Excelsior- Henderson Makes A Big Rumble At Sturgis Rally
19 August 1998Bikers 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 heads. 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.