Motorcycling has always had a soft spot for history, but it’s also brutally honest about relevance. Old names only matter if they can survive in a modern market that’s louder, faster, and way more crowded than it was fifty years ago. That’s what makes the return of Phelon and Moore interesting, and honestly, a little gutsy.
Let’s get this out of the way. Outside of Europe, there’s a good chance most riders have never heard of this brand. I hadn’t either until I started digging for this story. And yet here it is, coming back not with one safe, cautious motorcycle, but with an entire lineup. Cruisers. Adventure bikes. Scooters. That’s a bold move for a brand that’s effectively introducing itself all over again.
Historically, Phelon and Moore was the real deal. Founded in the early 1900s in Yorkshire, it built a reputation around Panther motorcycles that were rugged, torquey, and utilitarian. These were bikes meant to work, tour, and haul sidecars. They even served in wartime. But like many British manufacturers, the brand couldn’t survive the flood of lighter, cheaper, more modern machines that arrived in the 1960s. By 1967, it was done.
Fast forward to now, and the name is back with a very modern playbook. European design and development, and manufacturing in, you guessed it, China. The brand also returns with a clear focus on scale and accessibility rather than boutique nostalgia. That alone tells you this isn’t about recreating the past bolt for bolt. It’s about building bikes people might actually buy in today’s market, nostalgia notwithstanding.
The thing that really stands out is just how wide the net is being cast, and you can see it clearly once you look at the bikes themselves. Most new or revived brands pick a lane and stay there. But Phelon and Moore is doing the opposite, and it’s doing it right out of the gate.
Let's start with the Panther models. These are mid size cruisers aimed at riders who want something relaxed and approachable, not a chrome covered heavyweight that feels more like a lifestyle commitment than a motorcycle. They’re built for easy miles, reasonable power, and comfort that doesn’t come with a 600-pound penalty. They feel like an answer to riders who like the cruiser idea but not the excess that usually comes with it.
Then there’s the Capetown lineup. These are adventure styled bikes that clearly prioritize versatility over Dakar fantasies. They’re built to cruise comfortably at 75 miles per hour, handle bad pavement and gravel without drama, and still feel manageable when you’re tired, loaded up, or riding solo. They’re not trying to win spec sheet wars. They’re trying to be useful, which is honestly refreshing in a segment that loves to cosplay as extreme.
On the other end of the spectrum, you’ve got the Panthette scooters. This is where the brand’s thinking really gets interesting. Instead of treating scooters like an afterthought or a cheap gateway product, these look properly equipped. Big screens, modern safety tech, real storage, and designs that don’t scream bare bones commuter. It feels like Phelon & Moore understands that a lot of riders start here, and plenty never leave.
What ties all of this together is restraint, and a focus on accessibility. None of these bikes are chasing extreme performance numbers. Power outputs sit in that sweet spot where highway speeds are easy without being intimidating. Ergonomics look friendly. Seat heights seem realistic. Feature lists are generous without feeling like tech for tech’s sake. Big TFT screens, ABS, traction control, tire pressure monitoring, and connectivity show up across the range, not just on the most expensive models.
That’s not accidental. Ten or fifteen years ago, this level of tech was locked behind premium European price tags. Here, it’s being used as a confidence booster. For newer riders, that matters. For experienced riders who don’t want a massive, overbuilt machine, it matters just as much.
Of course, let’s keep the skepticism healthy. Launching cruisers, adventure bikes, and scooters all at once as a relatively unknown brand is very risky. Dealer networks don’t magically appear. After sales support makes or breaks reputations. Reliability stories take years to earn. And not all riders hand out trust that easily, especially when a bike doesn’t wear a familiar badge.
Still, I keep coming back to the same thought. More players in the motorcycle space means more choice. More competition. More pressure on established brands to justify their prices, their specs, and their complacency. Even if you never buy one of these bikes, brands like Phelon and Moore force the rest of the industry to pay attention.
So yeah, this comeback is a gamble. Maybe a big one. But motorcycling has always been shaped by people willing to take risks. If nothing else, Phelon and Moore’s return shakes things up. And as consumers, that’s hard to argue with. More bikes means more options, which ultimately means more reasons to ride. And that’s usually a good thing, right?
Source: Phelon and Moore
