This is old news but I haven't seen it posted. From here: http://www.shineray.com/news-neirong.asp?id=368&fid=6 SHINERAY Introduces a High-End Off Road Dual-Brand - SWM & SRM DATE:2014-12-29 Chongqing SHINERAY Motorcycle Co., LTD. was founded in 1997. After 17 years of development, it has expanded its business to 31 provinces and cities in China and over 100 countries and regions outside China. During its development, SHINERAY has introduced many of the world’s leading technologies to make its products more technology-intensive and increase the value of its brand. The introduction of the plasma engine technology from Germany helped SHINERAY enter a new era with revolutionary power. In addition, SHINERAY has partnered with DAELIM from South Korea and TVS from India to boost its product development. In recent years, SHINERAY has determined to specialize in off-road motorcycles and develop into a Chinese KTM. In September 2014, SHINERAY acquired the Italian motorcycle factories, facilities, products, and technologies of BMW at a price lower than 25 million Euros and established its SHINERAY European Motorcycle Center based on the acquired assets. In early November, SHINERAY president Gong Daxing led his European team to EICMA 2014 and took with him the European off-road motorcycle brand SWM that SHINERAY had just acquired.The SWM Motorcycle was back on the market, introducing six street and off-road bikes with engine sizes between 300 and 650 cc, with similar advanced features such as the doubleoverhead cam engine, fuel injection and Euro 3 homologation. This is the starting point of a wider global project, which is quickly heading toward the production of 125 cc engine bikes aimed to satisfy a young audience and other specific motocross and endurance competition bikes. More high impact models will be added to the SWM range in the future. A Great Deal In 2008, BMW bought the famous Italian off-road motorcycle brand Husqvarna and invested 35 million Euros to upgrade Husqvarna’s factories. After running the brand for 5 years, BMW sold it to KTM, an Austrian off-road motorcycle brand on par with Husqvarna. After negotiation with KTM, SHINERAY acquired Husqvarna’s 6 products and main technologies and intellectual properties by the end of last year at a price of less than 25 million Euros, while the estimated worth of the entire package of assets stood at over 50 million Euros. Then, SHINERAY established its European company in Italy this year to set up its manufacturing base in Europe. In October this year, the company bought the famous Italian off-road motorcycle brand SWM. Italy has become SHINERAY’s R&D, manufacturing, and sales center in Europe. Husqvarna has been a motorcycle manufacturer for around 110years. In the late 1960s and early ’70s, Husqvarna was already the leader in off-road motorcycle sales, earning numerous motocross and off-road championships both in America and around the world. Then the brand languished for over 20 years, but motorcycle production never ceased, and fans never forgot it. In 2008, Husqvarna got a huge boost when it was purchased by BMW, and Husky’s subsequent purchase by KTM also put it on a path toward a healthy recovery. SWM Motorcycles comes with a long tradition, originated by great passion and far-seeing technical skills. In the early Seventies,during the now denominated Endurance races, the Italian 4 stroke bikes started to struggle to compete against the more powerful foreign 2 strokes. To face this emerging hegemony, two riders and friends with the same passion for off-road racing decided to build their own motorcycle, establishing SWM (which stands for Speedy Working Motors). In the Rivoltad’Adda headquarters three models were created with 50, 100, and 125 cc Sachs enginesthat during their racing debut taking top spots, impressing the audience with their technical features (like the rectangular sectioned fork, a new design in those days), and for the modern and personal designs characterized by the amaranth chassis and the silver accessories that lasted for a long time in the fans hearts. Since the first appearance, SWM stood out for the competitiveness that allowed them to collect prestigious successes in off-road competitions that lasted for over a decade. Dual-Brand Strategy The European brand that SHINERAY bought this time now has a history of over 20 years. Even though the brand has technologies and factories to ensure premium product quality, we ask how it can gain recognition quickly from domestic and foreign consumers? Gong Daxing said, “We will implement a dual-brand strategy to promote the SWM brand outside China and the SRM brand in China.” He noted that SHINERAY will endeavor to develop the two brands to turn its European assets into profit. SHINERAY brought its latest high-end off-road motorcycle brand SRM to the 13th China International Motorcycle Trade Exhibition in November, attracting a lot of attention from visitors and industrial insiders. This brand is the first of its kind in China’s high-end off-road motorcycle industry. Its establishment represents the kickoff of SHINERAY’s globalization strategy. During the exhibition, SHINERAY exhibited four SRM models, including R600GY,SR500GY,SR400GY, and SR300GY. The models come with luxurious configurations, including EXCEL wheels, DUNLOP D253 tires, front MARZOCCHI shock absorbers, rear SACHS shock absorbers, MIKUNI EFI systems, and DUCATI starter motors. Their exquisite craftsmanship and unique appearances deeply impressed the exhibition’s visitors. SHINERAY will import the SRM models into China and introduce them to the market in the first half of next year. SHINERAY is committed to product differentiation and pursues motorcycle production with a focus on strong personality and usability. SHINERAY’s RETRO 400 and X5 differ greatly from motorcycles provided by other brands in design and quality. Their unique personality has been widely recognized by Chinese motorcyclists. When working with with advanced European technologies, SHINERAY’s outstanding off-road motorcycles will gain substantial qualitative improvement. In the face of fierce market competition, SHINERAY bravely acquired Husqvarna and released the SWM and SRM brands in Europe and China respectively to demonstrate its determination in becoming the top Chinese off-road motorcycle enterprise and its ambition of developing high-end products to exploring the global market. We expect to hear more about SHINERAY’s future successes.
Did you see this from the Article? https://ultimatemotorcycling.com/2014/12/01/swm-motorcycle-resurrection-shineray-qa/ Furthermore, the article said they were going to start producing for Europe, followed by Australia and the US! We are going to use our advantages by producing the parts in China to lower down the cost then send the parts to Italy to be assembled, in this way we can sell the product in a lower price range than the likes of KTM. This project is going to allow the end buyers to pay between 70- and 80-percent of the KTM price but offers same performance characteristics.
