CRAZY IS THE NEW NORMAL

Normal. Status quo. Predictable.

These words no longer apply to the motorcycle industry. Factories released annual model changes, pushing progress yearly, with never-ending leaps in engine or chassis design. That was progress; that was the future visible in a straight line from wherever you stood. It was going to happen. And it did.

Motorcycles became incredibly fast, great handling, utterly reliable, and perfectly fit for their purpose. By the 2000s, bikes reached a new level of perfection, and therefore, perhaps, customers got bored. Sales tanked, not just from the economic collapse but also because bikes grew obsolete as a badge of independence, and young people no either—a motorcycle could sit for months, but push a button, and voilà. Just like a toaster or microwave—an appliance. Nobody’s passionate about appliances.