Ceriani
Encyclopedia
Ceriani was an Italian company that designed and fabricated motorcycle
frames and suspensions
. The company was founded by Arturo Ceriani in 1951.
In the European motorcycle industry, it was common for many smaller parts companies to exist, each responsible for creating individual parts to later be assembled into a complete motorcycle. Within a few years of its creation, Ceriani's company was able to successfully make a name for itself by manufacturing components noted for their quality and vision.
In 1964, under the leadership of Arturo's son Enrico Ceriani, the companies operations were expanded. Enrico accelerated the expansion by moving the company to a new and more modern plant in Samarate
. From 1964 the company was known within the industry as ARCES (an acronym of ARturo CEriani Samarate) but the brand identity was maintained and the company continued to be known as Ceriani by consumers
.
A central development in the new plant was the creation of a team that was dedicated to studying and designing new solutions for the suspension systems and frames of competition motorcycles
.
In the late 1960s, Ceriani began to produce an innovative new type of frame made of a light alloy
for use in competition and a revolutionary type of telescopic hydraulic suspension that was originally used on motorcross bikes but was later applied to street motorcycles.
The demand for the new suspension was so high that ARCES output had doubled compared to the year before. The new technology exploded onto the market and by 1972 Ceriani had sold 100,000 suspension units, 30,000 to competition motorcycles and 70,000 to consumer street bikes.
In the late 1970s, Ceriani experienced a rapid and unexpected decline during the overall crisis in the European manufacturing sector due to increased demand that stressed the capabilities of smaller companies. Other companies were able to successfully adapt and fill the niche
of competition motorcycle parts manufacturing that was left vacant by Ceriani's inability to effectively meet rising demand
.
Cerieni was not able to recover to the changing market and their plant closed down in 1980. The prestigious Ceriani brand name was bought in 1997 by Italian motorcycle parts maker Paioli
.
Motorcycle
A motorcycle is a single-track, two-wheeled motor vehicle. Motorcycles vary considerably depending on the task for which they are designed, such as long distance travel, navigating congested urban traffic, cruising, sport and racing, or off-road conditions.Motorcycles are one of the most...
frames and suspensions
Suspension (motorcycle)
A motorcycle's suspension serves a dual purpose: contributing to the vehicle's handling and braking, and providing safety and comfort by keeping the vehicle's passengers comfortably isolated from road noise, bumps and vibrations....
. The company was founded by Arturo Ceriani in 1951.
In the European motorcycle industry, it was common for many smaller parts companies to exist, each responsible for creating individual parts to later be assembled into a complete motorcycle. Within a few years of its creation, Ceriani's company was able to successfully make a name for itself by manufacturing components noted for their quality and vision.
Samarate
Samarate is a town and comune located in the province of Varese, in the Lombardy region of northern Italy. It received the honorary title of city with a presidential decree on February 2, 2009. The frazione of Cascina Costa houses the headquarters of the AgustaWestland division of Finmeccanica,...
. From 1964 the company was known within the industry as ARCES (an acronym of ARturo CEriani Samarate) but the brand identity was maintained and the company continued to be known as Ceriani by consumers
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
.
A central development in the new plant was the creation of a team that was dedicated to studying and designing new solutions for the suspension systems and frames of competition motorcycles
Motorcycle racing
Motorcycle sport is a broad field that encompasses all sporting aspects of motorcycling. The disciplines are not all "races" or timed-speed events, as several disciplines test a competitor's various riding skills.-Motorcycle racing:...
.
In the late 1960s, Ceriani began to produce an innovative new type of frame made of a light alloy
Alloy
An alloy is a mixture or metallic solid solution composed of two or more elements. Complete solid solution alloys give single solid phase microstructure, while partial solutions give two or more phases that may or may not be homogeneous in distribution, depending on thermal history...
for use in competition and a revolutionary type of telescopic hydraulic suspension that was originally used on motorcross bikes but was later applied to street motorcycles.
The demand for the new suspension was so high that ARCES output had doubled compared to the year before. The new technology exploded onto the market and by 1972 Ceriani had sold 100,000 suspension units, 30,000 to competition motorcycles and 70,000 to consumer street bikes.
In the late 1970s, Ceriani experienced a rapid and unexpected decline during the overall crisis in the European manufacturing sector due to increased demand that stressed the capabilities of smaller companies. Other companies were able to successfully adapt and fill the niche
Niche market
A niche market is the subset of the market on which a specific product is focusing; therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact...
of competition motorcycle parts manufacturing that was left vacant by Ceriani's inability to effectively meet rising demand
Demand
- Economics :*Demand , the desire to own something and the ability to pay for it*Demand curve, a graphic representation of a demand schedule*Demand deposit, the money in checking accounts...
.
Cerieni was not able to recover to the changing market and their plant closed down in 1980. The prestigious Ceriani brand name was bought in 1997 by Italian motorcycle parts maker Paioli
Paioli
Paioli is an Italian motorcycle parts company. Parts include suspension units for both front and rear ends as well as minor components such as petrol taps....
.