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MOTORCYCLE
Powersports Business • December 2025 • 23
Customers love that.” Waters signed with the brand at AIMExpo last year after comparing them with other emerging models.
“ Right now, the meme is,‘ Oh look, another affordable Chinese motorcycle.’ But that’ s exactly what people said about Japanese bikes in the 1960s,” he adds.“ This is déjà vu. And these bikes are legitimately good.”
Cleveland Moto added Moto Morini to its lineup of brands that include Vespa. His westside dealership sits in a pocket of motorcycle activity in the area.
but we lost the fun. No beer, no smoking,” Waters says.“ The garage had soul.”
The show has developed a devoted community, including a Patreon base that helps fund equipment upgrades.“ One listener came in for an episode, went home, and mailed us five Shure mics because he said we could sound better,” Waters laughs.
Today, the show streams live video with real-time switching thanks to producer“ Sleepy,” a video professional with Summit Racing.“ He’ s amazing. Great editor, great drone pilot. He brings the whole thing together.”
ADDING MOTO MORINI A major shift in direction for the shop came with the addition of Moto Morini— an Italian brand with far deeper roots than the average American rider realizes.
“ Moto Morini started in 1937,” Waters says.“ People think it’ s just a name a Chinese company bought, but Morini has a big racing history. They helped fund the development of Ducati’ s early motors. There’ s a lot of cross-pollination in the Italian motorcycle world.”
Morini’ s modern revival is backed by Chinese manufacturer Zongshen, but the brand retains its design center and leadership in Milan, Italy.
“ That matters,” Waters says.“ When you design in Milan, you get the benefit of Italian component partners— Brembo, Marzocchi, Pirelli. You see that when you look at the bikes.”
The Seiemmezzo and X-Cape models— mid-displacement adventure and naked bikes— have impressed customers.
“ They don’ t cheap out. Pirelli Scorpions come standard. Good forks. Good brakes. These are quality bikes on par with Thaibuilt Japanese models, maybe better,” he says.“ And the three-year unlimited-mile warranty?
WHY MID-SIZE BIKES ARE THE FUTURE
Waters sees a huge opportunity in the 450 – 700cc class— especially as traditional heavyweight-cruiser buyers age out.
“ The market is shifting down,” he says.“ That mid-category is the pocket for new riders, returning riders, and older riders who don’ t want 1200cc anymore.”
Adventure models in particular are hitting the sweet spot.
“ You look at Moto Morini and others bringing 450s and 500s. That’ s where things are going,” he says.“ Americans used to scoff at a 500—‘ It’ s only a 500’— but that narrative is breaking.”
He also sees broader global trends influencing what Americans will ride next.
“ Seven of 10 vehicles in India and Asia are two-wheelers. Here it’ s one out of fifty,” he says.“ They build for the world. We’ re just one market now.”
KNOWING YOUR LANE Asked why Cleveland Moto thrives while others fade, Waters circles back to identity and community.
“ We know who we are: we’ re a two-wheel shop that sells Vespas, sells cool motorcycles, works on vintage, and has a good time doing it,” he says.“ Cleveland has a strong motorcycle culture, and we’ re proud to be part of it.”