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:
“The very nursery tales of this generation were the nursery tales of primeval races. They migrate from east to west, and again from west to east; now expanded into the “tale divine” of bards, now shrunk into a popular rhyme.”
—Henry David Thoreau (1817–1862)
“Beyond this island bound
By a thin sea of flesh
And a bone coast ...”
—Dylan Thomas (1914–1953)
“I will have never a noble,
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Shall constitute a state.”
—Ralph Waldo Emerson (1803–1882)