Motorcycles Try ‘Post-Heritage’ Designs


The New York Times: A surfer-meets-biker festival in Biarritz, France, was an unlikely backdrop for America’s oldest motorcycle maker to showcase its latest handiwork. But that is where, in June, Indian Motorcycle made the announcement that a one-off design concept, inspired by county-fairgrounds racing machines, would become a production model.”

“Indian, based in Minnesota, is not alone among motorcycle makers in taking a daring, and perhaps unexpected, leap with its designs. Ducati, based in Italy, has hit pay dirt with its out-of-character Scrambler, introduced in 2015 … which expanded the company’s portfolio beyond muscular sport machines … Likewise, Husqvarna Motorcycles, a Swedish motocross legend now resettled in Austria, has branched out with a range of lithe, futuristically styled bikes. Even Royal Enfield, a British expat built in India, is moving beyond its frozen-in-time single-cylinder models.”

“Breakthrough models like the Scrambler are not necessarily the result of market research, Ducati’s chief executive, Claudio Domenicali, said, emphasizing that the Scrambler is a ‘post-heritage’ statement rather than retro.” He comments: “When we try to follow the competition, we’re not successful, so we look at what’s available and we invent products.”

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