ALMOST FAMOUS
Heritage is both a help and a hindrance to Moto Guzzi, an Italian motorcycle manufacturer with century-old roots. A rousing start was followed by a tough era featuring numerous slipups and near-fatal stumbles that eventually steered Guzzi to where it is today: a company that creates eclectic, aesthetically interesting bikes typically unseen by the masses.
And that’s something the company hopes to change.
“With Moto Guzzi we are now facing what we call the ‘heritage brand dilemma,’ ” says Davide Zanolini, executive vice president of marketing and
