In contrast to "showroom customs", built on spec and delivered to the dealer to vie for the favor of potential buyers, Hardbikes has opted for the modern just-in-time business model, with its manufacturing driven by the orders it receives. This is intended to liberate dealers from the obligation of static inventory and the burden of that investment, so Hardbike dealers can remain focused on optimizing customer and cost-value relationships. (Click image to enlarge)

"We wanted to address what we felt were three key issues in the custom motorcycle world," Kay continues. "One, we wanted to get the end user back into being actually involved in the design process; two, to allow a customer to make the bike fit them at the time of manufacture, rather than after the purchase; three, achieving a safer ride through better ergonomics." Hardbikes maintains that personalization anchors their manufacturing philosophy. "When we talk about build-to-order, we feel most companies really use that as a marketing angle, whereas, that aspect is really at the core of what we do and how we do it," Kay says. "Every bike we build takes advantage of our lean manufacturing technology and marries it to a true made-to-measure approach." If a customer decides to select a model off a dealer’s showroom floor, the adjustability can be carried out on-site, as Kay points out, "in as little as two hours, because our dealers will stock the handlebars and mounts for very little inventory cost."

This customer-centric relationship also carries over to sales of pre-owned Hardbikes. "Another advantage of our system is that when the bike is resold, the new owner can have it re-fit to suit them, while maintaining all of the warranty features," according to Kay, "and that strengthens the value in the secondary market." (Click image to enlarge)

While the current Hardbikes website includes a version of the configuration software used by the dealers, Kay says the company plans ongoing improvements that will eventually result in the prospective buyer being able to fully explore his imagination in a virtual environment, not unlike some of the online programs some custom luxury yacht builders now propose. "The whole idea is for us to be fluid, so we can respond to our clients in the most agile and suitable ways," Kay explains, "and it’s a tremendous learning process for us that connect us constantly to a changing marketplace and changing tastes." Kay adds that the company fully appreciates the element of spontaneity that compels a custom motorcycle aficionado to want to experiment with a seemingly endless choice of options, while admitting there are those who simply want to mix-and-match options. "After all, this kind of motorcycle is really an impulse buy," Kay says, "so we want to make it as easy and fun as it can be while delivering the product that satisfies our client."

Some of that market input has resulted in the creation of specific models premiered at industry and consumer shows. "At Cincinnati this year, we featured a 200 rear tire, 36-degree rake soft tail with full touring fenders, a 5-gallon tank and a touring seat," says Kay, "that showed just how we can appeal not only to the hard-core custom audience but also the one that wants some every day practicality." (Click image to enlarge)

Two basic iterations serve as the platform for all Hardbikes, in chopper and the pro-street bobber styles. Powered by venerated V-twin engines from S&S Cycle, and transmissions from the trusted brand Baker, Hardbikes also proposes several sets of skins meant to resonate with classic and radical sensibilities. The plethora of paint schemes and accessories, sourced from the industry’s leading aftermarket vendors, is staggering.

Entering the market last year with ten models using six different chassis configurations, the full line of bikes was premiered at Sturgis Bike Week. The various Pro Street, Neo Bobber, Softail, Rigid, Chopper and Retro versions in 330, 300 and 200 trim (so-named for their rear tire dimensions) look the part, and extensive product testing confirms their robust fabrication. An exclusive two-year warranty with unlimited mileage speaks to the commitment of Hardbikes to its product line and vision. Given the growing desire for personalization, they may well have found a sweet spot. Riders will rejoice at their freedom of choice.

www.hardbikes.net | 724.981.7000