Beta USA recently opened a new national headquarters, but for once in recent automotive news, the opening of a new US facility isn't to beat tariffs. Beta is trying to significantly expand its footprint in the USA and serve the off-road and trials riding community across the US.
Unlike what we've seen from some manufacturers recently, which are trying to skirt the tariffs by moving production to the US, Beta USA is just trying to make its presence felt.
The all-new headquarters, which replaces the old one in Paso Robles, California, gives the off-road manufacturer more capacity for spare parts distribution, motorcycle warehousing, a modern office space with race and technical departments, and a cutting-edge dealer technical training classroom designed to provide hands-on education and support for Beta’s expanding dealer network.
Beta is a brand I know well from growing up in Ireland, but until recently, I found riders in the US generally had only heard of the company if they were deeply embedded in trials or enduro. The off-road riding scene was dominated by brands like KTM, and it's not a bad time for another manufacturer to make moves.
Beta has certainly upped its presence in recent years, but judging by how much the Italian manufacturer has invested in this latest facility, it's set to become a much bigger player in the US scene.
Here's a look at all you can expect from the new headquarters:
- A larger and more efficient warehouse for motorcycle and parts distribution
- Expanded office space for sales, marketing, and technical departments
- Larger department for technical and race teams to operate
- A dedicated service and training center for dealer support and technician education
- Room to grow Beta USA’s operations for future model lines and rider programs
- A studio for the marketing department to photograph motorcycles and accessories for publishing to digital platforms and print.
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An engine dyno room for testing
Who amongst us is already rocking with Beta? Let us know in the comments.
