INDIAN MOTORCYCLES For dealer, venture is a joyride

A local businessman brings a motorcycle legend back to the Mahoning Valley.
By DON SHILLING
VINDICATOR BUSINESS EDITOR
BOARDMAN -- C.J. Marino has learned that business can be fun.
He previously sold equipment for beverage processing and owned parking lots. Those were profitable and rewarding in their own way, but not quite like running a motorcycle dealership.
"It's different because customers are excited about what they are buying," said the owner of South Avenue Cycle.
Until last year, he owned Girton Oakes & amp; Burger, which sold pumps and valves to maintenance workers.
"They weren't excited by that," he said.
Passion abounds at his new business, however. Customers walk into the showroom just south of Sam's Club even when they aren't planning on buying a motorcycle.
They come to touch, to gaze or to dream. They are captivated by the resurrection of an American legend -- Indian Motorcycles.
In March, Marino opened his store as Indian's only dealer in Mahoning, Trumbull, Columbiana and Lawrence counties.
It didn't take long for motorcycle fans to find him. Some come in just to admire the classic fat-fender, low-slung look of what was once the biggest-selling American motorcycle.
"We have folks who want to put one in their living room. They say they'll never take it out," Marino said.
Indian was founded in 1901 as the country's first motorcycle company, set several speed records and was widely used by troops in World War II.
Out of business
The war effort took its toll, however. Harley-Davidson had negotiated better contracts and Indian failed to take care of its dealers back home. By 1953, Indian collapsed and Harley was on the way to becoming an American icon.
After several failed attempts to resurrect the brand, a bankruptcy court in Colorado in 1998 awarded the Indian brand name to a group of Canadian investors and California Motorcycle Co., which is now making the bikes in Gilroy, Calif.
Production began in 1999, but some purists said the bikes couldn't be considered true successors to the classic Indians because the company used engines built by a supplier.
The company responded this year with its proprietary engine for its Chief model.
Marino said Harley-Davidson has become so huge that Indian won't be able to rival it again. He's convinced, however, that there is room in the market for another quality American-made bike.
He sold Girton Oakes & amp; Burger in January 2001. He had acquired the 129-year-old supplier of processing equipment in 1993 and later moved the main office from Niles to Boardman.
Marino, 47, hadn't planned to become a motorcycle dealer when he sold Girton. In fact, he hadn't even been a motorcycle rider, although he now drives an Indian.
At the time, he just knew it was time for something different. As he began looking at Indian, he became convinced that the brand's history, the bikes' classic look and the financial stability of its new owners were a formula for success.
After proving to Indian that he met its financial requirements, he opened the dealership in a building he had retained after selling his previous company.
Visions for dealership
He said he wants to avoid the cramped nature of many motorcycle dealers and instead wants a boutique appearance. Beside the neatly arranged motorcycles and scooters in the dealership, the showroom has displays of Indian-brand apparel.
Outside, Marino has enough land that he intends to put up a grill and picnic tables as a place for bikers to gather and is considering opening a cafe with the Indian theme, which the company is testing in Toronto.
His is one of about 250 dealerships that are carrying Indian cycles, which sell for between $17,000 and $23,000.
He also carries Polaris all-terrain vehicles and Aprilia motorcycles and scooters. Aprilia is an Italian company that produces a line of bikes with a racy look that range in price from $11,000 to $17,000.
The dealership also has a parts and service department and employs six.
Marino, who has a degree in economics from Youngstown State University, said he isn't making money yet but he didn't expect to in his first year.
He said he's confident in the dealership's success because of Indian's commitment to building a quality bike while retaining its classic styling.
"I'm an underdog lover. You know what I love about Indian? The future. It's going to be terrific," he said.
shilling@vindy.com