Great ad for an only so-so motorcycle

What can you say about a little old motorcycle?

 About the most thorough Craigslist ad for a vintage motorcycle I have ever seen, sadly, is not for a Royal Enfield. Although the motorcycle kind of looks like one. 

Zap Leather and Cycle in Paynesville, Minn., has done a complete restoration of a 1953 Indian Brave motorcycle, rendering it better than it would originally have been. At that time U.S. Indian motorcycles were made in England, but by Brockhouse, not by Royal Enfield. 

Royal Enfield began rebadging some of its models as Indians in 1955, to give Indian dealers something to sell. But that is a different story. 

This particular 1953 Indian Brave is advertised for sale with a sterling example of how to write a Craigslist ad. The seller leaves out nothing you'd ever need to know. Here's what I like about the ad. 

The ad opens with the basic information. Matching numbers (it gives the actual numbers and shows photos). "Clean title in my name," is noted, and the asking price is named. Mileage, of course, is not given, as the speedometer is a replacement.

Ad show photos of the actual engine and frame numbers.

Next comes:

A complete list of engine work performed.

A complete list of gearbox and clutch work performed.

A complete list of charging system and electrical system work performed.

A list of work done on the carburetor.

A complete list of work done on frame and chassis.

A list of work done on wheels and tires. (Tires are claimed to have the same tread pattern as the originals.)

Plus lists of work done to the Final Drive, Front End and Front Suspension, Gas Tank, Instruments, and Lighting.

Then we get a description of the Engine Break-In procedure followed and what gasoline is required.

Then comes a Full Disclosure: the bike has been on display in the shop and has picked up some minor scuffing and a scratch on the rear fender.

"I didn't post a photo (of the scratch) because the detail didn't show up well. Any prospective buyers may request photos and I'll email several close-ups," the seller advises.

Then comes a Synopsis explaining the restoration philosophy (modern upgrades, original appearance), and the source of OEM parts used. It also tells where to see a YouTube video of the motorcycle.

So, a very complete, informative and honest seeming advertisement. But what is really impressive is what follows all the good stuff above.

Not a beauty, not a hero, not a racer, but Indian Brave is still interesting.

First, there is a justification for paying an admittedly high asking price for an originally plain Jane economy motorcycle that never won a war or, probably, even a race.

"Manufactured by Brockhouse in England, who became partners in the USA Indian Motocycle Company in 1949. No Expense Spared, Fully Restored. Engine Upgraded, Much Improved Vintage Classic.

"This bike shifts on the LEFT SIDE and the rear brake lever is on the RIGHT SIDE. The engine is a 248cc flathead (side valve), with three-speed transmission. Complete Frame-off Restoration by Zap Cycle, Paynesville Minnesota using modern upgrades.

"Looks very original, very vintage, but the engine upgrades will greatly lessen the oil leaks that were common with the Indian Brave."

But you haven't seen anything yet, because the ad CONTINUES, with a detailed history of the Indian Motocycle Company during the Brockhouse Brave era, then a detailed account of why OEM parts are still available for this 72-year-old motorcycle, and a mechanical description of the motorcycle.

Unit construction, but motor is a flathead with kickstart on the left side.

Finally, there is an excerpt of period magazine review of the Brave, which is very critical.

"The kickstarter proved awkward to use, being on the left, and the test machine jumped out of second gear whenever the revs were increased. Furthermore, top gear was not easy to select. There was a vibration period from the engine at 54 mph, but the machine would cruise comfortably at 50 mph. The lighting switch caused frequent panics though, by making intermittent contact, whilst the thief-proof steering lock was easily picked with a bent wire! Braking performance was average, until the rivets securing the rear brake torque arm sheared after 600 miles. On a bumpy road, insufficient clearance caused the exhaust system to shed its silencer! As for oil leaks, these occurred from the timing chest and the tappet cover."

And all this was when the thing was brand new! Why include a negative review in an ad?

"I found the road test very interesting," the seller writes. "The bike is a fascinating example of the motorcycles available 70 years ago."

He's right. You take the bad with the good in purchasing a vintage motorcycle, and the bad often makes the best telling.

Altogether, this advertisement deserves an award for mining the fascinating elements behind a seemingly inconsequential motorcycle.

At the time of the ad the motorcycle could be seen at Zap Leather and Cycle/Zap Cycle, 920 W. Main St., Paynesville Minn. Phone is 1-800-294-4208..