When A Motorcycle Manufacturer Gets Stuck In The Past

Some brands of motorcycle--we know who you are--can't stop going on (and on) about their past. Kind of like the neighbor who can't believe a gallon of gas isn't 35 cents anymore. But is clinging to the mythology of past successes healthy for the future of a brand, as marketers would lead you to believe? Or is a backward view unhealthy for both the manufacturer and its true believers. Think of it this way: the brand with the greatest legacy of all, be it Grand Prix wins or iconic models or the way it revolutionized motorcycling itself is a brand we don’t think of as having any legacy at all: Honda. Manufacturers who can’t seem to address modernity lean on legacy like it’s a walker to keep them from falling over. Motorcycle Global’s Michael Uhlarik weighs in on the perils of clinging too tightly to what once was. Learn more about your ad choices. Visit megaphone.fm/adchoices