Crocker, the California motorbike company, is back, led by Canadian Michael Schacht. The bikes were built between 1936 and 1942. Folks called them the Duesenberg of motorbikes. It was one of many brands in the U.S., including Vincent and Brough Superior, Indian and Harley. Forbes Life recently featured the brand, which retails for $65,000. Indian has been revived fully by Stephen Julius and Steve Heese, just after reviving Chris-Craft Boat Company.
Because the production run is only 100 or so, product licensing is certainly going to be a big part of the business strategy. The new bikes are EXACTLY like the old. This is the perfect solution for an old brand, and a low risk one. Make only a few, and your start up cost is lower. In addition, you do not offend the purists and collectors. You become a boutique brand, and can learn and test while you slowly revive the company. Once the consumer sees a good revived product, you can adapt the brand later on. Or not.
Visit their website, www.crockermotorcycleco.com for more details, photos and history.