Brough Superior. The New “Boutique” Motorcycle Manufacturer.

Boutique: the word is French for “shop”. The word boutique is associated with hotel since the 80’s to describe a small hotel which typically has between 10 and 100 rooms in a unique setting with upscale accommodations. And now we assist to the birth of what I coin “Boutique Manufacturers” producing a very limited number of expensive, high performance and superior quality motorcycles. Most are personalized to the customer’s need and tested on the road before delivery to make sure they meet model specification. Both, Arch Motorcycles in the US and the new Brough Superior in the UK/France already deserve to be called Boutique Manufacturers. With the rebirth of old brands in the pipeline in both the US, Europe & Asia, I bet that during the coming years quite a few other companies are going to follow this concept: offering a very personalized service to customers looking for a very individualized experience with a high end limited quantity model most often owning an iconic past or at least historic details. For a motorcycle lover, to be treated and respected as a friend of the brand, not just as a customer…

In 2008, vintage motorcycle enthusiast Mark Upham acquired the rights to the Brough Superior name. In 2013 he met in Toulouse, France, motorcycle designer Thierry Henriette who right away re-designed the famous Brough SS100 unveiled the same year in Milan. In 21 years of production (1919 to 1940), 3048 motorcycles covering a total of 19 different models have been produced by Brough. At this teat November EICMA show in Milan Brough CEO Mark Upham said “So far, we have delivered 90 S100 models to customers, but we have orders for several hundred more. We’ve held back on deliveries while we homologate the bike for Euro 4 compliance, but we’re nearly there. We have only the ABS feature to complete in partnership with Continental.” Retail price is announced at $59,900 euros (&69,999) + 20% VAT tax.

2 new Brough models were introduced during the same show in Milan. As a matter of fact, two versions with subtle differences of the iconic SS100. Called the Pendine S and the Pendine D, production will begins in April 2018 and surprisingly they will cost less than (TBA) the SS100. The original Pendine was introduced in 1927 by George Brough and had a manufacturer guaranteed top speed of 110 mph (180 km/h). They were SS100 based models but with higher performance modifications to the engine. Pendine Sands is the name of the Welsh beach that was Britain’s Daytona Beach in the 1920s, hosting many Land Speed Record attempts. George Brough gave the Pendine name to all his racing models from 1928 onwards.

The two new Pendine models share the same SS100 platform, with a machined titanium frame and Fior-type wishbone front suspension, but feature a distinctive billet swingarm. It pivots in the engine’s crankcases, its Öhlins monoshock offset to the right and operated directly by the swingarm. They feature taller handlebars, a 19-inch front and a 17-inch rear wheel. Slash-cut megaphone exhausts on the left side of the Pendine replace the SS100’s right-side pipes. The seat and tank blend into one another, running to an elegant pointed tail. Prospective buyers will be able to take advantage of Brough bespoke services that allow a customer to determine the color and finish of most surfaces as well as of many of the small components.

If desired, customers already in the Brough waiting list will be able to swap to a Pendine. In 2018 Brough will increase the current 15-strong workforce to 20 people to drive an uplift in production. “Obtaining Euro 4 will also allow us to sell bikes to the USA for the first time,” says Upham. “We plan to launch there in 2019, just on time to mark Brough Superior’s 100th birthday.” (photos @ H. Roesler & Brough for Cyril Huze)


Engine: Watercooled 88-degree V-twin four-stroke with four valves per cylinder,
and composite chain/gear cam drive
StrokexBore: Dimensions: 94 x 71.8 mm
Capacity: 997 cc
Output: Euro 4 Homologation : 73 kW or 100 bhp @ 9800 rpm
Sport Version (for track only) : 97 kW or 130 bhp @ 8000 rpm
Maximum torque: Euro 4 Homologation : 89 Nm @ 7450 rpm
Sport Version (for track only) : 120 Nm @ 6400 rpm
Compression ratio: 11:1
Fuel/ignition system: Electronic fuel injection with Synerject ECU and 2 x 50mm Synerject throttle
bodies, each with a single injector
Transmission: 6-speed
Clutch: Multiplate oil-bath clutch with hydraulic operation
Chassis: Machined Titanium frame with Titanium subframe
Suspension: Front: Fior-type Aluminium casting fork with twin articulated triangular
titanium links and Pre load and rebound adjustable monoshock with 120mm
Rear: CNC Machined swingarm pivoting in engine crankcases, with Pre load
and rebound adjustable monoshock, direct link, with 130mm travel
Head angle/trail: 23.4 degrees with 94 mm trail via 38 mm fork offset
Wheelbase: 1540 mm
Weight/distribution: 196 kg dry split 50/50 %
Brakes: Front: 2 x 320 mm Beringer Stainless Steel discs with 2 x four-piston
Beringer radial calipers
Rear: 1 x 230 mm Beringer Stainless Steel disc with 1 x two-piston Beringer
Continental MK100MAB ABS
Wheels/tyres: Front: 120/70 R19 tire on 3.50 in. CNC aluminium wheel from forged
Rear: 170/60 R17 tire on 4.50 in. CNC aluminium wheel from forged
Seat height: 820 mm

28 Responses to “Brough Superior. The New “Boutique” Motorcycle Manufacturer.”

  1. 1 Tom Genner Nov 27th, 2017 at 10:18 am

    Not for everybody, but nice. Guys in their 50/s-60’s with a lot of money to spend to satisfy their taste for nostalgia,

  2. 2 Henry Nov 27th, 2017 at 10:24 am

    I don’t think Americans are very familiar with the name Brough. Sad.

  3. 3 Chief Waldo Nov 27th, 2017 at 10:56 am

    Maybe it looks better in person…

  4. 4 James Halsey Nov 27th, 2017 at 11:07 am

    Looks good to me.

  5. 5 Mark Nov 27th, 2017 at 11:08 am

    The Brough styling is very unique.

  6. 6 NoH2Oh Nov 27th, 2017 at 11:21 am

    One of those bikes that looks better with a rider to give it some perspective. I’d lose the cheesy side panel graphics though.

  7. 7 boston jim Nov 27th, 2017 at 11:41 am

    Two Saturday’s ago, we took a ride up to exit 20, Laconia, NH, to an open house at Lowery’s Hot Rods, AMAZING ! While there a gentleman was showing pixs on his iphone, of another open house up the road ! There was a map, so what the Heck ! We drove up the street aways, found the stone pillars with the Iron Gates, drove up a long driveway, thru another set of Iron Gates, parked the AMSOILMOBILE , & went into a Huge 3 story rebuilt New England Barn, Amazing ! On the first floor there was about 10 vintage race cars, from Lemans, Monaco, Sebring, etc.! There was also a 65 brand new looking Cobra, with a 427, I had been doing all the Carlisle Shows for 10 years, before my eye problems , & never seen a Cobra, as nice as this ! Right next to the Cobra was a 65ish Jag XKE, better than new ! Next to the Jag was a New Aston Martin, nice ! We walk up to the second floor, & looking at me was the James Bond car from Goldfinger, without the machine guns & chariot wheels, better than new ! There was a Ferrari F40 there, & at the far end was a 1936 Superior Brough sportscar, it had a sign resting against the front wheel, stating this car had recently been invited to the Concours DeElagance at Hershey, one of 3 in the world, only one restored ! On the third floor was about 20 European bikes, with their own elevator ! There were 2 Superior Broughs, 2 Vincents, one a Black Shadow ! Triumphs, BSA’s, Norton Commandos, AMAZING, all mint ! NO American bikes ? There was also a mint 3 wheel Morgan, with the Jap motor ! I’ve been around Harley’s since 1967, when I bought my 1st one, But, I have never seen a private collection on a private estate before ! The owner was a 50 – 60 year old Dot.Com millionaire ! I hope he does this again next Fall ! I’ll say it again, it was AMAZING !!! BJ

  8. 8 Seymour Nov 27th, 2017 at 12:11 pm

    BJ you owe everyone $1 for each exclamation mark

  9. 9 Xenu Nov 27th, 2017 at 12:20 pm

    Looks like it would cost even more. The tank looks Superior, but the rest is Ducatish to my eyes, especially the near-L-twin engine and tiny cafe seat. Still, looks stunning compared the the bizarre OCC Jay Leno monstrosity!

  10. 10 Tom Ryan Nov 27th, 2017 at 1:13 pm

    I find the gas tank a bit too long and could be a little more rounded on top, And, the seat may even be dropped another 2 to 4 inches.

  11. 11 Kenneth Nov 27th, 2017 at 1:39 pm

    Cyril. Boutique manufacturer is a great name for all these small manufacturers. I guess you are going to qualifY of Boutique a lot of these new companies trying to Resurrect an old marque.

  12. 12 boston jim Nov 27th, 2017 at 1:40 pm

    Sorry Seymour, I was excited !!!

  13. 13 Dave Blevins Nov 27th, 2017 at 2:33 pm

    I don’t like the name of a bygone manufacturer on the bikes, it just makes no sense to me. I can appreciate working to create a replica to better represent the brand, but not this.
    To each his own, I suppose.

  14. 14 Felix Nov 27th, 2017 at 4:27 pm

    A good time to be alive for motorcycle riders. Indian, Norton, BSA, and now the Brough Superior. We are still missing the Hendersons and the Indian 4, but I have a feeling they will be back soon too.

  15. 15 Septic the Sceptic Nov 27th, 2017 at 9:32 pm

    Another shameful rehaash of a once great marque.

  16. 16 Biggles Nov 28th, 2017 at 12:12 am

    Stunning bike.

  17. 17 Aaron Nov 28th, 2017 at 7:35 am

    It’s a good looking machine. My first thought was that someone made a 70’s style street tracker from a Honda VTR1000 engine. Once I read the article and found out it’s another re-hash of a once great marque I was let down. Stand on your own two feet, with your own ideas. In the end the “boutique” motif will surmise the clientele. Bougois owners who purchase rather than build themselves, people who own for status rather than ride. Sadly they will draw attention for a brief period of time and fade into obscurity just like the re-pop names like Henderson and Norton. I could be wrong, maybe Polaris or John Bloor will buy them out.

  18. 18 JohnnySpeed Nov 28th, 2017 at 7:59 am

    That’s alot of money for something that ugly. Who designed that heap and when are they being fired?

  19. 19 Guzzigreg Nov 28th, 2017 at 8:02 am

    GREAT! The world needs more motorcycles.To all the naysayers,I say keep tailoring your HD to Sturgis.

  20. 20 Matt W. Nov 28th, 2017 at 8:41 am

    Not bad but first thing I would customize it with is a skid plate. Looks like you could literally “catch some bumps” with the motor =0.

  21. 21 Haden Whipsnade Nov 28th, 2017 at 10:29 am

    1) The ‘ new ‘ Brough is not all that new having been around since 2013 with the first bikes rolling off the line in 2016

    2) As for the bikes ? The reviews are mixed to say the least . But as gorgeous and unique as they are _ _ _ who really cares Bring em on I say

  22. 22 Chief Waldo Nov 28th, 2017 at 10:44 am

    ^What Matt said.^
    Got a real rock catcher there.

  23. 23 Xenu Nov 28th, 2017 at 11:36 am

    Yikes! That low sump and the yuge wheelbase are a bad combo.
    Imagine crossing the common speed bump.

  24. 24 B. Belzer Nov 28th, 2017 at 12:25 pm

    Sorry guys. I think they are very nice retro style bikes.

  25. 25 Hank Nov 28th, 2017 at 2:34 pm

    70 Grand is too rich for my wallet.

  26. 26 Martin Twofeather Nov 29th, 2017 at 7:04 pm

    Simply beautiful but unaffordable!

  27. 27 hacksaw Dec 9th, 2017 at 8:46 pm

    i don’t like the motor. looks like that old motor they used to sell back in the 60’s for homemade choppers.

  28. 28 Xenu Dec 9th, 2017 at 9:56 pm

    What, specifically, motor is that?

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Cyril Huze