THE LAST OF THE BIG 3 CREDITS AND ACKNOWLEDMENTS

Photos and images were furnished to Mecum Auctions by Excelsior-Henderson , and are from the Excelsior-Henderson archives, along with from the MN Historical Society, the Utah State Historical Society, vintage and Bicycling magazine, Illustrated magazine, vintage advertisements, various vintage newspapers and Excelsior-Henderson Bulletins, the Motorcycle Heritage Museum/Hall of Fame Museum, and original documents, brochures, and advertising material from both the Detroit-based Henderson brothers and the Chicago-based Schwinn owned eras of the Excelsior-Henderson brand. All of this information is for historical reference and documentary purposes, for enjoyment and illustrative purposes and are not part of the sale of the brand and trademarks of Excelsior-Henderson. The photos and images are merely to communicate historically how the trademarks, copyrights, and brand have been utilized over the years by various different parties. Excelsior-Henderson warrants no accuracy in any of the vintage or historical information. Included in the sale of the trademarks, are two different books, Hendersons Those Elegant Machines by Richard Henry Schultz (2014), and American Excelsior by Thomas Bund and Robert Turek (2016). Copyrights belong to their respective owners. THE LAST OF THE BIG 3

WRITTEN BY PAUL D’ORLÉANS

For more information visit Mecum.com // 262-275-5050 NV License DLR000045204 4 A unique offering will take place in Las Vegas on January 27, 2018. The iconic Excelsior-Henderson brand and all its intellectual property will be auctioned at the 27th annual Mecum Las Vegas Motorcycle Auction at the South Point Hotel and Casino. Included in this purchase are the ownership of the Excelsior- Henderson brand name, 10 federally registered trademarks and web domains. The purchaser will also inherit the previous and engine designs as well as 18 expired patents that can only be effectively exploited by the owner of Excelsior-Henderson.

5 6 EXCELSIOR-HENDERSON: THE LAST OF THE ‘BIG 3’

The Big 3. For a time, they were the last men standing in marketplace, far beyond any company’s control, that rather double down and buy a majority stake in the the American motorcycle industry: Excelsior-Henderson, determined the fate of the Big 3. company than see his family’s six-figure investment Harley-Davidson and Indian. They fought hard on the Excelsior-Henderson, Harley-Davidson and Indian go down the drain, resulting in the company’s most dirt tracks, race tracks, hill climbs and sales floors, and all nearly succumbed to the Great Depression. Their profitable period ever from 1930-45. in their 1920s heyday, the competition between the Big sales figures after October 29, 1929, were dismal, and Excelsior-Henderson was owned by Ignaz Schwinn, 3 made for the most exciting racing anyone had ever instead of selling tens of thousands of motorcycles whose mighty two-wheeled empire in Chicago earned seen between the fastest and most advanced racing toward the end of 1929, they sold bikes by the tens most of its profit from bicycles. Schwinn correctly bikes in the world. Sales-floor competition made each and hundreds, while unsold stock languished in foresaw a major downturn in motorcycle sales for company improve its products dramatically, and by the distribution warehouses. Drastic action was necessary; 1930, and decided to pull the plug on his big bikes and late 1920s, it was Excelsior-Henderson and Indian that Harley-Davidson found cash in Japan, selling its focus on the ones without motors, which were likely to dominated the 45 CI (750cc) market with the Super X old tooling and leftover parts supply to make Rikuo continue selling when jobs were scarce. And he was right; and Scout models. Their big models—the Henderson motorcycles under license, a deal arranged by the Schwinn bicycles outlived Indian and thrived through the Four as well as the Indian Chief and Four—were company’s Japanese importer Alfred R. Child. It’s still 1960s and ‘70s, but the company never again produced admired the world over, and were in many ways the little known that the “Dabbitoson Harley Motorcycle motorcycles. But the Excelsior-Henderson name has most attractive and technically interesting motorcycles Co. Japan” was the secret savior of the Screaming quietly survived, waiting for the right combination of built in the U.S. But larger forces were at work in the Eagle. As for Indian, E. Paul DuPont decided he’d capital and inspiration to roar back to life.

“THE COMPETITION BETWEEN THE BIG 3 MADE FOR THE MOST EXCITING RACING ANYONE HAD EVER SEEN BETWEEN THE FASTEST AND MOST ADVANCED RACING BIKES IN THE WORLD.”

7 IGNAZ SCHWINN

The motorcycle industry began slowly in the U.S. at the gradually Schwinn rose to the post of factory manager and during a worldwide boom in the bicycle industry, the idea dawn of the 20th century, but soon it exploded into life, designer for Kleyer’s “Adler” bicycles—the factory later grew of him starting his own company must have seemed a sure becoming a veritable springtime of manufacturers sprouting famous making typewriters and motorcycles. bet to Arnold. up from the ingenuity and pluck of our native country. In 1891, Schwinn left Germany to seek his fortune in Arnold, Schwinn & Co. was founded in 1895, with Arnold’s Hundreds of small factories emerged between 1900 and Chicago, the center of American bicycle manufacture. He investment of $75,000. The company carried on doing 1920, as the formula for making a motorcycle—adding a quickly found work at the Hill Cycle Manufacturing Co., makers business under that name through 1967, although when motor to a bicycle—was intuitively easy to replicate. Bicycles of the “Fowler” bicycle, where once again he rose to the job Arnold retired in 1908, Schwinn purchased his stake in the were at the peak of their popularity, with manufacturers of factory manager and designer. Schwinn was also involved company. That year, the company built 50,000 bicycles—a like Schwinn producing hundreds of thousands per year in the launch of Hill’s related International Manufacturing number that would double in three years. Schwinn became and inventing “vertical integration” by incorporating every Co., which produced the “America” bicycle. Schwinn designed a very large company and even fielded a racing team in aspect of building, advertising, selling, racing, sponsoring International’s bicycles, selected the machinery and tools for Europe to promote the brand. With so much success, Ignaz’ and repairing under its umbrella, and becoming very rich manufacture, and hired the employees to make them. Within son, Frank—an avid motorcyclist—encouraged his father to in the process. a year, he was supervising 237 workers and oversaw a move invest in the burgeoning motorcycle industry. Ignaz Schwinn was an American success story. Born to a larger factory building with 60,000 square feet of space. Schwinn’s engineers designed a motorcycle in 1910 with in 1860 near Baden, Germany, Schwinn was the second Schwinn had made a great success of International a parallel twin-cylinder engine, a crankcase incorporating eldest of seven children, and while his family was mildly Manufacturing, but he wasn’t happy with the management an integral , and a shaft final drive. It was a very prosperous as manufacturers of organs and pianos, his father of the company, and he quit in 1894. During that year, he advanced design, and at least one prototype was built, but died when he was just 11. After a primary and vocational made plans to begin his own bicycle-manufacturing business, Schwinn decided it prudent to buy an existing motorcycle school education, he scoured northern Germany for work, keeping an eye out for a good location and someone who brand rather than develop a new one. Dozens of small and repairing bicycles for cash. He found a job as a machinist at could provide financial backing. He found a kindred spirit large companies made motorcycles in the U.S. in 1910, the Kleyer bicycle works and burned the midnight oil on a in another German immigrant, Adolf Arnold, who owned and most of them struggled to make ends meet in a highly small drawing board in his room, designing his own “safety” the Arnold Brothers meat-packing plant and was president competitive market. Ignaz Schwinn didn’t have to look far bicycle, which had recently been invented by Stanley in of the Haymarket Produce Bank. After Schwinn’s successful for a successful motorcycle manufacturer looking to sell; he England. Heinrich Kleyer approved of these drawings, and management of three large bicycle manufacturing firms found the perfect fit right in Chicago.

8 9 10 EXCELSIOR SUPPLY COMPANY

The Excelsior Supply Company was formed in 1876 by model year, a new machine was introduced, designed George T. Robie, initially for the distribution of sewing- by Excelsior’s George Meiser, called the Excelsior Auto- machine parts. By the early 1890s, Excelsior branched into Cycle Model A. By 1909, business was booming, and the booming bicycle business as well, selling parts and Frederick Robie hired Frank Lloyd Wright to build him new “safety” bicycles built by other brands. By 1904, the a new home on Woodlawn Avenue in Chicago. company added automobile parts to its list of distributed Unfortunately, in late 1909, George T. Robie died of supplies. George was content with distribution, but his appendicitis, and young Frederick, at the age of 29, was son Frederick aspired to be a manufacturer and prevailed left to run both his motorcycle business and the far- over his father to embark on motorcycle production. larger Supply Co., as well as settle his father’s personal The “Bicycling World and Motorcycle Review” noted in debts. The Excelsior Motorcycle Co. was booming and 1906, “The Excelsior Company is the largest and best could not keep up with demand, so Frederick expanded known bicycle supply house in the West, and has the both the manufacturing premises and the product line. means and equipment and acquaintance to cut a very Extensive product lines taxed the company resources large figure in the motorcycle business.” and left them spread thin. Excelsior developed a new The Excelsior Motor and Manufacturing Co. was V-twin motor for 1910 possessing a beautiful profile, formed as a subsidiary of the Excelsior Supply Co. in which went into full production in 1911; but the 1907 with Frederick Robie as president. The brand’s combined weight of managing both the Supply and first motorcycle was called the Triumph Model B, using Motorcycle companies was too much for Frederick. a Thor engine—designed by Indian and built under While his Excelsior Motorcycle Co. was tremendously license by the Aurora Automatic Machine Co., just outside successful, the combination of his father’s debts and Chicago—with Excelsior’s own chassis. The Triumph was lackluster performance from the Supply Co. made a stopgap to enter the market quickly; during the 1908 Excelsior ripe for a takeover.

11 12 EXCELSIOR UNDER SCHWINN: 1912-17

A transfer-of-ownership contract between Ignaz Schwinn knew racing success was the best advertising, buyers that Excelsior was “still the only motor that has Schwinn and his former rival, the Excelsior Supply and Excelsior built special racing machines and hired ever attained a speed of 100 miles per hour under FAM Co. and Excelsior Motor and Manufacturing Co., was professional riders to fly its flag, like Jake DeRosier, sanction and recognition.” signed on November 14, 1911. All the assets of these Charles Balke, Lee Humiston and Don Johns. Excelsior The first “Schwinn” Excelsiors appeared in 1915 with companies went to Schwinn, including the factory board-track racers were highly successful, and in 1912, new, sweeping lines that presaged the streamline era of the and office equipment; motors, motorcycles, bicycles, they became the first motorcycle to exceed an average 1920s and ‘30s. The frame top tube curved downward at whole or in process; all parts and stock; the goodwill of 100 MPH during a race when Humiston flew over the rear, creating a lower seating position and allowing the and rights to brand names; all patents; and the right the boards at Playa Del Rey in Los Angeles. In 1914, fuel tank to taper at the back, while the front fender had to manufacture and sell under the Excelsior name. Excelsior introduced the 7-S.C. racing V-twin with a a curved “bell” at the bottom, giving the whole machine Ignaz Schwinn personally signed a check for $500,000 “short-coupled” frame, specifically for the board tracks a masculine grace. Excelsior’s new “big valve” engine on February 1, 1912; with the mighty Schwinn name and dirt ovals of the day, to compete against Indian’s proved faster than its rivals on road and track, and the behind it, Excelsior now had the capital it needed to 8-valve racer introduced in 1911. Regardless of the company introduced a Lightweight model with a 221cc thrive. A new factory was a first priority, and the newly Indian’s theoretical superiority, the Excelsior V-twin motor for new riders. Despite difficult economic conditions formed Excelsior Motor, Mfg. & Supply Co. built a new, proved a worthy adversary, setting many speed records. during World War I, Excelsior flourished, and Schwinn 200,000-square-foot factory in Chicago, the largest In late 1915, Carl Goudy won a 300-mile race at Chicago’s looked to expand his product line to include 4-cylinders. motorcycle plant in the world. The new big red “X” logo famous Speedway Park Board Track, averaging more By 1917, the Pierce Motorcycle Co. was long gone, and appeared on Excelsior fuel tanks that year. than 85 MPH. Advertisements for “the Big X” reminded only Henderson built 4-cylinder motorcycles in the U.S.

“SCHWINN KNEW RACING SUCCESS WAS THE BEST ADVERTISING, AND EXCELSIOR BUILT SPECIAL RACING MACHINES AND HIRED PROFESSIONAL RIDERS TO FLY ITS FLAG, LIKE JAKE DEROSIER, CHARLES BALKE, LEE HUMISTON AND DON JOHNS.”

13 14 15 THE HENDERSON MOTORCYCLE COMPANY

William Henderson should have been the inheritor first Henderson motorcycle was a unique long-chassis of the Winton automobile factory as the grandson of inline 4-cylinder machine with single-speed direct belt Winton’s founder and the son of Thomas Henderson, drive and built-in seating for two on its long chassis. vice-president of Winton. Young William dreamed of two Production by the new Henderson Motorcycle Co. wheels though, and he sketched dozens of drawings for a began in 1912. William was joined in forming a business new 4-cylinder motorcycle, which he ran by his engineer by his brother, Thomas, and with their father’s help, they father for approval. Years of back-and-forth ended with a found $175,000 of capitalization to begin production. blueprint for a complete 4-cylinder motorcycle in 1909, After setting up a factory in Detroit, the first production detailed to the last nut and bolt, which his father could Henderson motorcycle emerged in January 1912. The not criticize. His father advised him to quit the idea, as engine was a 4-cylinder 57 CI (934cc) F-head with a he knew the difficulties of manufacturing and selling a single-speed and clutch, which was started by vehicle, but he chose an unusual parental strategy, giving a folding hand crank—shades of Winton practice. Beside William enough money to build a prototype in hopes the the 4-cylinder motor, the most distinctive feature was difficult process of building a motorcycle from scratch that very long chassis with built-on passenger seating, would deter his son. It took more than a year for Tom with a short leading-link front fork and a lovely “torpedo” to turn his blueprints into casting patterns for frame fuel/oil tank, which was used for one year only. The lugs, crankcases and cylinder heads, but by 1911, the Henderson was an attractive machine, beautifully built, prototype was complete, and it worked very well. The and expensive at $325.

16 Thomas Henderson The Henderson plant at 1158 Cass Avenue in Detroit, near the Cadillac factory, was ready for operation by June 1, 1912.

William Henderson

17 The new Henderson was an immediate international fuel economy contest between Henderson dealers. Police news item, as Carl Stearns Clancy set forth on a new departments and gentleman riders appreciated the quiet Henderson in October 1912, intending to become quality of the smooth 4-cylinder, although behind the the first motorcyclist to circle the globe. Clancy made scenes, the factory was struggling mightily with problems money as he traveled by selling stories to the press; thus, of inflation brought on by World War I. everyone within reach of a newspaper knew about the The 1917 Model G was announced in September Henderson motorcycle, a tremendous global PR coup. 1916, had a 3-speed gearbox, the “short” frame, a proper By 1915, Henderson gained a 2-speed rear hub, and by kickstarter, stronger forks and a new induction tract, spring, a much shorter wheelbase was available as an which fed the cylinders more efficiently and generated option at 58 inches instead of the original 65 inches, in more power. Full electric lighting was offered, and even an effort to bring the Henderson more in line with other Henry Ford bought himself a Henderson. But the company manufacturers’ dimensions. had yet to turn a profit, and as honorable men, William In January 1917, Roy Artley rode a Henderson and and Thomas Henderson decided to sell the company. The (with passenger Alan Munks) for 24 hours straight, Henderson brothers had been manufacturing their own making three round trips between Del Mar and Los design of motorcycle for six years, and their 4-cylinder Angeles to set a new world record of 706 miles, adding machine was globally acclaimed as a superb design. The 122 miles to the previous record. On the other end of the Henderson men were still relatively young—Tom was 46 performance scale, E.L. Hals of Modesto managed 104.2 and William just 36—and would continue to be involved miles on a gallon of gas with his ’16 Henderson, winning a with the motorcycle industry for years to come.

18 1917 Henderson Four Model G Sold for $190,000 at Mecum’s 2015 EJ Cole Collection auction 19 HENDERSON ACQUIRED BY SCHWINN IN 1917

In 1917, Ignaz Schwinn looked to expand his motorcycle company making 4-cylinders in 1917: the Henderson business and thought a 4-cylinder lineup would complement Motorcycle Co. of Detroit. his line of singles and V-twins nicely. It wasn’t known Although the Henderson brothers built the “Duesenberg until the 1990s—and is still little-known today—that of Motorcycles,” they’d yet to turn a profit. The company under Schwinn’s direction, Excelsior drew up plans had several suitors, but on October 1, 1917, Thomas for a 4-cylinder motorcycle. Plans dated March 1917 Henderson, president of Henderson Motorcycle Co., designated it the Model O, which featured a sidevalve gave a financial statement to Ignaz Schwinn. It showed engine—rather than Henderson’s “pocket valve” IoE assets of $284,693.39, and liabilities of $288,091.71. The motor—3-speed gearbox and a shaft final drive, a mix proposed sale of the Henderson Motorcycle Co. included of Pierce and Henderson’s best ideas. But in a repeat 200 shares of Excelsior stock for Tom and a position as of his successful 1911 tactics, Schwinn surmised it general sales manager at $10,000 per year for five years. would be easier to start production of a 4-cylinder Schwinn merged his two brands as Excelsior-Henderson using an established design. There was only one U.S. and began making changes in earnest.

“THERE WAS ONLY ONE U.S. COMPANY MAKING 4-CYLINDERS IN 1917: THE HENDERSON MOTORCYCLE CO. OF DETROIT.”

20 21 22 EXCELSIOR-HENDERSON

The year 1917 was an exceptional one for the newly only 4-cylinder motorcycle produced in the U.S. between integrated Excelsior-Henderson brands. Alan T. Bedell 1911-21. World War I and the ensuing inflation of wages used a Special Model G Henderson to lop four days off and materials shook out most motorcycle manufacturers, “Cannonball” Baker’s 1914 cross-country Indian record, leaving the Big 3 to duke it out: Excelsior-Henderson, making the Los Angeles-to-New York trip in seven days, Indian and Harley-Davidson. 16 hours and 15 minutes, with no mechanical trouble. Schwinn knew Excelsior needed a boost in racing, and The Excelsior Lightweight was dropped from the line to while the Henderson was excellent for long-distance focus attention on further developing the Henderson events, it was no dirt-track/board-track racer. Excelsior 4-cylinder, so the Excelsior-Henderson model line now developed an OHC V-twin design in 1919, based closely consisted of a big V-twin and a Four. on the Cyclone design, and built six engines for the 1920 The heat in American racing was truly turned up when season. But changes to the racing rules—to limit speeds Harley-Davidson officially entered the fray, fielding a team and increase safety—spelled the end of the board-track era. of professional riders for the first time. The company took Hill climbing was on the ascent—the practice of “vertical a leaf from Indian’s technical book and introduced its drag racing” up freakish hills across the country—and own 8-valve racer, and the intense competition between Excelsior Big Valve racers proved very much suited for factories created the first Golden Age of American the practice. Long-distance racing and hill climbs were motorcycle racing. Excelsior had an excellent design, Excelsior-Henderson’s biggest source of advertising copy which required little development to be very fast, but the in the post-World War I period, as well as international factory’s attention after 1917 was on the Henderson, the racing, with wins in South Africa, Denmark and France.

“WORLD WAR I AND THE ENSUING INFLATION OF WAGES AND MATERIALS SHOOK OUT MOST MOTORCYCLE MANUFACTURERS, LEAVING THE BIG 3 TO DUKE IT OUT: EXCELSIOR-HENDERSON, INDIAN AND HARLEY-DAVIDSON.”

23 1919 Henderson Four Model Z - Sold for $57,500 at Mecum’s 2017 Las Vegas auction

Short-track racing with smaller 500cc (30.50 CI) motors win long-distance events before the sanctioning body of was gaining popularity, and Excelsior adapted its Model racing—the M&ATA Competition Committee—stopped M racing V-twin motor into a single and took records on certifying cross-country record runs and instead dubbed tracks across the U.S. But the sport of hill climbing really them as “outlaw events.” attracted the crowds, growing enormously popular as the Excelsior made a strategic move in 1925 and introduced decade progressed. A full 30,000 spectators watched the the new Super X as a 45 CI (750cc) V-twin into a vacant gap Capistrano Hill Climb in San Francisco in 1922, where in the American marketplace. Indian produced the 600cc Wells Bennett’s Excelsior bested local-favorite Dudley Scout model, which was popular, but adding 150cc made Perkins’ Harley-Davidson. The following year, 40,000 people the Super X faster than the Scout and nearly as fast as the watched as Ed Ryan—on a very special, long-wheelbase 61 CI Harley-Davidsons and Indians. The Super X was light, 80 CI Excelsior Model M racer—won the Open class at handled very well with a double-cradle loop frame, and Capistrano, besting the factory-sponsored efforts of Indian had a good turn of speed. It was easily tuned for racing and Harley-Davidson. The era of the “slant artist” had begun. too and changed the American motorcycle marketplace Hendersons gained a new sidevalve motor based on for decades to come. Suddenly the 45 CI class was popular Schwinn’s original Model O design of 1916, and all with riders, and while it was easy for Indian to add engine models had 3-speed gearboxes. The finish and quality capacity to the Scout, Harley-Davidson needed a totally of construction of the Hendersons earned the name new design to compete, which didn’t appear for another “Duesenberg of Motorcycles,” and they continued to four years with the Model D.

24 Racy bathing suit girls on a photo shoot with an Excelsior in Honolulu, Hawaii, 1919. 25 1929 Excelsior Super X Hillclimber • Engine # OH100 Sold for $100,000 at Mecum’s 2015 EJ Cole Collection auction 26 In 1929, the Excelsior-Henderson line was transformed “Big Bertha” racers using 61 CI motors and IoE cylinder with the new Streamline series. Rounded teardrop tanks heads. Petrali won 31 competitions in a row with his Big and lower riding positions gave a thoroughly modernized Bertha, and he won the Championship again in 1929, appearance, and performance of the Henderson 4-cylinder and in 1930, Gene Rhyne took the Championship for was greatly improved with input from former Harley- Excelsior once more. Davidson staff Joe Petrali and Arthur Constantine, But the economic crash of October 1929 was devastating who’d joined Excelsior-Henderson on the design team. to all industries in the U.S. The effects were immediate, The Henderson KJ model had 31 HP, and was capable of and motorcycle sales fell drastically. As mentioned, 100 MPH, satisfying the many police departments using Harley-Davidson scraped through the early 1930s with 4-cylinder pursuit motorcycles. On the competition front, an infusion of cash from Japan, and Indian survived Petrali had won the 1928 Hillclimb Championship on a via a takeover by the DuPont family. Ignaz and his son Super X, but competition was heating up with Indian Frank Schwinn were canny businessman and predicted and Harley-Davidson developing very special racers. that the Great Depression, as it became known, could last In response, Petrali and Constantine built a series of many years. It was decided to pare back manufacturing to experimental racers, including an OHV version of the suit the times, and so they assembled the key Excelsior- Super X designed with Andrew Koslow that developed 50 Henderson personnel in March 1931 to announce, HP on alcohol. In the Unlimited class, they built several “Gentlemen, today we stop.”

27 THE EXCELSIOR-HENDERSON REVIVAL

In the early 1990s, motorcycles were booming in the U.S., especially the heavyweight cruiser market. Daniel Hanlon secured the trademarks and rights to produce great American motorcycles under the Excelsior-Henderson brand. British-based Weslake Engineering developed a sophisticated DOHC 4-valve fuel-injected V-twin motor that would be further refined for the needs of a big American cruiser. Hanlon’s intention was to build a proprietary “100-year bike” of tremendous durability and build quality. His team designed a chassis to echo the original Super X at a factory in Belle Plaine, Minnesota. The Super X, began production in December 1998 and nearly 2,000 machines were built before the Excelsior-Henderson limited- production run was complete in late 1999.

28 The official move-in day of the new 165,000 square-foot factory was Veterans Day, November 11, 1997.

The Deadwood Special was new to the 2000 model-year lineup and featured blacked-out components and special chrome, aggressive handlebars and seat positioning, and OEM factory-added flames. It was unveiled at the Sturgis Rally in 1999.

29 30 OPPORTUNITY TO OWN ONE OF THE BIG 3

There is tremendous enthusiasm in the American Motorcycle market for heritage brands, and now there’s a historic and tremendous opportunity to own one of the Big 3. Forever this individual’s name will be etched in history as an owner of Excelsior-Henderson and inherit the heritage of the brand, just as Schwinn and a select few others have in the past. Imagine the possibilities of being part of this important lineage. The name alone holds a unique mystique and heritage that sparks the passion of a multitude of motorsports enthusiasts. In short, an iconic brand with such a rich history as Excelsior-Henderson deserves another act. Just imagine the possibilities …

31 ASSETS INCLUDED IN THE OFFERING

CURRENT TRADEMARKS REGISTRATION NO. CLASS/GOODS

Excelsior Henderson 3697442 Class 007: Parts of motorcycle engines

Excelsior-Henderson 4336908 Class 012: Motorcycles and structural parts therefor

Super X 4442703 Class 012: Motorcycles and structural parts therefor

Class 012: Motorcycle parts and accessories. Structural parts for motorcycles and , namely, gas tanks, suspension struts and parts therefor, brake foot levers, shift Excelsior Henderson 4277636 foot levers, suspension coil springs, fenders and parts therefor, and kick stands; all of the above excluding tires.

Class 025: Clothing, namely, Bandanas; Cardigans; Coats; Gloves; Hats; Headbands; Hosiery; Super X 4442703 Jackets; Leggings; Pants; Pullovers; Rompers; Shirts and Short-sleeved shirts; Sweatshirts; Sweaters; Tank tops; Ties; Undergarments; Vests.

Class 025: Clothing, namely, Bandanas; Cardigans; Coats; Hats; Headbands; Jackets; Excelsior-Henderson X 4336908 Leggings; Long-sleeved shirts; Pullovers; Rompers; Short-sleeved shirts; Sweatshirts; T-shirts; Tank tops, Vests.

Class 025: Clothing, namely, Bandanas; Cardigans; Coats; Hats; Headbands; Jackets; Excelsior-Henderson 4336909 Leggings; Long-sleeved shirts; Pullovers; Rompers; Short-sleeved shirts; Sweat shirts; T-shirts; Tank tops, Vests.

Excelsior-Henderson 4277637 Class 025: Clothing, namely, Shirts, T-shirts, Sweatshirts and Headwear

Class 035: Providing consumer information and related news via a global network in the Excelsior-Henderson X 3772079 field of motorcycles and motorcycle parts; online retail store services via a global network featuring motorcycles and motorcycle parts.

Excelsior-Henderson 3915734 Class 037: Maintenance & repair of motorcycles and motorcycle parts.

American X, Big X, FIREITUP, Always Makes Good, The Experience, DeLuxeFour, Reborn To Be Wild, Various brand names and trade names, slogans, etc. used over the years. Some applications Common Law Rights Examinator, Deadwood Special, X-Twin, various filed but not maintained subsequent to the filings. winged logos dating to early 1900s

ASSETS INCLUDED IN THE OFFERING

FORMER PATENTS (EXPIRED) PATENT NO. TITLE/DESCRIPTION

6,260,869 Motorcycle front suspension system

D435,236 Motorcycle shock

D432,994 Ignition switch

D431,512 Gas cap

6,102,183 Motorcycle clutch and clutch release

D426,180 Rear brake caliper

D425,465 Front brake caliper

D424,505 Motorcycle gas tank

D422,537 Motorcycle air cleaner cover

D420,316 Motorcycle muffler

D416,215 Motorcycle

D413,839

D412,139 Motorcycle instrument frame

D409,964 Motorcycle fender

D409,774 Motorcycle tail light

D409,539 Motorcycle fender

D408,565 Motorcycle turn signal

D406,088 Motorcycle mirror

ASSETS INCLUDED IN THE OFFERING

ADDITIONAL ITEMS DESCRIPTION

Domain Name and Website www.excelsiorhenderson.com

Domain Name and Website www.ehroadclub.com

Bill of Material Listings from 1999 time period, most parts except some sub assemblies, etc.

Listing of suppliers from 1999, most suppliers except sub assemblies, etc.

History book of Excelsior-Henderson “American Excelsior” by Thomas Bund and Robert Turek

History book of Henderson “Hendersons Those Elegant Machines” by Richard Henry Schultz

Historical legacy of the brand inherit all history of the brand since 1876

Proven engine design inherit the engine design and reverse engineer to create new electronic 3-D blueprints

Proven inherit the motorcycle design and reverse engineer to create new electronic 3-D blueprints

Artistic sketches of additional models platform design allows additional models with minor changes

27th ANNUAL VINTAGE & ANTIQUE MOTORCYCLE AUCTION

SOUTH POINT HOTEL & CASINO • LAS VEGAS, NV JANUARY 23-27 • 1,750 MOTORCYCLES

THE EXPERIENCE BEGINS AT MECUM.COM • 262-275-5050