Remember These Long-Gone Motorcycle Brands?
Surprisingly, it doesn’t take much for a motorcycle brand to go from one of the greats to bankruptcy. In fact, throughout history, there have been numerous companies that were once on top of the world, only for their success to be tarnished by either a failed model, excessively high prices, or simply a lack of demand. Let’s take a closer look at classic motorcycle brands that faded away before their time.
Ariel
Nowadays, Ariel is probably best known for being the creator of the Atom sports car. However, before this, the company was actually one of Britain’s most successful motorcycle manufacturers. For a while, they seemed unstoppable. Unfortunately for them, and vintage motorcycle lovers, World War 1 threw a spanner in the works.
Laverda
Laverda originally specialized in agricultural machinery. However, they made the switch to motorcycles in the aftermath of World War 2. Back then, Italy’s economy was in pretty rough shape, leading to a rise in the demand for cheap transportation. Production continued into the late 1960s when demand started to dwindle.
Bultaco
Bultaco was created by Francesc Bulto, a designer who originally worked for the popular Spanish motorcycle company Montesa. He then decided to focus on racing bikes and it didn’t take long for Bultaco to flourish. However, as competition grew stronger, his bikes slowly fell out of favor with the public.
Maserati
You may be confused by this name on our list. However, this Maserati is not the same as the iconic sports car manufacturer. In fact, the legal dispute between the two brands is what led to this motorcycle company’s eventual downfall.
Vincent
Vincent was created by a man named Philip Conrad Vincent - a motorcycle enthusiast who always had dreams of creating his own brand. While his company was originally successful, sales plummeted after World War 2, leading to its eventual collapse.
Cagiva
Cagiva was founded by the Castiglioni brothers in the 1970s, and within the span of just a few years, the company grew into one of the most notable motorcycle brands in the world. However, due to strong competition, Cagiva struggled to make consistent income and eventually closed its doors in the early 2000s.
Rupp
Rupp is a classic motorcycle company that started from humble beginnings. By the 60s, it was one of the most successful brands in the world. In 1970, however, the company became publicly traded, and by 1978, it filed for bankruptcy.
Matchless
Matchless was just one of many motorcycle brands that fell victim to the onslaught of affordable Japanese motorcycles in the 1960s. While they were known for producing quality bikes, they were simply too expensive to stay in business, leading to their filing for bankruptcy.
Excelsior-Henderson
In the 1990s, Excelsior-Henderson developed a motorcycle cruiser that rivaled the very best in the world, including the Harley Davidson. While they did achieve initial success, they eventually ran out of cash while trying to ramp up production, and the company filed for bankruptcy.
NSU
NSU was widely known for its production of the undeniably innovative yet highly flawed rotary-powered Ro80. Prior to this failure, however, they spent many years at the top of the industry, celebrated as one of Europe’s most successful motorcycle brands.
Rudge
Rudge was an iconic British motorcycle company that achieved prominent success during the 1920s and 1930s. They were known in particular for their innovative four-valve engines, which gave them an edge on the racing scene. However, like many brands, the post-World War 2 crisis put an end to their reign of success.
Hodaka
Hodaka was an American-Japanese collaboration that specialized in small off-road motorcycles. They became especially popular in the 60s and 70s amongst young riders in the US. However, in the long run, Hodaka couldn’t compete with other Japanese brands, and the brand fizzled out.
Aermacchi
Aermacchi actually began as an aircraft manufacturer. However, after the war, they began experimenting with motorcycles. In fact, they produced some incredibly stylish and economical models throughout the years. In 1978, however, the brand disappeared after Harley withdrew.
Ace Motor Corporation
The Ace Motor Corporation was particularly successful during the early 1900s. With the release of the iconic Ace Four, the brand was propelled to success. Unfortunately, once the original owner, William G. Henderson, passed away, the company fell into disrepair.
Yankee Motorcycles
The Yankee Motorcycle Company was founded in 1967 by ISDT bronze medallist John Taylor. The brand aimed to create bold and innovative motorcycles, some of which were made using aircraft-grade steel. However, financial difficulties put a stop to their progress.
Thor
Thor was launched in the early 1900s in Illinois. Until 1912, the brand achieved considerable success, especially for its sale of engines. However, by 1918, the company began to fade away, mostly due to increased expenses.
Titan Motorcycle Company
The Titan Motorcycle Company was launched in 1995 in Phoenix, Arizona. They became the first brand to mass-produce custom V-twin motorcycles, as Harley Davidson could no longer keep up with the demand. Their ambitious expansion into Germany proved to be their undoing, however, as they lost close to $30 million in sales in a single year.
Brough Superior
Brough Superior is often described as luxury on two wheels or as the ‘Rolls Royce’ of motorcycle companies. Over the years, they delivered custom motorcycles to the wealthy and famous, including T.E. Lawrence - or Lawrence of Arabia. Unfortunately, the owner’s death led to the brand's demise.
Simplex Manufacturing Corporation
Simplex Manufacturing was launched in the late 1920s and specialized in producing lightweight motorcycles. Up until the '60s, they were the only motorcycle producer in the Deep South, leading to their success. However, their designs eventually became outdated, and the company closed its doors in 1975.
American IronHorse
American IronHorse became an instant hit when the company opened its doors in 1995. Unfortunately, their fortunes changed after signing a deal with Textron in 2005. By 2008, the custom motorcycle dream officially came to an end, and American IronHorse liquidated its assets.
