Rob Brady remembers – “How can this be?”

on Oct 23, 2013 in Our FL Entrepreneurs | 0 comments

Vectrix booth-pre openingWhen ROBRADY designed, built and launched the Vectrix Superbike concept it opened to a crowd of cheers and rave reviews in Milan. Ducati’s lead designer at the time, Pierre Terblanche, told me that “the best new motorcycle design in the show belongs to an electric scooter company – how can this be ???” I enjoyed several conversations in Milan with Pierre and motorcycle writer extraordinaire, Alan Cathcart, that week.

Alan and I met up in Atlanta after Milan where he interviewed me about the design and building of the Superbike. I noted that it would not Vectrix Superbikehave been possible without ROBRADY designer Erik Holmen – together we put the heart and sole into the design. Our story became a chapter in American Dream Bikes and remains a treasure of mine to this day.

Memory of the unveiling of the Vectrix Electric Superbike at EICMA show in Milan, Italy – as told by Rob Brady CEO ROBRADY design:


About Rob Brady:

CEO and Design Director, ROBRADY design Executive Director, ARMORIT, LLC.

Robert Brady began his prominent career in design over 20 years ago with the Cigarette Racing Team in Miami. By 1990 he had founded ROBRADY design. Today, he leads all product design, strategy, implementation and business development of the Sarasota, Florida-based firm. He also co-founded and currently serves as Executive Director of ARMORIT—a product design, development and delivery consortium aimed at Military and Government markets.

Rob Brady is a graduate of the prestigious Art Center College of Design in Los Angeles, California.

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