If it weren’t for the precision parts that came from Joker Machine, Bandit would still be in the leaning Bikernet garage trying to make forward controls from old rods and wrist pins for the Blue Flame. Bandit ran into Geoff, Joker’s general manager, at the Indianapolis dealer expo, where Geoff reminded the old guy of his past offers to collaborate on a project bike. Bandit had been intrigued with Joker since it started. He could spot quality and design capability and, of course, good-looking girls. Bandit reveled in the Joker Machine logo with its Mardi Gras colors. The company obviously was cutting edge, and ranked with the very best in its league of components. Through the years, Bandit was devoted to helping a number of companies that already built billet components. His hands were tied. Yet he continued to be impressed with the Joker level of quality and style. Finally, the old guy had the pleasure of working with the ailing Geoff, the boss, Diane, and her brother, Richard, the masterful designer. Joker began as a machine shop cranking out military spec components for the aerospace industry. Diane’s father bought the business with his partner in 1971. Diane, also came on board the same year. Her brother followed in 1987. They continued to fill government aerospace contracts and build hot rod automotive parts and irrigation components. Behind the machine shop, her father and others built bikes. These riders, who were working hard to make a living in their smog-filled Azusa, Calif., machine shop, had no idea that some day they would be able to aim their talents and expertise at the industry they loved most — Harleys.
They started manufacturing parts for the marketing arm of Pro One in 1991. They continued until 1995, when they established Joker Machine to market their own parts. At the time, they were building a new custom project and Diane came up with the Joker notion for the tank art. Richard took her concept and created the Joker artwork, which was never intended for a business logo. The cutting-edge notion kicked off the risk-taking, bad-boy image we see with numerous companies in the industry today, including Jesse James’ West Coast Choppers. It was all in fun, yet it brought the risk-taking nature of bike riding to life. You couldn’t miss it. The company took on a new aura with the Joker line, although government contracts continued to provide a stable income. “Aircraft contracts are a miserable way to make a living,” Diane said. “The red tape is stifling.” They enjoy the creativity, style and constant movement of the custom motorcycle industry. “All the kids in our family are creative. Plus, Richard understands the entire process of creating and manufacturing components. We just had to pick up the marketing end. Richard enjoys continually upgrading our line with new technology and developments that keep the line on the cutting edge of the industry,” she said. They started with lighting products, then expanded to hand controls and forward controls. They work with one major distributor, have a growing dealer network and continue supplying the retail market. In the future, Joker plans to roll into accessories for the twin cam motors. “Our parts are top of the line and expensive,” Diane said. “But we stand behind each and every component.” Joker’s shop is a pristine, 8,000-square-foot facility on a large lot. The major players at Joker still ride, including Diane with a Road King, Richard is building another custom Softail with the Joker touch and Geoff who rides street and drags. “Three years ago, we got involved with racing,” said Diane, her eyes sparkling as she talks about the drags. “Geoff used to race dirt bikes, but then he started practicing on a Buell at the drags. That’s when we started to sponsor Ron Fringer, who raced top fuel. Joker Machine is also the HDRA pro-stock series sponsors, with Geoff racing in the H-D modified class. We’d like to see more prize money for these guys, but we find the drags to be an outstanding outlet for marketing our products. The enthusiasts are very dedicated.”
Geoff has qualified fourth in his class in the AHDRA. Although the family owned business is built around precision and exact detail, the crew is jovial and easy going. I suppose it comes with knowing what you’re doing and being confident in your product.
–Wrench |
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