The all-singing, all-dancing BMW R1250GS is the most acclaimed adventure motorcycle ever. But this spectacular success started in the cafés of Milan, not on the desert trails of Baja or the Dakar rally.
Read MoreFringe motorcycles are hit and miss. Sometimes they are fantastically successful, striking a note long ignored by the market, other times they are just too fringe. Canada is the ultimate North American test market.
Read MoreSometimes OEMs need to expand their lineup but haven’t got the resources or expertise to do it. That is when they enter a joint-venture (JV) and just put their label on someone’s else’s motorcycle. It is never a good idea.
Read MoreAfter fifty years of treating them like advertising accessories, the motorcycle industry needs to design and market motorcycles for women the way they do for men : by making bikes they themselves want
Read MoreAs self-driving technology enters the P2W space, many are pushing back demanding a more “analog” motorcycle experience. This is not the first time in history the market rejected progress…
Read MoreMass produced motorcycles are hard to design and engineer. Building a custom motorcycle at home with limited resources and knowledge is harder still. A healthy motorcycle culture needs both.
Read MoreProduct names matter. A lot. In every culture, names are used to convey image, associations and power. Most industries understand this, but often motorcycle OEMs do not. This can lead to branding tragedy
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Read MoreMost people in the world would say the most American form of motorcycle is the Harley-Davidson. They are not wrong, but the most important form is the humble strictly off-road dirt bike.
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