Incremental improvement is standard procedure in the motorcycle industry. First, manufacturers release a model. Then updates follow every three to five years (or so). These deep-rooted development cycles afford designers the time to address minor foibles and adopt new tech. Not every brand believes these revision rounds require so much drawing board time, though.
Count helmet manufacturer Ruroc among those maverick newcomers. The British snow sport brand barged into the motorcycle space with its Atlas 1.0 helmet in 2019. Ruroc didn’t wait a half-decade to update the model either, addressing customer feedback with the Atlas 2.0 the very next year. The 3.0’s 2021 release maintained that one-year cadence, but 2022's Atlas 4.0 positions Ruroc as a true industry disruptor.
