This Week in Powersports Business – The week of October 6, 2024

News and stories from the world of Powersports business.

---

S&S Cycle Announces Howard Kelly Returns

S&S Cycle the leader in the aftermarket v-twin space is excited to announce Howard Kelly has returned to the company as the Senior Director of Marketing. Kelly steps back into the marketing department at S&S Cycle from MiT ek, a Berkshire Hathaway Company, where he spent the last six and a half years serving the commercial construction industry in the USA, EU and APAC markets. Kelly was last with S&S from 2004 – 2009 working on marketing and communications efforts leading up to the S&S 50th Anniversary and a series of engine service manuals.

Post S&S Kelly gained valuable experience in the industrial air conditioning world, heading up an advertising agency that supported a major vehicle OEM, and leading an apparel line in a niche market that went from a napkin sketch to a brand distributed across the US.

“We are excited to have Howard back home at S&S Cycle, ” said Mark Platt, S&S Board Chair. “Howard brings uniquely valuable experience, passion, and excitement to the S&S Team and he is set to play a key role in delivering on our promise of Made-in-America Proven Performance for our customers, keeping them at the center of everything we do.”

Now back at S&S Cycle, Kelly will drive marketing efforts across the globe bringing awareness to the Proven Performance line of parts and engines the company is known for. “I left S&S saying I wanted a break from the powersports industry, during a season when worldwide economic pressure was impacting our industry’s spirit and comradery”, said Kelly. “With the next few projects we have lined up, I hope to see that come back. I must thank S&S Board Members Brett Smith and Mark Platt for showing me what I was missing and encouraging me to get back to my real passion.”

Kelly’s return to S&S Cycle, along with other recent organizational changes, further bolsters the company plans to continue its legacy of creating industry leading marketing programs for insiders and customers. New products and core products that have driven the success seen over the last six decades will get plenty of attention and there may just be a few events that remind the industry just how much reach S&S brings.

With Kelly back, the S&S Cycle marketing team will be focused on delivering the ultimate customer experience in the Powersports Industry through Proven Performance.

New Honda Brand Campaign Stars Honda-powered Racing Legends Ayrton Senna and Max Verstappen

An emotional new Honda brand campaign debuts today – “Unstoppable Dreams” – led by a sixty-second spot that brings to life the Honda “Challenging Spirit” and the idea that resounding success is often the result of failures: honda.us/unstoppabledreams. The new Honda brand spot follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1® World Champion Max Verstappen.

The inspiring new Honda spot is brought to life by acclaimed director Rupert Sanders and utilizes an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.

The cinematic spot features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Ayrton Senna and the FIA Formula 1®  championship 2021 Red Bull Racing Honda RB16B driven by Max Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft).

“We want to inspire our customers and fans by celebrating those who embody the Honda Challenging Spirit including the almost mythic status of the late Brazilian racer Ayrton Senna and the three-time reigning FIA Formula 1® World Champion Max Verstappen,” said Phil Hruska, Senior Manager, Automotive Marketing, American Honda. “This new Honda campaign delivers a reassuring message of how determination and self-belief can lead to resounding triumph.”

Honda “Unstoppable Dreams” Creative and Featured Products Building upon the success of prior Honda brand campaigns, including the recent “Keep Dreaming” and “Forever Determined” spots, “Unstoppable Dreams” adds a dynamic and moving new story that shows the starting point of achieving success is how one responds to failure. The new “Unstoppable Dreams” spot highlights a wide range of Honda mobility technologies and features some of the brands most innovative current and future products, including:

• Honda hybrid-electric Prelude Concept
• Honda eVTOL electric vertical take-off and landing aircraft
• Honda CRF250R four-stroke off-road motorcycle
• 2021 Red Bull Racing Honda RB16B hybrid-powered F1 championship race machine driven by Max Verstappen
• 1992 Formula 1-winning McLaren Honda MP4/7A driven by Ayrton Senna
• Honda 2025 CRF450R ridden by Jett Lawrence, Team Honda HRC Progressive rider and 7-time professional AMA crown champion
• Honda Baja Ridgeline race truck, featuring Honda Racing Corporation (HRC) livery, piloted by Jeff Proctor

Campaign Media Elements

“Unstoppable Dreams” will be featured across multiple media platforms, from broadcast television and streaming to contextual digital media partnerships, as well as social media to reach a wide variety of audiences. The spot will make its television debut on October 6 during Sunday Night Football featuring the Dallas Cowboys and Pittsburgh Steelers and will continue to air during future NFL and college football games, and the opening night of the 2024-25 NBA season. The campaign also will be featured on the big screen this fall, at theatres across America during major movie premiere releases, as the title sponsor, on Netflix’s ad-supported plan in the U.S., for the highly anticipated series Senna, and will be part of an F1 Las Vegas Takeover at Miracle Mile during race weekend.

Triumph Launches New TF 450-RC Edition with Ricky Carmichael

Triumph Motorcycles reveals its first 450cc motocross bike, designed in collaboration with the GOAT, Ricky Carmichael.

The All-New Triumph TF 450-RC Edition celebrates Ricky Carmichael’s involvement throughout Triumph’s motocross programme, and features Ricky Carmichael’s chosen specification and signature graphics.

Developed by world-leading Triumph engineers and Motocross Champions, the TF 450-RC Edition features the strongest power to weight ratio in its class. Triumph’s new 450cc competition motocross powertrain is compact, mass-optimised and built to take the holeshot. Engineering, design and equipment working in harmony for class leading power, control, and flexibility.

The colour design prominently incorporates Triumph’s Performance Yellow with black and white accents. It also includes RC’s iconic number 4, GOAT logo and key sponsor details, adding a personalised flair that reflects the spirit of this motocross legend. This design is carried across number boards, swingarm decals, and other visual elements, reinforcing the bike’s unique identity.

Triumph’s Chief Product Officer Steve Sargent said: “At the end of 2023, Triumph revealed the long-awaited TF 250-X – the first in an all-new range of off-road motorcycles. We now have a brand new 450cc competition motocross powertrain, which Ricky Carmichael, who is without doubt the very best in the business, has worked with us to develop. The TF 450-RC Edition offers a balance of power, precision and durability that sets a new standard in the 450cc motocross class. It seems only right that the first edition should have Ricky’s name on it.”

POWER DELIVERY

The TF 450-RC’s single-cylinder, SOHC 450cc engine is built for racing, delivering robust power while minimizing weight giving a power-to-weight ratio that leads the class.

At the core of this engine are top-tier components, including a Konig-forged aluminium piston, which provides strength and durability at high speeds, and DelWest titanium valves for improved airflow and faster actuation. The TF 450-RC’s 5-speed gearbox, with a quickshifter fitted as standard for clutchless upshifts from 2nd to 5th gear, ensures seamless power delivery for maximum focus on the track.

The 450cc engine’s combustion chamber is fully machined for optimal airflow and efficiency. The 3-axis machined combustion chamber and ports ensure precise geometry for peak performance, while diamond-like carbon (DLC) coated rockers reduce friction, improving the engine’s efficiency and longevity.

The TF 450-RC’s 450 airbox and intake system ensures that the engine gets a consistent, high volume of air, which is critical for performance and efficiency. The intake system is paired with an air filter by TwinAir, known for its durability and filtration efficiency. The tool-free filter access makes it easy to maintain the bike in rugged conditions, ensuring optimal airflow at all times.

The TF 450-RC is equipped with a cutting-edge engine management and intake/exhaust system designed to deliver exceptional performance and control. At its core, the bike features a Dellorto throttle body integrated with an Athena engine management system, ensuring precise fuel delivery and throttle response. This system allows riders to fine-tune parameters like traction control and launch control via the MX Tune Pro smartphone app, offering adaptable performance for varying track conditions.

The TF 450-RC features selectable engine maps, including a unique map customized by Ricky Carmichael to deliver the exact power and control he demands.

BUILT TO WIN

With its narrow profile, the 450cc engine has improved ergonomics that allow riders more control and comfort. It is housed in light magnesium covers for further weight reduction. The high-capacity clutch features a steel basket and plates designed to handle the demands of racing, ensuring durability during intense use. The hydraulic clutch actuation, with Brembo master and slave cylinders, ensures smooth and consistent clutch control.

Precision, control and durability are at the forefront of the TF 450-RC’s design, especially with the inclusion of the ODI RC4 Signature handlebars. Made from triple-butted, tapered wall tubing, these bars are designed to deliver a perfect balance of strength and flex. Constructed from seamless 2014-T6 alloy and hard-anodized for enhanced durability, the bars feature oversized clamps and half-waffle ODI lock-on grips, ensuring excellent rider comfort, vibration dampening, and impact resistance.

The top engine mounts on the TF 450-RC were hand-picked by Ricky to enhance handling, especially under heavy front-end loads. This setup ensures the bike maintains optimal control and stability during even the most demanding rides.

The XTrig Holeshot Device gives riders the perfect start by preloading the front suspension, lowering the centre of gravity and reducing front wheel lift for quicker acceleration. The bike is also equipped as standard with a Triumph Racing Hinson clutch cover, a front disc guard to deflect debris and impacts, and a gripper seat cover to reduce slipping and enhance rider control. These premium components elevate the TF 450-RC’s overall performance and reliability.

EXHAUST SYSTEM

The exhaust system of the TF 450-RC is designed to complement its high-performance engine. The standard model features a lightweight stainless-steel exhaust with an integrated resonator to improve cylinder evacuation, and hydroformed components for optimised routing and high gas flow.

For riders looking for an even higher level of performance, an Akrapovič titanium exhaust is available as an accessory, with a dedicated engine map to optimize the engine’s output. This system ensures that exhaust gases are efficiently expelled, minimizing backpressure and enhancing engine performance, particularly at high RPMs.

ADVANCED ALUMINIUM CHASSIS

The TF 450-RC features a unique aluminium chassis, designed to provide a perfect balance of performance, mass and flexibility. The frame’s spine and twin cradle design offer exceptional strength while minimizing weight, contributing to the bike’s overall agility and handling on the track. Hand TIG-welded craftsmanship ensures durability and precision in every detail.

The chassis has been race-optimized for longitudinal, lateral, and torsional stiffness, ensuring the best performance under extreme conditions. This allows for exceptional handling and provides the rider with precise feedback and control during intense riding. The result is a chassis that delivers top-tier performance and reliability, tailored for competitive racing.

The light and nimble aluminium chassis of the TF 450-RC plays a crucial role in achieving its class-leading power-to-weight ratio. By minimizing the overall weight of the bike, the chassis allows the powerful 450cc engine to deliver exceptional acceleration and performance. This combination of a high-performance engine and a lightweight frame gives riders unmatched agility, control, and speed, making the TF 450-RC a top contender in its class.

Key design elements, including new upper and lower aluminium triple clamps, and dedicated top end mounts, are engineered to handle the increased power and loads. This optimized stiffness provides superior stability and responsiveness, giving riders the confidence to push the bike to its limits.

The KYB AOS coil suspension on the TF 450-RC is designed for superior shock absorption and handling. Featuring an Air-Oil Separation (AOS) system, this suspension ensures smoother, more consistent damping by preventing oil aeration, which results in more precise control and stability across various terrains. Paired with this is the three-way piggyback shock, which allows for fine-tuning of compression, rebound, and preload settings. This ensures that the suspension can be fully customized to the rider’s preferences and track conditions, providing enhanced handling, traction, and comfort, especially during high-speed and demanding motocross events.

CONFIDENCE AND CONTROL

The TF 450-RC features premium braking components for maximum control. Brembo calipers and levers provide precise, responsive braking, while Galfer discs offer durability and excellent heat dissipation. This combination ensures smooth, reliable braking performance, even under heavy use, giving riders confidence and control in all racing conditions.

The TF 450-RC features D.I.D DirtStar rims, providing excellent impact resistance and stability in tough motocross conditions. Paired with Dunlop Geomax MX34 tyres, which offer superior traction and control, this setup ensures optimal grip and performance across various surfaces. With Progressive Cornering Block Technology (PCBT) and advanced mud evacuation, these tyres provide a consistent performance even in challenging conditions. Together, the wheels, tyres and technology deliver exceptional handling, stability, and control on any track.

EXTRA EQUIPMENT AND ACCESSORIES

The TF 450-RC is built for durability and performance, ensuring riders can keep racing with minimal downtime. With premium components, Triumph’s renowned quality, and world-class support, the bike is designed to be reliable in the toughest conditions. A new network of specialist dealers and a 24/7 parts supply system provide quick access to servicing and parts, keeping riders on the track with minimal interruptions.

Riders can also use the 24/7 parts supply system to add specialist equipment and accessories to their TF 450-RC Edition, ranging from an Akrapovič titanium exhaust with dedicated engine map, to WiFi module kit, and from air filter covers to a Gripper seat.

ON THE TRACK

The new TF 450-RC goes on sale in February 2025 from £10,695 through Triumph dealers specialized in Motocross and Enduro. Customers can find out more at triumphmotorcycles.co.uk.

SPECIFICATION – TF 450-RC

ENGINE AND TRANSMISSION
Type	Single Cylinder 4-Stroke SOHC
Capacity	449.5 cc
Bore	95 mm
Stroke	63.4 mm
Compression	13.1:1
Fuel System	Dellorto Throttle Body, Athena EMS
Exhaust	Single Silencer
Final Drive	Chain, 13/48
Clutch	Steel Wet Multi-Plate Belleville Spring, Hydraulic Actuation
Gearbox	5 Speed

CHASSIS
Frame	Aluminium, Spine
Swingarm	Aluminium Fabrication
Front Wheel	21″ x 1.6″
Rear Wheel	19″ x 2.15″
Front Tyre	80/100 – 21
Rear Tyre	110/90 – 19
Front Suspension	KYB 48mm Coil Spring Fork, Compression/Rebound Adjustment, 310mm Travel
Rear Suspension	KYB Coil, Compression Adjustment (H and L Speed), Rebound Adjustment, 305mm Travel
Front Brakes	Brembo Twin 24mm Piston, 260mm Disc
Rear Brakes	Brembo Single 26mm Piston, 220mm Disc
Instruments	Hour Meter, Multifunction Switch Cubes

DIMENSIONS & WEIGHTS
Width (Handlebars)	836 mm
Height	1270 mm
Seat Height	960 mm
Wheelbase	1492 mm
Rake	27.4 º
Trail	116 mm
Wet weight	108.6 kg
Fuel Tank Capacity	7 litres

Moto Guzzi to participate in 2024 Barber Vintage Festival October 11 -13

Moto Guzzi, the iconic Italian motorcycle manufacturer and a historic marque with over 100 years of heritage, is thrilled to announce its participation in the prestigious Barber Vintage Festival, taking place October 11-13 in Birmingham, Alabama.

As Europe’s oldest continuously manufactured motorcycle brand, Moto Guzzi has excited enthusiasts around the globe with its timeless style, expert craftsmanship, and unique character for over a century. The brand’s enduring appeal is evident in the passionate following it has cultivated, and perfectly aligned with the audience that makes the pilgrimage to Barber Motorsports Park each year for Vintage Fest.

Moto Guzzi will have a prominent presence at the Barber Vintage Festival, aligning with the event’s focus on celebrating its motorcycle history and culture. Visitors to the Moto Guzzi display will have the opportunity to see the latest machines from Mandello del Lario and speak with product specialists about the brand offerings. In addition, Moto Guzzi will offer demo rides, giving enthusiasts the chance to experience firsthand the celebrated feeling of riding a Moto Guzzi, which is unlike any other motorcycle.

“We are excited to be part of the Barber Vintage Festival and share our passion for Moto Guzzi and its legacy with enthusiasts that make the journey to the legendary Barber Vintage Festival,” said Joshua Marsh, Trade Marketing Manager at Piaggio Group Americas, parent company of Moto Guzzi. “This event is a perfect opportunity to showcase all that Moto Guzzi has to offer today, while connecting with the vibrant motorcycle community that knows and loves our brand.”

For More Information About Moto Guzzi at Barber Vintage Festival, and to Pre-Qualify Your Demo Ride, Please Visit:
Motoguzzi.com

New 2025 Ducati Scrambler models: the Icon Dark and Full Throttle

With the newest episode in the 205 Ducati World Première, Ducati has unveiled two new models for the Ducati Scrambler family. The Icon Dark, the most essential and modern model in the range, is designed for those who love the Ducati Scrambler’s pure essence and are looking for a bike with clean lines and character.

The Full Throttle is updated in color, with a livery accentuating its post-heritage charm, harking back to the colors of racing vehicles from the 1970s.

Scrambler Icon Dark

The Icon Dark is a bike that eliminates the superfluous through its dark black looks. It combines the minimal elegance of the second-generation Ducati Scrambler with the fun, light-hearted, and free spirit of the Land of Joy.

The essential and pure design focuses on the timeless charm of the dark liveries of a Ducati Scrambler. A bike that encourages you to express your personality even more, it serves as a canvas for enthusiasts to play with the customization possibilities that have always been a fundamental pillar of the Ducati Scrambler world.

The iconic teardrop tank, Scrambler’s distinctive element, in its total black livery creates a play of shades between the different materials, taken up by other details such as the front mudguard and the conveyors. The Scrambler® logo on the Dark Stealth tank is more modern and in line with the aggressiveness of the matt black. The essential side panels and sporty tail fairing make the Dark line even lighter and sleeker.

Scrambler Full Throttle

The Scrambler Full Throttle is the sportiest proposal in the Ducati Scrambler range and is inspired by US Flat Track competitions on dirt ovals. The side number plates reprise the livery and bear the number 62 – 1962, the first year the Ducati Scrambler debuted. Together with the sump guard, they define a decidedly more aggressive look for those who do not want to go unnoticed.

The lowered handlebar with variable section, a short front mudguard, and a tail without the rear mudguard enhance the Tracker soul of the Full Throttle, embellished by the homologated Termignoni silencer, Ducati Performance LED indicators*, and Ducati Quick Shift up/down as standard.

Scrambler Next-Gen
The second-generation Ducati Scrambler, born in 2023, is a bike capable of combining a contemporary and innovative Modern Classic look with technical content that sets the benchmark for the category. Essential, fun, easy to ride and with a great personality, it is the perfect choice for those who want a bike with a unique and recognizable style, dynamic and fun, accessible and safe for everyday use. A bike designed for those seeking freedom and wanting to share their style and way of being with others.

The classic Scrambler styling cues – the headlights, the tank, the shape of the instrumentation – remain key features, refined in style and with more up-to-date technical content, such as replaceable covers or the 4.3” TFT dashboard. And the Desmodue twin-cylinder engine, enhanced by the new clutch and alternator covers, belt covers, and exhaust that leaves the engine completely exposed, is lighter and equipped with Ride-by-wire, quick-shifter, Riding Modes, and cornering ABS to increase riding pleasure and safety simultaneously.

Customization
Scrambler offers a wide choice of clothing and accessories to allow enthusiasts to express their personalities in the best way possible. Exhausts, seats, colored covers, and many components machined from solid – footrests, mirrors, tank caps – and soft bags are all viewable via the new online configurator.

Availability
The Ducati Scrambler Icon Dark and Full Throttle will be available at US dealerships starting in March 2025.

US Pricing 
Scrambler Icon Dark                  $9,995
Scrambler Full Throttle              $12,395

#DucatiScrambler #NextGenFreedom
* In countries where approved

Husqvarna Mobility makes exciting return to EICMA with its latest line-up of models

Husqvarna Mobility is excited to be returning to EICMA – the world’s largest and most important motorcycle exhibition – with a fully immersive booth that is guaranteed to impress every visitor. The brand will have its latest offroad, street, and travel machines on display, with five unique models taking center stage on top of unique viewing podiums.

One of those is an all-new, pioneering motorcycle that will be revealed to the world exclusively at the show. Each year, EICMA attracts approximately half a million attendees with the 2024 event marking the 110th running of the prestigious event. The upcoming edition takes place from November 5 to November 10 in Milan, Italy.

Returning to EICMA for the first time since 2019, Husqvarna Mobility is excited to be exhibiting its full, 2025 range of quality motorcycles on what will be one of the most engaging booths at the event. Since its last attendance at the prestigious show, the brand has strengthened its line-ups by introducing new models while continuing to evolve all of its proven, popular machines, ensuring class-leading performance.

For the duration of EICMA, key personnel from Husqvarna Mobility’s Product Management, Research and Development, and Product and Brand Marketing teams will be available to answer any questions and provide advice on any machine. Additionally, factory racing stars, brand ambassadors, and special guests will be present to help create an unforgettable experience for everyone who visits the Husqvarna Mobility stand.

With a comprehensive line-up of offroad, street, and travel machines on show at EICMA, Husqvarna welcomes all visitors to take a closer look at the finer details of each one. Additionally, media and content creators are invited to spend time with the five models showcased on podiums, allowing them to capture their own exclusive photos and videos. Those interested in taking advantage of this opportunity should follow this link to secure their preferred time slot.

Looking to the future beyond EICMA 2024, Husqvarna Mobility remains fully committed to producing premium motorcycles in the offroad, street, and travel segments. This comprehensive product range ensures riders can compete at the highest levels of offroad racing, own the roads with a commanding presence, and encourages travel enthusiasts to explore new worlds. The brand is also excited to continue with its strong and successful presence in top-level racing having won the FIM SuperEnduro World Championship, the FIM MX2 Motocross World Championship, and the AMA 250SX West Championship in 2024.

More Tech, More Spec, More Fun – Triumph Updates Trident 660 for 2025

Triumph Motorcycles enhances its award-winning Trident 660 for 2025, fitting even more rider focused technology as standard, upgrading the suspension and introducing a choice of three bold new colours and graphic schemes.

As the only triple engine in the class, the Trident 660 delivers thrilling, exploitable performance, and its agile, confidence inspiring handling and updated retro-modern styling is now paired with best-in-class rider-focused technology. Underpinned by Triumph’s renowned premium build quality and component specification, the Trident 660 now offers riders an even more compelling package and remarkably low cost of ownership.

In response to customer demand, the Trident 660 now features a host of new equipment that is unprecedented in this class, with Optimised Cornering ABS and Traction Control, Triumph Shift Assist and cruise control all fitted as standard. The integrated TFT display and MyTriumph Bluetooth Connectivity system gives riders turn-by-turn navigation, calls and music control, and there are three rider modes, including a new Sport mode.

Triumph’s Chief Commercial Officer Paul Stroud said: “We first launched the Trident in 2020 with a unique combination of exhilarating triple performance and character, confidence inspiring handling and bold British styling. With its unrivalled overall cost of ownership on top, it proved popular with riders of all ages and experience levels, in markets across the world, and since its launch the Trident has won several major industry awards.

“The addition of this technology sets the bar for the category yet again. Building on the popularity of the bright, bold colour scheme of our special edition, the Trident Triple Tribute, we are introducing striking new colour schemes in Cosmic Yellow, Cobalt Blue, and Diablo Red, as well as the Jet Black. But the most important factor for our customers, of course, is that the Trident 660 makes every ride seriously fun.”

TRIPLE ADVANTAGE
The Trident’s exhilarating performance is delivered by a flexible three-cylinder engine, which combines low-down torque with a strong midrange and an exciting top-end rush. More than 90% of peak torque is delivered from 3,600rpm to 9,750rpm. This gives the rider the best of both worlds compared to a twin or four cylinder engine, by combining the low-down pull and strong midrange of a twin with the high-revving top-end power of a four, as well as the glorious three cylinder soundtrack.

Beautifully balanced and easy to ride at all speeds, the thrilling power delivery combined with the slick gearbox and Triumph Shift Assist, makes rapid acceleration seamless and exhilarating.

ASSURED HANDLING
From the natural riding position to the high-quality suspension and powerful brakes, the Trident’s neutral and easy handling is key to its appeal.

The Trident 660’s accessible seat height of 805mm and overall narrow width makes for confident feet-down manoeuvres and low-speed riding while its innate natural balance, smooth slip and assist clutch and super-clean power delivery, are ideal for busy urban environments.

The Trident 660 delivers excellent control from the high specification Showa 41mm upside down forks which have been upgraded with Showa’s SFF-BF ‘big piston’ damping for even more comfort and control.  There’s also a preload adjustable RSU, also from Showa, powerful Nissin brakes with twin 310mm discs, and grippy Michelin Road 5 tyres.

RIDER-FOCUSED TECHNOLOGY
New for 2025, the Trident 660 now has a class-leading level of technology, now fitted as standard. Unique in this segment, Optimised Cornering ABS and Traction Control ensures the optimum performance at all lean angles. Using information from the six axis Inertial Measurement Unit (IMU) to calculate lean angle, brake pressure and throttle position, the system continuously monitors and adjusts engine and braking parameters to ensure optimum performance and safety under braking and acceleration. Fitted as standard, Triumph Shift Assist allows seamless up and down gear changes without using the clutch, and Cruise Control is included to reduce rider fatigue.

Integrated into the instrument dial, a full-colour TFT screen with Bluetooth connectivity adds turn-by-turn navigation and full phone functionality to deliver unrivalled levels of rider convenience. In addition to the existing ride by wire throttle and Road and Rain riding modes, there’s now a third ‘Sport’ mode giving even more responsive and exciting performance from the triple engine. Increasing safety and reliability while eliminating maintenance, the Trident 660 has a distinctive round all-LED headlamp, integrated rear light and self-cancelling indicators for enhanced visibility.

UNIQUE STYLING
The Trident’s unique retro-modern styling, and Triumph’s flawless attention to detail throughout, sets it apart from the pack. Its minimal lines and unmistakable muscular stance have been enhanced for 2025 with three bold new colour and graphics schemes. Cosmic Yellow, Cobalt Blue, and Diablo Red catch the eye, complemented by touches of Sapphire Black and striking diagonal white stripes. There is also a more subtle Jet Black colour scheme.  Other subtle updates include upgraded materials and finishes, including a new forged aluminum top yoke and forged aluminium brake pedal.

EASILY CUSTOMISABLE
With 45 Genuine Triumph Accessories to choose from, riders can add protection, comfort, styling, luggage and security to their Trident 660. From heated grips and scrolling indicators to enhance the everyday commute, to preparing for longer trips with a tail pack and tank bag and flyscreen, customers can use the Triumph Configurator to create their own style.

With an A2 restrictor kit available in European markets, the Trident 660 can be restricted to meet the requirements of the A2 category licence for younger and new riders. When the owner progresses to a full A licence, the dealer can restore full power, ready for the next stage of the rider’s journey.

ON THE ROAD
The Trident 660 offers a best-in-class low cost of ownership. The high build quality and use of only premium materials means service intervals are every 10,000 miles, and owners get the added reassurance of a global two-year, unlimited mileage warranty and excellent residuals when the time comes to trade-in.

The Trident 660 will be available from £7,895 OTR. Customers can configure their own or find out more at triumphmotorcycles.co.uk. Bikes will be arriving in dealerships from December 2024.

SPECIFICATION – TRIDENT 660

ENGINE AND TRANSMISSION
Type	Liquid-cooled, 3 cylinders, 12 valves, DOHC
Capacity	660 cc
Bore	74.0 mm
Stroke	51.1 mm
Compression	11.95:1
Maximum Power	81 PS / 81 bhp (59.6 kW) @ 10,250 rpm
Maximum Torque	64 Nm @ 6,250 rpm
Fuel System	Multipoint sequential electronic fuel injection with electronic throttle control. 3 rider modes (Rain, Road, Sport)
Exhaust	Stainless steel 3 into 1 header system with low single sided stainless steel silencer
Final Drive	X-ring chain
Clutch	Wet, multi-plate, slip & assist
Gearbox	6 speed, Triumph Shift Assist
CHASSIS
Frame	Tubular steel perimeter frame
	Twin-sided, fabricated pressed steel
Front Wheel	Cast aluminium alloy 5 spoke, 17 x 3.5 in
Rear Wheel	Cast aluminium alloy 5 spoke, 17 x 5.5 in
Front Tyre	120/70 R 17
Rear Tyre	180/55 R 17
Front Suspension	Showa 41mm upside down separate function big piston (SFF-BP) forks, 120mm Wheel travel
Rear Suspension	Showa monoshock RSU, with preload adjustment, 130mm Wheel travel
Front Brakes	Twin Ø310mm discs, 2 piston sliding calipers, OCABS
Rear Brakes	Single Ø255mm fixed disc, single piston sliding caliper, OCABS
Instruments	LCD Multifunction Instruments with integrated colour TFT screen

DIMENSIONS & WEIGHTS
Length	2090 mm
Width (Handlebars)	795 mm
Height Without Mirrors	1089 mm
Seat Height	805 mm
Wheelbase	1401 mm
Rake	24.6°
Trail	107 mm
Wet weight	190 kg
Fuel Tank Capacity	14 litres
SERVICE
Service Interval	10,000 miles (16,000km)/12 months

CONSUMPTION AND EMISSIONS (EU)
Fuel Consumption	TBC
Emissions	TBC

Garage Composites, AIMExpo Team Up to Enhance Dealer Education for 2025 Show

Garage Composites and AIMExpo are creating educational opportunities that dealers cannot afford to miss at the February 5-7, 2025, show in Las Vegas. Expanding upon the 2024 partnership, Garage Composites and AIMExpo will feature industry-leading experts in five can’t-miss sessions, designed to deliver insights and actionable takeaways in strategic areas, including:

• Industry Best Practices in Leading a Team
• Process Management
• Sales Department Best Practices
• Service Department Best Practices
• Capitalizing on Events at Your Dealership

“Garage Composites is embedded with so many dealerships across the country — with their 20 Clubs, online dealer education, and consulting — making them the perfect partner to collaborate with to deliver dealer education at AIMExpo,” said Cinnamon Kernes, Vice President of Market Expansion for the Motorcycle Industry Council. “Garage Composites enables us to continue to level up our content, making sure that dealers attending AIMExpo 2025 will leave the show with both immediately actionable ideas to enhance results, and longer-term strategic themes to drive long-term, transformational, positive change in their businesses.”

“We have decades of experience in the powersports, marine, and bicycle space; we know it’s imperative to create effective, professional, and progressive managers in every department of the dealership,” said Jordon Schoolmeester, Manager of Training, Garage Composites. “Our content focuses on the path to making key departments more profitable and determining growth strategies that will help ensure long-term success.”

The Garage Composites expert team will be led by founders Sam Dantzler, President, and Tony Gonzalez, CEO. Dantzler and Gonzalez have decades of experience across the powersports industry. As 20 Club moderators, trainers, podcasters, consultants, and keynote speakers, Dantzler and Gonzalez are dedicated to mentoring dealers and teaching their employees, helping them transform their businesses to deliver better service and enhanced results.

In addition to the sessions presented by Dantzler and Gonzalez, three additional Garage Composites experts will be taking the stage over two days, including:

• Jordon Schoolmeester, Manager of Training: Focusing on dealership training and running GC’s Managers Training Academies with an emphasis on process and leadership 
• Max Materne: Extreme focus on after-sales management, Max brings a new outlook on the age-old “back of house” 
• Amanda Nixon, marketing professional with over 13 years in the powersports industry, specializing in branding, social media, and graphic design

“The Garage Composites team is excited to play a much bigger role at AIMExpo than we have in the past. This show is a great opportunity to engage with industry leaders, keep up with the latest trends, and build stronger relationships with key partners. It’s also a great place to learn,” said Gonzalez. “One of the things we’re looking forward to the most is being able to share our knowledge on a broader scale and help dealers across the board improve their business.”

Garage Composites sessions will take place at AIMExpo on Wednesday and Thursday on the Dealer Excellence stage centrally located on the show floor. Gonzalez and Dantzler will again host their live podcast from AIMExpo, this year at the AIMExpo Starting Line, the show’s newest experiential feature at the entrance of the exhibit hall.

Dealers always attend AIMExpo for free. For more information and to register for AIMExpo, visit www.aimexpousa.com. For more information on Garage Composites and the products and services they offer, visit www.garagecomposites.com.

Husqvarna Mobility encourages riders to explore further with the Norden 901 Expedition 2025

Husqvarna Mobility is proud to unveil its 2025 Norden 901 Expedition. Several technical refinements can be found on this latest version of the mid-class travel motorcycle, which features an updated and distinctive livery to underline the brand’s continued development of this incredible machine.

Advanced riders take advantage of the updated Slip Adjuster, which is part of the Cornering Motorcycle Traction Control (MTC). Offering ten settings, riders can select a level based on their ability and the terrain ahead. The system works by determining how much the rear wheel can drift when exiting turns, as well as allowing the front wheel to be lifted over obstacles.

2025 Husqvarna Norden 901 Expedition

For added convenience and an improved riding experience no matter the adventure, new mirrors, a hazard light warning system, and a USB-C charging port are all perfectly positioned. Additionally, the Norden 901 Expedition is equipped with a revised exhaust system to allow the parallel-twin engine to breathe more freely while meeting emissions regulations.

Ensuring the toughest terrain can be mastered with confidence, the Norden 901 Expedition features WP XPLOR suspension. Fully adjustable in terms of compression, rebound, and preload, in addition to offering 240 mm of travel, the suspension allows every rider to create a customized set-up based on their preferences.

An extensive list of Technical Accessories is fitted to the machine to ensure long days of exploration deliver maximum enjoyment, from sunrise to sunset. The heated grips and seat provide instant warmth for early morning starts and colder climates while the Touring Windshield deflects wind around the rider, particularly at higher speeds, to reduce fatigue. A Side Bag Set at the rear of the machine provides up to 36 liters of storage capacity to keep all essential traveling equipment secure.

The Norden 901 Expedition continues to be powered by a highly efficient and reliable 889 cc parallel-twin engine. The powerplant provides a smooth and controllable power delivery for total control both on and offroad. With the engine acting as a stressed member of the steel trellis frame to reduce weight and create a more compact overall design, this engineering technique also aids in the agility and stability of this exceptional travel machine.

In front of the handlebars, a glare and scratch-resistant 5” TFT display clearly shows essential information including the current speed, fuel consumption, and water temperature. Travel enthusiasts are encouraged to download the Ride Husqvarna Motorcycles app onto their smartphone and pair it with the machine’s Connectivity Unit using Bluetooth. The app features Turn-by-Turn+ navigation, which includes real-time traffic information, and all directions are shown on the screen. The Connectivity Unit also lets riders control music selection, make and receive calls, and adjust the volume using the handlebar-mounted buttons.

Technical highlights:

• New color scheme for 2025
• New USB-C port conveniently positioned on the left side of the dashboard
• New Hazard Warning lights with integrated handlebar switch
• Revised Cornering sensitive Traction Control allows for 10 levels of adjustable rear wheel slip (in Explorer Mode)
• Chromium-molybdenum steel frame with engine as stressed member
• 889 cc parallel-twin engine with class-leading power
• 240 mm travel, adjustable WP XPLOR suspension provides exceptional comfort when riding offroad
• Touring Windshield for reduced fatigue on extended rides
• Heated grips and seat for riding in cold climates
• Side Bag Set offers a convenient storage solution
• Center stand enables easy serviceability
• Heavy-duty Skid Plate for complete protection of tank and engine
• Four selectable ride modes Street, Rain, and Offroad including the optional Explorer mode
• Cutting edge, cornering ABS with Offroad mode
• Ride-by-wire throttle with adjustable throttle response
• Standard Easy Shift function
• Equipped with a PASC (Power Assisted Slipper Clutch)
• Tubeless spoked wheels and Pirelli Scorpion Rally STR tires for peak performance on the street and offroad
• Large capacity, five-gallon (19-liter) fuel tank provides extended range
• Connectivity Unit provides TbT+ navigation, Call-in, Call-out, and music selection from the rider’s smartphone

To provide maximum comfort in all weather conditions, the Functional Apparel Collection features quality riding gear that also delivers the highest levels of protection and functionality. Additionally, customization of the Norden 901 Expedition can be achieved with an extensive line-up of Technical Accessories visible in the online configurator for easy access. The portfolio includes numerous parts like alternative luggage solutions and premium components to further enhance this exceptional machine.

The 2025 Norden 901 Expedition will be available from November onwards at authorized Husqvarna Mobility dealerships.

Brembo Acquires Öhlins, Leading Manufacturer of Premium Suspension Technology

Brembo today signed an agreement with Tenneco, a portfolio company of funds managed by affiliates of Apollo Global Management, Inc., for the acquisition of a 100% stake in Öhlins Racing, the leading manufacturer of premium, high performance suspension technology for motorcycles and cars in the Original Equipment, Motorsport, and Aftermarket segments.

“Öhlins is a strong fit for Brembo. It is a world-renowned brand, with a solid business and an unrivaled reputation, both on the racetrack and the road,” said Matteo Tiraboschi, Brembo Executive Chairman. “We welcome Öhlins to our Group as a great opportunity to expand our offerings for the automotive market. With this addition, we take another step forward in our strategy to provide integrated intelligent solutions to our customers, leveraging synergies across key technologies in the vehicle’s corner.”

Founded in 1976, Öhlins Racing is based in Upplands Väsby (Stockholm), Sweden, and has a strong international footprint. Öhlins employs approximately 500 people across two production facilities located in Sweden and Thailand, two R&D centers in Sweden and Thailand, and four distribution and testing branches in the U.S., Germany, Thailand and Sweden.

Öhlins’ suspension technology is renowned for precision, performance, and innovation. With decades of expertise and advanced engineering, Öhlins Racing offers an extensive range of products, including shock absorbers, front forks, steering dampers, software and algorithms, and accessories for the OEM and aftermarket segments. The company also has a strong racing heritage and presence in major motorsport championships, supplying MotoGP, Formula 1, World Superbike, NASCAR, and others. Öhlins Racing is projected to close 2024 with a turnover in the range of USD 144 million, with an expected adjusted EBITDA margin between 21% and 22%.

“We’re confident that Brembo is the right partner to take Öhlins Racing to the next level,” said Jim Voss, CEO of Tenneco. “This sale not only positions Öhlins and its employees for continued success under Brembo’s leadership in the market, but it also supports Tenneco’s strategy of streamlining our business portfolio and strengthening our balance sheet as we continue to execute on our long-term vision.”

“As we join forces with Brembo, we are excited to unlock new growth opportunities and leverage our respective strengths and assets to drive innovation and deliver even greater value to our customers and employees,” said Tom Wittenschlaeger, CEO of Öhlins Racing.

Öhlins Racing is committed to developing the next generation of mechatronic suspension technology for both road and track. This innovation-driven approach will reinforce Brembo’s mission to be a Solution Provider for future mobility.

This deal marks the largest acquisition in Brembo’s history. The purchase price is USD 405 million, (corresponding to € 370 million at today’s exchange rate), on a cash free / debt free basis, subject to customary price adjustment mechanisms. The acquisition will be paid using available cash.

The acquisition is subject to customary regulatory approvals and is expected to close in early 2025.

This acquisition continues Brembo’s investment in the motorcycle and motor racing area. In 2021 the Group acquired SBS Friction in Denmark and J.Juan in Spain, completing the offer of braking system solutions dedicated to two-wheelers. In February of this year, Brembo announced its entry into Thailand with a new production site dedicated to braking systems for motorcycle manufacturers. Brembo also controls Marchesini, the leading brand in the design and production of light alloy wheels for racing and road motorcycles.

The two-wheeler business is today worth approximately 13% of Brembo’s total revenues.

BofA Securities is acting as financial advisor to Brembo. Simpson Thacher & Bartlett and BonelliErede are acting as legal advisors. Jefferies LLC is acting as lead financial advisor to Tenneco.  Barclays is also acting as financial advisor and Sidley Austin LLP as legal advisor.

Accessible Supersport Performance: Yamaha Announces the Exhilarating All-New YZF-R9

Yamaha Motor Corporation, USA, is proud to announce the newest edition to its iconic R-series lineup, the all-new 2025 Yamaha YZF-R9. A new breed of performance street bike, the R9 is aimed at providing true Supersport-levels of performance in an accessible package that enhances the capability and confidence of riders of across a spectrum of skill levels.

Based on Yamaha’s renowned CP3 powerplant, the new 2025 YZF-R9 boasts a dedicated Supersport chassis and comprehensive electronics suite, wrapped in striking next-generation R-series styling. Alongside the exhilarating all-new R9, Yamaha is also announcing the remainder of its R-series lineup for 2025, including significant updates to the 2025 YZF-R3, and the 2025 YZF-R7 which returns unchanged.

R World is Calling

Yamaha has a rich heritage of building the most sought after Supersport motorcycles designed to deliver the pinnacle of performance on and off the track. From the rider-friendly YZF-R3 to the exclusive and track-focused YZF-R1M, the Yamaha R-series model lineup provides options for riders of all skill levels to experience the pure exhilaration of R World.

2025 YZF-R9

The new 2025 YZF-R9 was conceived to redefine the Supersport class by combining track-capable performance with street bike accessibility through a broad, smooth power delivery, light handling, street-friendly ergonomics and a complete package of advanced rider aids—a machine as equally at home on a race circuit in the hands of a seasoned track rider as it is exploring canyon roads or urban streets in the hands of a dedicated street rider.

Powerful CP3 Engine

The heart and soul of the new R9 is its characterful 890cc liquid-cooled three-cylinder powerplant, which receives a unique ECU tune and optimized gear ratio to provide thrilling Supersport power with a more broad, torquey engine character. A carefully tuned airbox amplifies induction sound which combines with the CP3’s distinctive crossplane triple exhaust note to provide an aural resonance which further heightens the thrill of acceleration.

Dedicated Supersport Chassis

The new R9 chassis begins with an advanced gravity-cast Deltabox frame that’s the lightest aluminum frame ever offered on a Yamaha Supersport model. The frame is extensively tuned to deliver a supple, predictable feel at lower speeds and Supersport rigidity for razor-sharp handling at track speeds. Along with a new high-spec fully adjustable KYB® suspension and nearly perfect 50/50 weight distribution, the R9 delivers light, agile handling that inspires confidence for a wide range of riders and experience levels.

Brembo® Brakes

Premium Brembo® Stylema monoblock front brake calipers combine with a Brembo® radial master cylinder, large 320mm dual front discs, stainless steel brake lines and aggressive pad compounds to offer Supersport-level braking performance with exceptional power and feel. The R9 also offers the option to turn rear ABS off for track riding.

Advanced Aerodynamics

The new YZF-R9 includes MotoGP®-inspired functional winglets which add downforce for a stable, planted front-end feel while keeping drag to a bare minimum. In fact, the ultra-sleek new R-series design yields the most aerodynamic Yamaha model ever offered.

Supersport Ergonomics for the Street

A dedicated Supersport riding position is optimized to achieve excellent handling and a strong sense of unity with the machine while still offering a short reach to the clip-ons, ample leg room and low seat height for more comfort in a variety of riding scenarios.

New Generation TFT Display

The YZF-R9 receives Yamaha’s latest generation full-color five-inch TFT display providing a wide range of vehicle data. The rider can select their display preference between four separate street themes or a dedicated track theme. Display themes, vehicle data, connectivity functions and the R9’s electronic suite are navigated through Yamaha’s latest integrated handlebar switches. Button shape and feel have been extensively refined to provide intuitive operation in a compact, easy-to-use solution.

Smartphone Connectivity

Riders can link their smartphone to the new TFT display via Yamaha’s free Y-Connect app to receive message notifications, calls and listen to music (through use of an aftermarket Bluetooth® headset, not provided). Additionally, full turn-by-turn navigation is available through the Garmin® StreetCross app to make each journey easier.

Advanced Electronic Suite

An advanced six-axis Inertial Measurement Unit (IMU) is based on the proven performance of the flagship YZF-R1 Superbike. Data collected from the IMU and wheel speed sensors enable a high-tech suite of rider aids including a nine-mode Traction Control System (TCS), three-mode Slide Control System (SCS), three-mode Lift Control System (LIF) and a Brake Control System (BC). Levels of intervention can be adjusted to preference and each of these systems can also be turned off providing the ultimate versatility and control in a variety weather and surface conditions.

Yamaha R-Series Style

With sharp, distinctive R-series styling including its signature M-shaped front duct and tail wing, combining with new generation design cues like angled LED position lighting and advanced aerodynamics including functional front winglets, the revolutionary new YZF-R9 is instantly recognizable as the next evolution of Yamaha’s iconic R-series.

2025 YZF-R9 Top Features

• Renowned 890cc liquid-cooled CP3 engine
• Ride-by-wire Yamaha Chip Controlled Throttle (YCC-T®) System
• Assist & Slipper clutch
• Yamaha third-generation quickshifter
• Lightweight gravity-cast aluminum frame
• Fully adjustable high-spec KYB® front fork
• Fully adjustable high-spec KYB® rear shock
• Brembo® Stylema calipers
• Brembo® radial master cylinder
• Aerodynamics winglets
• Full color 5-inch TFT display
• Smartphone connectivity
• Advanced six-axis IMU
• Four-level Power Delivery Mode (PWR)
• Nine level lean-sensitive Traction Control System (TCS)
• MotoGP®-developed three-level Slide Control System (SCS)
• Three-level Lift Control System (LIF)
• Lean-sensitive Brake Control System (BC) with ABS
• Rear ABS off function
• Two-level Engine Brake Management (EBM)
• Back Slip Regulator (BSR)
• Launch Control (LC)
• Yamaha Ride Control (YRC) with preset and customizable settings
• Yamaha Variable Speed Limiter (YVSL)
• Full LED lighting
• Intuitive new switchgear
• Cruise control

Colors, Availability & Price

The new 2025 Yamaha YZF-R9 will be available in Team Yamaha Blue, Matte Raven Black or Intensity White/Redline, and will begin arriving to dealers in March for $12,499 MSRP.

2025 YZF-R3

Yamaha’s celebrated entry into R World, the YZF-R3 is powered by a high-revving 321cc engine with an emphasis on lightweight, nimble handling and real-world practicality. A perfect choice for everyone from first-time riders to experienced track day enthusiasts, the R3 strikes the right balance of thrilling Supersport performance and everyday comfort in a fun, sporty package that shows off its distinctive R-series pedigree from every angle.

The new 2025 YZF-R3 receives an extensive list of key updates designed to further enhance performance, practicality and style.

New Generation R-Series Styling

Inspired by the flowing aerodynamics of Yamaha’s YZR-M1 MotoGP® race bike, the new 2025 YZF-R3’s distinctive R-series pedigree is recognizable at a glance with its aggressive new front fairing, sleek new side panels and a sporty new tail section with signature R-series tail wing.

Improved Ergonomics

A narrower seat and slimmer side covers improve the rider’s foot reach to the ground while retaining the YZF-R3’s relaxed riding position.

Modern LED Lighting

New LED lighting adds a more modern look, including a new single projector-type headlight flanked by aggressive four-element position lights, along with a new LED taillight and turn signals.

New Assist & Slipper Clutch

A first for the YZF-R3, the new Assist & Slipper (A&S) clutch utilizes an assist cam and slipper cam to help inhibit excessive engine braking for a smooth, easy-to-handle feeling during downshifts while also reducing the amount of force required to pull the clutch lever for less hand fatigue.

Smartphone Connectivity

The 2025 YZF-R3 now features Yamaha Motorcycle Connect (Y-Connect) smartphone connectivity which works in conjunction with the free-of-charge Y-Connect app (available for iOS and Android) to enable a direct connection between motorcycle and smartphone. Y-Connect capability for the R3 includes the ability to view incoming call, email and message notifications. Additional useful functions include monitoring and notifying the rider or other contact of motorcycle technical issues, and the ability to track and record key motorcycle ride data within the app, including distance covered, fuel consumption, acceleration, motorcycle location and much more.

New LCD Display

An all-new LCD instrument cluster now displays connected smartphone information along with vital vehicle data. There is also a new USB-A socket located next to the display providing convenient power for phone charging or heated gear.

2025 YZF-R3 Top Features

• Distinctive new generation R-series styling
• Improved ergonomics including a narrower seat and slimmer side covers
• New modern LED lighting
• New Assist & Slipper clutch
• New smartphone connectivity
• New LCD display
• High-revving 321cc liquid-cooled, inline two-cylinder engine
• Lightweight forged aluminum pistons
• Unique DiASil (high-silicon aluminum alloy) cylinders with innovative offset design
• Modern fuel injection system
• Compact, mass-centralized exhaust system
• Economical 56 mpg fuel efficiency
• Smooth-shifting six-speed transmission
• High performance suspension including inverted KYB® fork and KYB® Monocross shock
• Slim, compact, lightweight chassis with near 50/50 weight distribution
• Refined Supersport ergonomics with raised clip-ons and low seat height
• Modern anti-lock braking system
• Stylish 10-spoke cast aluminum wheels

Colors, Availability & Price

The new 2025 Yamaha YZF-R3 will be available in Team Yamaha Blue, Matte Stealth Black or Lunar White/Nebular Blue, and will begin arriving to dealers in December for $ 5,499 MSRP.

2025 YZF-R7

Yamaha’s popular YZF-R7 returns unchanged for 2025 with proven power from Yamaha’s engaging 689cc CP2 engine, narrow lightweight chassis and distinctive R-series Supersport styling.

Colors, Availability & Price

The new 2025 Yamaha YZF-R7 will be available in Team Yamaha Blue or Matte Raven Black and will begin arriving to dealers in December for $9,199 MSRP.

Learn more about Yamaha’s complete Supersport lineup, as well as other Yamaha products at: www.yamahamotorsports.com.

Find a range of Genuine Yamaha Accessories, apparel and more at: www.yamaha-motor.com/shop.

For more information related to all Yamaha products, visit: www.yamahamotorsports.com.

Follow Yamaha Motor Corporation, USA, through your favorite social media sites:

#Yamaha #YamahaMotor #YamahaMotorUSA

www.facebook.com/yamahamotorusa

www.instagram.com/yamahamotorusa

www.x.com/yamahamotorusa

AMA Motorcycle Hall of Fame Welcomes Five New Inductees In 2024

The AMA Motorcycle Hall of Fame inducted its 2024 Class on Thursday, honoring five new members during the 2024 AMA Motorcycle Hall of Fame Induction Ceremony.

The AMA Motorcycle Hall of Fame Class of 2024 includes Mike Lafferty, Debbie Matthews, Mat Mladin, Rob Rasor and Kevin Windham, all of whom received their Hall of Fame rings and ceremonious gold jackets during the ceremony.

“This evening, we honor a special class of motorcyclists who have excelled in various areas within our industry,” said AMA President and CEO Rob Dingman in his induction speech. “From world-class racers to inspiring advocates and pioneers, these individuals have left an indelible mark on our sport.

“The AMA Motorcycle Hall of Fame is more than just a museum. It is a living testament to the achievements and contributions of motorcycling legends. Events such as tonight’s ceremony help preserve their stories and ensure that their legacy continues to inspire and educate.”

Established actor, director and motorcycle enthusiast Perry King and Laurette Nicoll — motocross rider, sidecar aficionado and sideline reporter — led this year’s ceremonies as emcees, taking the audience through the lives and accomplishments of the Hall of Fame inductees.

The AMA Motorcycle Hall of Fame also honored and recognized the memories of the Hall of Famers who passed away during the last year: T.C. Christenson, Ed Youngblood, Sammy Tanner, Tom Heiniger, Larry Huffman and Ed Lojak.

Supporters and partners for the 2024 AMA Motorcycle Hall of Fame Induction Ceremony included Yamaha, Suzuki and Powersports World TV.

The AMA Motorcycle Hall of Fame Class of 2024

Each member of the Class of 2024 was officially inducted into the AMA Motorcycle Hall of Fame on Thursday, and after receiving their rings and jackets, the inductees addressed the audience through a speech.

Mike Lafferty

Mike Lafferty was bitten by the enduro racing bug in 1982 when he was 7 years old, and he turned this passion into one of the most successful off-road careers ever.

Lafferty broke through when he won back-to-back East Coast Enduro Association championships as a teenager in 1993 and 1994. With growing success, Lafferty became a full-time member of the Factory KTM Off-Road Team.

Lafferty hit a launching point in 1997, when he claimed his first AMA National Enduro Championship. This sparked a stretch from 1997–2007 in which Lafferty would claim a total of 71 wins and eight titles racing national enduros. His 71 wins put him second all-time. Lafferty’s eight titles has him tied for the most all-time.

“Having this happen and being inducted to the AMA Hall of Fame is such a huge honor, and it’s still kind of surreal,” Lafferty said. “I’m extremely grateful for everyone at KTM — being a part of that family. It’s everything I’ve ever dreamed of, and I couldn’t have done this without them.”

Debbie Matthews

Debbie Matthews has spent her life contributing to motorcycling and has done so by serving in — and excelling in — almost every role the sport has to offer to increase opportunities for women riders.

Known for her smooth and effortless racing style, Matthews set the record for longest consecutive pro and amateur career in women’s motocross, when she raced for 27 years. During her career, she set an additional record for placing in the top 15 of the national rankings for women’s professional motocross every year from 1977–1997.

In 1996, she co-founded the Women’s Motocross League, and Matthews further worked on behalf of women riders when she met with AMA Congress and drove the change to give women “A” Rider classification for the first time in history.

In 2012, Matthews was awarded the Lifetime Appreciation Award for her commitment as a women’s advocate, and in 2021 was inducted into the Hot Shoe Hall of Fame. In 2014, Matthews founded the Professional Organization of Women’s Racing (POWR), which generated the largest Women’s Pro Purse & Bonus program in the history of women’s motocross.

“I’m thrilled to be inducted during the 100th Anniversary of the AMA and the 50th Anniversary of Women’s Motocross,” Matthews said during her speech. “Motorcycling creates lifelong friends and stories spanning generations. Each of us is part of that great legacy, making motorcycling exciting, fun, addictive and glorious! Thank you for the blessing and privilege to be part of the most exciting sport on Earth!”

Mat Mladin

In a 10-year span from 1999 to 2009 that continues to defy belief in hindsight, Mat Mladin notched seven AMA Superbike titles and won 82 AMA Superbike nationals in the process — each of those numbers more than anyone in history.

Mladin also won the legendary Daytona 200 three times during that period, achievements that have him tied for third all-time behind AMA Hall of Famers and multi-time D200 winners Scott Russell (5) and Miguel Duhamel (4). In 1999, he won his first of seven AMA Superbike titles — achievements that would make him, according to MotoAmerica, “the most dominant rider in the history of the AMA Superbike Championship.”

“I’d like to thank the AMA, the Hall of Fame and everyone that voted for me to get my little place here amongst so many legends of the motorcycle racing world,” Mladin said. “Thank you!”

Rob Rasor

For decades, Rob Rasor was instrumental in carrying out the AMA’s mission to promote the motorcycle lifestyle and protect the future of motorcycling.

Hired in 1973 as part of the AMA’s Government Relations Department, Rasor helped ward off a federal “superbike” ban, helmet requirements and bike bans in several states and cities, and aided in the fight to ban healthcare discrimination against motorcyclists. Rasor was also a champion for off-road riding, and assisted in the AMA’s efforts to accommodate off-road riders on public lands.

Rasor’s efforts extended beyond the United States, and he was awarded the FIM Nicolas Rodil Del Valle Gold Medal in 2019.

“I like to think I fullfilled my love of motorcycling as a contributor,” Rasor said. “Today, I am honored to be inducted into the AMA Hall of Fame at the same time as these heroes of our sport!”

Kevin Windham

Kevin Windham’s 19-year AMA Supercross and Pro Motocross career is one for the history books.

During his long, illustrious career, Windham raced to 47 total AMA Pro wins and collected the third-most starts (325), third-most points (9,070) and the seventh-most podiums (130). While

Windham saw success domestically, he thrived in international competition — winning the 1999 FIM United States Grand Prix and 2005 Motocross of Nations as a member of the American team.

Windham retired from AMA Pro Racing in 2013, marking the end of a dominant career in the AMA and international circuits.

“Thank you to AMA Motorcycle Hall of Famer Broc Glover, Rob Buydos, the committees and lifetime members who voted me into the Hall of Fame,” Windham said. “And thank you to the AMA for working to control of the chaos of we racers, and for protecting our rights as motorcyclists. I’m very proud to be a Life Member of the AMA.”

Share