Late 1950s
Florence, the first workshop.
Giancarlo Gori and his father Vasco opened a workshop on the Lungarno. Repairs were soon joined by race preparation, with Lambretta scooters playing a central role.
History and identity / The roots
One name.
A culture of engineering.
GORI grew from the meeting of workshop craftsmanship and the desire to push its limits. A story rooted in Florence, shaped by tuning, hand-built motorcycles and competition.
From workshop to factory
Lambretta, Vespa, motocross and enduro motorcycles. The machines and terrain changed. The search for an engineering answer, built and put to the test, remained.
1965
The Lambretta at Monza.
On 25 October 1965, the GORI-tuned Lambretta was tested at Monza. The scanned report, also reproduced in the book, describes the attempts as unofficial: evidence of experimentation and timed testing, without attributing a ratified world record to the brand.
Read moreThe 1960s
Vespa tuning.
The work expanded to small-capacity Vespas and the 90 SS. The story includes participation in the Motogiro and a special built for speed tests at Galliano. Performance figures reported by the sources are not automatically treated as official records.
Read moreLate 1960s
The idea became a motorcycle.
The first GORI motocross motorcycles emerged, initially also associated with the GORI BIMM name. The brand brought its tuning experience into the design of a complete motorcycle.
Read moreThe 1970s
One factory, many skills.
Production took shape in Via Rocca Tedalda in Florence. Frames, engines, wheels, assembly and testing became parts of the same process. Input from riders and colleagues helped develop the motocross and enduro models.
Read more1981–1982
The G81 chapter.
The archive preserves models from the G81 family and developments from the early 1980s. The historical account describes the use of Rotax engines and a rethink of frames, styling and graphics.
Read more2020
Bettella acquired the brand.
The current company source records Bettella Srl’s acquisition of the brand in 2020 and a development direction focused on updating tuning kits and components.
Read more
The people / Giancarlo Gori
The vision
of a
builder.
Tuner, designer and motorcycle builder, Giancarlo Gori gave the brand his technical curiosity. From early tuning work to motorcycle production, his contribution runs through its heritage.
“My factory was small, but it had a big name.”Giancarlo Gori / Recollection preserved on motogori.com
His memories are a valuable source. Here they form part of a brand story that also includes the work of Vasco, the colleagues and the riders.
Photographs of GiancarloThe people / Vasco Gori
Experience
that puts down
roots.
A mechanic and racing enthusiast, Vasco was part of the workshop’s beginnings and the brand’s sporting journey. The book also recalls his responsibility for the assembly line and his attention to quality checks. Photographs preserve his presence alongside Giancarlo, in racing and preparation work.
Vasco in the archive
A wider heritage
Many forms.
The same
curiosity.
GORI’s journey also includes karts, minicross bikes, BMX bikes, prototypes and models for different uses. The archive makes it possible to explore this variety beyond any single chapter of the brand’s history.
Explore the materialInside the history / Engineering culture
Ideas become
a method.
A frame to refine on the ground. An engine to measure on the dyno. A motorcycle to check in every detail. The recollections collected by Filippo Zerini reveal the work behind the GORI name: Giancarlo and Vasco, the technicians, the riders and production.
Inside GORI engineering culture