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BIG X / EXCELSIOR HENDERSON
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wanted to go home to Belle Plaine, they just needed to create some competition to get the right deal and make sure Belle Plaine was right.
Who is going to buy these new fancy motorcycles made in Belle Plaine? I could have written a book on the information I received from John LaVoie. I had my ear talked off!!
Excelsior-Henderson is an old company known for quality and was renowned for it. So they are not marketing a new company, but a historic, new old company. They will be selling novelty/ mystique/ recreation/ romance/ intrigue/ history. Some of the old owners were Henry Ford, Charles Lindberg and Steve McQueen. Henry Ford actually has his on display is his museum!
They will sell this image through the story of the American dream. Two farm-boy brothers team up to bring back part of motorcycle history through their own business. Everyone wants to be a part of history. It is simply a great story to sell.
"The Super X will be one of finest built, most stylish and meanest cruisers on the road today," John LaVoie. No matter how much you talk up your product, if you don't make good on your promises, you are sunk! You only get one chance to make a first impression. The buyer will have great expectations and you better meet them!!!! Exactly.
These buyers will be buying a lifestyle, like I explained in the beginning.
they live through the image of their bikes and have deep feelings of attachment to them. Buyers will primarily be between the ages of 40-70 with disposable income and making over $65,000 per year.
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"It is a limited, but dedicated market and the timing is right," says Butch Donahue, owner of Delano Sports Center.