Look, we all have those moments where we look at ourselves in the mirror, see the extra pounds, the graying hair, the bags under our eyes, and the burly mountain-man beard, and think, "I need a new look." We get bored with the same-old-same-old and need to do something new, something drastic, something that'll get us out of the slump.
But I don't think I'd expect a company like Öhlins, the aftermarket/enthusiast suspension giant, the only suspension company that most folks could identify by looks alone, to have that same conundrum. I mean, even normie, non-enthusiast folks could pick an Öhlins-built suspension out of a lineup, and that's all down to its signature look and gold plating.
Yet, Öhlins doesn't think so, which is why the Swedish giant, is shaking things up with a new brand identity. Thankfully, the gold remains.
