Death of a Dream: R.I.P. Amarcord Concept
February 16, 2008
The critical words used when Italjet products are discussed have their origin in the frustration felt when their excellent concepts often fail in the execution of delivering the legendary products we hope for. The Velocifero, Dragster and Formula models made it far when reaching for iconic status but fell short in the end due to poor product support and the ultimate demise of the company’s incarnation at the time. Some exciting designs have yet to make it from prototype to production. Examples include the Scooop, Rollercraft and Amarcord. While the Scooop may have been outdone by the Piaggio MP3 in arriving first and the Rollercraft may yet arrive, the motorcycle-with-a-scooter-engine work of art known as the Amarcord seems to have died and it’s name lifted onto a Chinese scooter. Reported by Cyberscooter.it from the EICMA in 2007, the scooter with the Amarcord name appeared as one of Italjet’s new offerings. The scooter doesn’t look all that horrible it is slightly reminiscent of the Velocifero’s retro design with some tell-tale accents of mainland-China construction. Also note the yellow Rollercraft model in the background. What moves me to feel sad and mourn the loss of the of a great design is that the name transfer of the Amarcord label from an incredibly eye-catching and novel design to an homogenized standard scooter signals the death of an idea that’s time is ripe and appears to be lost on most (but not all) manufacturers. R.I.P. Amarcord concept.