Custom French-made motorcycles: Behind the scenes in Brough Superior's workshop
Brough Superior established its new workshop in the city of Toulouse, a region that is known as the hub of the French aeronautics and space industry. This luxury motorcycle company was originally founded by George Brough in Nottingham, England in 1919. Thierry Henriette and Albert Castaigne are at the helm of this newly reborn French motorcycle company, heading up a team of hand-selected craftsmen who work to uphold the brand’s original standards of excellence, encapsulating the Brough Superior design and engineering philosophy of producing extraordinary custom motorcycles, no matter the expense or endeavor.
A workshop that maintains the brand’s philosophy and heritage
Cutting-edge technology in the hands of worthy artisans
21st century reiterations of their British predecessors, our elite French-made custom motorcycles are meticulously assembled like works of art. One of the key factors that allows this brand of legendary motorcycles to maintain its distinction is its capacity to epitomize Georges Brough’s founding principles and savoir-faire. Between their timeless design, exclusive patented engine and state-of-the art technologies, the new Brough Superior models are revolutionizing the luxury motorcycle industry. The spirit of adventure and sophistication that George Brough cherished is immortalized in every custom motorcycle that leaves our workshops.
A French workshop that produces the world’s most luxurious custom motorcycles
Finding the perfect location for building exceptional machines
Reviving the iconic Brough Superior brand in Toulouse was a strategic choice. Since the relaunch of the classic SS100 (Super Sports 100) some one hundred motorcycles are produced annually in Brough Superior’s French workshop. Famous for its aeronautics and space industry, the Toulouse region was a natural choice for the location of this prestigious motorcycle brand’s new headquarters. Every detail was carefully planned - even the geographic location - to ensure that these ultimate production motorcycles are created through establishing partnerships with the main players in Toulouse’s world-renowned high-tech industry.
Equipping new models with the latest technologies
Today’s Brough Superior motorcycles incorporate an array of innovative technologies, some of which come directly from the aeronautics industry. From the choice of materials (titanium, aerospace alloys, carbon structural steel, etc.) to their cutting-edge design (Fior double wishbone suspension, four-disc brake systems, LED lights, etc.) everything is designed to offer the best, confidence-inspiring ride, coupled with outstanding quality. It is here, in our Toulouse-based workshop, that the heart, passion and power of a Brough are embedded in each of these extraordinary motorcycles; custom designed, handcrafted and assembled to your specifications, providing unparalleled comfort and a design that is unique to you.
Perpetuate George Brough’s legacy with world-class artisans
At Brough Superior’s workshop, producing a motorcycle means living up to the brand’s founding standards of excellence to create the best motorcycles in the world. Striving for perfection and filled with the love of their craft, each of the master artisans in our workshop is at the pinnacle of their respective field: designer, painter, welder, boilermaker, seat maker, polisher, etc. Each worker is a worthy representative of the brand’s century-old savoir-faire, relentlessly committed to challenging conventional motorcycle design during each stage in the manufacturing process.
Making extraordinary French custom motorcycles
These extraordinary motorcycles are carefully crafted by our artisans to live up to the standards set by the British motorcycles that brought Brough Superior its legendary status. Our craftsmen are hand selected for their world-class expertise. They put their skills to the test by making custom finishing touches and adjustments that are unique and completely configured to your specifications. Every part of a Brough Superior proudly bears the signature of the artisan who designed it. Each machine that leaves the workshop is proudly adorned with a numbered plate engraved with its owner’s name.
Our workshop is filled with diligent craftsmen and a calm atmosphere. The XXXXft2 workshop is configured in a way that allows for perfect work flow so that our workers can produce flawless, ultimate designs. Everything in the workshop has been designed to optimize each experts’ potential - ergonomic workstations, specialized tools and optimal lighting conditions. Each turn of a workmen’s wrist is precise and meticulous, comparable to the deft hand of a gem cutter. Some of the work areas resemble fine jewelry workshops and the parts that are produced are as intricate and delicate as those crafted by the great Swiss watchmaking houses.
Become the proud owner of an elite custom French-made motorcycle
Admire. Exhibit. Collect. Invest.
Today’s Brough bespoke motorcycles are produced in very limited series, guaranteeing our customers a certain level of exclusivity. In addition, future Brough owners are able to choose from certain options to make their design completely unique. Customers who join the elite circle of Brough owners may share in their passion for luxury and exceptional mechanics, yet have very different objectives in terms of design and fit. The contemporary models of Brough Superior motorcycles are so detailed and intricate that some owners purchase them for display, collection or simply as an investment. Extraordinary collector’s items, these 100% French luxury motorcycles have been breaking records at auction sales around the world.
Inspired by the ride: Following in the footsteps of Lawrence of Arabia
Nicknamed the "Rolls-Royce of motorcycles" because of their extremely high-quality finishing touches and ultimate design, Brough Superior motorcycles have been raising the bar in terms of luxury and riding experience since the brand’s inception. In the 1920s, the SS100 broke records for the fastest motorcycle, reaching an extraordinary 191.59 km/h (approx. 119 mph). Brough Superior’s rebirth as a French motorcycle company has not translated to a shift or decline in prestige - quite the contrary. SS100, Pendine, Anniversary, Lawrence and AMB001 - the new models transcend their unique engineering heritage, combining luxury, passion and performance. The modern manufacturing process has preserved the brand’s traditional handcrafted production processes, pushing their quality to the next level. Between extraordinary performance and perfect finishing touches, the Broughs of the 21st century bring their drivers an optimal ride and connectivity to the road.
The Brough Superior showroom
The 11 models
While it is possible to purchase one of these custom French motorcycles from one of the Brough Superior dealers, nothing beats the experience of visiting the official showroom, where all the models in the collection are on display. You can even meet the engineers and artisans who have made the brand’s rebirth possible.
"Respecting the materials and their quality means respecting the final product as well as the Brough Superior customer. Our entire team is founded on our talent, our love for the brand and our commitment to providing outstanding service that will satisfy your every need."
The elite of Brough owners
When you become the owner of such a high-end piece of machinery, you have the right to expect the very best attention. That’s why Brough Superior makes offering first-rate customer service a point of pride. Attentive and caring, the team accompanies each owner through every step of the purchasing process: from helping them select and customize their bike, to their first ride on their dream machine.
“We will stay by your side for as long as you need us - before, during and after you purchase your motorcycle.”