Tell us a story Duane.

[Zombie Master]

When and why did you decide to close your BMW shop?

[Duane Ausherman]

I didn't close it, I sold it. The new owner ran it into the ground. It went from very profitable to a loser. He was close to making it, as it took him 10 years to fail. He sold it and it went to new owenership a few times (I think) and then it finally failed completely.

After I owned it, it never made money again.

I decided to sell it for a few reasons.

1. It was time to do something else and I had succeeded with becoming financially independant and technically, there were no challenges left.

2. I could see that the economics were failing, or going to fail, so I wanted out. Immediately the motorcycle industry went into a deep slump for the next 4-5 years.

[lrz]

That's a "short-story"...

If I may,

Why BMW?

[Duane Ausherman]

That's a "short-story"...

If I may,

Why BMW?

Irz, I don't understand your question. Please word it differently.

I sold out in May 1975.

[Airbear]

... Why BMW?

After a somewhat pregnant pause ...

Irz, I don't understand your question.

That is ... [drum roll, music builds] ... the CORRECT ANSWER, Duane Ausherman!
You go through to the NEXT ROUND!!

Now ... for sixty four thousand dollars ...

[lrz]

What was it about BMW motorcycles, vs other manufacturers, which piqued your interest?

My first glimpse of an airhead came while living in the Bay Area; in fact a friend of a friend purchased what I recall to be a /2 for peanuts, did a little rehab and took off to Mexico City on it.

I recall thinking "BMW makes motorcycles...?"

[Zombie Master]

What was it about BMW motorcycles, vs other manufacturers, which piqued your interest?

My first glimpse of an airhead came while living in the Bay Area; in fact a friend of a friend purchased what I recall to be a /2 for peanuts, did a little rehab and took off to Mexico City on it.

I recall thinking "BMW makes motorcycles...?"

I recall thinking "BMW makes cars...?

[Duane Ausherman]

What was it about BMW motorcycles, vs other manufacturers, which piqued your interest?

My first glimpse of an airhead came while living in the Bay Area; in fact a friend of a friend purchased what I recall to be a /2 for peanuts, did a little rehab and took off to Mexico City on it.

I recall thinking "BMW makes motorcycles...?"

Irz, I hope that I am answering your question. Why BMW over other makes?

I had no interest in motorcycles and really never have had much. My background was electronics. My family was successful in the farm machinery business, both inventing and manufacturing it. I was going to do anything to stay away from anything mechanical. That was my rebellion.

Over time, I came to the realization that I had to use my small skills and family training for my life to be better. I went to a motorcycle shop and wondered around looking at the offerings. I had never heard of any of the names. Innocent and naive, I just looked at the mechanical principles employeed by the various brands.

The only one that made any sense at all were those black ugly dusty bikes way over in the corner of the showroom. Besides, of the dozens of people riding in to get something, not a one was on a BMW. Japanese bikes didn't exist in Ohio in 1961.

Chains on a vehicle? Cars and trucks got rid of them back in the 20s, thank goodness. Coming from farm machinery, I knew that manure spreaders still used chains.

So, then I began to try to see BMWs on the street and talk with the owners. They fit a whole different personality profile from the other bike riders. For me that was big.

Proudly I can say that I have never subscribed to a motorcycle magazine in my life. I have a couple of times belonged to a club that had a newsletter. I think that isn't a motorcycle magazine, or is it?

The motorcycle industry has changed so much that I think that many makes are now pretty good. For me, "good" is reliable, not speed and flash.

To this day, I still have no interest in motorcycles. I read that sentence and it isn't quite consistent sounding, even to me, but it is the truth. I don't notice them on the road, I never really look at them, the last time in a motorcycle shop was to visit Kari just before his untimely death. That wasn't related to motorcycles, but to see an old friend.

[Zombie Master]

That is a depressing story Duane.

[Chuey]

Duane, that is a very interesting story. It really helps to know what you are about.

You undoubtedly remember a person whose initials are MH, who wrote a scathing article about you. I know this guy because years ago, he stopped into my shop while visiting relatives in my area. We went on an early morning bicycle ride together. Overall, he writes interesting articles. He included a story about me in one of his books. I'm referred to as "Bob" or "Bill", I can't remember.

Stay with me here. This is going some place.

Well, MH is very much the romantic. You can feel that when you read his article about you. He says that you should have understood where he was coming from because he is a motorcycle rider and motorcycle riders are all brothers, right? In other words, the fact that he rode a motorcycle should give him rights to Duane's knowledge. MH has made a living from his brain power. The power to write articles that other people are willing to pay for, and the skill to market that writing, is a product that a person can use to make a living. If Duane's shop was unique due to his management style and his ability to analyze problems and eliminate some of them before they caused trouble, then that is a product that Duane could use to make a living. In effect, MH thought that Duane's "product" should be free to him because he rides motorcycles. I'm sure he wouldn't think that his "product" should be free to someone because they can read.

When I read his article, I was thinking "How can he expect to get the benefits of being a customer of Duane's shop when he shops at a different shop?" To me, it seemed that Duane had done all that he could in order to make his services as attractive as possible to prospective customers. If you want those benefits, shop with Duane. Simple formula.

It is a phenomenon that I'm familiar with. Nowadays, with internet reviews, if someone thinks he/she should be privvy to my knowledge while not shopping with me, he/she just writes a scathing review on one or more review sites on the internet. They want to buy stuff elsewhere and (for free) have me help them fix whatever is not working about it. Duane, that article struck close to home.

The part about your reasons for being in the MC business is what made your post interesting to me.

Chuey