The 2011 product line was launched with the introduction of three new bikes to its existing line-up. Drawing from the roots of the company, the brand voice was heavy influenced by its designers and engineers. The weather, being a vital factor in riding, fueled the concept of weather triggered web banners. The banners allow riders to check their local weather, view the product line-up, schedule a test ride, and find a local dealer. A hand built feel was seen throughout all mediums to capture the essence of bike building.