On not selling motorcycles
EssayMay 2026

EssayOn not selling motorcycles

Why we choose riders instead of buyers, and what that has cost us, and what it has given us back.

By the atelier · Scroll →

The first question people ask is always the same. How much. We have learned to answer it slowly.

The price is the same for everyone. What differs is whether the machine is placed at all. We have turned down offers that would have changed the year for us, because the story did not fit. We have placed bikes with people who saved for a decade, because theirs did.

There is a version of this work that scales. We are not building it. We are building this one.


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