Reuse of names. Ariel

Ariel is back
Holiday content banner
Ariel is back

We do not quite understand it, it seems useless usually and it will therefore be marketing ...

Time and again there are entrepreneurs who have a master plan and look for a suitable name or brand. Because nowadays a brand is everything. Internet scholars and social media gurus emphasize that you must also present and profile yourself as a 'brand'. And now the once famous motorbike brand Ariel is back.

The approach is: we come up with something, and we link it to an illustrious name from the past. It ignores the question "what has the past or future ever done for us?" The brand locators from the automotive corner naturally have a wide choice. Stutz is reborn, Bugatti is back. Nail ... Well. Just another example. We don't see Talbot coming back that fast either.

Triumph Bonneville
De Triumph Bonneville is back again

The same approach prevails in the motorcycle world: The current Horexes Triumphs, Nortons and more recently the Ariel Aces, have little more ties with their history than the brand name purchased. And only with Triumph history has really been continued and struck. The new Triumphs are still really British motorcycles. And the fact that the Bonnevilles are built in Thailand or something? Well nowadays your VW can come from Spain.

The strange thing is that many of those purchased, once illustrious names have already stopped quite a long time ago in the actual production of existence and only exist as 'established brand name'. And such a brand name has often come through the 'possession' of someone who once thought he would become rich with it.

Munch 2000 3
Another example of a failed rebirth

That trademark law goes far. For example, the late Friedl Muench was no longer allowed to call his motorcycles Muench Mammuts after one of his many financial stumbles.

So he started making Horexes… And let Horex have risen again. Or have fallen again. But re / introduce a brand name of which only your father or grandfather vaguely remembers its roots with a lot of fanfare = Well, maybe it is just easier than coming up with a new name.

At Ariel they did things big and compelling. 100/150 of the new Aces will be made at a 'from' price of 25.000 euros ex VAT, ex. BPM. The machines are also equipped with Honda's VFR1200 engine block, good for 173 pk and 131 Nm torque.

Ariel Square four
The real steel. Ariel Square Four

We are actually from AutoMotorKlassiek of course also entrepreneurs. So we hope that the Aces will be an overwhelming success and become chiselled classics.

If you have any doubts about purchasing an Ariel Ace, you can simply become a subscriber to AutoMotorKlassiek.

There are a huge number of small advertisements every month. Maybe you will find your dream bike there. An Ariel for example. A real.

Automobilia 2022 (copy)

Give an answer

The email address will not be published. Required fields are marked with *

The maximum upload file size: 8 MB. you can upload: image. Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded. Drop files here

Now in store

View the 40-page preview via this link or a click on the cover.

The December issue, containing:

  • restoration report Fiat 1900B Granluce
  • restoration report Renault 5 Alpine Turbo
  • Austin 3 Liter
  • De Golf Convertible and the Creme21 Youngtimer Rallye
  • restoration report Hoffmann Governor MP 250-2
  • Kawasaki GTR 1000
  • Fisherman's Ambulance Museum
  • Duplicate type designations Part XX
cover 12 2022 300

The perfect reading material for an evening or more of undisturbed dreaming. It is now in stores. A subscription is of course better, because then you will no longer miss a number and you are also much cheaper. Not bad in these expensive times.

Ritz report

The Ritz Report?

Mazda MX-5M Coupé