20 Motorcycle Companies That Did NOT Stand the Test of Time!

I like the victory because A, it's America made, B, the service is excellent. The first Indian motorcycle was turned out here in Springfield. 2007 Auto Glides are the newest Ridley Classics. What causes a motorcycle company to fail? Is it financial mismanagement, poor timing, or stiff competition? While some brands like Harley-Davidson rose to prominence, others like Cleveland and Alta Motors couldn't keep pace. Join us as we dive into the fascinating history of the 20 motorcycle companies that did not Excelsior Henderson, founded by Ignaz Schwinn in 1907, became a leader in American motorcycling, producing the first motorcycle to hit 100 miles per hour in 1920. By the 1920s, it had competed with Harley-Davidson and Indian. However, the Great Depression hit hard, and Schwinn shut down the motorcycle division in 1931 to focus on bicycles, which became highly successful afterward. In the 1990s, Excelsior Henderson was revived by brothers Dan and Dave Hanlon, who secured the rights to the name and launched the Super X model in 1998. Despite producing over 1,900 motorcycles and investing nearly $100 million, they struggled to break into a market dominated by Harley-Davidson. The company filed for bankruptcy in 1999, ending the revival attempt. Today, the Excelsior Henderson intellectual property is owned by Indian firm Bajaj, which has hinted at a possible future revival. The Flying Merkle, designed by Joseph Merkle, pioneered motorcycle innovation, featuring advanced technology like front and rear suspension and automatic oilers. Known for its speed and smooth performance, the bright orange bikes dominated racetracks in the early 1900s, earning a reputation as one of the fastest motorcycles ever. Despite the bike's success in races, the company struggled financially. By 1911, Joseph Merkle had sold his business to the Miami Cycle and Manufacturing Company in Middletown, Ohio. Unfortunately, the outbreak of World War I led to a shortage of key materials like Bosch Magnetos, and by 1915, Flying Merkle ceased operations altogether. Joseph Merkle later moved on to design other automotive products, but the brand he built lives on through his descendants. Today, Greg Merkle, Joseph's great-great-grandnephew, has revived the trademark and aims to bring Flying Merkle back to life. Crocker Motorcycles, founded by Albert Crocker in Los Angeles in the 1930s, is legendary for producing what many consider the fastest and most powerful motorcycles of its time. After gaining experience at Indian Motorcycles, Crocker built his high-performance machines. His company started with Speedway Racing Bikes in 1932, but soon shifted focus to V-Twin Road Motorcycles in 1936. The Crocker Small Tank and Big Tank models, powered by 1,000 cubic centimeters and 1,491 cubic centimeter engines respectively, were known for their unmatched speed and reliability. Crocker Motorcycles produced around 100 handmade bikes, making them rare and valuable collectibles today. Production stopped in 1942 due to World War II material shortages, as the U.S. prioritized military contracts with brands like Harley-Davidson. Founder Albert Crocker shifted to aircraft parts before selling his company to BorgWarner. Though he passed away in 1961, Crocker's legacy lives on through reproduction models, with auction prices reaching up to $750,000. Founded in 1911 by brothers William and Tom Henderson, Henderson Motorcycles quickly became famous for its luxurious four-cylinder bikes. These motorcycles were known for their speed and smoothness, making them popular among long-distance riders and police departments. The first model launched in 1912 could reach 60 miles per hour, a remarkable feat. Henderson Motorcycles set multiple endurance records and gained a reputation as some of the best-engineered bikes of the early 20th century. 1917, the company was sold to Ignaz Schwinn, who merged it with Excelsior. William Henderson continued working as a designer but tragically died in a motorcycle accident in 1922. Schwinn kept the brand alive until the Great Depression hit in 1931, forcing Henderson to close its doors. Though Henderson Motorcycles are no longer produced, their legacy endures, with enthusiasts continuing to restore and collect these vintage bikes. Alta Motors, founded in 2007 by Mark Fenigstein, Derek Dorestein, and Jeff Sand, was a Silicon Valley-based electric motorcycle manufacturer. Initially branded as BRD Motorcycles, it rebranded as Alta Motors and gained recognition for its Redshift series of electric dirt bikes and supermotos. Competing directly with gas-powered motorcycles, the Redshift MX and SM models were praised for their innovative design and high performance, even beating traditional bikes in races. Despite securing investments from high-profile backers, including Tesla co-founders Mark Tarpenning and Martin Eberhard, Alta Motors faced significant financial challenges. In 2018, the company entered a partnership with Harley-Davidson, but the deal fell through and Alta Motors needed more funding to stay afloat. As a result, the company ceased operations later that year. Although the founders are no longer involved with Alta Motors, their innovations continue to inspire the electric motorcycle industry. If Alta Motors took a bold step into the future, the next motorcycle company aimed to capture the custom scene of the 90s before falling victim to the economic crash. Founded in 1994 by Sheldon Coleman Jr., Big Dog Motorcycles started as a garage project in Wichita, Kansas. Initially building modified Harley-Davidson's, the company quickly grew into one of the largest custom motorcycle manufacturers in the U.S. Big Dog was known for its iconic chopper-style bikes, such as the K9, Ridgeback, and Mastiff, all powered by V-twin engines. The company's success peaked in the mid-2000s when it employed over 300 workers and sold over 25,000 motorcycles. The booming custom motorcycle market fueled Big Dog's rapid growth, but the 2008 financial crisis hit the company hard. The demand for high-priced custom bikes, seen as luxury items, dwindled and Big Dog struggled to stay afloat. In 2011, after over a decade of production, the company ceased operations due to financial pressures. Sheldon Coleman Jr. has since stepped back from the motorcycle industry. However, the Big Dog brand was revived in 2016 by a new ownership team that continues to produce limited-edition models today. Victory Motorcycles was founded in 1997 by Polaris Industries, a company known for producing snowmobiles and all-terrain vehicles. Victory's mission was to create American-made power cruisers to compete directly with Harley-Davidson. The first model, the V92C, hit the market in 1998, powered by a 92-cubic-inch V-twin engine. Victory quickly gained a reputation for its innovative designs, reliable performance, and sleek aesthetics, offering a fresh alternative in the cruiser market. Despite its early success, Victory needed help maintaining profitability. The 2008 financial crisis further dented sales, and competition from established brands like Harley-Davidson and Indian Motorcycles, another Polaris-owned company, proved too much to overcome. By 2011, Polaris had acquired the Indian brand, and with its rich history, Indian became the company's priority. Victory continued to operate for a few more years. Still, by 2017, Polaris announced that Victory would cease production due to poor sales performance and high costs of keeping the brand competitive. While Victory is no longer in production, Polaris continues to support existing owners with parts and services until 2027. Thor Motorcycles, originally an Aurora Automatic Machinery Company division in Aurora, Illinois, started by producing engines for Indian Motorcycles. The company began creating its motorcycles in 1907, using many elements inspired by Indian designs. Thor quickly gained recognition for its high-performance V-twin engines, among the most powerful of their time. The company's bikes were popular on dirt tracks and the dangerous wooden motor-dromes of early motorcycle racing. Thor was known for its single and V-twin models, also used by other manufacturers. Despite early success, the company ceased motorcycle production in 1920, due to financial struggles and a decline in post-World War I sales. Thor shifted to producing machinery, leaving behind a rare, highly collectible motorcycle legacy. Today, restored Thor models are auctioned for high prices, though the founder's descendants are no longer involved in the industry. If you think Thor's journey was challenging, wait until you hear about the next company, which faced the economic turmoil of the Great Depression. Founded in 1915 by George N. Adams and Charles A. Muller, the Cleveland Motorcycle Manufacturing Company was based in Cleveland, Ohio. The brand initially focused on producing lightweight, two-stroke motorcycles. Its affordable and simple design made it popular with beginners and even the U.S. Army, which used Cleveland Motorcycles for dispatch work during World War I. The company later transitioned to larger, four-cylinder engines in the 1920s to compete with other manufacturers, such as Indian and Harley-Davidson. One of its standout models was the 1928 Cleveland Four, which featured a 598-cubic-centimeter engine and was one of the first motorcycles with a front-wheel brake. Despite its innovative designs, Cleveland struggled financially after the 1929 Wall Street Crash. The company attempted to sell itself to Harley-Davidson, but the deal fell through and Cleveland ceased operations shortly after. Neither founder is alive today, but their influence remains, as Cleveland Motorcycles are now highly sought after by vintage motorcycle collectors. Pierce-Arrow Motorcycles were produced by the Pierce Cycle Company, a G.O.N. Pierce Company division, which had made a name for itself with bicycles and automobiles. George N. Pierce founded the company, but his son, Percy Pierce, led the motorcycle division. Launched in 1909, the Pierce Four was the first four-cylinder motorcycle manufactured in the United States. It featured innovative design elements like a shaft drive and a unique large tube frame that doubled as storage for oil and gasoline. However, the motorcycle was expensive to produce, often selling for less than its manufacturing cost. Despite the technical advancements, Pierce-Arrow couldn't sustain production due to financial difficulties. Fewer than 500 units were made before the company closed its motorcycle division in 1913. Percy Pierce later left the motorcycle business, and the Pierce family eventually sold their stake in the company. Unfortunately, Percy passed away in 1940, but his legacy endures in museums and among vintage motorcycle collectors. Indian Motorcycles, one of America's most iconic motorcycle brands, was founded in 1901 by George M. Hendee and Oscar Hedstrom in Springfield, Massachusetts. Known for their innovative designs, Indian quickly rose to prominence, producing motorcycles like the Indian Scout and the Indian Chief, which became renowned for their durability and speed. Indian Motorcycles dominated the racing scene in the early 20th century, setting speed records and becoming favorites among long-distance riders and military personnel during World War I. Indian Motorcycle faced serious financial troubles after World War II. By the 1950s, increased competition from British brands and internal issues led to declining sales. In 1953, Indian ceased production, marking the end of its original run. Attempts to revive the brand failed until 2011, when Polaris Industries acquired Indian and successfully brought it back with new models that honored its legacy. Unfortunately, founders George Hendee and Oscar Hedstrom did not witness this revival as they passed away in 1943 and 1960. Their legacy lives on in today's Indian Motorcycles. Cyclone Motorcycles, produced by the Jerns Motor Manufacturing Company from 1913 to 1916, were among the most advanced and fastest. Designed by engineer Andrew Strand, the Cyclone boasted a 61 cubic inch, 996 cubic centimeter, V-twin engine with an overhead camshaft delivering an impressive 45 horsepower, unheard of in the early 1910s. It became a sensation on the racing circuit, breaking speed records and reaching over 100 miles per hour, making it the fastest motorcycle in the world at the time. Despite its technical innovations and racing success, Cyclone Motorcycles had a reputation for unreliability, especially over long distances, which limited their commercial success. The company struggled to compete with lower cost manufacturers like Harley-Davidson and Indian. By 1917, Jerns decided to halt production and Cyclone's design was eventually sold to Excelsior. However, Excelsior discontinued further development, marking the end of Cyclone's brief but impactful run. Today, collectors highly value the few remaining Cyclone Motorcycles, with some selling for over $850,000 at auction. Motocysts, founded in 2006 by Michael Schist, was a groundbreaking American motorcycle company initially aiming to compete in MotoGP with its radical C1 prototype. Schist, a designer turned entrepreneur, developed innovative motorcycles with advanced technologies like counter-rotating crankshafts and a unique front suspension system. However, rule changes in MotoGP made the C1 ineligible, forcing Schist to shift his focus to electric motorcycles. The company achieved international acclaim with the Motocysts E1 PC, which made history at the Isle of Man TT, winning the inaugural TT Zero race in 2010 and setting electric speed records. Unfortunately, Motocysts ceased operations in 2015 when Michael Schist was diagnosed with a rare form of cancer. He passed away in 2016, leaving a legacy in electric motorcycle innovation. While Motocysts excelled in innovation, the next company thrived on the custom motorcycle culture before meeting a similar fate. Founded in 1995 by Tim Edmondson and Bill Rucker, American Iron Horse, AIH, was based in the Dallas-Fort Worth area and quickly became a dominant player in the custom motorcycle industry. Known for models like the Texas Chopper and the Outlaw, AIH gained a reputation for producing eye-catching, powerful choppers with large displacement V-twin engines. At its peak, the company employed over 300 people in a 224,000-square-foot facility and was featured in over 80 dealerships across the United States. However, the 2008 financial crisis hit the luxury motorcycle market hard, and AIH couldn't sustain its growth. Waning demand for high-end custom bikes, compounded by internal leadership challenges and investor issues, forced the company into bankruptcy in 2008. One of its investors, Textron Inc., liquidated the company's assets soon after. Although parts for AIH motorcycles are sold today, the brand is no longer in production. Tim Edmondson remains active in the custom motorcycle world through his design ventures, but American Iron Horse has passed into history. Founded in 1996, Vectrex Corporation was a pioneering force in the electric motorcycle industry. It is known for developing the first commercially available high-performance electric scooter, the VX-1. Based in the United States, the company aimed to revolutionize urban transportation with eco-friendly electric scooters that could reach up to 60 miles per hour. The VX-1 quickly garnered attention for its sleek design, quiet operation, and zero-emission benefits, positioning Vectrex as a leader in sustainable transportation. Despite its initial success, Vectrex faced significant financial difficulties due to production issues and the high cost of its scooters. 2009, the company filed for bankruptcy, and by 2014, it had ceased operations completely. The Gold Peak Battery Group later acquired Vectrex assets, briefly reviving some of the company's models. However, the brand never fully recovered. Although Vectrex's founders are no longer involved in the industry, their innovations continue to inspire advancements in electric mobility. Whizzer, founded in 1939 by Breen Taylor Engineering in Los Angeles, started as a small airplane parts manufacturer that transitioned into motorized bicycles. Their motor kits, which sold for $54.95, allowed consumers to turn regular bicycles into motorized vehicles. The Whizzer Model D was popular among budget-conscious riders. Still, the company gained momentum during World War II, when defense workers could buy the engines despite wartime restrictions. By the late 1940s, Whizzer introduced its first pre-assembled motorbikes, with models like the Pacemaker becoming iconic. Despite a strong start, Whizzer struggled with competition from Japanese brands and the growing popularity of scooters and affordable cars in the 1950s. They ceased operations in 1965 after selling hundreds of thousands of units. The brand was briefly revived in 1997 with updated models, but production halted in the 2000s. Today, parts and collectibles from the original Whizzer era are still available for enthusiasts and restorers. Whizzer may have paved the way for motorized bikes, but Ridley, a company known for its automatic motorcycles, faced different challenges. Ridley Motorcycles was founded in 1997 by Clay Ridley and his son Jay in Oklahoma City. The brand's claim to fame was creating the first automatic cruiser motorcycle with a continuously variable transmission, CVT, the Ridley Speedster, launched in 1999. Positioned as America's automatic motorcycle, Ridley targeted new and casual riders who wanted the look of a classic cruiser, but with the ease of an automatic transmission. The AutoGlide, introduced in 2003, became a popular model, helping the company sustain growth through the mid-2000s. However, Ridley faced a series of challenges. In 2007, Harley-Davidson filed a trademark infringement lawsuit over using the AutoGlide name. After a long legal battle, Ridley settled the case in 2009, but already struggled financially. 2010, the company filed for bankruptcy, and its assets were auctioned off. The brand was later acquired by Route 66 Ridley, which continued to offer parts and services for existing bikes. If you think Ridley's innovative design was ahead of its time, wait until you hear about a company that succeeded in scooters before being outpaced by international competition. Founded by Cousins Everett and Clinton Cushman in 1903 in Lincoln, Nebraska, Cushman Motor Works manufactured small internal combustion engines for farm equipment and boats. In 1936, the company introduced scooters to boost sales of its Husky engines during the Great Depression. These scooters became a hit during World War II, when the U.S. military used them for transport on bases and for paratroopers. Cushman scooters, especially the iconic Eagle model, were known for their durability and affordability, appealing to many consumers. However, in the 1960s, competition from imported scooters like Vespa and Lambretta eroded their market share. By 1965, Cushman ceased scooter production to focus on golf carts and utility vehicles. Everett and Clinton Cushman are no longer alive, but the Cushman brand continues to be under Textron today, producing industrial vehicles and equipment. Founded by Walter Rohrisch in 1995, Rohr Motorcycles set out to produce high-performance American sport bikes. The company's first major success was the V-Rohr 1130, powered by a Harley-Davidson Revolution engine, which later evolved into the supercharged 1,250 SC. With 180 horsepower, the 1,250 SC was among the most powerful American motorcycles then, but its high price tag, nearly $50,000, limited its appeal. Rohr attempted to pivot to electric motorcycles in 2009 with the e-Supersport and e-Superbike, but neither model garnered significant sales. The global financial crisis and waning interest in expensive, hand-built motorcycles forced Rohr to cease operations in 2012. Walter Rohrisch has since stepped back from motorcycle manufacturing. Ace Motor Corporation was founded in 1919 by William G. Henderson after leaving Excelsior Motor Manufacturing, where he had been instrumental in designing four-cylinder motorcycles. Ace's motorcycles, known for their durability and speed, quickly gained attention with models like the Ace XP4, which set a speed record of 129 mph in 1923. Despite these achievements, the company faced financial difficulties, and Henderson tragically died in 1922 during a test ride of the Ace Sporting Solo. After Henderson's death, the company struggled, and production ceased in 1924. 1927, the Indian Motorcycle Company purchased Ace and continued producing the Ace-designed four-cylinder motorcycles until World War II. Henderson's legacy endures in engineering four-cylinder bikes, but Ace Motor Corporation was short-lived.