Brough Superior Today
The French luxury brand’s philosophy: “Creating exceptional motorcycles, not matter the expense or endeavor”
Strong past. Stronger future.
A century has passed since George Brough founded his first workshop on Haydn Road in Nottingham and the inception of the new headquarters of this legendary luxury motorcycle brand on Rue Jean Monnet in Saint-Jean in the environs of Toulouse. Today, the French motorcycle brand Brough Superior honors the same philosophy upheld by the brand in 1919: producing exceptional motorcycles, no matter the expense or endeavor. A goal that, through the eyes of those that have already joined the elite of Brough owners, has been fully achieved.
Toulouse: A strategic choice
Re-emerging, more innovative than ever
The original founder of the brand, George Brough, had a vision to reunite ground-breaking ideas with the latest techniques and materials to create cutting-edge motorcycles. Today, Thierry Henriette is at the helm of the company, making it his mission to perpetuate this level of artisanal excellence while incorporating it in each step of the creation process from the design studio to the production workshops. The brand strives to honor George Brough’s legacy by perpetuating the brands heritage, allowing it to set standards in the contemporary world of luxury motorcycles.
One of the world’s best luxury motorcycle brands
Raising the bar
Perpetuating the company’s heritage while staying true to its philosophy
Today, Brough Superior takes special care to respect the brand’s founding principles while upholding its guiding principle to build motorcycles, "In the spirit of the times, with modern methods.” The first step was to reproduce the original creator of this British brand, George Brough’s desire to maintain a link between innovation and technical design.
The French brand’s first success: crafting a motorcycle forged in extreme luxury
The first of the new Brough Superior models was an adaptation of the SS100 that was revealed at the EICMA show in Milan in 2013. The anticipation in the starting blocks was palpable, especially for future buyers, who were, like you, eager to own one of these legendary motorcycles. The new SS100 enjoyed universal success from the moment it was unveiled. Experts praised the engine’s design and motorcycle enthusiasts were thrilled to see the legendary company make such a grand entrance into the 21st century.
A new chapter
Excellence at every stage of production
Thierry Henriette, to whom we owe the French renaissance of this luxury motorcycle brand, has relaunched Brough Superior with great fervor and passion. The contemporary reiteration of the brand takes George Brough’s historic precision to a whole new level. Henriette has carefully selected engineers, craftsmen and technicians, each at the top of their respective fields, to achieve excellence at every stage of manufacturing. These individuals design and produce only a few hundred bespoke models each year. Selected for their mastery and exceptional savoir-faire, these individuals proudly carry the torch of George Brough’s legacy by continuing to manufacture some of the finest luxury motorcycles in the world.
Authenticity and innovation
With a fierce desire to respect everything that characterizes an authentic Brough - notably its retro design - the company has chosen to employ the latest technologies, while respecting current safety standards. Setting down its new roots in Toulouse, the capitol of the French aeronautics and space industry, was a carefully executed choice. In addition to their bespoke, handcrafted qualities, the contemporary models are produced with top-of-the-line materials (titanium, aerospace alloys, carbon structural steel etc.) to bring to team’s state-of-the-art designs to fruition (four-disc braking systems, etc.). These elements were strategically chosen to uphold Brough Superior’ standards for excellency, allowing it to cement its status as the best French luxury motorcycle brand.