Custom Chrome® Changing The Way Motorcycle Parts Distribution Is Done.

cciccibisIn all industries, including ours, the way business is done is changing. Some of us embrace change. Others fear it. And those who are paralyzed are making a big mistake. Understanding the power of internet, its omnipresence in our personal and professional life, Custom Chrome, one of the largest distributor of after-market motorcycle parts in the world, is not afraid of change and is launching a new revolutionary system (at least in the motorcycle biz) of distribution its products. 

Until now, an individual could not order directly from Custom Chrome. He had to place his order through one of Custom Chrome approved motorcycle dealers. New and interesting, Custom Chrome just created an e-Store (online store) where an individual can not only navigate the full catalog in the comfort of his home (or office, if not caught), but also place his order for delivery to the e-dealer of his choice. The idea is to make life of the consumer easier and to drive new clients to motorcycle shops signing to belong to the Custom Chrome e-Store dealers network. Evidently, all motorcycle dealers have an interest in signing up to be an e-Dealer, and all consumers have an interest in having more time to browse the full catalog and having an e-dealer next to them. During the V-Twin Expo, dealers are invited by Custom Chrome to two ” e-Store Essentials Seminars” where the company will explain in details its new distribution program. Saturday 7th and Sunday 8th from 10 am to 11 am, room 210 of the Cincinnati Duke Energy Center.

23 Responses to “Custom Chrome® Changing The Way Motorcycle Parts Distribution Is Done.”

  1. 1 Dusgruntled Dealer Feb 5th, 2009 at 8:37 am

    What this story doesn’t tell you is how much it will cost the brick and mortar dealer, that is already a Custom Chrome dealer, to become an “e-dealer.” Custom Chrome wants it’s already faithful dealers to pay them to sell their products, that they don’t have in stock anyway? I don’t think so. Just another sign of a struggling business grasping at straws.

  2. 2 Joe Metzer Feb 5th, 2009 at 8:51 am

    Hey, what are you talking about Mr. Disgruntled Dealer? I checked on CCI website. He doesn’t cost anything to become a Custom Chrome edealer. You just sign up to be in their database for your clients to find you and select your shop. You are disgruntled. OK. But be honest and write under your name so that we know who you are and find out why you are disgruntled. .

  3. 3 Mike Cap Feb 5th, 2009 at 9:37 am

    This message is two fold:

    As one of the first participating dealers in the e-dealer program I would like to personally invite you to check out what Custom Chrome and C&S Cycle have to offer. Starting in 09, Custom Chrome is expanding their product line. In addition to this, to reflect the changes in our economy, retail prices have been lowered. (YES, I SAID LOWERED.) There is a large inventory of parts at reduced prices that are available to include same day shipping. C&S Cycle employs certified tech and parts professionals to support our customers in the event they have tech questions. Just give us a call 636-464-3535. Check it out at Thanks, I look forward to serving you.

    There are many internet solutions available to sell products online. All of which have initial start up and annual fees. There is quite a bit of expense and work involved at both the developers end as well as each individual dealer that decides to sell products online. Consider these internet solutions a tool in your business and that you are purchasing this tool and the service. I don’t imagine that you got your other tools for free and then in turn perform service on motorcycle Pro-bono.

  4. 4 Mike Cap Feb 5th, 2009 at 10:13 am

    This reply is two fold:


    If I understand you correctly, you are not happy with the fact that you would have to pay to become a e-dealer.
    Aside from the initial cost, there are other expenses involved at the dealer end, all of which come at a cost.
    There are other e-commerce solutions available in the V-Twin Industry. All of these resources are available, providing you pay initial start up cost and a annual fee. They are simply a tool for your business and you are purchasing the tool and the service. I don’t imagine you provide free service to your customers or have gotten your tools for free.


    I would like to take this opportunity to invite you to see what Custom Chrome and C&S Cycle have to offer. Starting in 2009, Custom Chrome has expanded their product lines. In addition, considering the present economic environment, price have been lowered (YES I SAID LOWERED). C&S Cycle employs certified technicians and parts professionals to provide outstanding customer support for their customers. We are proud to be a Custom Chrome e-dealer and invite your to check us out. Thanks, look forward hearing from you.

    Mike Cap
    C&S Cycle, Inc.
    5636 U.S. Hwy 61-67
    Imperial, MO 63052
    Phone 636-464-3535
    Fax 636-464-3542

  5. 5 Road12 Feb 5th, 2009 at 10:25 am

    well, well, well… very interesting to see all those guys looking at the E-Commerce to stay alive when all of them were all bitching at .com companies 2 years ago for doing business online and “stealing customers” from regular dealers.
    For some reasons, now it’s the best thing to do. Now, the question is: who is stocking what and how long will it take to get the parts. if CCI has it in stock and my “preferred dealer” doesn’t, will CCI drop-ship to me because it will be quicker? They might as well start selling to the public directly. I am sure the dealers will appreciate that all business has to go through them first via their website and then go to them. Nice way to build their own list of retail customers.

  6. 6 Mike Cap Feb 5th, 2009 at 10:32 am

    All active dealer are in the data base. A customer can get your contact information at the site and contact you if he wants. To become a e-dealer with the capabilities to sell on line you have to subscribe to the service.

  7. 7 Mike Cap Feb 5th, 2009 at 10:46 am

    We believe the e-dealer program is a good thing for our customer as well as our business.We would like to take this opportunity to invite you to see what Custom Chrome and C&S Cycle have to offer. Starting in 2009, Custom Chrome has expanded their product lines. In addition, considering the present economic environment, price have been lowered (YES I SAID LOWERED). C&S Cycle employs certified technicians and parts professionals to provide outstanding customer support for their customers. We are proud to be a Custom Chrome e-dealer and invite your to check us out Thanks, look forward hearing from you.

  8. 8 Fausto Simoes Feb 5th, 2009 at 10:46 am

    If your custom motorcycle has around 80% of chinese made parts then is it considered a rice-burner as well? Or is that a serving that consists of a small steak with a lot of rice?

  9. 9 rideout Feb 5th, 2009 at 11:47 am

    The edealer program is smart. although If CC continues its old ways it will not matter. Will they stock the things they sell?, will they have decent customer service? will they try to be innovative? If not then all they did is stick a shopping cart on their site and failuse is assured.

  10. 10 Jay Feb 5th, 2009 at 12:24 pm

    It is about time a major player in parts distribution has moved into internet sales. It is 2009, every other industry has had some form of parts sales online for over ten years now. This makes it easy for a guy who needs parts to order them and they are shipped to his home.

    In this current economic downturn getting product to the end customer has got to be as efficient and cost effective as it possibly can — it doesn’t matter what industry we are talking here. Going to a shop, ordering through the shop, having the delivery to the shop, and then having to go pickup up the parts when they come in is all COST to the final customer.

    If it saves folks a couple bucks I am not mad at CC. Just mad it took this long to get here.

  11. 11 Bobfather Feb 5th, 2009 at 12:57 pm

    Couple of issues I have with this idea. First, disgruntled is right, this does cost the dealer to be a part of. Joe Metzer needs to do more homework, it isn’t as simple as just signing up and you’re a dealer for CCI. I didn’t sign up for this program and I’ve been a dealer for them for almost 20 years now. Their service to their dealers has gone down the crapper if you ask me. I get a ton better service and a lot better pricing from others like Biker’s Choice. CCI does not stick to their agreements they make with their dealers.
    Second issue is the dealer is stuck charging what CCI thinks retail should be for pricing. That’s great if your shop is in Knee Jerk Nowhere but for some of us that have shops in very expensive areas this pricing structure doesn’t make sense. They have lost a lot of our business over the past few years through massive backorders and poor service. Their minimums don’t make sense when they don’t keep any parts in stock anyway.

  12. 12 rebel Feb 5th, 2009 at 4:32 pm

    Amen Bobfather

  13. 13 Bobfather Feb 5th, 2009 at 5:00 pm

    Just an addendum to my last post. The cost to be an e-store is about $1,200 a year or $297 quarterly. No guarantee you’ll ever make a sale through their e-store or ever break even on that cost so to me I’ll pass. Anyone that wants to buy parts I’m more than happy to sell them to them, I can be reached through our web site and we sell parts from just about everyone. I don’t need to be a CCI e-store to do it though.

  14. 14 Dave B. Feb 6th, 2009 at 8:03 am

    I am undecided here, it seems late in the game for CCI at this point… so much frustration in the last few years of CCI never being able to complete an order has had me sourcing parts elsewhere for a long time, but occasionally I do place an order. Options for the .com customer have been open for years making the situation more difficult for CCI… J&P, Dennis Kirk, etc., have a strong hold on the retail side, and almost always have what their customer wants on hand.
    I also can’t help but think that CCI is testing the water and if this idea flops, they will simply move to direct customer sales to survive. Like “bobfather” I can’t yet justify paying to be part of a program that is unproven, when I can get what I need somewhere else.
    CCI, you have a great catalog and have for years, but if you aren’t going to stock the parts in it, no one can buy anything, so stock some parts and your dealers might sign up.

  15. 15 rodent Feb 6th, 2009 at 8:58 am

    Another example of oriental engineering…buy from an American company

  16. 16 Vic Feb 8th, 2009 at 7:46 pm

    the world’s changing and the e-stores out there flipping stuff over for beer money have already killed a lot of good brick & mortar stores. Pretty soon Drag, Custom, Biker’s etc will find out they really aren’t needed anymore. All the mfrs will simply market via their own web sites and say to hell with everyone else.

  17. 17 flick Feb 9th, 2009 at 12:17 pm

    mmmm time to cut out the middle man
    basiclly if they havent got it in stock
    then there is a manufacturer that has
    go direct
    buy buy

  18. 18 flick Feb 9th, 2009 at 12:23 pm

    good chance ive got the links to the main man
    i also dropship and been for a few years
    importing from quiet a few countries
    including usa canada china india
    makes my life easier and have more time on my hands
    to do the things i want to do
    i build chop and trike frames
    that went quiet
    so i looked into e-commerce
    i cant fault it

  19. 19 flick Feb 9th, 2009 at 12:26 pm

    the idea is to form an cyndicate
    rent a warehouse
    import and distribute
    and do the same as them

  20. 20 flick Feb 9th, 2009 at 12:33 pm

    yesterday i came accross a manufacter
    of massy furguson vavles in china mmm
    all american ah!!

  21. 21 squiggy Feb 11th, 2009 at 10:42 am

    Hey we have 3 brick and mortars, but started a web business 11 years ago, the trouble with brick and mortar is people are not coming in to the stores, but they are ordering on the web. the custom chrome e program costs about $100 a month, but does not allow overseas shipping, still a quick and easy way to start a web presence. The other option is Bike Shop full throttle, for $99 a month you get over 50,000 products from Drag, CCI, mid-usa, midwest, v-twin, kustomwerks, mcadvantages, and Bike Shop adds dealer direct parts all the time(as dealers sign on), if you are a manufacture it allows you to add you products on a level playing field with the supplirs for $8 an item, discounts for large amounts of items added, studies show over 70% of people have made an online purchase in their life, with 50% making more then one purchase, shopping on the web is easy, you can do it on your lunch hour, and saves you time of driving back and forth to order part, then pick up part from the brick and mortar stores, plus I can handle as many orders that come in with out hiring more people, yeah you have to pay for a web site and a domain name, and then either a e-commerce program, or build your own web store, but hey I do way better online then I ever did in my store, it is the 21st century and times have changed. With over 2500 visits a day to my web store, I won’t complain, I am lucky to get 5 people in the door of my stand alone shops, and half of them are there to waste time and B.S. with us about nothing. Most customers like to browse and pick their own parts out anyways. Suppliers get with the times it is about putting money in your pockets and selling products no matter what means you use to sell them. I for one think web sales have saved us from going out of business.

  22. 22 squiggy Feb 11th, 2009 at 10:47 am

    they also have bikers choice in their parts stable, sorry i forgot that guys

  23. 23 squiggy Feb 11th, 2009 at 12:46 pm

    I am sorry I don’t own Bike shop full throttle in any way, my intent was to inform people there was another e -store option for dealers to use as well as custom chromes, my intent was not to advertise my site nor anyone elses, it was only to inform people how to start their own business on line, fast simple and easy, I thought I was helpiing out, again sorry for the voilation of your blogs policies. A true Dumbassbiker

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