Deus Ex Machina makes high-end motorcycles and loses money on each one – LA Times
Deus Ex Machina makes high-end motorcycles and loses money on each one
In a narrow workshop off a Venice alley, Michael Woolaway uses a wooden mallet to shape an aluminum bracket for a motorcycle.
The metal part is one of dozens the craftsman known as Woolie will spend an estimated 400 to 500 hours hand-shaping for the custom-built bike. This one's for actor Orlando Bloom.
When it's done, the V-twin street racer will cost Bloom $60,000. It will lose money for Woolie's employer, the lifestyle brand Deus Ex Machina.
That's what happened with custom bikes Woolie built for actor Ryan Reynolds and singers Billy Joel, Bruce Springsteen and Jason Mraz.
“That's why we make clothing,” said Deus founder and owner Dare Jennings. “Otherwise, we'd go broke.”
Deus isn't the only company selling expensive motorcycles.
Caption Deus Ex Machina motorcycles
Rick Loomis / Los Angeles Times
Michael Woolaway has given lifestyle brand Deus Ex Machina the reputation for building the nation's finest custom-made motorcycles.
Caption Deus Ex Machina motorcycles
Lawrence K. Ho / Los Angeles Times
Deus Ex Machina may be the only company making high-end custom motorcycles and losing money on them. Above, a BMW R100S built by Deus parked at the lifestyle brand's Venice store in May.
Caption Deus Ex Machina motorcycles
Rick Loomis / Los Angeles Times
Inside the Venice shop of Michael Woolaway, who works as motorcycle design director for Deus Ex Machina.
Caption Deus Ex Machina motorcycles
Lawrence K. Ho / Los Angeles Times
A Deus Boodaak is on display in Deus Ex Machina's Venice shop in May.
Caption Deus Ex Machina motorcycles
Lawrence K. Ho / Los Angeles Times
A vintage 1958 BMW R69 on display at Deus Ex Machina's Venice shop in May.
A high-end Harley-Davidson