Bluroc Motorcycles is the new name of Bullit Motorcycles - but why?

Bullit motorcycles is no more. They haven’t gone anywhere, but instead, the Belgium-based motorcycle brand has changed their operating name to Bluroc Motorcycles - primarily shipping the same 125cc & 250cc motorcycles as they always have.

It’s unclear exactly why the name change occurred on October 1st, its site listing the reason as Bluroc “reflects the ambition of our brand,” and “reinforces our link to recent history”. The remainder of the release goes on to talk about their range of bikes, noting that the now self-titled 250cc will “continue to be part of the collection as ‘Bluroc legend’”.

Combining a classic style with modern affordability, the Bullit - sorry, Bluroc - bikes will continue to be sold as they are, but with a different badge. One that is photoshopped onto its bikes on their site but will be a more permanent 'B' branding when they roll off the factory floor. 

What’s the reason for a name Bullit to Bluroc name change? 

In truth, your guess is as good as mine. They remain fairly coy about the exact reasoning, perhaps prospective buyers were searching for ‘Bullitt’ with two t's and coming back with the 1968 Steve McQueen film. Could it be the ‘negative connotations’ of naming your motorcycle brand after weaponry? I doubt it, Royal Enfield is calling an upcoming cruiser the Shotgun. 

Swapping names in this day and age can be quite a big affair, so it’s not something they would have undertaken on a whim. Website address re-forwarding, social media account names, old links becoming outdated - in some aspect it's like starting fresh. 

If the press release is to be believed word for word, you would take away that they felt the previous name was holding them back. In my humble opinion Bullit motorcycles sounds a lot better than Bluroc. Bluroc sounds like the name of an experimental folk band. But I'm also not the CEO of an international motorcycle company (perhaps for a reason).

The Bullit Hero 250 is a popular scrambler model, and will continue to be sold as the Bluroc Hero 250.

Bluroc is still after new dealers to expand the network, and their ambitions are pointed skywards by looking to become a new global superpower. Bikes are currently sold in Belgium, the Netherlands, France, Germany, Portugal & the UK.