True Luxury, Because Luxury Loves Electrification

Matt was the first to offer exclusive luxury motorcycles. In the 90’s, he created the only luxury alternative to a Harley-Davidson; better performance, tighter packaging (and therefore, optimized proportions) and highest-level component and material specifications.

Six years ago, when I first began working with Matt, we spent several months exploring how to take luxury two-wheeled motoring further, conceptualizing motorcycles based on a variety of different ICE platforms (boxer, 90° twin, 45° twin, triples, etc.). We sketched some really interesting ideas, however, nothing got us excited. None of this work was going to advance the state of luxury on two-wheels. Any ICE option would offer some form of disruptive noise, vibration, maintenance, complexity and aggression (all this on top of evermore bloated scale and proportion); there was no going further in the luxury category with ICE. If our team was going to be the first to achieve true luxury on two wheels, a total restart was required; we began to explore electric.

As we conceptualized and dreamed within the realm of electric power, it became obvious very quickly that battery electric motoring was undoubtedly the future and the solution to creating true luxury motorcycles. EV offered unmatched power density, peaceful quiet, smooth acceleration, easy handling, minimal maintenance and an elegance in proportion never before attainable. Curtiss was formed.

Our team is more experienced than any when it comes to luxury motorcycles. We understand the best way to make a motorcycle (our flex-free Triple Load Path architecture ensures perfect balance and longevity) and always specify the finest materials; luxury means no compromise. We have applied what we know about making luxury motorcycles and have taken the necessary step forward into creating true luxury machines.

The successes of Porsche and Tesla prove that luxury loves electrification. When the Porsche Taycan was brought to market in 2020, it sold over 20,000 units, with introductory pricing starting at over $103,000. Tesla sold over 57,000 units of Model S and Model X with average pricing well over $70,000 (all this without the use of traditional dealership networks*). This year alone, Tesla has sold over 56,000 Model 3’s and Model Y’s (just in the US), with an approximate transactional value of > $45,000, while Bolt and Leaf have sold roughly 12,000 units with an approximate transactional value of < $30,000.

So, as makers of true luxury devices, we know that we are positioned correctly in the EV space, and that our timing is ideal; we are, without a doubt, in a hot market poised for long term growth.

*Like Tesla, Curtiss will operate a non-traditional, direct-to-consumer model, collaborating with pre-existing retail spaces as a means of displaying motorcycles for customers to see.

For a New Golden Age, Go Back to First Principles
Proportion – Part 1