Husqvarna Mobility GmbH

Corporate brand

Austrian motorcycle company responsible for the Husqvarna Motorcycles brand, producing premium off-road, street, travel and electric motorcycles from Mattighofen.

Last updated November 4, 2026

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Overview

Husqvarna Mobility GmbH is the Austrian operating company behind Husqvarna Motorcycles, a premium motorcycle brand with Swedish industrial origins and an Austrian manufacturing and management base. The company is headquartered in Mattighofen, Upper Austria, one of the principal centers of the KTM motorcycle group. Its registered legal predecessor was established in December 2012 and entered the Austrian commercial register in 2013 under the Husaberg-related corporate structure. The entity was formerly known as Husqvarna Motorcycles GmbH and adopted the legal name Husqvarna Mobility GmbH in 2024. The Husqvarna motorcycle name traces its history to 1903, when the Swedish Husqvarna industrial concern began producing motorized bicycles. Over the following decades, Husqvarna became strongly associated with competition motorcycles, particularly motocross and enduro machines. Its racing history includes international victories and world championship titles in the 250 cc and 500 cc classes during the 1960s and early 1970s. The brand also became culturally visible through riders such as Torsten Hallman and Malcolm Smith, and through the association of Husqvarna motorcycles with actor and motorcyclist Steve McQueen. Corporate ownership changed several times. Husqvarna Motorcycles became part of Electrolux in 1977, was acquired by Cagiva in the 1980s, and was purchased by BMW in 2007. In 2013, the motorcycle business and associated brand rights moved into the KTM-led group controlled by Pierer Industrie and subsequently PIERER Mobility. The re-established Husqvarna Motorcycles brand began Austrian-based production at Mattighofen in 2013, with the first complete business year under the new ownership in 2014. The company used the new ownership to combine shared engineering and production capabilities with a distinct design language intended to differentiate Husqvarna from KTM and GASGAS. Husqvarna's modern portfolio extends beyond its traditional off-road base. It includes motocross models under the TC and FC families, enduro motorcycles under the TE and FE families, dual-sport and travel models such as the Norden, urban-oriented naked motorcycles such as the Svartpilen, and neo-retro roadsters such as the Vitpilen. The company has also offered smaller electric motorcycles and electric youth models, reflecting the wider group's interest in powered two-wheelers and urban mobility. Product development, manufacturing coordination and brand administration are closely connected with KTM AG and the wider Bajaj Mobility Group, while sales are conducted through international subsidiaries, importers and dealer networks. The brand's positioning combines Scandinavian-inspired styling, functional simplicity, premium components and competition-derived engineering. Its off-road products emphasize low weight, suspension performance and race usability, while its street models emphasize minimalist design, accessible ergonomics and shared group technology. The Norden line has broadened Husqvarna's reach into the adventure and travel segment, while the Vitpilen and Svartpilen families have provided a visual identity for the company's urban range. In 2024, the legal entity changed from Husqvarna Motorcycles GmbH to Husqvarna Mobility GmbH. The change reflected a broader mobility-oriented corporate scope and the group's changing brand architecture, although Husqvarna Motorcycles remains the principal commercial identity of the company. In 2025, the parent group became associated with Bajaj Mobility AG following Bajaj Auto's increased control of the former PIERER Mobility structure. Husqvarna Mobility remains an active Austrian subsidiary and an international premium motorcycle business, with products developed and manufactured within the Mattighofen-centered motorcycle ecosystem.

History

Husqvarna's motorcycle history begins in Sweden in 1903, when the Husqvarna industrial company introduced a motorized bicycle. The company developed motorcycles through the early twentieth century and competed in road racing, including events such as the Isle of Man TT. During the 1930s, Husqvarna expanded its competition activities and gradually established a reputation for lightweight, technically ambitious motorcycles. The brand's strongest historic identity was formed through off-road competition. During the 1960s and early 1970s, Husqvarna machinery achieved multiple FIM world championship titles in the 250 cc and 500 cc categories. Riders associated with the brand included Torsten Hallman and Malcolm Smith, while Steve McQueen's use and promotion of Husqvarna motorcycles helped strengthen the company's image among American enthusiasts. Husqvarna was also an important contributor to the development and popularization of motocross in Europe and the United States. Ownership and corporate organization changed repeatedly. In 1977, Husqvarna joined the Electrolux Group. The motorcycle operation was later acquired by Cagiva, and in 2007 BMW purchased Husqvarna Motorcycles. BMW maintained the brand for several years but ultimately sold the motorcycle operation and related rights in 2013 to the KTM-led group associated with Pierer Industrie. The modern Austrian corporate vehicle was incorporated in late 2012 and registered in 2013, initially using a structure connected with Husaberg and the distribution of motor vehicles and accessories. The 2013 transaction began a new phase for Husqvarna. Production and development were integrated into the Mattighofen-centered KTM ecosystem, while the brand was presented as a separate premium marque rather than simply a rebadged KTM. The strategy combined shared platforms, engines, electronics and manufacturing resources with a different visual language. Husqvarna motorcycles emphasized restrained graphics, compact proportions, premium materials and a Scandinavian-inspired design approach. The first Austrian production units were completed in 2013, and 2014 became the first full business year of the relaunched brand. Initially, the renewed Husqvarna range concentrated on motocross and enduro motorcycles. The TC and FC motocross families and the TE and FE enduro families connected the new company with Husqvarna's historic racing reputation. The brand then expanded into street motorcycles. The 2014 Vitpilen 401 and Svartpilen 401 concepts announced the company's return to the road-bike market, with production versions using compact single-cylinder platforms and a minimalist design intended to attract urban and younger riders. Larger Vitpilen and Svartpilen models followed, extending the street portfolio. Husqvarna subsequently moved into adventure and travel motorcycles with the Norden family. The Norden 901 gave the company a substantial twin-cylinder travel motorcycle and helped reposition Husqvarna as a broader premium powered-two-wheeler brand. Other road-oriented products included the 701 Enduro and 701 Supermoto, which bridged off-road capability and road use. The company also developed smaller electric products, including electric youth motorcycles, as part of the wider group's move toward electric and urban mobility. International expansion became a major strategic objective after the relaunch. Husqvarna was introduced or expanded in markets including India, Southeast Asia and Latin America in 2020, supplementing its established European and North American presence. Distribution has generally operated through group companies, national importers and authorized dealers. The business also sells apparel, technical equipment, spare parts and accessories connected with the motorcycle range. In 2024, the legal entity changed its name from Husqvarna Motorcycles GmbH to Husqvarna Mobility GmbH. The new name reflected an effort to describe a broader mobility-oriented scope while preserving Husqvarna Motorcycles as the customer-facing motorcycle brand. The company remained a wholly owned subsidiary of KTM AG within the wider corporate structure. During 2025, the former PIERER Mobility group became Bajaj Mobility AG after Bajaj Auto increased its control. By 2026, Husqvarna Mobility continued to operate from Mattighofen with motocross, enduro, adventure, street and electric models marketed internationally. The company's modern identity therefore rests on three connected elements: Swedish historical heritage, Austrian engineering and manufacturing, and the resources of a global motorcycle group. Husqvarna's differentiation is based less on being a standalone manufacturing system than on the combination of shared group technology and a distinct premium design philosophy. Its principal challenge is to preserve that identity while competing in crowded off-road, adventure and urban motorcycle segments and while managing the operational and financial pressures affecting the broader motorcycle industry.

2026
New managing director added to Austrian entity
[4]Husqvarna Mobility GmbH current managing directorsfirmenakte.at
Stephan Reiff is recorded as a current managing director of Husqvarna Mobility GmbH alongside Markus Gruber and Gottfried Neumeister.
2025
Parent group adopts Bajaj Mobility name
[5]Bajaj Mobility AG corporate informationbajajmobility.com
The former PIERER Mobility AG becomes Bajaj Mobility AG following increased control by Bajaj Auto, while Husqvarna remains a core motorcycle brand.
2024
Legal name changes to Husqvarna Mobility GmbH
[2]Husqvarna Mobility GmbH legal entity recordlei.bloomberg.com
The Austrian company formerly known as Husqvarna Motorcycles GmbH changes its registered legal name to Husqvarna Mobility GmbH.
2020
Husqvarna expands into new international regions
[6]PIERER Mobility annual report 2023bajajmobility.com
The brand expands availability in India, Southeast Asia and Latin America as part of a wider international growth strategy.
2017
Husqvarna strengthens its premium motorcycle position
[11]Husqvarna strengthens its premium motorcycle positionbajajmobility.com
The brand contributes to the KTM group's combined growth in premium street and off-road motorcycles, with expanding model and dealer coverage.
2014
Street-bike relaunch is announced
[10]Street-bike relaunch is announcedbajajmobility.com
The Vitpilen 401 and Svartpilen 401 concepts are shown at EICMA, introducing a new street-bike design direction.
2013
Husqvarna joins the KTM-led group
[1]Husqvarna Motorcycles: Our Brand, Our Story, Our Legacyhusqvarna-motorcycles.com
The motorcycle business and brand rights move into the KTM-led group, and modern Husqvarna motorcycle production begins at Mattighofen.
2012
Modern Austrian legal entity is established
[2]Husqvarna Mobility GmbH legal entity recordlei.bloomberg.com
The legal predecessor of Husqvarna Mobility GmbH is formed in December 2012 in Mattighofen, Austria.
2007
BMW acquires Husqvarna Motorcycles
[1]Husqvarna Motorcycles: Our Brand, Our Story, Our Legacyhusqvarna-motorcycles.com
BMW Group acquires the Husqvarna motorcycle business before later transferring it to the KTM-led group.
1977
Husqvarna joins Electrolux
[1]Husqvarna Motorcycles: Our Brand, Our Story, Our Legacyhusqvarna-motorcycles.com
The Husqvarna brand becomes part of the Electrolux Group.
1960
Husqvarna enters a major world championship era
[1]Husqvarna Motorcycles: Our Brand, Our Story, Our Legacyhusqvarna-motorcycles.com
Husqvarna motorcycles begin a period of international off-road success that includes multiple FIM world titles during the 1960s and early 1970s.
1903
Husqvarna begins motorcycle production
[1]Husqvarna Motorcycles: Our Brand, Our Story, Our Legacyhusqvarna-motorcycles.com
The Swedish Husqvarna industrial company introduces a motorized bicycle, establishing the origin of the motorcycle brand's documented production history.

Products and positioning

Premium motorcycles combining Swedish design heritage, Austrian engineering, competition-derived performance, functional simplicity and progressive urban styling.

Motocross motorcycles · 2014
TC motocross range
The TC family comprises two-stroke motocross motorcycles designed for closed-course competition. Models in the range emphasize low mass, responsive engines, race-focused chassis geometry, high-specification suspension and durable components. The line connects Husqvarna's contemporary product strategy with its historic motocross identity and is positioned for riders competing across amateur, national and professional levels. Factory and special-edition variants add upgraded components and competition-oriented equipment.
Motocross motorcycles · 2014
FC motocross range
The FC family consists of four-stroke motocross motorcycles. These machines are developed around high-performance single-cylinder engines, lightweight frames, advanced suspension and electronics intended for racing use. The range includes different engine displacements and premium Factory Edition derivatives. It is one of Husqvarna's principal flagship product families and a direct expression of the company's off-road competition heritage.
Enduro motorcycles · 2014
TE and FE enduro range
The TE two-stroke and FE four-stroke families form the core of Husqvarna's enduro portfolio. They are designed for timed special tests, technical trails and long off-road stages, with equipment focused on traction, maneuverability, suspension control and serviceability. The models use competition-derived chassis and engine technologies but are sold through a dealer and support system intended for both professional racers and recreational enduro riders.
Adventure and travel motorcycles · 2019
Norden range
The Norden family extends Husqvarna into adventure touring and long-distance travel. Its motorcycles combine road-going comfort, upright ergonomics, extended-range capability and off-road versatility. The Norden 901 is the best-known member of the line and uses a parallel-twin platform within the wider group. Styling, rider-focused electronics and a balance between touring range and trail ability distinguish the family from Husqvarna's dedicated competition motorcycles.
Naked motorcycles · 2018
Svartpilen range
Svartpilen motorcycles are urban-oriented naked bikes characterized by minimalist styling, compact proportions and a visually rugged interpretation of the scrambler concept. The family originated from the Svartpilen 401 design concept shown in 2014 and later expanded across different engine sizes. The models are intended to provide accessible everyday performance while expressing Husqvarna's Scandinavian-inspired design language and its separation from visually similar KTM products.
Neo-retro roadsters · 2018
Vitpilen range
Vitpilen motorcycles apply a minimalist, road-focused design philosophy to lightweight and middleweight platforms. The range is positioned as a modern interpretation of a classic roadster, with clean bodywork, compact proportions and a deliberately uncluttered appearance. Together with Svartpilen, Vitpilen represents Husqvarna's return to street motorcycles and its effort to attract riders who value design, simplicity and distinctive urban identity as much as outright performance.
Dual-sport and supermoto motorcycles · 2015
701 Enduro and 701 Supermoto
The 701 Enduro and 701 Supermoto bridge Husqvarna's competition heritage and road-going use. The Enduro is designed for riders who need a lightweight, high-performance motorcycle capable of connecting trails and public roads, while the Supermoto uses similar high-performance principles for paved surfaces and technical riding. Both families helped broaden Husqvarna beyond dedicated motocross and enduro competition machines.
Electric motorcycles · 2020
EE electric youth range
The EE range consists of small electric motorcycles for younger riders and entry-level off-road use. Battery-electric powertrains reduce mechanical complexity and operating noise while allowing the motorcycles to retain recognizable motorcycle controls and off-road ergonomics. The range forms part of the wider group's electric mobility strategy and introduces Husqvarna's design language to new riders before they progress to larger combustion or electric motorcycles.
Apparel and accessories · 2013
Motorcycle apparel and accessories
Husqvarna sells branded riding apparel, protective equipment, casual clothing, replacement parts and motorcycle accessories through its dealer and distribution network. Technical products are intended to support motocross, enduro, adventure and street riding, while lifestyle products extend the brand beyond the motorcycle itself. Many items are developed or sourced within the wider KTM-group ecosystem and are marketed as complementary products for Husqvarna motorcycle owners.

Brand decisions

2025
Integration into the Bajaj Mobility ownership structureM&A
Background
Bajaj Auto increased control of the former PIERER Mobility group during a period of restructuring in the Austrian motorcycle industry.
Action taken
The parent group adopted the Bajaj Mobility AG name and continued to hold Husqvarna within the KTM-centered premium motorcycle portfolio.
Aftermath
Husqvarna remained a core group brand alongside KTM and GASGAS, with continued access to shared engineering, manufacturing, distribution and purchasing capabilities.
Source
2024
Legal rebranding from Husqvarna Motorcycles GmbH to Husqvarna Mobility GmbHStrategy
Background
The corporate group was broadening its powered-two-wheeler and mobility activities, while the registered company name was closely associated with only the motorcycle business.
Action taken
The Austrian legal entity changed its name to Husqvarna Mobility GmbH while retaining Husqvarna Motorcycles as the principal commercial brand identity.
Aftermath
The new legal name better reflected a broader mobility-oriented corporate structure, although the company's public-facing products remained primarily motorcycles and related equipment.
Source
2020
International expansion into India, Southeast Asia and Latin AmericaStrategy
Background
Husqvarna's European and North American presence provided a premium base, but the group identified additional growth potential in emerging motorcycle markets.
Action taken
The group expanded Husqvarna distribution into India, Southeast Asia and Latin America, using local partners and the wider Bajaj-KTM industrial and distribution network where applicable.
Aftermath
The brand achieved broader geographic availability and gained access to new urban and entry-premium motorcycle customers.
Source
2019
Expansion into adventure travel with the Norden familyProduct launch
Background
The premium adventure motorcycle segment was growing internationally, while Husqvarna's range was still weighted toward off-road competition and lightweight street products.
Action taken
Husqvarna introduced the Norden concept and developed the Norden 901 as a production adventure motorcycle using the group's engineering and manufacturing resources.
Aftermath
The Norden family broadened Husqvarna's customer base and gave the brand a stronger presence in long-distance touring and mixed-surface travel.
Source
2014
Launch strategy for Vitpilen and Svartpilen street motorcyclesProduct launch
Background
Husqvarna had a strong off-road reputation but limited contemporary street-market presence. The company sought to broaden its customer base without abandoning its design heritage.
Action taken
The company presented the Vitpilen 401 and Svartpilen 401 concepts at EICMA and subsequently developed them into production street motorcycles.
Aftermath
The street range became a central part of Husqvarna's identity and helped establish the brand in urban, lifestyle and lightweight road-bike segments.
Source
2013
Transfer of Husqvarna motorcycle business into the KTM-led groupM&A
Background
BMW's ownership of Husqvarna Motorcycles had not produced a durable long-term operating model. The KTM-led group sought to add a historically strong off-road brand to its premium motorcycle portfolio and use the Mattighofen production and engineering base.
Action taken
The motorcycle business and associated rights were transferred into the KTM-led structure, followed by the establishment of an Austrian operating company and the relaunch of Husqvarna Motorcycles.
Aftermath
Husqvarna production moved into the Austrian KTM ecosystem, and the brand entered a period of product expansion, racing activity and international growth.
Source

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