Horex Design

Press Information

The new Horex design

"Shaping the essence of the motorcycle" The essence of the new Horex brand is clearly visible in the bike's appearance. This innovative design respects the tradition of the Horex brand and has the courage to focus on the VR6 engine as an essential element. The new bike from Germany is characterized by clean lines, top-quality materials and close attention to the brand-specific details.

Stylistically based on classical icons, the new Horex is positioned as a roadster interpreted in a design language that is autonomous, modern, and confident.

"This design will polarize," says Horex CEO Clemens Neese. "The new Horex is characterized by a radical commitment to clear geometrical shapes. This significantly differentiates us from contemporary motorcycle styling, which often appears overly aggressive or extremely overloaded." Although the legendary motorcycle brand is bound by tradition, the new Horex is not a retro bike. According to the conditions set out by the Horex team to Peter Naumann, a freelance industrial designer and professor of design at the University of Munich, the “new bike must be an innovative, future-oriented Horex." "This poses a real challenge for a bike-loving designer,� Naumann explains. “But it's also a great opportunity!"

Before Naumann went to work on the project, he took the time to focus on the bike's history. "Horex was justifiably a popular, highly respected cult brand that was ahead of its time. The bike

HOREX GmbH, Daimlerstrasse 11, 85748 Garching, Germany, www.horex.com, press@horex.com Press contact: c/o DIE WORTWERKSTATT GmbH, Arnd von de Fenn, Telephone +49 7071 15641, fenn@wortwerkstatt.de

was also an unfulfilled dream for many. Today, this compels us to deal responsibly with this tradition," Naumann explains. Together with his team, the designer focused intensively on the brand, visited classic biker meetings, and went to museums for a closeup look at the legendary models. He started working on the new Horex in an unusual way: "First we made drawings of the old Horex models to capture the spirit of the motorcycle."

The Horex approach: Mature design Based on the drawings, an individualized concept of how a new Horex could look gradually emerged – without copying the legendary motorcycle or singling out specific details. Here too, the Horex team adopted an approach that is anything but common in the industry. They planned the engineering phase to allow extra time for reflection and to maintain the necessary distance from the initial drafts. "This made it possible for the design to mature and let the 'right' forms ultimately take shape."

Naumann says that this approach appealed to him on a personal level. "My work for the motorcycle industry has given me the experience I need to understand that not every inch of the bike has to be a minor design miracle. It's much better to focus on congruity

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Symbiosis of man and machine Two key visual aspects significantly influence the look of the new Horex. One is the dominance of the elongated, horizontal lines running over and through the bike – especially the line that separates the fuel tank from the bridge frame. These lines give the

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HOREX GmbH, Daimlerstrasse 11, 85748 Garching, Germany, www.horex.com, press@horex.com Press contact: c/o DIE WORTWERKSTATT GmbH, Arnd von de Fenn, Telephone +49 7071 15641, fenn@wortwerkstatt.de

rounded, organic shape of the striking leather seat design. The rejuvenated shape of the tank in combination with the seat gives the new Horex an optimal knee contour and virtually merges the rider with the motorcycle. "We focused on an ergonomic seating position designed to give the human occupant maximum control and all-round riding pleasure," Naumann says. "The comfortable contoured seats invite the rider and passenger to take their positions in, not on the machine."

Clear hierarchy of design elements The VR six-cylinder engine is technically and visually the heart of the new Horex. This key element is visible from all sides thanks to the extraordinary design of the aluminum bridge frame surrounding the engine. "The engine is literally framed to attract attention and to celebrate its uniqueness and strength," says Naumann. This visual task is shared by the six exhaust headers and three sleek silencers. The style of the entire motorcycle is derived from the dominance of the driveline. All other design elements are clearly ordered within this hierarchy. It starts with the bridge frame, continues with the prominent front and rear fenders and large circular headlight with instrument panel referencing an aircraft tradition. And finishes with the Horex cross that dominates the side view and joins the frame and center swingarm to the seat.

The look of the new Horex is complemented by the special focus on traditional colors: silver on tank and fenders, an anthracite frame, matt black around the engine and brown for the seat. This combines perfectly with the bike's high quality materials and exquisite surfaces. By specifically avoiding excess plastic parts, the design team reawakens the aesthetic appeal of a classic motorcycle icon in the new Horex.

HOREX GmbH, Daimlerstrasse 11, 85748 Garching, Germany, www.horex.com, press@horex.com Press contact: c/o DIE WORTWERKSTATT GmbH, Arnd von de Fenn, Telephone +49 7071 15641, fenn@wortwerkstatt.de

A new Horex down to the finest details The new Horex brand can be seen in the close attention to brandspecific details on the entire bike. Most noticeable is the Horex trademark prominently displayed on both sides of the tank. The carefully modernized Horex signet is perfectly positioned on the tank line, creating a visual link between the tank and the bridge frame. This powerful design element is also integrated into the visual appearance of the new Horex GmbH. Horex lettering can be found on brushed-surface trim elements on the engine as well as in the form of single letters closely associated with the brand.

The chrome V symbolizes the cylinder configuration and the Horex H is integrated in to the bright red of the taillight.

"The overall design concept transforms our vision of the new Horex brand into a personal experience," says Clemens Neese in conclusion. "We clearly defined the main character – the VR6 engine – and surrounded it with self-assured lines and effective details. We are introducing a sensual, exclusive motorcycle to the market. This bike perfectly conveys my idea of the distinctiveness and sustainability of our new Horex."

HOREX PR 15 June 2010

HOREX GmbH, Daimlerstrasse 11, 85748 Garching, Germany, www.horex.com, press@horex.com Press contact: c/o DIE WORTWERKSTATT GmbH, Arnd von de Fenn, Telephone +49 7071 15641, fenn@wortwerkstatt.de