An interesting statement to start off with. Trust in the North. Why would I simply trust the North? I think it maybe has to do with a compass always pointing North and it will always lead you in the correct direction?
Now, the Husqvarna 901 Norden. A different approach to “trusting the North” and it is a very different looking machine. Some may feel like it is stuck in the year 1922 while others might say it is a motorcycle that is adventurous and wanting to see what lies up ahead. A design in the front that symbolizes the brand as a whole. Gentleman like. Executive. Something that doesn’t scream “look at me, I will take another 50 shots!”.
A small background of where Husqvarna comes from. Yes, the brand that your granny use to sow with and your granddad use to use as a lawn mower! The trusty H has been around for years and has left the motorcycle industry and come back quite a few times, each time reviving itself with new promise and new drive. Each time they found themselves trying but never truly pulling it off as it just was too different and people followed what was trusted, yes there is that word again! Swedish people are very introverted and I can gather where the brand comes from. Plain colours but elegant and delightful. The blue that matches their flag and the yellow that matches the cross. The white of their snow and the dark colour Norden… no clue on that term. Wait… dark colour? Almost symbolizes a very secretive and mysterious side which we will get to later on. In the early, to mid 00s, BMW bought Husqvarna and they tried to run with a different approach of black and red but that still didn’t quite cut the chocolate cake! Husaberg (a division per say of Husqvarna) was keeping the blue dream alive. Eventually, in early to mid 10s, KTM bought the brand, Husqvarna, and knew that they need to build up from the ground. Starting off small, they slowly but surely pushed the brand across as a more “exotic” or exclusive type brand that only people who wanted to be out of the limelight, wanted. The brand continued to grow with huge success on the TE300, FE501 and 701 Enduro but there was always one thing missing! The adventure side.
In the beginning part of 2020, they teased us with a 901 Norden concept bike. Truly something that was gorgeous and quickly people demanded that the motorcycle needs to be put into production and people had deposits waiting. Eventually we got it! The production bike and it had the new 889cc parallel-twin motor that had been put into the 890 Duke R (remember that blog like it was yesterday!) and we knew it meant to business!
Here is where the boffins in the Pierre Mobility Group get clever… Remember the mention of Husqvarna being the quiet, not so “look at me” brand? While… they delivered! It has a tried and tested frame, subframe that comes straight off the 890 Adventure! Suspension that was tried and tested on the 790/890 but only it had adjustment to it! The tried and tested brakes, and and and but with a key difference. It lacked orange. It lacked the look at me. It was different and that is how they slowly but surely crept into the BMW, Honda and Triumph market. One step at a time! She rides like a trooper, glides over any bump or pothole. The motor is smooth and has plenty of go and plenty of pull with 2 up. It also is incredibly comfortable and surprisingly good with that standard screen on the open road.
Now my statement right at the beginning about trusting in the North? They hit it on the head! They used the clever guys at KTM to do the hardwork, to put a trusted formula out there and then build on it to make the Husqvarna brand a fortress, a brand that introverted people want to enjoy, that the BMW fanboys can drool over without their friends giving them hate. Husqvarna… your tactics are incredible and does not go unnoticed! The future looks bright!