Ironhorse Sales Continue to Increase

Business shows no signs of slowing for American IronHorse Motorcycle Co. The high-end custom manufacturer announced that its motorcycle sales grew 38 percent in 2000 to about $11.5 million. American IronHorse also added 56 jobs in 2000, more than double its 1999 workforce, and launched a division that designs and manufactures 175 American IronHorse motorcycle parts in house.

The company's dealer network also soared high in 2000 with 17 new dealers, two new dealer sales divisions and an expansion into several new markets. The company's top dealership in sales orders was Wayne's Motorcycle Center in Rhode Island, followed by East Coast Ironhorse in South Carolina, and Easyriders of Houston.

"Things are really booming," said Bill Rucker, co-founder and CEO of American IronHorse. "We continue to take a controlled growth approach, which has been successful. 2000 was a great year. We launched the parts division and two entry-level models to capitalize on demand. We also saw an industry shakeout. But our numbers are no surprise to us. Quality and customer service has been our focus. Look for more developments in 2001."

American IronHorse sold 500 motorcycles in 2000, up 46 percent from 1999. It introduced four customized motorcycle designs, including a chopper-style model, called the Legend, the upscale Tim Edmondson Signature Series option, and two entry-level models, the Tejas and Ranger. The Ranger, introduced in August, garnered the most sales for the year, followed by the Legend.

The company's plans for 2001 include restructuring its product line to keep pace with market demands. American IronHorse will also focus on a new strategy to build exclusive dealer alliances nationwide. The company, which currently has 101 employees, plans to further increase its labor force by 15 percent in 2001.

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Danielle Grossman
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