Almost Famous

With nearly 100 years of bikes under its belt, can MOTO GUZZI finally break into the mainstream?

- Chris Nelson

Heritage is both a help and a hindrance to Moto Guzzi, an Italian motorcycle manufacturer with century-old roots. A rousing start was followed by a tough era featuring numerous slipups and near-fatal stumbles that eventually steered Guzzi to where it is today: a company that creates eclectic, aesthetically interesting bikes typically unseen by the masses. And that’s something the company hopes to change.

“With Moto Guzzi we are now facing what we call the ‘heritage brand dilemma,’” says Davide Zanolini, executive vice president of marketing and communication for Moto Guzzi’s parent company, Piaggio Group. The dilemma is this: “Preserve decades of history and tradition, or change to stay relevant for a rapidly evolving market? Heritage shouldn’t tell you where you are, but where to go next,” he says.