Back to the Future: A Road Less Traveled

Distraction isnt always a good thing in business, but its an integral marketing element at Tilting Motor Works. The Snohomish companys three-wheeled motorcycle conversions provide an eye-catching distraction whenever company founder Bob Mighell takes one on a long road trip or to motorcycle rallies.

Tilting Motor Works makes kits that add a second front wheel to heavy touring motorcycles like Harley-Davidson Road Kings and Electra Glides. Unlike conversions with the third wheel in the rear, the front wheels in this case tilt so riders can lean into curves as they would on conventional two-wheelers.

First featured as a Bright Idea story in the September 2011 issue of Seattle Business, Tilting Motor Works has progressed deliberately. Motorized trikes arent an original concept, nor is the idea of placing the two wheels up front unique. But building a three-wheeler with tilting wheels is new.

Mighell has been tinkering with the concept for more than a decade. (He also runs World Medical Equipment, a Marysville company that refurbishes operating room equipment such as surgical tables, lights and sterilizers.) But 2014 was definitely a year of notable advancement: Tilting Motor Works sold its first conversion kits commercially, opened a private-placement fundraising campaign and set up its own machine shop in a Snohomish business park.

Making the transition to commercial-stage sales meant locking down a final design for the first round of production, setting price points ($9,995 for a standard conversion kit, not including installation), making tools needed to manufacture the conversion parts, deciding which motorcycle models to make the kits for, arranging financing and setting up distributor and installer networks. And thats an abbreviated list.

Its like running around with your hair on fire trying to cover all the bases, says Bill Messing, a veteran of companies like Microsoft and Classmates. He joined Tilting Motor Works to handle sales and marketing.

Last year, the company sold 12 kits. Its goal for 2015 is to open up a nationwide dealer network and move 88 kits. Messing says some additional tooling will be needed for the next production run, which takes time but will make production more efficient when its completed. So far, Tilting Motor Works produces kits for five models of Harley-Davidson, which dominates the touring motorcycle sector, as well as the Honda Gold Wing. Other models, Messing promises, will be added.

Consumer acceptance has so far come from unexpected sources. The early adopters are not who we thought they would be, Messing notes. A trike is traditionally for those who can no longer ride a motorcycle or have never ridden a motorcycle. But some of the early buyers of the kit are those who want speed in cornering or actually want to race. And, yes, a Tilting Motor Works trike will move fast. In 2012, Mighell set a three-wheeler speed record on the Bonneville Salt Flats of 132 miles per hour.

We dont expect that [situation] to continue to be true, Messing adds. The mass market is going to be among those who otherwise have to give up their motorcycle.

Messing adds, The customers are validating the price point. Its a big-ticket item. … But they are buying.

In fact, Messing says customers have come from as far away as Ohio to have their motorcycles converted. Word is getting out, he says.