WICHITA, Kansas, September 5, 2008 – Big Dog Motorcycles has become another victim of a faltering economy. The Wichita company announced Friday it is laying off another 49 people.

During its hay day in 2006, Big Dog Motorcylces had over 300 employees. Now, just two years later, after Friday’s announced layoffs, it will be one third of that size.

"It's been a tough economy, the last year and a half nationwide,” said Sheldon Coleman, Big Dog’s founder.

Coleman says the 49 layoffs include some factory workers, but more administrative positions. For about half, Friday will be their last day. The others received 60-day notices.

"Personally it's difficult, it's difficult for all of us, we take it very seriously and we're very concerned about our employees and their welfare,” Coleman said. “Our employees have taken it very well, but like I say they're a savvy group, we really hate to lose any of them they're all good people."

A Big Dog Motorcycle retails for over $25,000 – a luxury item for many and in a tough economy, Coleman says they’re the first to feel the pain.

"We think though we're gonna be kinda conservative this next year, so we're taking the company down to a smaller size, and wait out the rest of the economic cycle,” Coleman added.

Coleman says they are introducing new role models and expanding into international markets in hopes of spurring sales.