German motorcycle manufacturer Horex has stared at the chopping block for far too long. It’s actually pretty cruel if you think about it. But finally, the company can breathe easy now knowing that it won’t have to meet its maker just yet. Swooping in to save Horex from the chopping block is carbon fiber manufacturer 3C Carbon Group, which announced that it had purchased Horex and more importantly, it now has plans to resume production.

The story of how Horex came to be in this position covers so many layers it’s hard to keep track of what happened where anymore. It used to be a thriving German brand in the first part half of the last century. But after having been inactive for 50 years, the storied manufacturer was revived in 2010. Unfortunately, problems plagued that revival from the start thanks in large part to a doomed strategy of building expensive models in small numbers. It just never caught on, forcing the company to file for bankruptcy soon after opening.

Now that it’s in the hands of 3C Carbon Group, it’s reasonable to expect that the company has some plans for Horex. What those plans are has yet to be disclosed, but I’m willing to bet that it won’t be all about high-priced models this time around.

Like everybody else, I’m waiting to see what 3C Carbon Group has planned for Horex. Hopefully, it works out well for the latter, or at least better than what it did in its previous incarnation.

Click past the jump to read more about 3C Carbon Group’s acquisition of Horex.

Why it matters

There was a time when Horex rolled out a plan that looked too good to be true. When it first returned to the scene in 2010 after 50 years of being dormant, the company had a number of models on the table, including a new Roadster and a limited edition Cafe Racer 33, among other models. Turns out, that plan was, in fact, too good to be true.

For one, the models were more expensive than anything of its kind in the market. Based on that alone, Horex pretty much priced out customers who couldn’t afford these models. To make things worse, they didn’t - or couldn’t - build enough of these models to satisfy their high-paying clients. It was a doomed strategy from the get-go and it cost the company bad.

But now that Horex is in the hands of 3C Carbon, there’s a legitimate argument to be made that things are finally looking up for the German brand. I’m still not sure what direction 3C Carbon wants to take Horex, but if past failures could turn into lessons for future, success, I don’t think 3C Carbon will go down the same road that led to Horex’s demise before.

Source: 3C Carbon Group

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