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How Many Miles Must a Motorcycle Go? Excelsior-Henderson Motorcycle Company is Gaining Miles of Milestones

23 October 1997

How Many Miles Must a Motorcycle Go? Excelsior-Henderson Motorcycle Company is Gaining Miles of Milestones

    MINNEAPOLIS, Oct. 23 -- What's the rebirth of a new American
motorcycle company to do between inception and prototype ... and eminent
launch?  For Excelsior-Henderson Motorcycle Manufacturing Company
it's a matter of staying on the road of progress.  It's a road
with many milestones and many more in sight.
    From the dream of two brothers in the early-90s to the development of a
running prototype.  From the hiring of top notch management and engineering
teams to a successful initial public offering in July of '97.  Excelsior-
Henderson recently raised $30 million through a public stock offering, with
its shares now trading on Nasdaq under the symbol "BIGX."
    These accomplishments of the Excelsior-Henderson Motorcycle Company are
but a few.  The company is racking up miles of milestones as it becomes the
only authentic American historical motorcycle launch in more than 90 years.
    "It's been exactly the type of hard work that makes any dream worthwhile
and our sleeves will remain rolled up until the first bike comes off the line
in late 1998,"  say Dave and Dan Hanlon, brothers and co-founders of the
Excelsior-Henderson Motorcycle Manufacturing Company.
    Milestones in Sight
    In November, the company's 57 employees will move into its newly
constructed manufacturing plant built in Belle Plaine, Minn.  The 160,000-
square foot facility will begin producing the Super X premium heavyweight
cruiser model in late 1998.  The Excelsior-Henderson brand evokes an authentic
American motorcycle heritage and lifestyle.  The factory was designed to
reflect that heritage through architecture and an on site museum that will be
a feature attraction for motorcycle tourists around the world.
    All the early exposure and acceptance of the bike and its company has made
the formation of a dealer network a welcome next step in the company plan.
Thirty-six of the industry's premier dealerships have signed on to sell the
Super Xs.  "They can't wait and neither can we," the Hanlons say.  This dealer
network will market the motorcycles throughout major population centers and
motorcycling markets throughout the U.S.
    Recent Milestones
    The company's latest road trips have taken them from a debut exhibit and
motorcycle parade at Bike Week in Daytona Beach, Fla., last spring to the
Sturgis Rally and Races in Sturgis, S.D., in August.  In Sturgis, a 2,400-
square foot multimedia event showcased historical milestones of the brand from
its origination in 1876 to its recent revival.  Crowds at the 57th annual
Rally were waiting for the "eXperience" exhibit heralded on billboards along
the road to Sturgis.  More than 7,500 enthusiasts had a complimentary photo
taken of them with a prototype of the new Super X and thousands more viewed
the Excelsior Henderson "eXperience" display.  As part of the ongoing testing
and refinement of their motorcycle design, the Hanlons rode the 650 miles each
way to Sturgis on Super X prototypes.
    "The reception we received was fantastic.  We couldn't believe the
interest and enthusiasm for the Super X,"  say the Hanlon brothers.  But this
overwhelming support is not surprising.  "It just reinforces our drive to
create an authentic American heritage motorcycle.  Initial research told us
there would be acceptance of our brand and our motorcycle.  Now the crowds are
excited about the arrival of the Super X!"
    Recently, the company inaugurated the rebirth of dirt track racing at the
Canterbury Park racetrack in Shakopee, Minn.  The event, dubbed the Minnesota
Mile, was kicked off by members of the official Excelsior Henderson road crew.
"It's great to be a part of so many firsts, especially here in our home
state," concur the Hanlons.  "We're glad to be a large visible presence in
Minnesota."  Other appearances over the past few months included the
Minneapolis Children's Grand Prix and the Brainerd International Raceway Super
Bike Races.

SOURCE  Excelsior-Henderson Motorcycle Manufacturing Company

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