Deus Ex Machina makes high-end motorcycles and loses money on each one
News from Los Angeles Times:

In a narrow workshop off a Venice alley, Michael Woolaway uses a wooden mallet to shape an aluminum bracket for a motorcycle.

The metal part is one of dozens the craftsman known as Woolie will spend an estimated 400 to 500 hours hand-shaping for the custom-built bike. This one’s for actor Orlando Bloom.

When it’s done, the V-twin street racer will cost Bloom $ 60,000. It will lose money for Woolie’s employer, the lifestyle brand Deus Ex Machina.

That’s what happened with custom bikes Woolie built for actor Ryan Reynolds and singers Billy Joel, Bruce Springsteen and Jason Mraz.

“That’s why we make clothing,” said Deus founder and owner Dare Jennings. “Otherwise, we’d go broke.”

Deus isn’t the only company selling expensive motorcycles.

A high-end Harley-Davidson — by far, the country’s bestselling brand — costs $ 40,000. Locally, Arch Motorcycles, co-owned by actor Keanu Reeves, offers a KRGT-1 for $ 78,000. A new replica of the Los Angeles-born classic Crocker goes for about $ 55,000.

But Deus may be the only company making high-end bikes and losing money on them.

The company was born in 2006 from the riches of Jennings’ piece of the reported $ 75-million sale of the Australian surf apparel company Mambo.

From humble beginnings with a single storefront in Sydney…………… continues on Los Angeles Times

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