BRD Motorcycles Is Now Alta Motors

10/16/2014 @ 9:39 am, by Jensen Beeler6 COMMENTS


We generally try to avoid reprinting the press releases of companies. Call it spin control, call it journalistic integrity, call it an over-fascination in hearing ourselves type — it just isn’t something we’re keen to do.

Every now and then though, a company’s press release really is the most succinct and well-worded form of the information. As is the case with BRD Motorcycles, which is now known as Alta Motors.

We could wax on about the various branding strategies at work here, the importance of a company’s name, and how BRD’s recent $4.5 million Series A funding is surely to blame for all this…but instead, Alta Motors release just a basic honest answer to it all. Read it after the jump, and yes…the above image was included in the press release.

TITLE: We have a new name – Alta Motors

Orlando, FL — October 16, 2014 — TL;DR: BRD wasn’t a great name for the company, and now we have a new one we like more: Alta.

BRD was never a great external name. It had important internal meaning to us but for a lot of reasons, we always communicated it to the outside world as either “a secret” or meaningless. It was awkward:

We don’t want to exaggerate the significance here to the heights of ethereal clouds where Zeus profoundly frolics. Typical rebranding sounds something like of “Oh my god our new brand is the most amazing and important thing ever with so much meaning and richness.” It’s really just a name, like Bob. Or Sue.

We’ve found a name that fits us well, will be featured prominently at the top of the column in the yellow pages, and carries a lot of meaning to us: Alta. Alta California was the name of our territory, sitting on top of Baja California. Alta also means other stuff we really like and it looks right on our bikes. So now we are Alta.

Source: Alta Motors

  • MrDefo

    I always thought “BRD” was kind of a strange name. This is probably a good choice on their part.

  • Shawn

    There was allegedly a boy named Sue once. That had all kinds of consequences…

  • Richard Gozinya

    Yeah, but acronyms, numbers, and last names sound cool. Now it sounds like allergy medicine, or a South Korean compact car.

  • QQ

    Admittedly, there isn’t much competition, what with all the hyperbole, doublespeak, hypocrisy, and just plain overflowing sludgefests of BS in the annals of corporate press releases, but this has got to be, refreshingly, the best press release I’ve ever seen.

  • Mickey

    BRD, now Alta is based in San Francisco. They picked a name reflecting their origins. Ok. so why did the press release come from Orlando Florida?

  • Because it was sent from the AIMExpo, which is underway currently in Orlando, Florida.