Who is James Ruesch
Scam Artist or Victim
Google the name and you will see that James Ruesch is either hailed as a fraud or scam artist duping dealers out of thousands or a man of vision who dared go up against giant motorsports manufacturers from Japan.
Ruesch motor company was started by James Ruesch in 2007. At the time all sales in motorsports were declining except the exciting new UTV market. James Ruesch made the huge investment of developing the industry’s highest performance machine being offered by any OEM. In only three years, Mr. Ruesch was able to do what many before him had tried and failed. Ruesch Motor Company was able to establish a demand for a brand that was desired above the top 5 Japanese OEM’s. The task was not easy as he was forced to learn his way around china manufacturers, customs and ways of doing business. But in the end was able to provide a product that was superior.
Unlike others that were pawning off cheap Chinese machines, Ruesch designed his own machines and with the help of Weber Motors out of Germany was also able to offer the fastest machines in the world. James Ruesch also was strict about the dealers he allowed to carry the company’s machines. If dealers did not already carry a major OEM they were not allowed to carry RUESCH.
They say that timing is everything in business and it couldn’t have been truer for Ruesch. He was able to build the highest performance machines in the industry. He had the support of German engineers, He was able to discern how to manufacture in China and was even able to win the support of competing dealers but the one thing he could not control was the economy.
Dealers of every major OEM carried his machines, the brand was a success but in the end the banks would have nothing of it. An investment of 3 years and millions later, the machines were not moving because banks were not lending. In 2009 the company knew it would be difficult to continue if the banks didn’t let up, but mid way through 2010 amongst hundreds of the country’s largest companies, Ruesch Motor Co was forced to close their doors. Not having the backing of Yamaha or Polaris, the company could not sustain operations. Yamaha sales declined 67%. They lost hundreds of dealers all over the country but due to sales in foreign markets and government contracts were able to avoid the path of Dodge, Hummer and many other motor companies.
Despite all the successes RUESCH had to shut their doors and wait for another day. The business model proved to be sound, Ruesch also proved that dealers are looking for more than what their being offered. In many ways, Japan has turned it’s back on their dealers. You don’t have to look far to see how disgusted thousands of dealers are across the United States about the way they are being treated and ignored.
On the other hand, China is coming on strong. There are all kinds of factories in China. Good ones and bad ones. The bottom line is that China manufactures for the world including Japan. They are smart and determined just like Japan was 40 years ago. The truth is that Japan has priced themselves out of many markets and China well on their way to capturing the market share. What China needs is more people like James Ruesch. Men who can see the writing on the wall and help China to develop products that are recognized as the best in the industry rather than the worst.
Ruesch failed in the end as he would not agree to give control of his company and brand to wanting manufacturers in China despite his challenges back home. Many dealers who took on the brand have been hurt with the companies closing but one of the biggest victims in the whole scenario seems to be Ruesch. Ask him and he will say that business is business and if you’re going to be a leader in business you have to accept the good with the bad. Today everyone is faced with unusual challenges but tomorrow is another day.
Many still blame Ruesch Motor Company just as thousands of dealers still blame Dodge but in the end both seem to be victims of an economy that’s beyond their control.
