Lost Legends: 20 Classic Motorcycle Brands We Sadly Left Behind

These fallen motorcycle brands tell fascinating stories of triumph and loss. While these brands may have closed their doors, the innovations they brought to motorcycling continue to influence the bikes we ride today.

Let’s take a trip down memory lane and revisit some brands that impacted today’s two-wheeled rides. 

Ace Motor Corporation

Ace Motor Corporation emerged in Philadelphia in 1919 when William G. Henderson launched his vision for premium four-cylinder motorcycles after selling his original Henderson company to Schwinn.

The Ace Four, with its powerful 1,047cc inline-four engine, quickly earned a reputation for excellence and speed, setting a remarkable 129 mph record in 1923 with Red Wolverton at the controls. Henderson’s tragic death during a test ride in 1922 sent the company into a spiral, leading to sporadic production under various owners until 1927, when Indian Motorcycle Company purchased the brand and transformed the Ace design into their legendary Indian Four.

Yankee Motorcycle

The Yankee Motor Company, founded by ISDT Bronze medalist John Taylor in 1967 in Schenectady, New York, was a bold American venture that aimed to create the ultimate enduro machine. Their flagship Yankee 500Z featured an innovative twin-cylinder two-stroke engine designed by OSSA, paired with a Dick Mann-designed frame made from aircraft-grade chromium molybdenum steel.

The 488cc powerplant was revolutionary, featuring a “Twingle” firing configuration that could be set up with pistons firing simultaneously or at intervals. Despite its innovative design and promising potential, the company produced only 765 motorcycles before financial difficulties forced them into bankruptcy in 1972-73.

Thor 

Thor Motorcycles emerged from Aurora Automatic Machinery Company in Aurora, Illinois in 1901. They initially made engines for Indian motorcycles under a groundbreaking licensing agreement that allowed them to sell engines to other manufacturers. The company developed an automatic valve engine and V-twin configuration where one cylinder stood straight up – a layout that would later influence brands like Ducati.

After parting ways with Indian in 1907, Thor began producing complete motorcycles, supplying engines to numerous manufacturers including Sears, Chicago, and Reading Standard while becoming a cornerstone of early American motorcycling. Under the leadership of racing division head William Ottaway until 1912, Thor enjoyed considerable racing success before Ottaway departed to transform Harley-Davidson’s racing program. Despite their technical innovations and racing achievements, Thor’s motorcycle production began to fade by 1918, with the company making its final bikes from leftover parts before officially ending production in 1920 under the Aurora Pneumatic Tool Company banner.

Titan Motorcycle Company

Titan Motorcycle Company burst onto the scene in Phoenix, Arizona in 1995, becoming the first manufacturer to mass-produce custom V-twin motorcycles when Harley-Davidson couldn’t keep up with demand. The father-son team of Frank and Patrick Keery built their dream around crafting muscular, hand-built machines with evocative names like Gecko, Roadrunner, Sidewinder, and Phoenix, offering riders the chance to own a custom bike without the hassle of DIY modifications.

Through a network of over 80 dealers worldwide, Titan briefly found success with their formula, even going public on NASDAQ in 1997. Their ambitious expansion into Germany in 1999 proved to be their undoing, as the company posted staggering losses of $8.1 million on sales of $26.9 million that year. Despite a valiant rescue attempt by Florida dealership owner Andrew Donald Proudfoot in 2001, Titan couldn’t weather the shrinking motorcycle market and increasing competition from other custom builders like Big Dog and American IronHorse. The once-promising manufacturer finally closed its doors in 2007, selling off assets to Arizona Motorcycle Works for around $300,000.

Simplex Manufacturing Corporation

Simplex Manufacturing Corporation carved out a unique niche in American motorcycling history when Paul Treen launched his lightweight motorcycle venture in New Orleans during the late 1920s with just $25 after Harley-Davidson rejected his vision for entry-level bikes. Their signature model, the Servi-Cycle, debuted in 1935 featuring a minimalist design with a 130cc single-cylinder two-stroke engine producing 4 horsepower, making it an ideal learner’s motorcycle.

Their most significant innovation was an automatic transmission in 1950 that offered variable gear ratios from 18:1 to 7:1. As the only motorcycle manufacturer in the Deep South for many years, Simplex continued producing motorcycles until 1960, when the dated design of the Servi-Cycle and Automatic models finally ended production. The company continued manufacturing minibikes and karts until its final closure in 1975.

American Ironhorse

American IronHorse roared onto the custom motorcycle scene in 1995 when Tim Edmondson and Bill Rucker established their ambitious operation in Fort Worth, Texas. Their massive 224,000-square-foot facility became home to the largest factory-based custom motorcycle production in America, crafting powerful V-twin machines using S&S engines and over 300 in-house manufactured parts.

The company’s lineup included eye-catching models like the Slammer, Texas Chopper, and Legend, known for outmuscling Harley-Davidsons but sometimes struggled in the handling department. Despite reaching impressive sales of around 10,000 motorcycles by 2006, the company’s fortunes took a turn after a $40 million deal with Textron Inc. in 2005. The custom motorcycle dream finally ended in spring of 2008 when American IronHorse shut-down production and liquidated its assets.

Rudge Whitworth

Rudge-Whitworth was a British motorcycle manufacturer that resulted from the merger of two bicycle companies in 1894. They began producing motorcycles in 1911 and were known for innovations like their “Multi” variable gear transmission and 4-valve cylinder heads.

Rudge motorcycles were successful in racing, winning multiple Isle of Man TT events in the 1920s and 1930s. Key models included the Rudge Ulster, Thoroughbred, and Dirt Track bikes. However, the company faced financial difficulties during the Great Depression and was bought by EMI in 1936. Motorcycle production ceased entirely in 1939 when the factory was repurposed for wartime radar production, and the Rudge name was later used on a range of bicycles produced by Raleigh. 

Mustang 

The Mustang was a lightweight motorcycle built by the Gladden Products Corporation in California from 1946 to 1965. Founded by John Gladden, the company produced models like the Mustang Colt, Thoroughbred, and Trail Machine. Mustang was an early US manufacturer that used telescopic forks and swing arm suspension.

The company closed up shop in 1965 for some reasons stated as poor management and increased competition. 

Wonder how many of you have never heard of this motorcycle? This was one of the few on the list I never knew about!

Penton

Penton Motorcycles emerged in 1968 when legendary off-road racer John Penton convinced Austrian manufacturer KTM to build his vision of lightweight enduro bikes for the American market. The brand revolutionized off-road motorcycling with innovative designs like the Berkshire 100 and Six-Day 125, which were significantly lighter than competitors and featured Sachs engines before transitioning to KTM-built powerplants in 1972.

Through his racing team’s success and innovative designs, Penton sold over 25,000 motorcycles during its decade-long run, offering models ranging from 100cc to 400cc, including popular variants like the Jackpiner, Hare Scrambler, and Mint. The brand’s legacy lives on through KTM, which took over complete production and distribution in 1978, marking the end of the Penton name but cementing John Penton’s influence on modern off-road motorcycling.

Hodaka

Hodaka was a joint Japanese and American motorcycle company that produced roughly 150,000 motorcycles. Their specialty was in dirt bikes. They were produced between 1964 and 1978. The company met its demise due to a few factors including the declining interest in dirt bikes and a falling US dollar exchange rate against the Japanese yen.

A book written by Ken

Whizzer

Whizzer was a U.S. company that produced motorized bicycles from 1939 to 1965. They were an early pioneer of what we know today as e-bikes. The Whizzer was originally sold as a kit with just an engine that could be attached to an existing bicycle. In 1948 they sold the first pre-assembled motorized bicycle.

Due to a competitive market emerging, they stopped production in 1965. The brand came back to life in 1998 with a 26″ black bike similar to their classic bike from years before. But it looks like in 2009 all production was halted.

Ossa

Ossa was a Spanish motorcycle manufacturer that specialized in two-stroke bikes that were used in motocross and enduro. They began production in 1949 and by the 1960s they had their highest production levels. During this time they gained a reputation for their endurance and reliability on and off the track. In 1967 their bikes took first and second place in the 24 Hours of Montjuich race in Barcelona.

The downfall of the company came in 1977. Competition, a lack of dealers in the U.S. market, and an employee strike all contributed to the brand collapsing. In 2010 the brand was brought back to life only to close down again in 2015.

Crocker

Crocker was a Los Angeles-based motorcycle brand that produced high-performance single-cylinder racing bikes and V-twin road bikes in the 1930s and 1940s. They ceased production in 1942 due to the war creating a shortage of materials. The owner, Albert Crocker, would pivot his business to make aircraft parts which was more lucrative.

Crocker motorcycles are considered some of the most expensive motorcycles with auctions for their bikes reaching as high as $750,000.

Flying Merkel

The Flying Merkel emerged in 1911 when engineering genius Joe Merkel’s motorcycle company was acquired by Miami Cycle and Manufacturing Company, transforming his already innovative “Merkel Light” brand into an iconic orange speedster that dominated American motorcycling.

Their revolutionary V-twin machines boasted groundbreaking features like the patented “truss fork” suspension system and automatic drip oiling, technologies that industry giants Harley-Davidson and Indian would later adopt. From their Middletown, Ohio facility, Flying Merkel produced cutting-edge motorcycles capable of nearly 100 mph, featuring advanced front and rear suspension systems that inspired their famous slogan “All roads are smooth to The Flying Merkel”. Despite their technological superiority and racing success, the brand couldn’t survive World War I’s market downturn and ceased production in 1915.

Ariel

Ariel evolved from making revolutionary bicycles to crafting some of Britain’s most innovative motorcycles, including the legendary Square Four. The company’s crowning achievement was the beloved Red Hunter, introduced in 1932, which became their best-selling model and earned a prestigious Brooklands Gold Star after lapping at over 101mph. Through both World Wars, Ariel demonstrated their engineering prowess by producing rugged military motorcycles.

Despite creating groundbreaking designs and working with legendary motorcycle designers like Edward Turner and Val Page, Ariel’s fate was sealed when BSA acquired them in 1944, and production finally ceased in 1967. Today, vintage Ariels remain highly sought-after by collectors who appreciate their unique combination of innovation, performance, and British engineering.

Laverda

Laverda began its motorcycle journey in 1947 when Francesco Laverda expanded his family’s agricultural equipment business in Breganze, Italy, starting with 75cc motorcycles. The company gained international recognition in 1968 with the 650cc twin (later 750cc), but truly made its mark with the introduction of its legendary 980cc triple-cylinder machines in 1973. Laverda became renowned for building exceptionally robust, high-performance motorcycles, with their SF series being particularly successful, selling over 18,000 units and featuring innovative developments like their “Super Freni” (super brake) system.

The brand’s orange-painted SFC models dominated international endurance racing in the 1970s, becoming iconic motorcycles of the era. Despite their engineering excellence and racing success, Laverda struggled with Japanese competition in the 1980s, leading to a production halt in 1988. The brand briefly returned under Aprilia/Piaggio ownership before producing its final motorcycle, the SFC1000, in 2006.

Bultaco

Bultaco emerged in 1958 when Francisco “Paco” Bultó left Montesa motorcycles and established his own company in Barcelona, Spain. The company quickly gained fame for its high-performance two-stroke motorcycles, with the first model, the Tralla 101 125cc, proving an immediate success in sales and racing. Throughout the 1960s and 1970s, Bultaco dominated off-road competition with legendary models like the Sherpa T trials bike (which revolutionized the sport with Sammy Miller), the Pursang motocross series, and the Astro flat-track racer.

The company produced approximately 330,000 motorcycles during its run. Their bikes featured innovative designs including interchangeable engines and transmissions across models. Despite their success and passionate following, particularly in the US market, Bultaco faced financial difficulties in the late 1970s, leading to their closure in 1983. The brand briefly returned in 2014 to produce electric motorcycles.

Excelsior-Henderson

Excelsior Supply Company started in Chicago in 1876, making bicycle parts before launching motorcycles in 1905. The brand grew when Ignaz Schwinn bought Excelsior and Henderson motorcycles, creating one of America’s “Big Three” alongside Harley-Davidson and Indian. Known for powerful V-twins and four-cylinder engines, the brand ceased production in 1931 during the Great Depression.

The Hanlon brothers attempted to revive the brand in 1993, producing about 2,000 modern Super X cruisers with a new 1,386cc V-twin engine before going bankrupt in 1999. The brand’s rights were later acquired by Bajaj in 2020, though no new motorcycles have been produced.

NSU

NSU began manufacturing motorcycles in 1901 in Neckarsulm, Germany. They evolved from their origins as a knitting machine and bicycle manufacturer. The company grew to be one of the world’s largest motorcycle producers, reaching production of 350,000 units in 1955. The also introduced technologies like the overhead cam drive system in the NSU Max.

Wilhelm Herz breaking the 200 mph barrier at Bonneville in 1956 was a notable racing achievement. This was done on the supercharged Delphin III. Notable models included the Quickly moped, advanced Max and Supermax 251 OSB, and the popular Fox series. Despite their success and technical innovations, including monocoque pressed steel frames, NSU shifted focus to automobile and Wankel engine development in the late 1950s, ending motorcycle production in 1963 before being absorbed by Volkswagen/Audi in the late 1960s.

Bridgestone

Bridgestone produced motorcycles from 1952 to 1970 as a division of the Bridgestone Tire Company in Tokyo, Japan. The company started by making power-assisted bicycles. Their first model was the BS-21 “Bambi,” a 26cc two-stroke unit fitted over the rear wheel of a bike. Their first true motorcycle, the 50cc Champion, was introduced in 1958. It featured a pressed steel frame and fan-cooled two-stroke engine.

By 1966, Bridgestone produced 32,000 motorcycles annually for the Japanese market. The company’s most notable models included the 175 Dual Twin, 200 Mach II, and their flagship 350 GTR. The 350 GTR had advanced features like a six-speed gearbox and pump-operated lubrication system. Despite their technical excellence, Bridgestone ceased motorcycle production in 1970-71. This was due to pressure from other Japanese manufacturers who were their tire customers and concerns about environmental regulations in the American market.

Rupp

Mickey Rupp founded Rupp Manufacturing in 1959 in Mansfield, Ohio. He started with 8 employees making Dart Karts in a small 3,000 sq. ft facility. In 1960, the company expanded into mini-bikes and produced 1,000 units in their first year.

The company grew rapidly, and by 1969 it had over 400 employees in a massive 180,000 sq. ft facility producing mini-bikes, ATVs, go-karts, and snowmobiles. At its peak in 1971, Rupp employed 850 people. Rupp sold controlling interest to an investment group in 1973 after financial difficulties. The company filed for bankruptcy in 1978.

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