"Creating lustful machines" - the core to Brammo's business

[Brammofan]

An interview with Craig Bramscher, Brammo CEO in MSN's "Exhaust Notes" column this week. 
Polaris Invests $13 Million in Electric-Motorcycle Startup Brammo
Deal 'validates 5 years of work,' says Brammo CEO Craig Bramscher.

Relevant to the Polaris investment and the Empulse:

EN: And what about the Empulse? Will we see this bike on the market sooner thanks to this deal?

CB: We haven't announced the production run of the Empulse just yet. Let's just say [of the schedule] it gets better.

I have no idea what that means. 

But this was an interesting and creative exchange:
 

CB: . . . It's really a continuous treadmill between improving that tech and creating amazing, beautiful machines. That is core to our business: creating lustful machines.

EN: And what, for you, makes a lustful machine?

CB (pauses): That's a good question. For me it's a reaction more than anything; it's about a bit of obsession. If you have a machine that's so utilitarian ... if you don't know every detail, if you don't wash it and then just sit and look at it for a while, if you're not finding excuses to make your way to the garage just to get another look at it, well, that's not a lustful machine.

And that's really what we aim to make: a lustful machine that's also the best. We don't want to be the best electric option out there -- we want to be one of the very best options, period.

[protomech]

Maybe Mr. Bramscher was talking specifically about the non-R Empulse.

It seems like they're going to hold off on building the non-R Empulse until they've moved into their new digs. The Empulse Rs may be built in small quantities while they're preparing to move.

[Richard230]

My former boss had a lustful machine. It was an Ducati 916. He built an atrium in his home in which to display it.  But he never rode it. Just looked at it.   

[FreepZ]

CB: We don't want to be the best electric option out there -- we want to be one of the very best options, period.

That's what Elon Musk said about the Tesla Model S, except that Elon said that the Model S was the best sedan, bar none. Looks like Craig is a bit less ambitious.

My former boss had a lustful machine. It was an Ducati 916. He built an atrium in his home in which to display it.  But he never rode it. Just looked at it.   

What a waste. I thought the same thing when I saw a Harley Davidson bike trapped in a Harley Davidson clothing store in an airport once. All that engineering, just be turned into a sculpture.