Ultra Motorcycle Co. Launches New Model and Announces Results of 2001 Dealer Expo.

Business Editors & Automotive Writers

MIRA LOMA, Calif.--(AutomotiveWire)--March 1, 2001

Ultra Motorcycle Co. ("UMC") (OTCBB:UMCC) (www.ultracycles.com) announced its compilation of results from the 33rd Annual Dealernews International Powersports Dealer Expo held in Indianapolis on Feb. 17-19.

As a result of the company's exhibition of motorcycles, UMC received approximately 60 new dealer inquiries during the event, which are currently being reviewed. The Dealer Expo was attended by nearly one-half of UMC's current dealer base, and those in attendance placed motorcycle orders at the show for approximately 200 units, totaling more than $4 million.

On Feb. 16, UMC held its annual Dealer Conference prior to the opening of the Dealer Expo, where the company unveiled its newest model, the "Titanium Series 2."

The "Titanium Series 2" shares similar features with the "Titanium Series 1," including a rubber-mounted drive train, a 113-inch S&S Cycle engine, five-speed transmission and inverted front-end. However, its differences include 6-gallon stretched gas tanks, cruiser-style handlebar, 18-inch front tire and wheel and uniquely styled longer rear fender with distinctive flip.

The "Titanium Series 2" was well received at the show, and accounted for about 10% of the motorcycle orders placed during the Dealer Expo. The "Titanium Series 2" models are anticipated to be on dealer floors the first week in March.

The company also debuted a limited-edition Ground Pounder ST, featuring customized paint and graphics and inverted front-end with carbon-fiber accents. Production of this model will be limited to 100 units, each individually numbered on a specially designed billet aluminum plaque mounted to the air-cleaner cover, and allocated one per dealer. Dealers placed orders for 30 of the limited edition models.

During the UMC Dealer Conference, the company also recognized its dealers for outstanding achievements in motorcycle sales and service. The company presented awards to its top 10 dealers of 2000:

Bikers Dream, Dallas

V-Twin City, Pomona, Calif.

Tombstone Cycles, New Smyrna, Fla.

Ultra-Indian Hawaii, Honolulu

Easyriders, Columbus, Ga.

Bikers Dream, Santa Ana, Calif.

Bikers Dream, Pueblo, Colo.

Bikers Dream, Chambersburg, Pa.

Staz's American Motorcycle, Henderson, Nev.

(Tied) Proudfoot Motorcycle, Ft. Myers, Fla.; Bikers Alley, Wellington, Kan.; C&C Thunder Spartenburg, S.C.

In addition to acknowledging its top 10 dealers, the company presented awards to Bikers Dream, South Toms River, N.J. for "Most Improved Dealership," and to Dick's Motorcycles, Murrieta, Calif., for "Best New Dealership."

Ultra Motorcycle Co. is a leading designer, manufacturer and distributor of high-quality, American-made heavyweight cruiser motorcycles. UMC's models include the Sledgehammer, Fat Pounder, Ground Pounder, Ground Pounder ST, Avenger, Jackhammer ST, Wide One, Wide Two and recently introduced Titanium Series 1, Titanium Series 2 and Fat Pounder ST.

All of the Ultra models are manufactured at the company's corporate headquarters and manufacturing facility in Mira Loma. Ultra motorcycles are distributed through a nationwide dealer network.

Certain matters discussed herein are "forward-looking" statements intended to qualify for the safe harbors from liability in the Private Securities Litigation Reform Act of 1995. Such forward-looking statements are subject to certain risks and uncertainties, which could cause actual results to differ materially from those anticipated as of the date hereof. Specific factors that might cause such a difference might include, but not be limited to, those referenced in the company's filings with the Securities and Exchange Commission. The forward-looking statements contained herein are only made as of the date hereof and the company undertakes no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.