The Japanese make motorcycling respectible again
Up until the late 1950s, motorcycle manufacturers Harley Davidson, and to a much lessor extent Indian, had the US market all to themselves. But in the early 1960s, two major Japanese manufacturers entered the field — Honda and Yamaha.
And that was what these new, “groovy little motorbikes” were all about—fun! And, having ridden them all, I can say with some authority, that they were indeed fun to ride. But probably even more memorable than the bikes were the campaign slogans that sold them to the Americans “You meet the nicest people on a Honda,” and “Discover the swinging world of Yamaha.” Both campaigns were very successful, and the Japanese companies have dominated the US motorcycle market ever since.
Thanks to some fringe groups, motorcyclists were often looked upon with contempt. The Japanese sought to circumvent this perception with a brand-new style of motorcycle and a brilliant advertising campaign to go with it. The new Japanese “motorbikes” were much lighter, much more agile, easier to ride, and (many would say) much more fun.
