Husqvarna Motorcycles

This is a story of a challenge. Changing everything we do, not who we are.

It is also a story about an evolved understanding of the origin of a brand.

Husqvarna Motorcycles is a brand with more than 113 years of heritage, but building on this strikingly rich history doesn’t mean coming up with retro solutions. For us, redesigning this brand - the icon of motocross - was an absolute privilege. What matters to us also mattered to the first generation of Husqvarna Motorcycles craftsmen: building premium products that have Swedish roots, that are radically reduced and that are honest in their purity.

Imagine the inventors of Motocross launching a street bike. It's madness, right?

That's exactly what we did! We set out to create nothing less than a new definition of “pioneer”.

While Husqvarna Motorcycles was undergoing a major brand overhaul in 2013, a new chapter in its story began: its expansion onto the street. After repositioning the entire brand we designed and built two new show bikes: the VITPILEN 401 and SVARTPILEN 401. Though the design team embraced the trend of retro bike building, we knew there was serious potential in doing something new, yet familiar. For us, it wasn’t about designing what they had back then. We designed what they always wanted.

The Swedish design mantra? Even less is more. 

Year two in the ongoing brand overhaul, Husqvarna stole the show with the VITPILEN 701 concept at EICMA 2015 in Milan. Understanding its Swedish roots and combining them with state-of-the-art technology and a modern design language created an unprecedented side effect: the VITPILEN street range began attracting people to motorcycling who had never considered it before. Husqvarna Motorcycles is now a lifestyle brand.

Guess what? People like it, and not just the ones you would expect. But, that’s exactly what we expected.

Pioneer with us.

Let’s build some more pioneering products.

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