West Coast Choppers

About

West Coast Choppers (WCC) is a renowned brand founded by Jesse James in the early 1990s in Paramount, California. Initially, the company focused on selling merchandise like T-shirts and stickers featuring its distinctive Iron Cross/Maltese Cross logo. Over time, WCC expanded into custom motorcycle manufacturing, producing approximately 12 to 15 bikes annually, each priced around $150,000. Despite these high prices, the company's primary revenue source remained merchandise sales, which accounted for about 60% of its income. The brand's marketing strategy included leveraging celebrity clients and Jesse James' television appearances, such as on the Discovery Channel's Motorcycle Mania and Monster Garage series. WCC's motorcycles are known for their minimalist, old-school designs, often incorporating unique elements like ammunition casings as decorative features. The company faced controversy over its logo, which was banned in some schools due to its resemblance to symbols used by white power groups. Additionally, WCC faced fines from the California Air Resources Board for selling non-compliant motorcycles. The Long Beach headquarters closed in 2010 but reopened in Austin, Texas, in 2013. Despite these challenges, West Coast Choppers remains iconic in the motorcycle culture, symbolizing bold and aggressive designs.