The 60s brought a brightly coloured new age. From technological progress, with the space race and the development of computers, to an explosion of creativity, with rock music, New Hollywood films, and Pop Art. A time of new freedoms, transgressions and the fight for ideals.
Cars became widespread, removing the motorcycle’s social role as a method of transportation. The influence of American bikers saw the motorcycle become a means of expression for the young generations: a travel companion for an on the road lifestyle.
With the advent of high-powered engines in the 70s, the recreational function of a motorcycle as a piece of sports equipment came to the fore, and only grew with the success of supersport bikes in the 80s. In the collective imagination, the motorcycle came to be associated with fun and freedom, just as it still is today.