You need a fair bit of cash to buy into the Brough Superior brand. Since the prestigious brand was born in 1919, they’ve continued to command a premium price on the classic market. And the new models launched since 2016 will cost you £45,700 or so. That’s about half the price of the original models, but it’s still a premium market. So it’s a bit of kudos when Brough Superior pick ELF for new and vintage lubricants.
The Elf brand was originally created with the merger of three French oil companies in 1967, and was notable as the first company to pioneer a completely synthetic racing oil. And with heavy sponsorship of motorsport on two and four wheels they became mostly known in motorcycling for experimental chassis designs. This led to a partnership with Honda, and GP racing. Which is how many of us remember Elf associated with Ron Haslam in motorcycle Grand Prix in the mid 1980s, including a victory at the 1986 Macau GP.
The French lubricant brand is now part of Total Lubricants, while the original English Brough Superior brand is now being hand-built near Toulouse in France. So somehow the partnership now seems more fitting than ever.
So there are a couple of new products now for the well-heeled owner of both new and old Brough Superior motorcycles.
First up is the ELF Modern Motorcycle Oil 10W-60, and as you’d imagine, it’s for the newer Broughs. The high-performance lubricant has specially selected additives to withstand extreme engine pressures and temperatures. And prevent even minor clutch malfunctions whilst keeping the right amount of friction.
Meanwhile there is also the Brough Superior ELF Vintage Motorcycle Oil range, which has four different options to choose from. And it’s the right product for the total-loss oiling systems used in the classic models.
Mark Upham, CEO and owner of Brough Superior Ltd, said of the partnership: “Oil is an engine’s lifeblood; the biggest future risk would be not getting the right power for our bikes. Elf can help us make better motorcycles and that’s why we’re such big believers in the partnership’s excellence and sustainability.”