Currently enjoying its third significant revival since foundation in 1911 by six eponymous brothers, Benelli is to mark its 110th anniversary with a new logo and a series of events.
These will be concentrated around the Benelli Museum in Pesaro, where the brand — now a Sino-Italian enterprise owned by Chinese bike manufacturer Qianjiang — still has its headquarters. The museum features a collection of more than 200 historic Benelli and MotoBì motorcycles, housed in part of the original factory.
High point of these festivities will be at Benelli Week 2021, which will be held in Pesaro on 13-19 September. Organised by the Registro Storico Benelli and the Tonino Benelli Moto Club, with the company’s full collaboration, Benelli Week attracts thousands of enthusiasts from all over the world every year.
Commenting on the planned programme, Benelli QJ chief executive Yan Haimei (pictured) said: “We are really proud to celebrate our 110 years of history — a story made up of values, intuitions and dreams, but also of men, ideas, talent and genius.” Presumably she also meant to include women in that mix.