[1] Publicizing the names of celebrity clients, including Shaquille O'Neal, Kid Rock, Keanu Reeves, Ty Law of the Denver Broncos, wrestling star Bill Goldberg, actor Tyson Beckford, and NFL running back Jamal Anderson, was a central feature of the WCC marketing strategy.

[17] In 2004, the company's merchandise, along with the No Fear brand, was banned from the Simi Valley Unified School District in California for using the German Iron Cross, in reaction to violence between black and white students.

[18] A skateboarding store employee pointed out that West Coast Choppers sells a T-shirt which combines both the cross symbol and a WWII German-style helmet, representing "things he'd rather not be associated with.

[22] James said the fines were excessive and intended to make an example of him due to his company's fame and his celebrity marriage to actress Sandra Bullock, but CARB spokesmen stated their enforcement efforts were aimed at the entire custom industry, and further that they were aware of no offer by West Coast Choppers to recall the motorcycles in question.

[25] In 2009 West Coast Choppers stopped selling motorcycle customizing parts, offering only complete bikes, or clothing and other non-bike merchandise.

The website westcoastchoppers.com redirected to www.westcoastchoppers-australasia.com, which sells merchandise with the West Coast Choppers brand and logo, operated by Rev Head Apparel under a license agreement with Jesse James.

[28] The star personality of the company's founder and president Jesse James is a key asset in the marketing of the West Coast Choppers image.

"[5] 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.

[2] James sometimes displays a little unveiled contempt for his customers, as when he explained to Popular Mechanics how they conceived their US$3,000 kit for a chopper frame by saying, "We geared this towards the do-it-yourself mother—.

[12] Koral Industries of Vernon, California is responsible for the design and manufacture of WCC clothing, as well as supplying the sales force to place the products in stores.

The objective was to duplicate success of Pacific Cycles' Schwinn Sting-Ray model designed by rival Orange County Choppers (OCC).

"[29] In spite of this characterization, a WCC trademark is the use of 9×19mm and .44 Magnum shell casings as purely non-functional decorations, adorning the fuel or oil filler caps or top of the motorcycle's handlebar risers, or elsewhere.

This is crafted to reproduce for mass consumption the "odd, imperfect shapes" of old hand-painted bike art in order to gratify the customer's "keen sense of authenticity.