In the past 40 years, motorcycle manufacturers have been in a relatively stable state of development, with the four major brands in Japan (Honda, Kawasaki, Suzuki, Yamaha), Harley, and BMW all continuously developing and advancing at a speed that no one seems to be able to match!

But history tells us that even though these seemingly stable companies may one day be overthrown and disappear into the industry (Harley closed in the 1980s), once famous brands such as Ariel, BSA, and NSU were once sales champions selling hundreds of thousands, even millions of vehicles, but ultimately succumbed to competitive markets, leading to financial crises and mergers.

Famous European and American motorcycle brands that have fallen

Recently, several brands, such as Indian, Norton, and Triumph, have also started to recover and expand their territory, so they are not in our options. Our 10 choices are based on some basic conditions, such as long lifespan, selling enough vehicles, and having special historical significance. Perhaps some countries and regions may not have certain standards, so there may be some differences in our list!

10. Rupp

Famous European and American motorcycle brands that have fallen

In 1959, Mickey Rupp founded the Rupp Manufacturing Company in Mansfield, Ohio. Many people from the 1960s and 1970s spent time on Rupp minibikes, and at that time, only eight employees were there with him to build Dart Carts!

In 1960, Rupp expanded its production of 1000 mini motorcycles, and during its heyday, it produced up to 75000 mini motorcycles, snowmobiles, ATVs, and gocars per year.

The good times are not always good, Mickey Rupp was forced to sell its controlling stake in Rupp Enterprise in 1973, and the company was unable to continue operating after five years. The last car went into history in 1978! Whether motorcycle enthusiasts or non cyclists, there was a great sense of familiarity with the Rupp brand during that era, which has now increased the collectible value of this car.

Rupp's mini motorcycle models include the following: TT500, Roadster, Roadster2, Scrambler, Black Widow, Enduro, Chopper, and a tricycle called the Centaur.

9. NSU

Famous European and American motorcycle brands that have fallen

NSU produced weaving machines in 1873, expanded production of bicycles in 1886, and then began producing motorcycles in 1901. The factory suffered severe damage during World War II, but by 1955 it had risen to become the world's largest motorcycle manufacturer, producing 350000 units a year!

Prior to this, the NSU set a top speed of 180 miles per hour in 1951 with a 500cc turbocharged engine, while also setting records for high-speed speeds between 50cc and 500cc in various levels.

In 1956, Whithelm Herz broke the record of 200 miles per hour with a streamlined turbocharged model. The NSU won numerous awards in the 125cc and 250cc groups at the World Motorcycle Championships between 1953 and 1955. Driver Hermann Paul Muller drove a 250cc model to win the world championship title in 1955, and production ceased after the company merged with the Volkswagen Group in 1969!

8. Laverda

Famous European and American motorcycle brands that have fallen

Laverda specializes in small displacement single cylinder two-stroke models, and it was not until 1967 that a large displacement model with parallel dual cylinder 650cc was released at the Milan Auto Show, which attracted the attention of major car manufacturers.

In 1970, Laverda's motorcycle won the endurance race, and in 1971, it launched the SFC model. At that time, it was known as the fastest motorcycle on the road in the early 1970s. In six years of production, a total of 549 cars were made, making it very rare! But some of the successful deeds mentioned above did not allow Laverda Car Factory to continue its operations, as it closed down in 1985!

Piaggio took over the management rights of Aprilia and Laverda in 2004, but stated that they did not continue to develop the Laverda brand!

7. Bultaco

Famous European and American motorcycle brands that have fallen

Bultaco was born in an environment of exclusion and contempt.

In 1958, Montesa left her membership in the World Motorcycle Championship, and one of its members, Francisco "Paco" Bulto, ran out to establish her own motorcycle company. The name Bultaco comes from Bulto's partner Johnny Grace using Francisco's name Bulto and his nickname Paco.

The company mainly produces off-road vehicles and streetcars, but is famous for its technical models, especially a technology car called the Sherpa T. In 1965, driver Sammy Miller won the British Technical Car race for the first time riding this car.

Over the past 15 years, Bultaco has also contributed a lot of effort to the technology car industry, but as previously discussed, no matter how well you operate, certain factors still closed down and stopped production in 1979.

Although there was a revival from 1980 to 1983, it didn't take long for it to go bankrupt!

6. Excelsior Henderson

Famous European and American motorcycle brands that have fallen

Ignaz Schwinn, a representative figure of bicycles and a member of the AMA Hall of Fame, bought Excelsior in 1911 (not to be confused with British and German brands of the same name). Six years later, he bought Henderson Motorcycle Co.

In the following decade, Excelsior Henderson became the third largest motorcycle manufacturer in the United States, after Indian and Harley Davidson.

The Great Depression led to the closure of Schwinn's motorcycle department in 1931. About 62 years later, Dan Hanlon rebuilt the Excelsior Henderson brand. The new factory is built in Belle Plain, MN, and the money comes from investments from all parties.

Over 2000 units were produced in two years, but the company's capital continued to dry up and had to stop operating.

5. Ariel

Famous European and American motorcycle brands that have fallen

Like many closed motorcycle manufacturers in the UK, Ariel was also one of the technological innovators of the time. The renowned motorcycle designer Edward Turner, who joined in 1928, designed the most primitive square four cylinder for Arie.

The unique engine is composed of two 180 degree cranks paired with a top mounted camshaft driven by a refining rod. The initial model was a dual tube design, but it was not until 1953 that the Mark II model was changed to a four tube design (refer to the picture above).

Ariel was taken over by BSA (Birmingham Small Arms Company, once the largest motorcycle manufacturer in the UK) in 1958, and like most British motorcycle manufacturers, it quickly ended in the golden decade after 1960.

4. Flying Merkel

Famous European and American motorcycle brands that have fallen

Although rare, it is also difficult to see Flying Merkel at vintage motorcycle exhibitions. Designed and built by AMA Hall of Fame member Joseph Merkel, Flying Merkel led the innovation of American motorcycles and won countless victories in 1910.

At that time, most cars did not use shock absorbers, and Merkel had already adopted a single shock absorber for rear suspension. The front may appear to be a springless front fork, but in reality it uses double coil springs for expansion and contraction. It was sold to Miami wheel manufacturers in 911, and the brand continued until the outbreak of World War I, but did not continue to operate after the war. It seems that this model was only manufactured for future collectors and repair experts.

3. BSA

Famous European and American motorcycle brands that have fallen

Before World War II, Birmingham Small Arms Company (BSA) was the largest motorcycle manufacturer in the UK. After World War II, BSA became the world's largest motorcycle manufacturer.

Established in 1861 as a gun manufacturing factory, BSA began producing motorcycles in 1910 and ended production in 1973. During its 63 years of operation, BSA has manufactured many historical car models, including the S27 "Sloper", A7 Star Twin, A10 Golden Flash, and A65 Lightning Clubman, but none of them are more famous than the Gold Star.

The DBD34 Gold Star, born in 1956, features a beautiful fuel tank, clip on handle, Amal open carburetor, and a swept back exhaust pipe, making it a typical 'Rocker' model.

2. Vincent

Famous European and American motorcycle brands that have fallen

The Vincent brand had many legendary surroundings during its heyday in the mid-20th century. Vincent, spell out the world's fastest motorcycle and showcase the most classic image of motorcycles.

But Vincent's luck came and went too fast, and in 1955, Philip Vincent announced the closure of the factory. After obtaining Vincent's trademark, Bernard Li attempted to revive the brand with the Honda RC51 V-Twin, but unfortunately, Li passed away in a motorcycle accident in 2008.

1. Britten

Famous European and American motorcycle brands that have fallen

New Zealander John Britten, and the motorcycle named after him, this is a brilliant and sad little story. Britten used his garage as a studio to design and build the Britten V1000 and Britten V1100.

As early as the 1990s (when carbon fiber was not as popular as it is today), Britten designed this material into his car, including the body, front fork, rocker arm, and wheel frame. He even made his own engine components. The frameless design of the V1000 and V1100 has integrated features, such as the position of the shock absorber being placed in the front half of the vehicle body, and the radiator being located under the seat cushion.

In the 1990s, these two Britten cars shocked the racing industry because they challenged Ducati. But fate played a trick on people, and John Britten passed away at the age of 45 due to skin cancer related diseases.

Editor's summary:

Looking at China in the Big World

Nowadays, with the upgrading of transportation tools and the arrival of electrification of motor vehicles, the domestic motorcycle industry has also entered a comprehensive upgrade, with large displacement and sports products emerging one after another.

But from a global perspective, this market not only has a small share and high cold, but also has fierce competition, not as many people think. Large rows of multiple cylinders can easily conquer the world in one move. And in the situation of continuous prohibition of motorcycle use in major cities in China, how big is this market?

In a few more years, it is estimated that it can also be launched. After 20 glorious years, the closed motorcycle enterprises in China have been inventoried. Do not seek eternity, only envy what you once had.