American Motorcycle Dealer AMD 217 August 2017 | Page 24

R3 Classic Twin
stop metal-on-metal friction, ultra-low friction seal
design, length adjustment fitted as standard, sealed
adjusters and a third piston shim stack for very low
speed rebound control.
The shocks are fully rebuildable and revalveable,
have easy adjustment and an infinite range of
compression/rebound ratios. Though so far largely
only sold in Japan, Nitron has a comprehensive range
of aftermarket twin shocks, “possibly the most
comprehensive range in the world,” Evans says.
“The reason we have been so successful in Japan is
the ease with which our shocks can be customized.
The Japanese consumer expects a wide range of
choice, and due to the modular nature of the parts,
which can be assembled in many different ways, we
can offer that choice. Apart from the technical
specifications, the spring platform might be available
in titanium, silver and black, the spring in black,
titanium or turquoise and the body in a choice of
colors. We can also do limited edition shocks, which
we think will be something that will appeal to the
Harley aftermarket and to V-twin custom bike
builders, and can also supply specials, for example
shocks for drag bikes or ones that are shorter than
standard.
“Our Harley shocks are top-of-the line in both price
and specification terms, but they have done so well
in Japan that we are becoming increasingly
convinced that there is a market for them in the
United States too, and among customizers, and we
are definitely also interested in leveraging our Off-
R1 Classic Twin
R1 Stealth Twin
“everything is
built to order”
Road and Adventure Touring shock absorber
experience in the Quad market there too.”
Nitron currently employs 25 people and expansion is
underway at its UK headquarters to give it 10,000
square feet of R&D manufacturing and distribution
space. “We can offer distributors and dealers pretty
good discounts, and although everything is built to
order, we supply everything that is ordered, even a
single shock - unlike some other well-known
manufacturers, who won’t build and ship until they
get sufficient order levels.”
With the addition of their ‘TVT’ fork cartridge range
earlier this year, Nitron has continued to see
incredibly strong growth within the motorcycle
suspension market - with overall sales having
doubled in the last two years - thanks in large part
to success in export markets such as Japan, Australia
and New Zealand as well as at home.
The company is conscious that growth must be
carefully managed, to ensure that the Nitron brand’s
hard earned and enviable reputation for quality and
service is not compromised. Rather than just trying
to find as many partners and distributors in as many
markets as possible, as quickly as possible, Nitron’s
approach has been similar to its manufacturing
philosophy – modular, gradually adding new market
R3 Stealth Twin
set-ups one at a time and focussing on making them
work well before looking for the next opportunity.
So far, the company has really only flirted with the
US market, but this is why they will be exhibiting at
this year’s AIMExpo at Columbus, Ohio, in
September.
Their presence at the show isn’t so much to launch
the brand into the US, “but more for us to be able to
talk directly to US consumers and dealers and really
start to gain a clearer picture of the US suspension
market and exactly where Nitron will fit in,” says
Evans.
“With further strong growth predicted in our other
markets in the next 24 months, a more considered,
steady approach is required in the US, so we can start
building relationships that will stand the test of time.
“With the Nitron range already very strong in sports,
touring and adventure bike applications, the growing
number of American V-twin models we have covered
is almost by default making the brand more
appealing to the US market. With sales of our
‘Classic’ and ‘Stealth’ twin shock designs having
seen massive growth in sales with virtually no
marketing effort, it must prove that our blend of
“their shocks are fully
rebuildable and
revalveable”
Street 750
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AMERICAN MOTORCYCLE DEALER - AUGUST 2017
www.AMDchampionship.com