There’s an Australian motorcycle shop by the name of Deus Ex Machina that is guaranteed to make you feel a bit slighted by the Japanese manufacturers. You see, in Australia, it seems they can purchase brand new Kawasaki W650s and Yamaha SR400s (W650s? I didn’t know that!). And just to rub salt in the wound, Deus Ex Machina takes these bikes, along with a few Triumphs and Sportsters, and turns them into some of the nicest custom cafe racers and street trackers you could possibly hope for. Subtle, not over done, just right. If you liked Bratstyle, you’ll really like these guys.
The SR400 can be ordered in a variety of configurations from the Stage 1 Rocker or Stage 2 Custom to a Stage 3 Manx or Grievous Angel. Each one has a style that would stand out on bike night and look great on the road but, of course, unless you dig up an old one on eBay, you can’t build one of these. The same goes for all of the variations of the W650.
Yamaha SR400s are very popular in Japan and Europe and in Australia, too, it seems, but according to some folks these would not sell in the U.S. No one would want a nice, light, easy handling motorcycle that can be customized into a gorgeous little cafe racer. Absolutely no one and it would be really hard to start selling them here because they would have to ship some over here along with the rest of the bikes already coming over. How could they do that? It’s probably way too much trouble. … Right.
You know, we could make a pretty big list of all of the cool bikes sold elsewhere that someone has decided couldn’t possibly sell here. How hard would it be for the Japanese manufacturers to try re-introducing a few models and see what happens. Bikes like the SR400 have a huge aftermarket overseas. If someone were to set up a custom shop selling bikes here like Deus does in Australia, just see what would happen. What could it hurt?
Deus Ex Machina looks like a very interesting place and the fellows involved have been around motorcycles for quite some time. I received several tips about them over the last few weeks. Thanks, Aaron (who was first) and everyone else!
Link: Deus Ex Machina
Related: VD Classic
Simon says
Same here in The Netherlands. We only get a few mainstream models from the japanese four. Still their retro models would sell very well here. Some of my favorites:
http://www1.suzuki.co.jp/motor/grasstracker/index.html
http://www.kawasaki-motors.com/model/w400/index.jsp
http://www.yamaha-motor.jp/mc/lineup/sportsbike/yb-1four/index.html
http://www.honda.co.jp/motor-lineup/ftr/
Let’s hope someone will start parallel-importing these bikes.
BTW, this must be the best motorcycle site on the web. Keep up the good work!!
Simon
justpete says
Dmn, Something else in Austrailia that I cant have (yet). I’ll take the Deusâ„¢ 904 Thruxton in the back of a new HSV Maloo Ute. Both Black please.
Phoebe says
It really kills me that the major manufacturers don’t bring their smaller models here to the US. I’ve also drooled over the Japanese domestic market offerings.
Jon says
Aside from the all the amazing bikes at Deus they also sell clothing and have a nice cafe attached to it, which is a clever way of creating about of buzz around the bikes. I live around the corner and ride past every day and I have to say in the last 6 months I don’t think I’ve managed to ride past once without slowing down to see what they have in the window!
Golly Gee says
Good thread on this recently on the SR 500 forum.
Just to keep things in perspective, the Deus machines start at about $16,999 (Australian) and according to the Aussies go up to around $25,000.
Remember, that’s for a bike that in standard form sell so about $4,000 in Japan.
At those profit margins I’d think it someone could find it worthwhile to get them into Holland, the U.S. and everywhere else.
The problem seems to be environmental concerms.
dave says
I dunno, maybe I’m just talking outta my ass, but everytime there’s a thread about small-displacement bikes sold everywhere BUT the USA, somone pops in with “environmental” B.S. Do you all REALLY believe that? Sure, it may play *part* of the issue, but in reality, it’s VOLUME. The big MFG’s (and the small ones too) do not believe that these vehicles would sell here. Thus, the added production processes to make these vehicles compliant is not cost effective (in thier eyes) to import to the US.
Believe me, if there was ANY thought that Honda could shift 10000 units of that FTR, they’d DO IT. Vehicle sales in the USA all point toward the “bigger is better” ethos… Why would anyone in marketing even bother to try… We need to vote with our purchases, and scream at our dealers. Honda DOES listen to thier customers, but the problem is no-one speaks up. I see this same thing played out EVERY DAY at the dealership I work at. We should have a topic of discussion just for this subject…
-dave
RD350 says
Dave is right.
Lets name the the sales failures:
Ft500, SR500, SRX600, MZ660, GB500 etc etc.
Cool bikes all … all sales flops.
RD350 says
That being said, my next bike will be a KTM690 Duke single!
(Me and 20 other guys in the country)
kneeslider says
If prices of an SR or similar bike are close to inline-4 600 territory it’s only a problem if everyone dreams of owning an inline-4 600, but if those bikes are the end all, be all of motorcycling, why do metric cruisers sell for equivalent prices? They sell because some buyers want something other than an inline-4 600. Those buyers have an option and they take it. The segment of the market these bikes would appeal to have essentially zero options except in the used market.
A product that didn’t sell at some time in the past may sell now as tastes and trends change or it may bomb again, it’s hard to tell but if the bikes are already (still) in production, the risk of introducing them shouldn’t be overwhelming.
The “it won’t sell here” common knowledge is probably as accurate as some of the recent political polling. The truth is no one knows.
To Mark’s point about magazines, magazines will “discover” these bikes if a lot of riders start buying them and customizing them. All of a sudden they’ll report on how cool they are and “why didn’t someone see this before?” They’ll follow their readers and advertisers.
As far as manufacturers not advertising their bikes, well, unlike those previous attempts, these days there’s this thing called the Internet, … word gets around.
Dave says
From what I understand, there’s more to importing a bike than you would think – the major manufacturers must be willing to make a committment to servicing and supplying spare parts for a specific number of years (maybe 5 or 10?) before they can export to the US. It may be a federal law. If anyone knows details, feel free to post. If there weren’t some restrictions, all manufacturers would send some of all bikes to the US just to see if they would sell. Where would we be if we bought one of these unserviceable bikes with no parts available? Just a thought…
todd says
All those cool bikes also cost just as much if not more than the run of the mill 600-4. That was the main problem. The other problem is that the manufacturers do not advertise their bikes; only in motorcycle magazines. My Dad really liked the W650 but he never knew it existed until he asked me about one he saw and they’ve been long gone.
How can we vote with our purchases? If all there is to buy is inline fours and cruisers how does the manufacturer know that we don’t want something different if they never offer it? How many times have people begged and pleaded for a model to come to the US but they never come (except the FJR1300 but that fits the “Bigger is Better” mould).
Bring them on. I believe the strength in the used bike market exists because you can’t get similar bikes new.
-todd
mark says
Further to Todd’s comment: The magazines are interested in power and performance, or HDs, or customs of the 6″+ extender kind. These kinds of simple, basic and fun bikes are just not on that radar. They will end up labeled as ‘primitive’ and ‘slow’ and no-one will want one.
-mark.
Alex says
Ever tried importing from http://www.redbaron.co.jp/
In the upper right is a button for English. Information is quite small, however.
Matt in NC says
US riders for the most part don’t utilize the sport bikes we get as it is. Why bother trying to convince us that a lower displacement machine that handles well, is more forgiving to novice riders, gets better mileage, costs less to insure, cost less to purchase, is easier to work on, doesn’t annoy the neighbors as much even with an after-market can, uses up tires less, and in general is a better choice for 90% of American riders?
If it can’t make up for lack of manhood in a straight line Americans won’t buy it.
That’s why MZs and SRs and Hawk GTs and any other number of uber cool lightweights don’t make it. The SV650 is an anomaly that I think only works because it’s just too hard to pass up when Honda’s asking so much for a CBR600RR. I really hope Americans can take to the lowly Ninja 250 and 650, as they should have the same following that the SV enjoys.
Sorry to ramble. It’s late and I think I’m preachin’ to the choir…
Brian Case says
Whoa, wait a minute here, are you all FOR or AGAINST small displacement bikes coming back? What ever happened to the power of positive thinking?? Being cynical about it isn’t going to make it any better.
How about this scenario – The US motorcycle trend starts to shift, and all of a sudden, a couple hundred thousand people decide they want smaller displacement bikes with attitude and sensibility.
To borrow a concept in a book by Clayton Christensen, it’s usually up to the small innovative start-up companies to catch the big manufacturers off guard who are usually too busy protecting their commodities. My question is, where are all the small innovative US motorcycle companies? I can probably count them on one hand!
Honestly, I think massive quantities of small displacement bikes is the only way to grow the US motorcycle market as a whole. There’s less than 6 million on-highway motorcycles registered in the US, which is less than 3% of all registered vehicles. THAT is ridiculous!
The “down sizing” of the US auto industry is starting to become a popular idea, which will pave the way for more sales of smaller innovative and efficient motorcycles. I’m all for it.
I believe small bikes will come back!
Phoebe says
“I believe small bikes will come back!”
I think so, too. Look at the reemergence of scooters over the past decade. Why do people ride scooters? Well, they’re very user-friendly, light, easy to handle, and great on gas. Sound familiar? A number of people will want to “graduate” from scooters to something else. Are they going to want to sling a leg over a 600cc sportbike? Fork over several thousand dollars for a Harley? Probably not.
I was a moped-to-scooter-to motorcyle graduate myself, and I know a few of my friends were as well. All of our first bikes were under 500cc, and all were used. At the time I got my motorcycle license, however, there were still a few small bikes being sold new. Unfortunately, being a college student, I didn’t exactly have a few grand to throw around. I lusted after a shiny new CB1 and GB500 at the local Honda dealership. The CB1 was especially appealing to me for its naked sportsbike looks (I mean, the styling still looks great today!) and smaller dimensions. I’m only 5’4″ and female of course.
And that’s another thing…smaller bikes can definitely be marketed towards women. A bike that most guys would scoff at and call a “girl’s bike” would probably be embraced by most women riders.
dave says
“Where are the small motorcycle companies”…
Good question.
From what I’ve seen, it come down to this: Sales. There are plenty of start-up tried time and again, with very lack-luster results. The “common consumer” wants the same old crap they see glorified on TV. Case, you know as well as I do, if it’s called “American” it’s gotta be a Harley… Or a Harley derivitive. The only truly cool bikes are then price-pointed too high for most consumers. Do you think Big Dog, Iron Horse, or any of the others are going to *try* to make a small bike? No. No profit. Will Matt make a small bike? Besides price being a consideration, would he entertain the thought of a 500cc single? I doubt it. Then when you do have somone come up with an idea, there’s sombody standing just over your shoulder waiting to throw a wrench in the works…
It really comes down to perceptions, and trends. The only way a small home-grown bike would succeed in the US is of course, by blitzing the market with a large number of units, in a controlled environment. ie: a single metro-area. If it does well, move to another city, and so on. Internet presence counts for alot, but motorcycles are still a “hands-on” affair.
As far as sales, and new rider perceptions, I’ll offer this:
In the dealership I work for now, we sell ALL brands current in the US with the exception of HD based machines. The typical consumer asks two questions: 1- how fast is it? 2- how much horsepower does it have? Thus, we have 18-year-old kids buying 1000+cc sportbikes because they don’t want to be labled a “puss”… The cruiser guys are really the same way, but for different reasons.
BUT- I will say this: the most popular MC in our shop is the UM V2S-250R… We can’t keep ’em. Why? Price. And they *look* the business… But their owners have also “been around” motorcycling for a bit, and are over the power/speed thing.
It’s a trend slowly changing, but not enough to convince the big mfg’s to import here…
RD350 says
I don’t blame the magazines so much …
They always swooned over future cult bikes like the SRX600 and Hawk 650. Editors are usually enthusiasts and they get it!
Read the old articles and you will see that the write-ups are always positive.
Yet they recognize, even at the outset, that Americans, by and large, are unrealistic about their skill levels and their actual needs.
They know that American riders measure their collective manliness by the size of their engine (and with Harley guys, the weight of their bike?).
Most would never consider practicality, uniqueness or even simple fun as worthy criteria for having a bike.
I hate to be negative … but I have been around awhile.
That being said, I am more positive about the likely success of the rumored KTM RC-4, single cylinder sportbike.
Sub 400lbs & 78hp + premium running gear is a formula that is hard to resist. Nothing like that has ever been offered here except for the expensive Bimota/BMW single from years ago.
Lets hope it happens and others follow along.
Dave says
Just an FYI, but related to both how cool the Deus bikes are and the small displacement argument; these bikes aren’t officially imported into AU either. Deus sources them in Japan and imports them by the container full. Like many of the cool small imports available in AU, they are imported under the grey market scheme. AU is just a bit more lenient than the US on what can be brought in and registered for the road.
John says
I love that grievous angel. That’s a pure motorcycle , simple and beautiful. Puts me on a lookout for used sr500s and srx-6 for a future project. Include me in the small displacement market. I was really looking forward to seeing the KTM duke single and the upcoming sportbike version. Unfortunately the economy is terrible in Michigan and the local KTM dealer went under. Although a little less inspiring the 2008 250 ninja holds promise. A couple years it sells for$2.5k and I get one and streetfighter it.
mark says
These guys put together some awesome tracker style bikes too, I’m going to try to put together something like the Deusâ„¢ W650 Street Tracker for a project in 2009 (from a Yamaha RD250).
And as a Sydney-sider, Deusâ„¢ is about the only destination for my Sunday coffee… jealous?
Phelpsy says
Having a Big inline 4 suzuki (GSX1400 K6), I know what I would rather, 500 singles!!! I have 2 500’s on the go now and enough to build a wicked custom Next!!! Thinking I will ride to Sydney to check out Deus for a coffee. Now who’s Jealous?
Lee says
Hey Deus,
Please build us a tribute Troy Bayliss Ducati/Deus style! a one off to celebrate our world champ aussie !
May I suggest a 2007, Ducati 1000 cc sportclassic.
Lee
Brett says
sounds like we need a petition. id be down the bike shop tomorrow if i could buy an SR400 off the shelf at a “normal” price!
Brett says
in Australia that is
The Model Citizen says
One part of the ownership of Deus is Rod Hunwick. His name may be familiar from the late nineties and his attempt to establish the Hunwick Hallam and Hunwick Harrop brands.
Ray says
Whilst the Deus bikes are mostly very nice looking, and I can appreciate the workmanship that goes into them, the prices are off the planet ! … imo.
I was pretty shocked when I saw the cost of some of them.
R.
jon holmes says
I can relate to Paul Crowe’s frustration in the initial article that sparked this thread. Being much inspired by both bratstyle and deus I got my hands on a w650 (i’m in the uk) but struggled to get any decent custom parts to build my own street tracker. I did get a nitroheads seat from deus, but that spanked my budget, and the japanese companies(bratstyle, peyton place, nitroheads, daytona….) won’t export (to the uk at least). Well I pulled in a few favours, saved some cash, and have ended up with a bike that looks and rides how I want, but it has been a mean 2 year struggle. VD classic stage 3 dynojet carb conversion with pancake filters , Wilbers racing shocks (3inch lower) customised sportster tank, a whole new set of lights, and electrics run through the frame to hide the coil under the seat, custom black bars, wrapped open pipes…i could go on….But hey, maybe it supposed to be this way. Customising your bike buy shopping “off the shelf” from one source has never been the way. I wish I could post some pics. Thanks has got to go to deus and bratstyle for inspiration. And lets face it, when you’re riding the damn thing (which is what its for), you can’t see it anyway. Well, I’m done with elephant bikes. 650’s rule. And mine now rules more than most.
The Phantom says
I somehow missed this article when Paul posted it… I’ve been a frequent visitor to Deus since they opened the doors back in 2005 or so. Since moving interstate, not so often, but I dropped in for a few hours on the weekend of the V8 Supercar streetrace in Sydney and they have really shifted up a gear in stock and general activity – the store was bursting with bikes, clothes and people. Great to see.
Since the article was first posted here, Deus have opened a store in Los Angeles, and have started doing HDs (probably no coincidence that both these have occured around the same time!).
On their prices – I was out the back of Woop Woop a couple of years ago and came across an old bloke on a Norton, who eyed my Deus t-shirt and said “Deus Ex Machina – from the latin, meaning ‘Christ, what an exxy (expensive) machine!!!’ ” >: )