Custom 1936 WL. Extending Harley-Davidson Bloodline.

Motorcycle advertising campaigns with a great consistent theme have produced great sales to consumers. Having a deep education and professional background in marketing and advertising to which was mixed my love for motorcycles, with a few others in the current custom industry  I am over appreciative of what Harley-Davidson has accomplished in terms of popularity, culture and respect all over the world.

And when Customs Builders volunteer their know how to enrich and extend this H-D branding without betraying it, it makes me happy…To be simple, where marketing is to sell a motorcycle, pushusing it to consumers, branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

What a better example than the desirable characteristics bred or rebred into the Harley WL. Like others, I am convinced that this H-D model owns an indestructible/forever immortal bloodline.

I don’t mind that some will not find this WL period-correct, or too Bobber or too Bling or whatever of your choice. Branding is the expression of the essential truth of an organization like Harley-Davidson .

The WL characteristics, values, and attributes continue to activates new buyers of new models, advocates, even evangelists, out of all those who buy and customize…

Flash back to 1931. All of Harley-Davidson’s remaining American competition is now gone except Indian (Hendee Manufacturing) and Harley-Davidson, the only two American motorcycle manufacturers until 1953. At that time, the scene was mainly a game of choosing between Miles or Speed. Joe Petrali begins a five-year consecutive streak of winning the AMA Grand National Championship. Petrali also wins the National Hill-Climb Championships for 1932 to 1935. Joe Petrali and his Harley-Davidson peashooter win all thirteen of the American Motorcycle Association National Championship dirt track races. In 1936, Harley-Davidson introduces the EL, an overhead valve, 61 cubic inch powered bike. With increased horsepower and bold styling changes, the motorcycle quickly earns the nickname of “Knucklehead,” due to the shape of its rocker boxes.

This custom 1936 WL intends to perpetuate the Harley bloodline and was born from the meeting of Michael Lorum in its Poland barn with Miro from EastSide Customs in Germany. At Miro‘s workshop, Michael recognized a wreck sitting in a corner but it looked like there was nothing left to restore, although a few pieces could be recognized and dated from a 1936 WL paperwork. Worth doing something? Yes, they decided although they are still looking at how the WL fragments landed there…

Of course, dedication and persistence are the names of the game and just as an illustration. this custom WL is in big bart a very patient process of straightening, of smoothing out, of “true” gold plating and hardwiring with all the risks involved in working with such a soft, malleable, and ductile metal… Add to this very preciously curved wood parts, an another material very little used on motorcycles and requiring to be a great artist. Admire handgrips, floorboards, kicker pedal, shifting, etc. Under the right light at night, it looks like a very light elegant Duesenberg, You know the type of vehicles creating a non-breakable brand bloodline for generations to come .(photos @ Gerd Scheidel at Studio 1, text with help Horst Röesler written by Cyril Huze, model Jaqueline)
Name. Harley-Davidson Flathead WL Owner. Michael Lorum Location. Switzerland Assembly. Miro, East Side Custom,, Germany Year. 1936-2015/16 1 year work Value. Not for sale Frame. Stock HD single downtube, smoothened out and re-painted Motor. 1936/2016 Harley-Davidson Flathead Displacement. 745 cm3 (45 Cubic-Inch) Carburator. Dell‘Orto
Air cleaner. Eastside Custom Cycles
Completely restored motor, gold-plated, details, nuts & bolts. Completely restored motor, gold-plated details, nuts & bolts.
Transmission year 1936, Stock HD, Kickstart only, 3-speed
Primary. Eastside Custom Cycles Belt Drive. Secondary. Chain-drive

23 Responses to “Custom 1936 WL. Extending Harley-Davidson Bloodline.”

  1. 1 Jeffrey Apr 24th, 2017 at 8:10 am


  2. 2 P. Hamilton Apr 24th, 2017 at 8:10 am

    A small beauty.

  3. 3 Drake Apr 24th, 2017 at 8:12 am

    Real gold looks good but doesn’t work well on a motorcycle. But I like this custom WL.

  4. 4 HistoryFirst Apr 24th, 2017 at 8:16 am

    Drop dead gorgeous . Nuff said !

  5. 5 Mike Greenwald Apr 24th, 2017 at 9:35 am

    Elegant simplicity.

  6. 6 Jeremiah McKenna Apr 24th, 2017 at 9:36 am

    What a beautiful, elegant motorcycle, and work of art. This is a great, custom restoration. I would love to see this in person as I am sure the pictures do not do this work proper justice.

  7. 7 Mdkuder Apr 24th, 2017 at 10:40 am


  8. 8 Fritz Apr 24th, 2017 at 11:08 am

    Very tastefully done. A pleasure to behold.

  9. 9 richards Apr 24th, 2017 at 11:16 am

    Very nice workmanship. However, I can’t understand the tendency for builders to use any gold, brass bronze colored anything, on any bike, especially a 1930’s vintage motorcycle.

  10. 10 Hammer Apr 24th, 2017 at 1:35 pm

    Last production from Miro

  11. 11 KneesInTheBreeze Apr 24th, 2017 at 2:21 pm

    Incredible work of art! Would love to see this in person.

  12. 12 Francesco Apr 24th, 2017 at 3:12 pm

    Vraiment tres tres belle!!!!

  13. 13 Boots Apr 24th, 2017 at 5:55 pm


  14. 14 J. Brent Apr 24th, 2017 at 6:58 pm

    Love it. Good text, Cyril explaining marketing, advertising and creation of a bloodline.

  15. 15 Jeff gundlach Apr 24th, 2017 at 7:16 pm

    Great work!!

  16. 16 Biggles Apr 24th, 2017 at 7:39 pm

    Pure class

  17. 17 JohnnySpeed Apr 24th, 2017 at 7:41 pm

    The ridiculous obsession with branding and the whole garbage world of marketing is what turns me off most about the motorcycle industry. Mostly I try to just ignore the “marketing speak” aka lies and just form my own opinion. The lame and very fake “lifestyle” that gets shoved down our throats constantly by every single publication and event is just downright disheartening. If I have to hear one more person drone on about the “freedom” gained by sinking 30k borrowed dollars into a brand new bike. Free to pay a god awful amount of interest I It’s just sad really.

  18. 18 burnout Apr 24th, 2017 at 10:10 pm

    That bike is freaking cool!! peace

  19. 19 Dale Apr 25th, 2017 at 6:52 am

    B E A U T I F U L ! ! !

  20. 20 highrpm Apr 25th, 2017 at 7:13 am

    agree with lame marketing fall back strategy of pushing vain imaginings of a cool lifestyle to sell product. w/ the mc industry, the costumed tough guy/ rebel with his folded arms stance and lots of tattoos. utterly juvenile. a bike not selling on its own merits speaks something about the target customer culture.

    branding, otoh, I think is important. its comforting to a target audience to know the soul of the machine/ product/ company. the old scientific instrumentation H/ P comes to mind. 3M with sandpaper and adhesives — always the best. Rambler/ AMC, when they started losing their way, lost their soul and tried several different crazy stylings until they threw in the towel. Similarly Hudson. conversely, we can depend on bmw and merc’s focus. maybe Cadillac, still sticking with their edgy lines and slim look. though gm’s tendency to change on the moment to go after a new trend is more their branding
    H/D has yet to throw away their signature iconic road hog and sporty and v-twin. I hope they never do. I don’t trust their top executives not caving to wall street pressure for short term profits.

  21. 21 Bluebikerjess Apr 25th, 2017 at 8:06 am

    Classic with the right amount of attitude! Well done!

  22. 22 nicker Apr 26th, 2017 at 11:14 pm

    “popular culture”….. “lifestyle”…. “freedom”…… and the like….
    And all such clueless yammering, in a nutshell, is what has made the contemporary “biker” as much a caricature as a cheep tattoo…… 🙁


  23. 23 Emmett May 1st, 2017 at 9:04 am

    Branding and imaging aside, that is a beautiful machine to my eye.

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Cyril Huze