An egregious marketing error repeated.

In the 1980s Toyota and Nissan decided that the last bastion of the car market – Germany’s luxury brands – was ready to be conquered. Both spent immense amounts of money developing and perfecting their 5 seater sedans with new V8 engines, a first for the Japanese. And both came out with magnificent vehicles of which a BMW engineer remarked “What are they trying to do? Kill us?”. And indeed the Japanese sedans, marketed under premium names, Lexus for the Toyota maker with the LS400 and Infinity’s Q45 for Nissan’s offering, were superior to the German high end offerings in every way. Performance was equal or better, the interiors were severe just like the Germans’ but, crucially, the Japanese vehicles were reliable, which could not be said for Mercedes’s S Class or BMW’s 7 series. They were also $10-20,000 cheaper.

Yet of these two great machines the more modestly spec’d LS400 wiped the salesroom floor with Infinity, and has maintained that lead since 1989 by a large margin. The cause was the now famous ‘Fields of Wheat’ advertising campaign waged by Infinity and its disastrous US marketing advisers. To emphasize the zen perfection of their car they showed waving fields of wheat with a pretentious voiceover, but omitted to show the vehicle. The LS 400 sold by the dozen as its prosaic ads actually deigned to show the rather staid looking vehicle. The Q45 was disregarded. No one knew what it looked like.

Now let’s jump forward 30 years and we see a variation of this marketing disaster rolled out by none other than Harley Davidson, one of the savviest marketers out there. After all when you saturate the US and much of the rest of the world where roads exists with antiquated, poorly engineered and premium priced motorcycles you must be doing something right and Harley has been doing that for a very long time. But some marketing whiz at HD decided that the time was ripe to introduce an electric Hog and here it is in all its glory:

Probably worth $5,000 or so.

What brought this to my attention was a recent reality TV show named ‘Wrong Way Up’ where two famous long distance riders decided to ride their electric Harleys from the southernmost point of South America to Los Angeles. Those riders – Ewan McGregor of Star Wars fame and Charley Boorman whose dad is a famous Hollywood director – are as likable as they get. Grown men who never outlived their boyhoods, they are fun to watch and are great motorcyclists. So they decided to ride their electric bikes, supported by a large staff driving Rivian electric trucks, seemingly amazed that in cold temperatures the Hog had a range of maybe 70 miles, provided you could even find a charging point with sufficient current to ‘fill up the tank’.

Now it is true there are many unfortunate souls reading this journal who have never thrown a leg over a motorcycle saddle and regard powered two wheels as the work of the devil. Their loss. But even these poor folk know that the one thing above all which Harley sells is noise. So much so that the company tried – and failed – to patent the noise of the Harley’s exhaust a few years ago, a noise which results from the uneven firing intervals of the two cylinders in the gas bikes. This approach to ‘engineering’ also ensures the bike vibrates as if infected with St. Vitus’s Dance. Next time you pull up to one idling at a red light check it out for yourself. A silent Harley is anathema to its white trash buyers and, boy, is the electric Harley silent or what? It does not rumble. It whines. All those jokes about aficionados of other brands riding washing machines will come back to haunt Harley as they look down the barrel of the worst marketing idea since that Infinity Q45 of yore. Comical. Then check the price ….

As for the LS400, mine is a 2000, last of breed before the engines started growing. At 140,000 miles it is like new and it’s some testament to its reliability if I disclose that failure of a stop bulb a couple of years ago saw me angered. But temperate mien returned quickly when I reminded myself that repairs on the predecessor Mercedes S Class were pretty much a monthly occurrence. Switch gear, gearboxes, motor mounts, disastrous air conditioning, awful radio, you name it. All failed regularly.

Got $30,000? Buy a nice BMW classic airhead and bank the $23,000 left over.

Japan rules.

BMW airheads first saw the addition of electric starters in 1970, and still came fitted with kick starters as a back-up. These were deleted for the 1975 year but the original owner of my 1975 BMW R90/6 had one fitted at the factory before importing the machine. It’s pretty useless on a cold motor, but works OK with a warm one if the whole macho scene is your thing.

To say that the massive Bosch starter in my bike is an enthusiastic participant when it comes to getting sparks and explosions going would be an overstatement. It always struggled a bit getting over the compression hump with a cold engine and things deteriorated further in recent months, so much so that I would use the kicker to position the motor just past compression to give the ailing German starter a running start at things, so to speak. But clearly, a rebuild was indicated, reverting to a properly tuned but still weak willed Bosch original, for some $250.

Now engineers are always looking for something better though I do rather struggle with the idea of installing non-OEM parts in my classic machine. I corresponded with a riding friend explaining that there is a Japanese alternative but I felt rather uncomfortable mixing races, if you know what I mean. No problem with Japanese bikes; in fact they are the most reliable and well made machines out there. “Well”, he replied somewhat caustically, “they seem to have got on just fine in the last World War, so I wouldn’t worry about it”. OK!

Why Japanese? Well the Bosch starter in my bike is 1970’s technology – probably more like 1950’s, truth be told. And aftermarket places have been modifying a Nippondenso/Toyota starter with the right Bendix (the geared teeth which the solenoid advances into the flywheel when the starter button is depressed) along with the correct nose cone for aforesaid Bendix, which allow the whole thing to fit just so in the innards of the bike.

The Bosch unit was discontinued many years ago, replaced with a French Valeo which used to shed its magnets destroying the starter. That problem was fixed and manufacture moved to Poland, a nation not renowned for its engineering prowess, and a new one can be had for $300 with the correct 8-tooth Bendix. BMW later reduced gearing – acknowledgment of the marginal power of the Bosch – to 9 teeth but that would also dictate changing the flywheel, which is overkill for a little more turning force.

Over the years the Nippondenso variously used a Toyota truck starter, a forklift starter and a small car starter, and it’s the latter I decided to pony up $350 for after reading of some 20 years’ good experience with the Japanese part from any number of Airhead riders. Toyota trucks and cars routinely run the distance to the moon and back several times, so there’s reason to be confident here. I estimate that the Bosch starter had some 2,500 starts under its belt.

The Nippondenso is 1995 technology, this model being from a 1995-97 Toyota Corolla 1.6 liter four banger. If it can spin a four cylinder engine, I reckoned it should make mincemeat of the twin in my bike. Weight dropped significantly:

A porker at nearly 10 lbs.

Modern materials see a big drop in weight.

The lighter weight means that the alignment bracket on the Bosch starter can be dispensed with.

1995-97 1.6 liter Toyota Corollas come with these.

Installation is a breeze. After disconnecting both battery terminals the starter cover comes off in two minutes – two Allen bolts – the two starter retaining bolts are removed (wobbly extensions come in useful in the tight confines here), three electrical connections are disconnected and the new starter is installed. The Nippondenso used threaded eyelets and uses the stock 13mm metric bolts to hold it in place. Being a belt and suspenders type I also installed the washers and nuts which are used with the original.

Installed, a perfect fit.

All sorts of claims are made for the lower power draw and the superior cranking power of the Nippondenso. The only data I can find suggest that the 120 amp draw of the Bosch falls to 80 amps with the Nippondenso. In the absence of further data I can only report empirical findings. Simply stated, the compression hump hesitation is notable for its absence, and the new starter spins a cold motor faster than the former Third Lady can say “Leave the Money on the Dresser”.

Recommended.