(NEWS RELEASE)

During the 1960s, Honda planted its brand in America with the slogan, “You meet the nicest people on a Honda.” It was an advertising campaign like no other ever seen in the motorcycle industry, and it flew in the face of the negative opinion that most Americans had about people who ride motorcycles.

Honda’s products were also unlike anything previously seen in American motorcycle dealerships. They, and other Japanese brands, brought new standards of quality and ease of operation that made many Americans take a fresh look at owning a motorcycle.

By following a new path, the Japanese brands brought in new customers, and by 1974 had driven sales to an all-time high of more than 1,500,000 units a year. They created a flood of enthusiasm for motorcycling that benefited all brands, provided they were willing to learn the lessons of product improvement and quality control. It was a phenomenon described by the Japanese word “Kaizen,” meaning “beneficial change.”

But what happened to all those nice people?

They’re still here, and many are still riding Japanese motorcycles in addition to Harleys, Ducatis, BMW, Triumphs, and on and on. The Japanese not only created a bigger market; they set higher quality standards that have kept men and women aboard motorcycles as they aged, matured, and adopted higher expectations for safety and comfort.

Join us at the Motorcyclepedia Museum to see Kaizen, the first exhibit anywhere dedicated exclusively to classic Japanese motorcycles. Kaizen opens September 7, 2012. For times, directions, and more information, go to www.motorcyclepediamuseum.org/.

Kaizen is a creation of the Antique Motorcycle Foundation. For more information, click www.antiquemotorcyclefoundation.org.