Press — motorcycle industry

The baby-boomer years after the Second World War didn’t just reshape society — they rewired the motorcycle industry from the inside out. What emerged between the late 1940s and early 1970s still defines how bikes are designed,

In the previous article, we argued that motorcycling should be treated as serious transport rather than a weekend hobby. The logic was simple: motorcycles reduce congestion, lower emissions, cost less to run, and move people efficiently through crowded cities.

For decades, motorcycling in the UK has been framed as a passion rather than a solution. Something riders do for fun, freedom, or weekend escape — not a practical answer to congestion, emissions, or rising transport costs.

Electric motorcycles have spent the last decade hovering between promise and compromise. Range anxiety, charging times, battery longevity, and eye-watering prices have all conspired to keep many riders firmly wedded to petrol. But every now and then, a machine comes along that doesn’t just tweak the formula—it redraws the blueprint entirely.