West Coast Choppers (WCC) is a 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 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 James, presented mainly through television on the Discovery Channel in the Motorcycle Mania series and the 2002–2006 series Monster Garage.
The Long Beach, California headquarters of West Coast Choppers shut down in 2010.
Read more about West Coast Choppers: History, Marketing, Trademark Style
Famous quotes containing the words west, coast and/or choppers:
“Our foreparents were mostly brought from West Africa.... We were brought to America and our foreparents were sold; white people bought them; white people changed their names ... my maiden name is supposed to be Townsend, but really, what is my maiden name? What is my name?”
—Fannie Lou Hamer (1917–1977)
“My impression about the Panama Canal is that the great revolution it is going to introduce in the trade of the world is in the trade between the east and the west coast of the United States.”
—William Howard Taft (1857–1930)
“I will have never a noble,
No lineage counted great;
Fishers and choppers and ploughmen
Shall constitute a state.”
—Ralph Waldo Emerson (1803–1882)