Brough Superior Motorcycles

It’s exactly ten years on since the born-again Brough Superior brand’s first all-new model, a modern take on the legendary SS100 launched 100 years ago this year as the world’s first street-legal Superbike, was unveiled at the 2013 EICMA Milan Show.

OK, even in our hand-laid, calf-leather-clad, carbon fiber chairs, we’re getting pretty punchy here in the EICMA Coverage Center inside the spacious MO Tower on the West Coast VerticalScope Campus. Not even the staff sushi chef and bespoke MO coffee blend can get more than a raised eyebrow from us MOrons at this point, but after two days of sifting through trainloads of press releases for our reader base throughout the solar system, we think we have found a winner! What you have below is a press release that is so horrific that we actually took the time to talk about it. While a couple of Italian releases, with their floral English translations, came close to winning, the ratio of words to actual information of Aston Martin/Brough Superior AMB 001 Pro press release tipped the vacuum-sealed, vibration-isolated, laser-etched titanium scales that we use to consider these awards.

Loyal MO readers will, no doubt, remember that Brough Superior had a three-month-old prototype of its SS100 on display at the  2013 EICMA show. Well, a lot has happened in the last year. Namely, Thierry Henriette, owner of Brough Superior Motorcycles SAS, says the SS100’s development has advanced to the point that he’s openly talking about assembly plant tours and product test rides. MO’s Editorial Director, Sean Alexander reports from Brough’s Eicma display that these latest prototypes are seriously impressive up-close and in the metal.