Canada’s
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M o to rcyclin g
Community
N ews p ap e r
issue 120
NOVEMBER 2019
Sprockets An Aston Martin Motorcycle may soon be seen on the streets The bike will be a collaboration between the automaker and Brough Superior. Aston Martin is prepared to dive into the world of motorcycles, thanks to a collaborative effort between it and storied British motorcycle maker, Brough Superior. Motorcycle fans will see the Aston Martin badge grace a two-wheeled contraption for the first time this month when the automaker and motorcycle maker unveil a carefully crafted bike. Aston Martin said Thursday the first motorcycle coming to life will debut at the EICMA show in Milan, Italy, on Nov. 5. Details are, obviously, absent for now. However, the British carmaker underscored that it tapped into its decades of engineering and design expertise to help Brough Superior craft something only the two companies could create. It’s something of a passion project, too, as Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman and Brough Superior CEO Thierry Henriette are both motorcycle enthusiasts. “The opportunity to collaborate with Brough Superior has given us the chance to bring our own unique views on how beauty and engineering can combine to create a highly emotive piece of vehicle design,” Reichman said of the project in a statement. Aston Martin has continuously expanded its reach, and the upcoming motorcycle is the latest branch sprung from the British automaker. I’m not sure we will see it in USA or Canada but you neer know. A work of art is what I’m thinking it will look like, along with a hefty price tag.
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Harley-Davidson LiveWire The LiveWire electric motorcycle won’t save Harley-Davidson, and was never intended to do so. Harley-Davidson’s flagship electric motorcycle, the LiveWire, isn’t going to magically reverse Harley-Davidson’s slumping sales. It can’t singlehandedly save the company. And it was never meant to. But you’d be forgiven for thinking
otherwise when a story claiming the LiveWire electric motorcycle was a failure and that it spelled the end for Harley-Davidson. It seems everyone missed a couple of important points. First of all, the LiveWire was never meant to sell in high numbers, and especially not to young riders. It’s a premium electric motorcycle priced at over $37k. There aren’t a lot of people
that can afford a bike like that, especially not in the younger rider demographic that is critical to Harley-Davidson’s long term success. Rather, the bike was built to serve as a halo product – one that could demonstrate H-D’s ability to build electric vehicles. Harley-Davidson’s future, which depends on its ability to appeal to younger continued on PG. 03