Those of us who were riding in 1968 lived in a much different world. In those days, England was the planet’s largest producer of “real” motorcycles, a real motorcycle then being defined as something with a 350cc-or-larger engine, whereas the Japanese, at least in the U.S., were generally regarded as builders of small, inexpensive learner bikes. Overseas, the Europeans were watching the Asian imports erode their already small market, while here at home Harley-Davidson was barely solvent. And cruisers? Cruisers, at least in the form we now think of them, simply didn’t exist.
Back then, what we call a cruiser would have been considered a “custom bike,” and in those days, custom bikes, the majority of which fell into the chopper category, were something of an anomaly. They were well outside the mainstream, and considered by the majority of riders to be a heinous misuse of rolling stock, their builders deemed either fools or criminals, most often both.
At the time, the motorcycle industry as a whole wanted little if anything to do with custom bikes. The factories disowned them, the magazines wrote editorials vilifying them, and had anyone seriously proposed building one at the OEM level, he’d have been laughed right out of the business. But as the ’60s wound down, all of that was about to change.
In October of 1968, Honda released the CB750/four. Overnight, the traditional Britbike was reduced to an obsolete relic, and the Japanese firmly established as builders of technologically superior, full-size motorcycles. Next, in January 1969, after months of legal wrangling, the AMF Corporation and Harley-Davidson agreed to an 11th-hour merger. The move prevented the Motor Company from going belly up and staved off a hostile takeover by the Bangor-Punta Corporation, a firm whose ultimate goals included the dissolution of H-D. Later that winter, the movie Easy Rider was released. These events, disparate as they may seem, revolutionized motorcycling and led directly to the creation of the modern cruiser.
William G. Davidson, head of H-D’s design and styling department, was an astute student of motorcycling and a keen observer of the burgeoning custom scene. Noting the sudden increase in the breed’s popularity, Willie reckoned there might be a ready audience for a factory-produced version. Furthermore, he reasoned that such a bike, which could be based on existing models and built primarily with off-the-shelf parts, could be brought to market quickly without spending a lot of dough earmarked for other projects. If his hunch paid off, it’d give Harley some running room. If it didn’t, well, at least it would go down swinging.
What Norton, a company renowned for building high-performance, stellar-handling, if somewhat finicky bikes, was thinking when it released the Hi-Rider in the spring of 1971 no one knew, although I’d guess it was along the lines of, “The bloody Nips are kicking our arses, we’d better do something.” If building a butt-ugly bike had been a viable sales strategy, Norton would have had a winner. It wasn’t, and they didn’t.
With the demise of the Hi-Rider, it looked like the days of the factory custom were numbered, but fortunately the brighter sparks in the industry realized that the basic formula made sense, especially for the American market. In Norton’s case, it was only the execution that had been flawed.
The first Japanese custom, the Kawasaki KZ900LTD, was released in 1976. Based on the popular Z-1/KZ 900 series, the LTD featured high bars, a low seat, and a 16-inch rear wheel—attributes that would become common styling cues. Its inline-four didn’t have a lot of visceral appeal, but it did have gobs of performance, and for the time, that was enough.
The LTD didn’t exactly sell like hotcakes, and many riders still weren’t sure if they liked the idea of a factory custom, but it was no dog either, and it certainly caught the eyes of the other manufacturers, most of which began to quietly draw up plans for their own cruisers.
Some factories enjoyed a built-in advantage. For instance, Yamaha had a traditional-looking twin in the lineup, the XS650, which by 1977 had become something of a showroom liability. In an effort to liven up sales, some dealers began customizing new XS650s before displaying them. Yamaha quickly realized that the dealers were on to something and responded by creating its own version, the XS650 Heritage Special. The new model rejuvenated XS650 sales and eventually begat a whole series of “Specials.” Available in two-, three- and four-cylinder versions, the Specials sold very well throughout the late ’70s and early ’80s, and even had their own upscale spin-offs, the black-and-gold-trimmed Midnight Specials.
1979 was a watershed year for the factory custom. In short order, Suzuki released the “Low Slinger,” or L-models, based on its existing four-cylinder bikes, and Honda followed suit with the CX500 Custom, a rather odd bike built around its staid transverse 500 twins. Not to be outdone, Triumph, by then the sole surviving British manufacturer, released the T140D-Special, a tarted-up Bonneville that was little more than the standard model fitted with a two-into-one exhaust system and mag wheels. The D was followed by the TSX in 1982, a bike closer to what we now recognize as a cruiser. Unfortunately, neither version sold well enough to stave off the inevitable. H-D, the factory that started it all, had several customs in the lineup; three versions of the Super Glide, two Wide Glide Customs and the XLS Sportster Roadster.