Overview

Levis was a British motorcycle marque manufactured by Butterfields Ltd. of Birmingham, England. It is unrelated to the American Levi's apparel brand. The company emerged from the work of motorcycle designer Howard, or Bob, Newey, whose first motorcycle design was produced at the Norton works but was rejected by James Norton. Newey subsequently worked with Arthur and Billy Butterfield and their sister Daisy to establish a motorcycle business. Newey later married Daisy Butterfield, linking the design and commercial sides of the enterprise. The first Levis motorcycle appeared in 1911 and used a 211 cc single-cylinder two-stroke engine. Two-stroke machines became the marque's defining product and helped establish Levis as one of England's leading two-stroke motorcycle names during the interwar period. The company later offered 211 cc and 246 cc three-port singles, sporting versions, and a six-port model. A 211 cc machine produced approximately 3 horsepower in the mid-1910s, used an enclosed primary chain drive and a Fellows magneto, and transmitted power to the rear wheel through a Pedley Vee belt. Competition was important to Levis's reputation. Its first major racing success came in the Lightweight 250 class at the 1920 Isle of Man TT Junior race, followed by another Lightweight TT victory in 1922. These results supported the advertising slogan “The Master Two Stroke.” Riders associated with the marque included Geoff Davison, R. O. Clark, and Phil Pike. Levis motorcycles also competed successfully in off-road events, where the company's later four-stroke machines became particularly prominent. From 1928, Levis expanded beyond two-strokes into four-stroke motorcycles. The range included 247 cc and 346 cc overhead-valve singles, followed by 498 cc and 600 cc overhead-valve models. For shorter periods, the company also produced a 346 cc side-valve single and a 247 cc single-overhead-camshaft model. Four-stroke motorcycles were used successfully in trials and other off-road competition. Percy Hunt achieved race results on a 346 cc model, while Bob Foster won events shortly before the Second World War on a 598 cc Levis overhead-valve motorcycle. The original manufacturing period ran from 1911 to 1940 according to the marque's commonly cited historical account, with four-stroke production extending to 1941. The postwar history of the original manufacturer is not fully established in the available reference material. In 2014, the Levis motorcycle brand was acquired by David Redshaw of the Auto Crowd Group. In 2017, the name was sold to Phil Bevan of engineering company Bevan Davidson International, which subsequently announced work to revive the marque. The revival plan centered on the Levis V6 Café Racer. It was initially associated with a proposed 2.0-litre V10 engine developed for the Connaught Type D sports car, another asset acquired by Bevan Davidson International, but the project later moved toward a V6 configuration. Production was announced as a planned limited run, initially described as six motorcycles with a proposed price of £52,000 each. The planned production did not materialize in the cited account, although development of a new range of Levis motorcycles was reported to be continuing. The present commercial status of the revived brand remains uncertain.

History

Levis was established in Birmingham, England, around the motorcycle design work of Howard, or Bob, Newey. Newey's first motorcycle was made at the Norton works, but James Norton declined to adopt it. Newey then joined Arthur and Billy Butterfield and their sister Daisy to form a separate motorcycle enterprise. The association later became personal as Newey married Daisy Butterfield. The first Levis motorcycle appeared in 1911. It was a lightweight 211 cc single-cylinder two-stroke, and two-stroke engineering remained central to the marque's identity for much of its original life. A typical early machine used an enclosed chain from the crankshaft to a Fellows magneto and a Pedley Vee belt for final drive. By 1916, the 211 cc engine was producing about 3 horsepower and the motorcycle weighed approximately 120 pounds. Levis gained public recognition through competition. A 247 cc motorcycle won the Lightweight 250 class in the 1920 Isle of Man TT Junior race, and the marque repeated its success in the 1922 Lightweight TT race. These victories helped support the slogan “The Master Two Stroke.” The company produced 211 cc and 246 cc three-port singles, sporting derivatives, and a six-port machine. Riders such as Geoff Davison, R. O. Clark, and Phil Pike competed for the marque. The company broadened its engineering program in 1928 by introducing four-stroke motorcycles. Early four-strokes included 247 cc and 346 cc overhead-valve singles, followed later by 498 cc and 600 cc overhead-valve models. Levis also briefly offered a 346 cc side-valve single and a 247 cc single-overhead-camshaft motorcycle with chain-driven overhead camshaft. The four-stroke range extended the brand's presence into competition beyond lightweight road racing. Percy Hunt achieved success on a 346 cc machine, while Bob Foster won trials and motocross events on a 598 cc overhead-valve Levis shortly before the Second World War. The original Levis manufacturing period is generally described as running from 1911 through 1940, with four-stroke production continuing to 1941. The available reference does not provide a complete account of the company's postwar corporate history or establish a precise date at which every Levis activity ended. The marque was revived as an intellectual-property and product-development project in the twenty-first century. David Redshaw of the Auto Crowd Group acquired the brand in 2014. In 2017, ownership passed to Phil Bevan and Bevan Davidson International. A public announcement in 2018 described plans to restart the marque through a modern Levis V6 Café Racer. The project was initially linked to a 2.0-litre V10 engine associated with the Connaught Type D sports car, but the proposed powertrain direction later changed to a V6. An initial six-bike production run was discussed at a proposed price of £52,000 per motorcycle. The cited reference states that production had not materialized, while development of a broader motorcycle range was continuing. The current operational status of the revived brand is therefore not established.

2018
Modern revival announced
[1]Levis (motorcycle)en.wikipedia.org
A public announcement outlined plans to revive Levis through development of the V6 Café Racer and a future motorcycle range.
2017
Brand transferred to Bevan Davidson International
[1]Levis (motorcycle)en.wikipedia.org
The Levis name was sold to Phil Bevan of engineering company Bevan Davidson International.
2014
Brand acquired by Auto Crowd Group
[1]Levis (motorcycle)en.wikipedia.org
David Redshaw of the Auto Crowd Group acquired the Levis motorcycle brand.
1940
End of the principal original production period
[1]Levis (motorcycle)en.wikipedia.org
The marque's original motorcycle production is commonly dated through 1940, with some four-stroke production continuing into 1941.
1928
Four-stroke range introduced
[1]Levis (motorcycle)en.wikipedia.org
Levis expanded into four-stroke motorcycles, beginning with 247 cc and 346 cc overhead-valve singles.
1922
Lightweight TT victory
[1]Levis (motorcycle)en.wikipedia.org
Levis repeated its Isle of Man success by winning the Lightweight TT race, reinforcing its two-stroke sporting reputation.
1920
First Isle of Man TT Lightweight success
[1]Levis (motorcycle)en.wikipedia.org
A 247 cc Levis achieved the marque's first reported major racing success in the Lightweight 250 class of the Isle of Man TT Junior race.
1916
211 cc two-stroke specification documented
[1]Levis (motorcycle)en.wikipedia.org
The 211 cc vertical two-stroke was documented at approximately 3 horsepower, with enclosed chain primary drive and belt drive to the rear wheel.
1911
First Levis motorcycle produced
[1]Levis (motorcycle)en.wikipedia.org
The first Levis motorcycle entered production in Birmingham, using a 211 cc single-cylinder two-stroke engine.

Products and positioning

Historic British motorcycle marque associated with lightweight two-stroke engineering, road racing, trials, and motocross, later repositioned around a proposed high-performance revival.

Two-stroke motorcycle · 1911
Levis 211 cc two-stroke
The 211 cc single-cylinder two-stroke was the foundational Levis model. Early examples used a compact lightweight design, enclosed chain drive to the magneto, and belt transmission to the rear wheel. The model established the engineering format that shaped the marque's early identity.
Two-stroke motorcycle · 1926
Levis 246 cc two-stroke
The 246 cc two-stroke formed part of the later lightweight range and was offered in several versions, including the Model K and Model O. Related sporting machines were used in competition, including the 247 cc motorcycle associated with Levis's Isle of Man TT victories.
Four-stroke motorcycle · 1928
Levis 346 cc overhead-valve
Introduced after Levis entered the four-stroke market, the 346 cc overhead-valve single expanded the marque beyond lightweight two-strokes. The model and its derivatives were used in both road and competition settings, including successful racing and off-road applications.
Four-stroke motorcycle · 1938
Levis 496 cc OHV Model D-Special
The 496 cc Model D-Special represented the larger-capacity overhead-valve side of the prewar Levis range. It belonged to the marque's later four-stroke period, when Levis was producing motorcycles larger than its original lightweight two-stroke designs.
Competition motorcycle
Levis 598 cc overhead-valve
The approximately 598 cc overhead-valve motorcycle was used successfully in trials and motocross shortly before the Second World War. Bob Foster is associated with multiple wins on this large-capacity Levis competition machine.
High-performance revival motorcycle
Levis V6 Café Racer
The V6 Café Racer was the centerpiece of the modern revival plan announced after the brand changed hands in the 2010s. The project was initially linked to a proposed 2.0-litre V10 engine but later moved toward a V6 configuration. A six-motorcycle initial run was discussed, but production had not materialized in the cited reference.

Marketing campaigns

The Master Two Stroke
United Kingdom
Levis used the slogan “The Master Two Stroke” after its lightweight racing successes, presenting the marque as a specialist in two-stroke motorcycle engineering.
Outcome. The slogan became associated with the brand's interwar two-stroke identity.
Source

Brand decisions

2018
Development of the Levis V6 Café RacerProduct launch
Background
Bevan Davidson International sought to relaunch the historic name with a premium, high-performance motorcycle.
Action taken
The company developed the V6 Café Racer, revising the initial V10-related concept toward a V6 engine and discussing an initial six-bike production run.
Aftermath
The proposed production did not materialize in the cited account, although development of additional motorcycles was reported to continue.
Proposed price per motorcycle. £52,000 (Planned initial production period)
Source
2017
Sale of the Levis name to Bevan Davidson InternationalM&A
Background
After the brand had been acquired by David Redshaw's Auto Crowd Group in 2014, ownership changed again in 2017.
Action taken
The Levis name was sold to Phil Bevan of Bevan Davidson International.
Aftermath
The new owner announced a program intended to revive Levis as a modern performance motorcycle marque.
Source
1928
Expansion from two-strokes into four-strokesStrategy
Background
Levis had established its reputation through lightweight two-stroke motorcycles and racing, but the company broadened its technical range in the late 1920s.
Action taken
The company introduced 247 cc and 346 cc overhead-valve four-stroke motorcycles and subsequently added larger-capacity models.
Aftermath
The four-stroke program gave Levis a presence in larger-capacity road and off-road competition, including trials and motocross.
Source

Recent events

2026
Levi's announces the “Behind Every Original” global campaign[2]Levi's announces the “Behind Every Original” global campaignprtimes.jp
Campaign
The campaign uses back-facing portraits and films to highlight Levi's distinctive denim details and the personal stories of cultural figures and other original individuals.
2025
Beyoncé appears in the final chapter of Levi's REIIMAGINE campaign[3]Beyoncé appears in the final chapter of Levi's REIIMAGINE campaignadweek.com
Campaign · Product generation
The campaign's fourth installment, “The Denim Cowboy,” brought together elements from earlier chapters and concluded the Beyoncé-led reinterpretation of Levi's classic advertising.
2024
Levi's presents the Beyoncé-led “REIIMAGINE” campaign[4]Levi's presents the Beyoncé-led “REIIMAGINE” campaignhypebeast.com
Campaign
The global campaign revisited the brand’s advertising heritage, including the 1985 “Launderette” concept, through a film starring Beyoncé and directed by Melina Matsoukas.
2024
Levi's launches global REIIMAGINE campaign with Beyoncé[5]Levi's launches global REIIMAGINE campaign with Beyoncébusinesswire.com
Campaign · Other
Levi's announced a campaign with Beyoncé inspired by several of the brand's historic advertisements. The project connected the singer's song “LEVII'S JEANS” with the brand's heritage and was intended to strengthen cultural relevance and expand the women's business.
2024
Levi's introduces The Floor Is Yours campaign[6]Levi's introduces The Floor Is Yours campaignretaildive.com
Campaign
The campaign marked the tenth anniversary of Live in Levi's and framed the brand as an unofficial uniform for people who act, move and contribute to social progress.
2022
Levi's Japan launches the “Men's Basics” campaign with Masaki Suda[7]Levi's Japan launches the “Men's Basics” campaign with Masaki Sudaprtimes.jp
Campaign
The Japanese campaign used actor Masaki Suda to present classic Levi's fits, including the 501, 502, 505, 510, 511, 512, and 569, through vintage-influenced styling.
2021
Levi's launches the global “Buy Better, Wear Longer” campaign[8]Levi's launches the global “Buy Better, Wear Longer” campaignxtrend.nikkei.com
Campaign
The campaign addressed apparel overconsumption and encouraged consumers to purchase more durable garments and wear them for longer, linking brand communication with the company’s sustainability agenda.
2019
Levi Strauss & Co. files for a return to public markets[9]Levi Strauss & Co. files for a return to public marketsbloomberg.co.jp
Other
The parent company filed for an initial public offering on the New York Stock Exchange under the symbol LEVI, seeking to fund general corporate purposes and support continued growth.
2019
Levi Strauss & Co. returns to the New York Stock Exchange[10]Levi Strauss & Co. returns to the New York Stock Exchangebloomberg.co.jp
Other
Levi Strauss & Co. completed its return to public trading after being taken private in 1985. The offering price was reported as $17 per share, and the stock finished its first trading day above that level.
2018
Revival plans for the Levis motorcycle marque announced[1]Levis (motorcycle)en.wikipedia.org
Product launch
Bevan Davidson International publicly announced work to revive the Levis brand, including development of a new high-performance motorcycle.

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