THE OLD COMPANY of Associated Motorcycles – AMC – was never exactly radical.
It was a company which believed in gradual evolution, the theory that if you improve your bikes every year then riders will buy them. This is a great theory.
In times of high demand it can work well. It works best of all if you don’t enjoy the challenges of competition, of course, and when every bike you build is sold before you wheel it from the track.
In practice, this theory falls over when the market you’re selling into is in decline, when your rivals are producing more interesting and more modern machines than you are and when Japan Inc is poised on the eastern horizon.
Read more in July’s edition of CBG