Carlo & Emma Lujan
A Legacy of Passion and Perseverance
Carlo and Emma Lujan, from Auburn, California, created a life fueled by a mutual love for motorcycles, culminating in decades of dedication to the motorcycle industry. Their journey began in childhood—Carlo, at 10, purchased his first mini bike, a basket case he rebuilt with the help of his father, while Emma, as a young girl, dreamed of owning a Harley-Davidson after marveling at the motorcycles in the dealership near her childhood home.
In 1980, Carlo and Emma’s paths crossed, and it was love at first sight. Carlo, already immersed in the motorcycle world, often spoke about opening his own shop. Emma, always supportive, asked, “Who’s going to help you?” to which Carlo replied, “You are! I’m going to teach you everything you need to know about Harleys.” And so, in 1982, they opened Carlo’s Custom Motorcycle Parts, launching their lifelong partnership in both business and passion.
With Carlo’s expertise in building motors and Emma’s enthusiasm for learning the inner workings of Harley-Davidsons, they quickly gained a reputation for building fast and powerful machines. Big Jim, a close friend, gifted Carlo a drag bike that ignited his love for racing. After building and refining it, the couple entered the world of drag racing, with Emma playing a critical role as Carlo’s crew chief. Together, they won the West Coast Championship and Carlo claimed the National #1 Pro Dragster title in 1988. Their teamwork extended far beyond the racetrack, with Emma handling the technical side of the races, ensuring Carlo was always race-ready.
Their racing success was only one chapter of their story. In 1989, Carlo and Emma became C&E Auburn Harley-Davidson, running a successful dealership and winning the prestigious Bar and Shield Award four times. After selling the dealership in 1998 and enjoying 11 years of retirement, they found themselves back in business when the recession hit. Reopening as an independent shop, they overcame the challenge of a fire that destroyed everything, only to rise again as C&E Auburn Indian and V-Twin in 2014.
Reflecting on their journey and being inducted into the Sturgis Motorcycle Museum Hall of Fame, Carlo and Emma acknowledge the sacrifices they made, from missing family events to dedicating countless hours to their business. They’ve left a lasting mark on the motorcycle world, not only through their business ventures but also through their commitment to charity. For over 38 years, their Sweetheart and Toy Runs have raised funds for organizations like the American Cancer Society, WEAVE, and various veterans’ groups.
Carlo credits his sobriety, since 1983, and Emma’s unwavering support for their achievements. Emma, in turn, is continually inspired by Carlo’s passion, noting how he treats every motor as a work of art. Together, they have built a legacy that will live on in the hearts of the motorcycle community.
With deep gratitude to family, friends, and loyal customers, Carlo and Emma Lujan continue to leave their mark on the industry, always driven by their love for motorcycles and each other.