You can't buy publicity like this. USA Today reports a California man is suing both BMW and motorcycle seat manufacturer Corbin after a four-hour motorcycle ride left him with a severe case of priapism. Henry Wolf claims he's had an erection since stepping off his 1993 BMW after a ride in September 2010, or some 20 months ago, if we're counting. According to the suit filed in California Superior Court, the seat's "ridge-like" design caused the painful condition. Wolf's lawyer says the man is unable to engage in sexual activity, and as a result, has endured "substantial emotional and mental anguish."

Wolf is suing for compensation from both BMW and Corbin for lost wages, medical expenses, emotional distress and general damage. Neither company has commented on the case.

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