50 and the 1957 Weather-Queen was priced at $32.50.
Catalogs continued to offer motorcycle accessories in great numbers during the 1960s. The best buy in the 1965 Sears catalog however was a bike called the Allstate 250. Made in Austria it sold $489 and promised to be “sure-footed at speeds up to 80 miles per hour.” Allstate brand safety helmets, goggles, and face shields were also available. Sears also offered fiber glass saddle bags, windshields , and clamp-on mirrors too.
Montgomery Ward advertised motorcycle helmets in bright colors in the 1968 catalog. A blue metal choice was $33.85, while the red panel selection was $38.95. Optional was a snap on shield ”for extra protection-keeps wind, rain and dust out of eyes.”
During the 1990s Harley-Davidson lent their image to a series of beanbag-style dolls. The six inch characters included Chopper, Motorhead, Punky, Racer, and Rachet. Doll accessories ranged from a cloth bandana to a vinyl jacket. Earlier in the 1990s somewhat taller plush toy animals were offered promoting Harley Davison Motor Cycles.
Today collectors potentially have an entire century of motor cycle collectibles available to them. One area would include dealer memorabilia including billheads, letterheads, sales sheets, and signs. There is also a wide range of advertisements which appeared in newspapers and magazines over the decades.
Additionally there are vintage postcards, event and advertising posters, manuals, classic catalogs, black and white photographs, badges, caps, logo shirts, and of course leather motorcycle jackets.
Recommended reading:
Motorcycle Jackets: A Century of Leather Design, 2nd edition, by Rin Tanaka (Schiffer Publishing). |
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