Book(s) Review: MY LIFE IN BIKES ... Dave Richardson

[SLDMRossi]

~Book(s) Review~
MY LIFE IN BIKES … Dave Richardson

by
Steven Rossi

   
   It was as if I were taking a trip down memory lane, from my misspent, motorcycle youth. The subtitle alone from the first of Dave Richardson’s two volumes says it all…”A 50-YEAR LOVE OF DUCATI, MOTO GUZZI AND OTHER MOTORCYCLES.” Because coincidentally, we’re the same age and pursued the same Italian-made marques.
   For those who may not know, Richardson ran Moto International in Seattle, WA. In addition to becoming America’s leading Moto Guzzi dealer, Dave also built a thriving mail order business out of the Pacific Northwest outlet. At one time or another, he also engaged Aprilia, Cagiva, MuZ, Ural and more.
   Already well known for his landmark technical self-help book (Bible), GUZZIOLOGY, MY LIFE IN BIKES is a compendium of both personal and professional experiences while running a boutique motorcycle dealership. Or perhaps better said, the trials and tribulations. THE REST OF THE STORIES is a sequel (Volume 2) comprised of more miscellaneous stories which relate to the first volume, but didn’t make it in.
   Like a lot of us, as a child, Richardson lived and breathed motorcycles. Growing up in what was then a developing suburban Seattle, dirt bikes were the first ride of choice…particularly, with another couple of kids in the neighborhood who thought likewise. Such passion turned into a continual presence in and around local motorcycle shops…so much so, that as a fly on the wall, long-term friendships were forged with dealer principals and employees that carried through to Dave’s later career.
   No surprise…Richardson ventured deeper into the pool when he began dabbling in road racing. The V-twin, Bevel Ducati Desmo proved to be Dave’s weapon, and before long, the obvious became apparent. Motorsports and money go hand in hand, so Richardson began “Working My Hobby”…as one of the early chapters is entitled. Stints at various shops followed, and Dave hung up his on-track helmet in 1978…because crashes come along with the sport, as well.
   Dave’s ambition, however, was to become a teacher and write a history book. Such aspiration would prove prophetic, but once the motorcycle bug bit, there was no turning back. So he was back in saddle and bounced around a bit in what was then a somewhat volatile Seattle dealership community. Along the way, he also worked in the heat treating industry, which would also go on to serve him well when it would come to the analysis of Moto Guzzi material failures.
   While finding his way, Richardson’s first formal exposure to Moto Guzzi was back in the De Tomaso ownership (Caton Avenue, Baltimore headquarters) days, when (where) Maserati served as the U.S. importer. Dave watched the company’s unique transition from the Ambassador and Eldorado mindset to “new” 850-T thinking. Which included a good bit of dealer upheaval, during the mid-1970s.
   Richardson eventually hung out his own shingle in 1992. Moto International was formed by the pooling of resources through a group of partners/investors. Dave borrowed $10,000 in support of the firm’s original $65,000 capitalization.
   From there, the Moto International story unfolds through a year-by-year synopsis (thus, chapters) within MY LIFE IN BIKES (Volume 1). From 1994 to 2018…across a total of 301 pages.
   Truth be told, my first thought (concern) was that this book was going to read like the telephone book-sized GUZZIOLOGY. And in certain cases it does. Is the loss Richardson’s cat and transition to an adopted dog, or the construction detail of the Guard Shack in Moto International’s neighboring Home Depot parking lot really pertinent? Call it a nitpick, perhaps, because after I cracked open the cover of Volume 1, I consumed 215 pages the first night!
   Throughout both books, there are loads of incredible nuggets of previously unknown Guzzi and Piaggio lore. Primarily, from the Aprilia and then Piaggio ownership period, which continues to this day. Did you know that the Breva 750 was the first Guzzi with an O2 Sensor, catalytic convertors, an electronic instrument cluster with no speedo cable and thus…”our lowest-priced model was in many ways our most advanced.” And that it was almost called…”Stradalina?!” So much so that “I’ve seen tank details in the Breva parts catalog that say Stradalina, so this name obviously came close to being the choice.” And that the Aprilia Mana was originally intended to be the Gilera 850 (another Piaggio-owned brand).
   From U.S. EPA officials knocking at the front door for possible non-compliance to creditors in search of reconciliation from deadbeat partners, there are enough twists and turns along the way answer to the question…”It’s a motorcycle shop. How hard can it be?” Sometimes, incredibly excruciating…that’s how!
   But Richardson not only took it all in stride, but became Moto Guzzi’s leading U.S. dealer advocate. So much so, that he proactively began preparing annual reports that went back to Italy (with copies to the U.S. HQ) with suggestions for operational improvement, product enhancement and accessory support. It was never intended as a “vendetta,” in his words, but you can probably understand that Italian powers might be put off by a 38-page onslaught in English.
   Dave complains that he was routinely ignored by the factory, but year after year after year?  “I received no reply” is a common theme throughout the book. It might not have been the most ingratiating communication technique, but he was America’s biggest Moto Guzzi retailer…so let’s assume he earned the right.
   To achieve such status, he became Guzzi’s “garbage man” in America, as he put it. When Aprilia, and then Piaggio, began righting the ship, they became a bit “inventive” when it came to eliminating excess and compromised inventory. Richardson became the leading purveyor of such distressed merchandise, primarily because he also became the most ambitious throughout the auction process.
   In follow-up to his mail order expertise, a Fly In/Ride Home…or ship…promotion was initiated. With Inventory/Cost flyer insertions in places like MGNOC NEWS. Anywhere in the U.S. or Canada, buyers could end up with a new Guzzi delivered right to their door…for less than they could get it at the local shop! Those dealers certainly weren’t happy, but all’s fair in love and war. And, it got corporate headquarters off the hook.
   Softbound, the big, 301-page Volume 1 twin (A 50-YEAR LOVE OF DUCATI, MOTO GUZZI AND OTHER MOTORCYCLES) is 7 ½” x 9 ½”. The smaller, Volume 2 twin (THE REST OF THE STORIES), of the same physical dimensions, is 200 pages and includes snippets that are instead arranged by topic. Aprilia Days, Piaggio Days, Shop Talk, etc. Available from online retailers like Amazon, the prices are $18.95 and $14.95, respectively, and may also be had on kindle at reduced cost.
   The MY LIFE IN BIKES is truly a behind the scenes look at Moto Guzzi goings-on that are unavailable from any other source. Which makes both of Dave Richardson’s twins critical contributions to recorded Moto Guzzi history, Like GUZZIOLOGY, Richardson’s passion for teaching comes through, which he so graciously shares through his unique “recollections, opinions, assumptions and beliefs.” There’s no one else on Earth who could ever do likewise.
   I highly recommend that you buy both of these books, because I’ve never…as described up above…read 215 pages of anything in my first sitting. I just couldn’t put it down! As I relived my misspent Moto Guzzi youth…
   By the way, Richardson is now retired and living in Mandello. He volunteers as a tour Guide for the Moto Guzzi Museum and factory.
 

   
    
   
   
   

   

[Zoom Zoom]

 

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[oldbike54]

ZZ

 This right here 

 Dusty

[moto]

Great review. I finished Volume 1 last week, and enjoyed it throughout. Aside from the inside look at the motorcycle business, I also valued Dave's frank and often humorous reflections on his own missteps along the way. By the final chapter I found the whole arc of his life story impressive and even moving.

Moto

[Testarossa]

I enjoyed the book, too. I don't believe Dave is living in Mandello. In the book he says it's his dream to live there but only a dream.

[wirespokes]

Guess I'll have to buy this one - doubt the library has it. 

[Roebling3]

Thank you for the book report, Steve. I've sign on for both.
Seems excellent timing for a new book by an unmistakable author on subjects near and dear.  Good fortune,  B~

[Motormike]

I'm about 75% through the book.  It won't make you run out and start a motorcycle dealership (at least not a Moto-Guzzi one  ) that's for sure.  I wondered about his constant reports to Mandello.  Did he just always assume the person in charge could read English?  Were they translated into Italian? His reports were pretty long, if they person on the receiving end could read little or no English, it wouldn't surprise me they all ended up in the circular file.

[grebmrof]

I read both books.  Needed an index.  A bit tedious reading at times, 301 pages for Vol 1, 201 pages for Vol 2...  What a way to make a living... I lent them to a friend with some comments...  don't care if I ever get them back... 

[SLDMRossi]

Yeah...an Index would have been a good idea!

SR

[TN Mark]

I’ll certainly order the set simply because of the author and the subject. If Dave is living in Mandello and if he volunteers at the factory  they’re sadly, still not listening to him.

[SmithSwede]

Thanks for the tip.   Just ordered both of them

[lucky phil]

Thanks for the tip.   Just ordered both of them

Me too

Ciao

[Tkelly]

Dave wrote a great column in the Mgnoc newsletter c
Generously sharing his knowledge and experience.My son and I visited his s dealership in 2010 expecting a huge showroom and a big shot CE O.Much to my surprise the place was so small that he had to move the bikes outside to make room for the customers.He was a genuine nice guy and let us change oil in front of the shop.Definitely buying the books.

[steven c]

 I knew you would like it.

[Motormike]

Well, I just finished Dave's first book.  I must admit, towards the end, it was becoming a bit of a yawn. Far too much, "we sold 5 V7's, 2 RSV's one Nord, and 4 leftover Grisos, etc.  A downer, really, with Moto International closing its doors just one year after Dave retired.  He certainly went the extra mile for his customers.  The book ends in 2020, and no mention of him living in Italy.  I hope he's enjoying life in the slow lane. 

[toolittletime]

Thank you Steve for the excellent write up.
 I had the pleasure of visiting with Dave for an hour or so, back in 2014. As others have stated he was a genuinely nice guy, and in my opinion that is why the dealership flourished while he was at the helm.

Tim