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'Harley-Davidson culture has a soul'

STURGIS — From the custom bike fabrication craze of old, to bikers looking for the latest and greatest ways to improve their stock Harley-Davidsons, the name of the motorcycle game has always been “innovation.”

That's what a panel of seven industry leaders said Tuesday during an Industry Roundtable event, held at the Sturgis Motorcycle Expo. The event drew a large crowd of bikers to listen to such innovators as Grady Pfeiffer, of GH marketing; Bert Baker, of Baker Drivetrain; Jody Perewitz, of Perewitz Cycle Fabrication; Chris McGee, of Revolution Communications; Gerald Rinehart, of Rinehart Racing; Zach Ness, of Arlen Ness Enterprises; and Holger Mohr, of Custom Chrome talk about how the industry is evolving and what they are doing to meet growing needs around the world.

“In my world the phrase “put up or shut up” is very real to me,” said Rinehart, who is at the Rally this year wrenching on bikes for customers who buy his products at his booth for Rinehart Racing. “It's ever changing. We're always working on something new and better, and if you don't have something new and better you drive and go away.”

Pfeiffer, who owns GH Marketing agreed. “If you don't innovate on a continual basis, you'll go out of business,” he said, adding that 30 percent of his business this year are products that he developed in 2010. “It changes. We went from this custom bike forever and now we are back to making product for Harley-Davidsons. Customs aren't gone, but the bulk of our business is Harley-Davidson.”

The Harley craze is worldwide, said Baker, of Baker Drivetrain, and Holger Mohr, of Custom Chrome, which has more than 5,000 dealers worldwide. Baker pointed to a conversation he had in Germany, when he asked the man why Germans would rather have a Harley than their own German counterpart of BMW.

“He said, very quickly and very to the point, 'BMWs don't have a soul.' That is the industry we live in. Harley-Davidson culture has a soul and it is truly a world bike phenomenon.”

Perewitz is getting ready to make it even more of a phenomenon later this month, when she takes her custom Harley to the Bonneville Salt Flats to set a new world speed record. The bike, a Harley-Davidson 100 cubic inch procharger with a Baker transmission, partial streamline, and a Rinehart exhaust, has already smashed the world record on its first test in Maine, hitting 164 miles per hour. At Bonneville, Perewitz said she plans to take it up a notch to 200 miles per hour, and become the first female to go that fast on an American V-Twin.

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