The star personality of the company's founder and president Jesse G. James is a key asset in the marketing the West Coast Choppers image. Monster Garage producer Toom Beer describes him as, "the perfect Gen - X antihero.
He doesn't want to be worshiped ... he really believes in what he does, and he has a great sense of style."Advertising Age Editor-in-Chief Scott Donaton says James is a, "relatable bad boy with blue-collar appeal" adding that West Coast Choppers, "has made a lot out of this bad boy image, has made a lot out of this connection to the name Jesse James and this sort of Wild West romance," which will remain profitable for years to come so long as it is "authentic.James is compared with entrepreneurs like Marta nd Coco Chanel or his ability to turn an image into multiple lines of profitable fashions.
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