SWM produce first motorcycle of company’s new era…

SWM Motorcycles celebrated the dawn of a new era on July 8th as the first motorcycle rolled off the production line at the company’s Italian manufacturing facility.

Marking the official start of a ‘new reality’ in the Italian production landscape, it represents ambitious goals and the first step of an international-ranging industrial project. One that aims to take on new challenges and to create a solid area in the motorcycle industry, thanks to products marked by a perfect match of quality and convenience.

SWM MacchiMaroniZhongSWM’s new CEO is Italian (left) Ampelio Macchi – formerly of Aprilia, Husqvarna and Cagiva.

Starting with the RS 650 S –  an easy to ride bike, addressed to a wide audience – this first new model is a bike that loves street routes and off-road easy paths and matches a light chassis and a generous engine with extraordinary reliability. Equipped with very high quality parts, it’s proposed at a final price of 6.400 Euro.

Hundreds of guests attended the SWM Motorcycles premiere, including many of the riders that made the history of off-road riding the red/silver bikes…

“I’m glad to celebrate once again a great achievement,” commented Eng. Ampelio Macchi, CEO of SWM Motorcycles. “In just eight months we have been able to re-establish a Company from scratch, thanks to Shineray Group who support us with big investments in the SWM model production. In SWM we don’t speak too much but we work a lot, because we are used to demonstrate with facts the result of our work. The strength to do all this comes from the men that I meet every morning on the holding, very experienced people, who has regained pride coming back to the job that they lost a while ago, very motivated by a revenge will.”

SWM test1stbikeFor now it’s all about the street models, production of the enduro range is planned for September

To represent the Chinese group was general director Zhong. “We believe in SWM brand – he explained – that made the history of Italian and world off-road motorsport, we believe in the know how of the people who work for the Company, in the technology and the typically Italian style of these motorcycles and in the passion of the Italian staff. We have relied on Eng. Macchi because we are sure that his experience and his crew’s skills will give a significant contribute to the new history of this brand. Together we created a five-year development plan, and draw up a strategy to attack the market with high quality products and competitive prices. Today the first bike of a new era comes out of the assembly line. An era that we’re sure will be bright and will continue with the other six models ready to enter the international market by the end of the year.”

After the debut of RS 650 R, the production plan foresees the exit of SM 650 R at the end of July, end of September for RS 300 R, RS 500 R and SM 500 R models, and in the second half of October there will be the production of the “classics” Silver Vase 440 and Gran Milano 440.


SWM MacchiZhongLike at all good corporate events there was plenty of hand shaking to celebrate the start of SWM’s new era