West Coast Choppers is a
lifestyle brand that began selling screen-printed t-shirts and stickers with the company's
Iron cross/Maltese cross logo while founder and "master marketer"
Jesse G. James was finishing high school, packaging the accoutrements of the
chopper lifestyle long before any actual West Coast Choppers customs had been ordered or sold.
Even after the company did begin building custom choppers, 60% of revenue still comes from sales of WCC-
branded marketing tie-ins such as clothing, beverages and tools.
Yearly sales of approximately 12–15
motorcycles at prices of around US$ 150,000 each
actually lose money for the company, but are critical to attracting positive attention.
Publicizing the names of celebrity clients, including
Shaquille O'Neal,
Kid Rock,
Keanu Reeves,
Ty Law of the
Denver Broncos, wrestling star
Bill Goldberg, actor
Tyson Beckford, and
NFL running back
Jamal Anderson, is a central feature of the WCC marketing strategy.
The other key to this strategy is the star power of Jesse G. James, presented mainly through television on the
Discovery Channel in the Motorcycle Mania series and the 2002–2006 series
Monster Garage.
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