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Moto Guzzi has lost its way.
The boys at Mandello del Lario represent the oldest continuously operating brand in Europe in spite of operating in a near-constant state of flux due to catastrophic insolvency and unstable sales. Over the years the products emblazoned with the eagle crest have attempted to fill nearly every conceivable niche - sometimes successfully, more often not. Despite their attempts to crack into various categories with sometimes ill-advised oddball machines, Guzzis of old channelled a certain spirit that made them appealing to a certain type of rider who lusted for something peculiar. They were sporting machines, but not sportbikes. They were a bit rough and charmingly unpretentious, but refined enough to be pleasant. They were unique, but somehow familiar, and backed up by decades of heritage – passionate machines with antiquated guts. Moto Guzzi excelled at building the prototypical gentleman’s sports machine, exemplified by iconic models like the Le Mans, the V11, and the Daytona. They were not the fastest, or the most agile, or the most useable – but they were some of the most charming.
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But it was not to last. With their finances in shambles and profits needed to keep the lights on, a new strategy would be needed. It was a boring solution, with practicality and rationality taking precedence over passion. When the Piaggio Group took over Moto Guzzi in 2004, the company gradually phased out the true heirs to the company’s heritage in favour of dull, safe products that would appeal to the masses. Thus we ended up with wallflower machines like an asthmatic retro throwback, a chrome-addled American-esque cruiser, and a Teutonic-aping capital-A “Adventure Tourer”. Guzzi weathered their near-demise to fight another day, but at the cost of all that made them interesting.
