What Happened to West Coast Choppers After Their Controversy
Jesse James, who was known to be a music industry bodyguard, discovered West Coast Choppers in the early 90s. Some years after it was founded, the company expanded rapidly in the country and generated substantial revenue. Its recognition even became better after it was broadcast on popular TV shows like Monster Garage.
The company had so much potential and was losing quickly due to a turn of events. This article shall analyze the reasons behind West Coast Choppers losing its recognition.
Why West Coast Choppers Faded from the Spotlight
So many factors contributed to the decline of West Coast Choppers. Some of these include personal controversies, industry shifts, and economic pressure. West Coast Choppers was at its peak during the early 2000s. The company gained massive recognition via the Discovery Channel’s Monster Garage and other TV shows. Despite the fame during these years, the company didn’t generate much revenue from building bikes but from branded merchandise. About 60% of this income was from these merchandise, while the bikes were sold at a loss.
By the mid-2000s, a lot of shops emerged, making West Coast Choppers less unique. These companies built models that WCC couldn’t compete with. It was difficult for WCC to stand out among these strong competitors as the company wasn’t really generating income from its product. Another factor that accelerated the struggle of West Coast Choppers was the 2008 financial crisis. It became difficult for people to purchase any luxurious item made by the company.
Aside from competition and the financial downturn, West Coast Choppers also faced some legal troubles. In 2007, the California Air Resources Board (CARB) charged the company for selling non-compliant motorcycles and requested a fine of $271,250. This fine, coupled with the country’s financial issues, caused him to lose a lot of money.
The Divorce Story
Jesse James’ divorce from Sandra Bullock was one of the events that further derailed his career. This scandal began when Michelle McGee, a tattoo model, told a story that she had an 11-month affair with him while Sandra Bullock was working on a project. After this story, more women came up with similar allegations against him. Sandra Bullock, who had a premiere for her new film, The Blind Side, had to cancel the red carpet. She won the Oscar for her performance in this film, and a few days after winning the award, she filed for a divorce.
James’ reputation suffered a significant blow following the allegations and divorce, resulting in his company losing numerous sponsors. He didn’t deny any of these allegations and admitted to being addicted to sex. Afterwards, he went for rehabilitation to get treated for his addiction
.Attempts to Revive His Career
James tried many times to bring his career back on track. In 2016, he announced plans to produce new lines of bikes, which are modern versions of the classic West Coast Choppers. During that period, he launched a limited-edition collaboration with Swedish motorcycle brand Husqvarna.
Aside from that, he sold WCC merchandise and licencing deals, as they were the major source of revenue during the peak of his company’s success. He also built one-off custom bikes in his garage and offered them to high-end collectors. His attempts to get back to the top failed despite much effort. So much damage has been done to his reputation that it’s difficult to gain the trust of top sponsors and the public in general.
Wrap Up
West Coast Choppers has faded almost completely from the motorcycle industry. Jesse James’ reputation was a hindrance to making the company rise back to the top. Despite moving on to newer projects, it might not be easy to have a similar impact as he had in his early years at West Coast Choppers.