Boxerworks.com

I understand the value of a name like "Indian" when you're making a classic V-twin cruiser, but I do not understand at all the value of buying Ariel's name and putting it on a cutting edge sport bike that has nothing in common with the Ariel name except having two wheels.

They already owned the name--bought it out of the cut-out bin a few years ago and used it on a fairly interesting four wheeled open vehicle.

I see this as an extension of that market.

Major Softie wrote:I understand the value of a name like "Indian" when you're making a classic V-twin cruiser, but I do not understand at all the value of buying Ariel's name and putting it on a cutting edge sport bike that has nothing in common with the Ariel name except having two wheels.

That's what I was thinks as well. Got nothing to do with an Ariel....Could be a Rambler for that matter.

From a marketing perspective it's a hook, not a very big one but it means British and there's a connection to some earlier iron that was pretty good.There is no downside and the bike will probably be pretty good if their Atom car is anythingto go by.