Biltwell was founded in 2005 as a backlash in response to the heyday of overpriced, over-chromed, and gaudy parts. Their focus was on the rider and home mechanic who loves the form and function of a motorcycle, and doesn't need chromed baubles to feel good. Many riders of today are people of action - they go out, use their bikes, get them dirty and wet, and come back home to fix up their rigs and prepare to do it again. They're not interested in fake-tough-guy poses or biker-family drama. Rather, they've embraced the idea that today's serious rider/builder is a hard-working guy who needs quality and value in every piece he buys; because each piece has to serve an important function.
Biltwell is about simple, well-crafted motorcycle parts that look good on bikes that just rolled off the showroom floor. They're making pieces that look super-hot on modern bikes, and they look hot for the same reason those styles looked good on your grandfather's bike - they are timeless. Classics, if you will.
Biltwell's catchphrase is "Quality Counts". The parts speak for themselves.