The 1960s opened up a dramatic era. Technological progress, the space race and the development of computers. Explosions of creativity with rock music, films from the New Hollywood and Pop Art. They were times of new freedoms, transgressions and battles for ideals.
The mass production of cars diminished the social role of the motorcycle as a means of mobility. Following the lead of American bikers, the motorcycle became a means of expression for young generations: a travelling companion for a life on the road.
With the advent of maxi motorcycles in the 1970s the view of motorcycles as fun objects was accentuated, to the point of becoming actual sport equipment, even more so with the success of the supersport racing bikes in the 1980s. In the collective imagination the motorcycle thus took on the connotation of a vehicle devoted to fun and freedom, which has remained until today..