Brand profile maintenance is like painting the Golden Gate Bridge - the job is never finished. It isn't designed to be. If you stop, rust sets in and negative speculation quickly takes control of your balance sheet. If you think keeping your brand identity and profile alive is expensive, try cheap! - Yeldarb Nibor, 2008.
In September 2025, Royal Enfield recorded its highest-ever monthly sales, selling 124,328 motorcycles worldwide - the brand sold 86,978 bikes during the same month in 2024, representing a +43% increase. India accounted for 113,573 of those sales, compared to 79,325 in September 2024. Exports were 10,755 bikes shipped, up from 7,653 the year before.
The end of August saw Stark Future, "the fastest-growing Spanish company ever in history", close a new investment round, to fund growth and continue its expansion of the model platforms. While Eicher Motors (India - Royal Enfield parent company) led the last round, this investment mainly came from the company's existing shareholders, along with a select group of new high-profile investors from the world of MotoGP. "We decided to close this internal investment round at a very attractive valuation in order to do it quickly while offering very competitive terms to the people that have already supported the business in previous rounds," said Anton Wass, CEO & Founder. "We managed to close it within a couple of weeks, which is a strong testament to the results our team has created. We also used this as an opportunity to invite a few selected external investors that we'd like to have in our team;" www.starkfuture.com
World Ducati Week returns in 2026, from 3-5 July at the Misano World Circuit Marco Simoncelli in Italy. The 2026 edition will be the culminating event marking the 100th anniversary of the foundation of Ducati - on 4 July, 1926.
Sherco Racing Factory has announced a new strategic partnership with Sherco United States (Sherco U.S.), appointing the Arkansas-based company as the exclusive distributor of Sherco motorcycles, parts, accessories, and gear in the U.S. and its territories. Not to be confused with former distributor Sherco USA, Sherco United States "will manage all aspects of importation, distribution, and dealer support, with an emphasis on technical service, after-sales care, and parts availability to ensure a premium experience for both dealers and riders." Led by owner and president James Jordan, the new importer will oversee the brand's 2026 relaunch in the U.S., with new-model motorcycles, factory parts, and branded gear scheduled to arrive in the USA later this year.
Swiss Oil Blender Bucher AG has announced its Motorex oil as a new official partner and first-fill lubricant brand for the family owned, Nimes, France based Sherco motorcycle manufacturer. Manager by Marc Teissier and producing around 20,000 units a year, Sherco specialises in bikes from 50 cc two strokes to 500 cc rally bikes based on their own engine and frame designs.
