The headquarters and factory of Brough Superior stand in tranquil silence on the outskirts of Toulouse in southwestern France, where each motorcycle — endowed with life by the hands of artisans — quietly awaits the moment it sets forth into the world. Amidst lush greenery rises a structure of striking presence: a modern architectural form woven from metallic sheen and flowing curves. Within its refined silhouette resides the very essence of the Brough Superior philosophy and spirit.
This is far more than a manufacturing facility. It is a place where the precision and dignity rooted in the brand’s British origins meet the meticulous craftsmanship for which France is renowned. Every motorcycle is crafted individually, with scrupulous hand-work guiding each step of its creation. Drawing upon Toulouse’s deep technological foundation as a center of the aerospace industry, state-of-the-art machining capabilities merge seamlessly with the mastery of seasoned craftsmen. Under a rigorously controlled quality system, production advances without compromise.
From the machined-from-solid aluminum frame, to the polishing and assembly of titanium components, to the moment an engine is given its heartbeat — every process is completed within this very site. Here, a perfect cycle of creation thrives unbroken.
What is born in this place is not a mere assembly of functional parts. It is the embodiment of a resolute philosophy — to infuse machinery with the soul of art. Beyond the captivating exterior lies an unspoken conviction that quietly yet powerfully tells the story of the brand’s true nature.
The reborn Brough Superior brings together the values of luxury and performance — ideals that may at times seem at odds — with effortless harmony. Never swayed by the tides of mass production, the brand remains steadfast in its dedication to craftsmanship shaped by passion and tradition. For enthusiasts across the world, this factory is a realm of aspiration and reverence. And from here, each motorcycle sets out on its own journey, carving its path through the wind and time — a form in which engineering and emotion exist as one.
Once, Brough Superior reigned as a radiant presence in the history of British motorcycling. In less than two decades from its birth, the brand captivated enthusiasts around the world through its meticulous craftsmanship and bold engineering philosophy. It stood as the embodiment of founder George Brough’s unwavering creed: “Only the best is good enough.”
Yet the tides of history are merciless. With the outbreak of the Second World War in 1939, the world was plunged into turmoil, and Brough Superior was drawn into its current. Under wartime material restrictions and shifting national priorities, the creation of such luxuriously crafted machines could no longer be justified. In 1940, the brand quietly brought production to a close. The warm glow of the craftsmen’s lamps faded, and Brough Superior entered a long and solemn slumber.
About seventy-five years would pass.
Yet this long silence never meant oblivion. Across the decades, Brough Superior grew ever rarer, wrapped in a dignity worthy of legend, its presence shining with renewed brilliance. Machines that had slumbered in post-war garages and private collections around the world were eventually rediscovered by modern enthusiasts. When distinguished figures such as actor Steve McQueen and devoted motorcyclist Jay Leno added Brough Superior machines to their personal collections, the brand’s mystique only deepened. In recent years, the auction market has shown this unwavering reverence: in November 2023, at the NEC Classic Motor Show in Birmingham, a 1938 Brough Superior S.S.100 sold for £241,500 (approximately ¥30 million). This example is one of only a few dozen survivors, equipped with a Matchless-built 990cc V-twin engine and verified at 100 mph in period testing. Furthermore, in March 2019, an S.S.100 built in 1930 achieved a record-breaking £425,500 (approximately ¥56 million) at an H&H Classics auction — the highest price ever recorded for the brand.
These figures are more than monetary valuations. They represent a timeless pursuit of essence, beauty, and pride. Brough Superior is a machine endowed with spirit — not merely a mechanical assembly, but an object that speaks with poetic resonance. Within each machine lives the vision of its creator, the pride of its craftsmen, and the dreams of its riders, all quietly yet powerfully stirring the hearts of those who behold it. And now, as its name once again circles the globe, this revival is not a mere remembrance of past glory — it is the awakening of a new heartbeat, carrying its story forward into the future.
The reason the name “Brough Superior” transcends the realm of product branding and continues to be spoken of as an eternal emblem lies in the extraordinary philosophy of its founder, George Brough. He was not merely an engineer. He was a visionary, driven by a singular ideal, and an uncompromising craftsman who relentlessly pursued his own aesthetic principles and sense of perfection. From the outset, he envisioned the whole: a motorcycle not as a mere means of transportation, but as a fusion of art and engineering presented to the world. Yet his journey was far from effortless. George honed his skills as an engineer in his youth at his father William Edward Brough’s company, Brough Motorcycles—an esteemed manufacturer devoted to producing honest, durable, and reliable machines. Over time, however, a decisive ideological divide grew between father and son. His father valued practicality and reliability, favoring balanced engineering without placing excessive strain on the engine. George, on the other hand, envisioned higher-performance engines, bolder designs, and machines imbued with beauty and emotion. Whether he ever said the words, “A motorcycle is not simply for riding. It is a pair of wings that accelerates one’s dreams,” is unknown. But without question, such a conviction must have lived within his heart.
At last, he made the decision to distance himself from his father’s values.
In 1919, he founded Brough Superior, bearing his own name and the word “Superior,” meaning “higher quality / more excellent.”
This was not merely the birth of a new brand—it was the beginning of a quiet revolution in which a young idealist sought to redefine the philosophy of the motorcycle.
Every machine produced bore his signature, a mark that signified not only the brand but also his pride and sense of responsibility.
He was the designer, the manufacturer, and above all, the very first user.
Anything he himself did not approve of was never allowed to leave the factory.
This unwavering conviction elevated Brough Superior into a truly unparalleled presence.
And then came the now-legendary title—“The Rolls-Royce of Motorcycles.”
Its origin traces back to the 1920s when a reporter from the British motorcycle magazine *The Motor Cycle*, upon visiting the factory, spontaneously uttered the phrase, overwhelmed by the precision and refinement he witnessed.
The words spread instantly, and today this epithet has become synonymous with Brough Superior worldwide.
At first, Rolls-Royce objected to the unauthorized use of their name.
But George Brough invited their representatives to his factory, revealed every detail of the production process, and convinced them through the sheer quality and philosophy of his work.
Rolls-Royce, deeply impressed, formally granted permission for the name’s use.
This anecdote encapsulates how Brough Superior ascended into legend.
George Brough was also known as an accomplished racer, personally proving the capability of his machines on the track.
Yet his innovations extended far beyond engineering.
Prospective buyers were invited to the factory, shared lunch with George himself, and discussed the specifications and personal visions they wished to embody in their motorcycle.
It was not merely a purchase—it was an initiation, a ritual known only to the chosen few.
Thus, Brough Superior owners became more than collectors; they formed a brotherhood of spirit, united by pride and philosophy.
What George Brough left behind was not simply a legendary motorcycle.
It was the very essence of craftsmanship, the definition of beauty, and a philosophy for living with dignity.
Brough Superior is, in every sense, the crystallization of that legacy.
After a long slumber, history began to move once more. The legend known as Brough Superior had never been a relic of the past. It was destined to transcend time and geography, to breathe anew in the modern era. The key to this revival was held by French engineer and master motorcycle creator, Thierry Henriette. In 2013, he launched a grand project to resurrect this mythic brand, heralding the dawn of a new era for Brough Superior.
That same November, at the world-renowned motorcycle exhibition EICMA in Milan, the reborn Brough Superior made a dramatic return. Unveiled on the global stage was a modern interpretation of the brand’s icon, the S.S.100—its legendary name preserved, yet endowed with an entirely new spirit. The machine attracted immense attention from media worldwide.
Motorcycle.com praised it as “cutting-edge technology wrapped in a vintage silhouette.” Canada Moto Guide described it as “a fusion of tradition and innovation.” Bikesales.com.au hailed it as “a perfect union of classic design and modern performance,” while Asphalt & Rubber acclaimed it as “a soul that continues to evolve, not simply a retro revival.”
Why did so many voices agree that this was not a mere reissue? Because the new S.S.100 does more than replicate appearances—it reexamines and reconstructs the very essence of what Brough Superior stands for.
Retaining the spirit while reinventing the framework, the re-imagined S.S.100 carries forward George Brough’s devotion to craftsmanship and the aesthetic sensibility embedded in every detail, while its underlying structure has been entirely reengineered.
The engine is a 997cc 88-degree V-twin jointly developed with Akira Technologies, delivering 102 horsepower and far surpassing the performance of its predecessors. The chassis incorporates titanium, aluminum, and carbon fiber, adopting an advanced layout that uses the engine as a stressed structural element. Further innovation can be found in the Beringer four-disc braking system inspired by aviation technology, and the Fior-type front suspension—which suppresses nose-dive under braking and provides exceptional steering precision. Its exterior pays homage to the past, while its internal architecture unmistakably points to the future.
Unchanging philosophy, evolved manufacturing. What sustains this spirit is an uncompromising production ethos. Every motorcycle is handcrafted, one by one, by selected artisans at the workshop near Toulouse, France. Casting, welding, painting, assembly—mass-production logic is entirely excluded, replaced instead by craftsmanship elevated to an art form. Buyers may specify custom configurations, ensuring each machine becomes a truly unique creation. This is the very same spirit that once guided George Brough as he welcomed customers, discussed specifications with them, and shared meals while bringing a single motorcycle to life.
And so, even after shifting its home from Britain to France, Brough Superior has revived with its spiritual purity fully intact—again captivating the world. This is not a reenactment of a legend, but the opening chapter of a new epic. And from here, the story rides forward once more.
A true masterpiece is born not from an assembly line, but from spirit. The profound beauty and precision radiating from every Brough Superior motorcycle are not the product of mere technique. They arise from a philosophy—not to manufacture, but to create. And it is in the workshop of Toulouse, the aerospace heart of southwestern France, where that philosophy lives. This atelier is the very core of modern Brough Superior, a sanctuary of craftsmanship.
The future drawn in CAD,
the soul carved by CNC.
Every modern Brough Superior begins with a question: “Must a motorcycle be beautiful?” “What should a machine that speaks to human emotion look like?” To answer these questions, advanced 3D CAD design is employed in the workshop, shaping each component as a fusion of geometric logic and poetic aesthetics. This design environment—unimaginable in the early 20th century—is the first foundation that draws ideal into reality.
When George Brough founded the brand in 1919, all he possessed were a ruler, a pencil, and relentless passion. There were ideals the technology of the time could not fulfill— accuracies beyond reach, design concepts that remained dreams. Today, those dreams have taken form. The modern Brough Superior employs 3D CAD and state-of-the-art 5-axis CNC machining centers, bringing to life the ideal lines that once existed only on paper, now realized in metal, weight, and texture. This CNC machinery, also used in the aerospace industry, sculpts aluminum and titanium with a sculptor’s precision—chiseling each piece into a work of art with no room for compromise. This is the meeting of the founder’s vision and modern engineering: a completed form reached a century later. Not a repetition of the past, but the realization of a once-unattainable ideal. Within this workshop, what exists is no longer mere manufacturing— it is the moment when technology resonates with spirit and art takes shape.
Poetry Breathed into Metal by Masterful Hands
Yet what CNC creates is merely the framework. The true spirit is, now as ever, entrusted to human hands. In the Toulouse workshop, seasoned artisans hammer, bend, shave, and refine aluminum with a sculptor’s intuition. Inert material is transformed under their touch— judged not by millimeters but by sensation: sound, vibration, and feel. This is the essence of craftsmanship that pulses through the atelier. The colors are not simply painted; they are built up in layers. Each coat forms a depth that shifts with the light, offering different expressions depending on the angle. The result is a moving sculpture, a living artwork worthy of admiration.
Every Machine Holds a Story Worth Telling
What must be emphasized above all is this: every motorcycle created here is shaped together with its future owner. Each specification is determined one by one, in pursuit of fulfilling a personal vision— from paint color, seat texture, and even the tone of the exhaust. The owner’s aesthetic and intent are reflected throughout. This is not mere customization; it is akin to writing a new page in one’s life alongside a singular machine.
Two Spirits Intertwined Across Time
At the heart of this workshop lies Thierry Henriette’s philosophy. He believes that “a motorcycle should be a work of art that touches the heart”— a conviction that curiously aligns with that of founder George Brough. Not speed for its own sake, but beauty, dignity, and a machine that speaks to the rider’s soul. Their ideals resonate across eras. The seeds planted by George Brough have been nurtured with care by Thierry Henriette, blooming once more in vivid splendor. Founder and successor— a quiet collaboration of spirits separated by time, united by a single unwavering belief.
Even at this very moment, within the atelier of Toulouse, another machine destined to transcend time is taking shape beneath the hands of master craftsmen. In every breath of metal lives the dream once envisioned by George Brough, and within every contour resides the unwavering conviction of Thierry Henriette, who carries that spirit forward. This is not merely a place of fabrication. It is a sanctuary where the poetry of craftsmanship is written each day—where philosophy is crystallized through the form of the motorcycle. Every polished component harbors intent; every layered coat of paint holds a story. A machine bearing the Brough Superior name is born here, quietly yet assuredly, in the soil of Toulouse. It is not a reenactment of past legends, but a creation rooted in the present, carving a path toward the future— a riding artifact, alive with purpose. And this atelier is its fountainhead. Here it begins, here it is shaped, and here its spirit always returns. In this silent sanctuary of creation, Thierry Henriette continues to guard what matters most.
