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Motorcycling does not die out!

ER Classics Desktop 2022

Nowadays if you see a motorcyclist under thirty, it is a student on a 1 in 40 running 125 cc or someone who is with his parents. The average motorcycle buyer is about 55. We classic enthusiasts usually have a few extra ticks on the counter. Of course we are not 'old' or anything. We just have tons of experience. And our passion is more than a passing, fashionable 'lift style thing'.

The game and the marbles

In the meantime, trade and industry have also discovered this. Because the only rejuvenation in the motorcycle world has for years been only in design, technological development, marketing and sales. If you look at the motorcycles from ten years ago to now, there is a very solid Manga-strip styling in it, the electronics have gone way over the top of normal use and about what you can expect from a top of 250+ these days. you can argue about that.


The manufacturers have recognized this trend. And they started making retro models. Motorcycles that resemble those of the youth of today's motorcyclists. And because marketing thinking is usually just as imaginative and high-quality as the moral of a heroin hooker behind a large station, the Old Brands are also brought back and dusted off.

A 'brand' is also just a product

And don't underestimate that, 'a Brand' is also just a product. You can buy 'trademark rights'. And then you can make things under that brand.

The two brands that have done so successfully are exceptions: The 'Hinckey' Triumphs by John Bloor (of which the Bonnevilles are now made in Thailand or something) are the fantastic restart based on a pile of purchased papers. In the meantime, almost all once famous British brands have been re-appeared at least once and disappeared again. In addition, the 'DAARRIZZIEWEER TROPHEE' is for Norton who is now suffering from reincarnation fatigue.

Indian vs Harley

But let's go back to the other Old Brand that has been successfully reborn: Indian. That's the brand that makes them just as nervous now at Harley-Davidson as they were 80 years ago. Indian now carelessly advertises: "Indian Motorcycle, America's First Motorcycle Company." Indian's rights were bought by Polaris, a company that made snowmobiles and all. Polaris also made fat USA V twins before purchasing the rights to Indian. But they could not cope with the in-house competition with the old brand. These will also be collector's items that Victory V twins. Indians openly beckoning to the past is gloriously portrayed by the highly modern 'Thunderstorm' engine that does its very best to look like a side valve.

Also back: Jawa

Once also a global leader: Jawa. And then disappeared in the segment 'the cheapest old motorcycle or a classic for a knock'. Jawa moved to India. And the Jawas that are now returning to us are 100% nostalgic utility mopeds for a friendly price. Including starter motor.

There is hope!

That all sounds like motorcycling is about to die out. But we don't think it is. The trend is that motorcycles are once again being valued for their utility value in the traffic world after the Coronakriebels. You are not bothered by public transport with the prescribed, non-medical mouth masks. You swim as free as a fish through the water through the traffic and with the current motorcycle clothing and the climate change, you can do all four seasons on a motorcycle.

So more and more people are starting to ride a motorcycle. And among those people there must be some who realize how nice that is. Then it takes a while, but then a whole new batch of classic enthusiasts will emerge.

Nostalgia according to marketers: Looks like a side valve
There is still hope

4 Comments

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  1. Well, take the trouble to mention who the current owner of the brand is: Jawa.
    If some technical data is added, the old bite is happy again
    Fri.gr. Bram Smith

  2. What I personally find most astonishing is that everyone is complaining about the wafer * llen image of HD, but in the meantime many are trying to imitate it… Polaris included.
    It seems that sales are very disappointing, in that respect Polaris should have put their money on Victory.
    Triumph (Hinckley) did it better from the start.

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