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Excelsior- Henderson Makes A Big Rumble At Sturgis Rally

19 August 1998

Bikers Heading To Sturgis Get A Powerful Sign Of Things To Come: Excelsior- Henderson Makes A Big Rumble At The Rally
    BELLE PLAINE, Minn., Aug. 19 -- Bikers heading into Sturgis
on Interstate I-90 were greeted with a rebellious billboard at Sturgis' Exit
30.  Emblazoned over a confident red "X" the words boldly stated: "It Ain't A
One Horse Town Anymore."  While those words may sound ominous, it isn't news
to bikers who have attended Sturgis the last few years.  They've seen how
Excelsior-Henderson has become a major force at the rally.  This year was no
exception.  The Excelsior-Henderson Road Crew(TM) came roaring back to Sturgis
with a stampede of special events.
    For starters, they kicked off the rally by unveiling the long-awaited
production-intent 1999 Excelsior-Henderson Super X(TM) heavyweight cruiser.
On Sunday, August 2, the motorcycle press got a sneak preview of the initial
model year motorcycle. Representatives from major magazines were on hand to
get a close-up look at the cruiser that's been generating a buzz in the
industry since its historic comeback was announced.
    On Monday, August 3, Excelsior-Henderson(TM) Co-Founders Dan, Dave and
Jennie Hanlon unveiled the new Super X to a huge crowd of the biking public.
At both unveiling ceremonies, the reactions were overwhelmingly positive.
It's clear that Excelsior-Henderson is welcomed by its biker brethren.
"There's no better place than Sturgis to debut the new Super X," said the
Hanlons. "We've been coming here every year since 1975, and it's where the
dream began, so it's a tremendous thrill for us to show everyone we're
bringing back Excelsior-Henderson with a premium quality cruiser that's truly
worthy of its legendary name."
    The Company has been continuously developing and improving the design of
their motorcycle since first unveiling the Super X prototypes at the '96
Sturgis rally.  The production-intent Super X motorcycles on display this year
were assembled from production-tooled parts and closely resemble the
motorcycles scheduled to start rolling off the assembly line during the fourth
quarter of this year.  Nearly every part of the 85 cubic inch, fuel-injected
motorcycle has been significantly refined -- from the engine to the styling to
the overall fit and finish.
    During the unveiling, the Hanlons and senior management team fired up
their production-intent Super X bikes for the excited crowd.  The big, brawny
cruisers -- with their distinctive fork-through-the-fender front end,
authentic cruiser styling, and rumbling X-twin engine -- turned plenty of
    In addition to the unveiling, Excelsior-Henderson offered a variety of
exciting events for rally attendees. Free commemorative Excelsior-Henderson
bandanas were given to over 25,000 Rally goers who took part in "The
eXperience"(TM), Excelsior-Henderson's huge traveling motorcycle museum with
multimedia exhibits and vintage Excelsior-Henderson models and memorabilia.
Company representatives attended a press conference on Tuesday to answer
questions about the 1999 Super X launch.
    And on Thursday, August 6, Excelsior-Henderson held its first-ever Sturgis
parade.  The Hanlons, riding new production-intent Super X models, led a huge
pack of bikers through a bike-packed downtown Sturgis.  The ride was capped
off by an invitation only "Friends of Excelsior-Henderson" party with live
music, refreshments and food. The event drew hundreds of bikers, including
dealers, media representatives and future Super X owners.
    The Sturgis Rally was a huge success for Excelsior-Henderson. By earning
the respect of the rally's tough, biker purists, they've accomplished what
many said couldn't be done. And they're already looking forward to next year's
rally when they'll be offering Super X demo rides.
    This was an historic week for Excelsior-Henderson and the Hanlons.  The
grand finale came when brothers Dan and Dave fired up their production-intent
1999 Excelsior-Henderson Super X motorcycles, pointed them toward the new
factory in Belle Plaine, Minn., and rode 650 miles back home.  "Along the way,
bikers everywhere smiled when they recognized our Super Xs and signaled the
ultimate biker sign of approval -- a nod and a thumbs-up," said the Hanlons.
    Excelsior-Henderson Motorcycle Manufacturing Company is a pre-revenue
company which plans to manufacture, market and sell premium heavyweight
American cruisers and touring motorcycles, as well as related parts, apparel
and accessories branded with a name that evokes an authentic American
motorcycling heritage and lifestyle.
    The Company will distribute its products through a quality, nationally
recognized dealer network.  Excelsior-Henderson is one of only two authentic
American motorcycle companies exclusively committed to the manufacture of
motorcycles. Motorcycle production is scheduled to begin during the fourth
quarter of 1998.